DECEMBER 19, 2011
NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET
BROOKS
RUNNING
RESPONSIBLY PSST! PSR IS NOW SGB PERFORMANCE
ISSUE 1151 DECEMBER 19, 2011
Bill Garrels
Group Publisher bgarrels@sportsonesource.com 303.997.7302
NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET
Editor In Chief James Hartford (704.987.3450 x104) james@sportsonesource.com
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Senior Business Editor Thomas J. Ryan (917.375.4699) tryan@sportsonesource.com Creative Director Teresa Hartford Graphic Designer Camila Amortegui Advertising Sales Account Manager Casey Vandenover (303-997-7302) caseyv@sportsonesource.com Katie O’Donohue (704.987.3450 x110) katieo@sportsonesource.com Circulation & Subscriptions subs@sportsonesource.com Technology Chief Information Officer, Mark Fine VP Research & Development, Gerry Axelrod Manager Database Operations, Cathy Badalamenti
SportsOneSource Publications SGB TEAM Business Sportsman’s Business The B.O.S.S. Report Sports Executive Weekly SGB Update Footwear Business Update Outdoor Business Update Sportsman’s Business Update Team Business Update
NEWS
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ASICS Invites Gymnasts to Create the Ultimate Natural Shoe TYR Launches Alchemy Project 2012 Swimsuit RIDDELL Partners with NIAAA MERRELL to Take Barefoot to Winter UNDER ARMOUR and the NBA Establish Multi-Year Partnership REI to Open First Store in Ohio SKECHERS Focuses on GOrun MOVERS & SHAKERS
SGB Weekly
GIVING BACK SportsOneSource Research SportScanInfo OIA VantagePoint SOS Research
9 GAZELLE SPORTS Named “Never Stop Exploring” Winner
FEATURES 10 BROOKS Launches First Corporate Responsibility Report
14 UNDER ARMOUR Reveals the Armour Bra
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Copyright 2011 SportsOneSource, LLC. All rights reserved. The opinions expressed by writers & contributors to SGB WEEKLY are not necessarily those of the editors or publishers. SGB WEEKLY is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in SGB WEEKLY may not be reproduced in whole or in part without the express permission of the publisher. SGB WEEKLY is published weekly by SportsOneSource, LLC, 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450. Send address changes to SGB WEEKLY, 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450.
WEEK 1151 | SGBweekly.com
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NEWS
ASICS INVITES GYMNASTS TO CREATE THE ULTIMATE NATURAL SHOE a powerful lever for forward propulsion - the gymnasts had to incorporate real athletic strength and skill by shifting their bodies into back breaking positions and strenuously lifting their team mates forward. Filmed in HD, a behind-the-scenes film is available to view at http://tinyurl.com/7dwkvzn and shows the gymnasts back-flipping, somersaulting and throwing younger members of the team forward to show the explosive power the shoe offers the wearer. Michael Price, marketing director of Asics Europe B.V. commented, "The Asics 33 collection is all about natural movement, flexibility and propulsion and so what better way to illustrate this than creating a human version of the shoe with some of the best gymnasts in the world."
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Thirty-three members of the award winning Great Britain Acrobatic Squad and Britain's Got Talent winners, Spelbound, spent the day in a London studio bent in eye watering positions to achieve a human statue of an Asics running shoe. The gymnasts contorted and supported each other to create this image captured by photographer Melvin Vincent to launch the replica of Asics' new GEL-EXCEL33 across Europe. The GEL-EXCEL 33 is the flagship model of the Asics 33 collection, which is designed to allow all 33 joints in the foot to move freely giving the wearer a natural running experience. To showcase one of the key properties of the shoe, called the 'Propulsion Trusstic' - which helps the foot transform from a flexible structure for shock absorption, into
CLICK TO PLAY
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SGB PERFORMANCE l DECEMBER 19, 2011
TYR LAUNCHES ALCHEMY PROJECT 2012 SWIMSUIT
Utilizing a lightweight, hydrophobic micro-filament textile, TYR launched its Alchemy Project 2012 swimsuit series. The AP12, which has been approved by FINA, uses compression and construction to optimize body position and reduce form drag in the water. AP12's turbo compression fabric provides enhanced stretch and memory retention. Specialized seams combine with sleek designs to optimize body position and reduce drag. The Huntington Beach company's marketing copy states, "Muscles will fire faster, blood flow will be increased, and the core will be engaged. Representing a whole new level of performance, the AP12 sets a new benchmark in speed with its state of the art design." Four new race styles (all offered in a new unique Black/Gold engineered print) increase surface area coverage to enhance speed. Another difference between TYR and its primary competitor, Speedo, is that TYR's suit is American-made. Racing in the AP12 speedsuit series will be reigning world champions Camille Lacourt
(France) and Jeanette Ottesen (Denmark), and World Short Course medalists Markus and Steffen Deibler (Germany). TYR's team of U.S. athletes is led by Matt Grevers (2008 Beijing gold & silver medalist), Ariana Kukors (current world record holder and former world champion), Ricky Berens (2008 Beijing gold medalist), Megan Jendrick (2000 Sydney Gold Medalist & 2008 Beijing silver medalist), Amanda Weir (2004 Athens Silver Medalist), Nick Thoman (world record holder), and Josh Schneider (American record holder). Lacourt, the 2011 World Champion in the 100 meter backstroke, stated, "The AP12 is the first technical suit that I have contributed to by working with the product developers at TYR. The result is stunning! Using the latest technological innovations and adapting them to the extreme demands of competitive swimmers, TYR has made the lightest, most compressive speedsuit. Given the importance of 2012, I know I have the best equipment to face my competitors." Two-time Beijing medalist Grevers, added, "Like most swimmers I want to go fast! Anything that can help me go faster I've learned to love and appreciate, and I really appreciate the new TYR AP12 speedsuit! More speed and less pain is the name of the game!" Kukors, current world record holder in the 200 meter IM, noted, "The AP12 Compression High Back is a genius competitive advantage. In a sport that is won or lost by fractions of a second, the super fast AP12 will give me the edge I need this race season." The AP12 speedsuit series is available for pre-order with widespread availability in January 2012.
RIDDELL PARTNERS WITH NIAAA Riddell, the official helmet of the National Football League, and the National Interscholastic Athletic Administrators Association (NIAAA) announced an exclusive partnership to provide educational programs for athletic administrators. The partnership works to raise awareness of innovative equipment, technology and services among coaches and parents and furthers the organizations' joint commitment to protecting football players at every level. The NIAAA, an independent non-profit organization based in Indianapolis, promotes positive working relationships with state athletic administrators and state and national athletic associations. As a strategic partner of the NIAAA and recognized leader in helmet technology and innovation, Riddell will ensure that certified athletic administrators and athletic programs across the U.S. stay informed on the most important issues affecting athlete protection on the field. "The NIAAA is a terrific organizational fit for Riddell. We share many of the same goals with its dedicated members such as our focus on
improving junior high and high school athletic programs," said Dan Arment, president of Riddell Sports. "This partnership will have a direct, positive impact for players and parents and represents a further extension of our commitment to football programs nationwide." Riddell, whose equipment is worn by players at all levels, will be woven into the NIAAA's 12-month calendar of national events and initiatives. Riddell will provide educational opportunities for athletic administrators and directors on key issues such as proper helmet fitting, return-toplay counsel, helmet reconditioning and recertification services, safety standards and procedures, and emerging technologies. "The NIAAA is excited to have football's most respected protective sports equipment company as a partner," said Bruce Whitehead, executive director of the NIAAA. "Our partnership with Riddell will help support the vital role of interscholastic athletics in the educational system, demonstrating how essential on-field leadership, sportsmanship and player safety is to students' football experience." WEEK 1151 | SGBweekly.com 5
NEWS
MERRELL TO TAKE BAREFOOT TO WINTER At the recent FFANY footwear show in Manhattan, Merrell revealed it would be expanding its wildly successful Barefoot collection with a particular focus on providing options for those who want to run barefoot in cold weather conditions. The low-cut Pulse Glove and the Pulse Glove Mid for men are weather-resistant runners with Merrell's Aerobock fabric and a gaiter with a zip closure. The inside features a full performance running upper with a cord-lock lacing system for a secure fit. Both feature a Vibram Ice Trek rubber sole for traction, built on the same sole platform as the popular Road Glove. For women, the Tempo Glove and Tempo Glove Mid likewise address the chilly barefoot challenges. Merrell will also be introducing training shoes to bring its Barefoot line to general fitness and workouts for the first time. On the Flux Glove for men, a rubber toe bumper provides durability while a rear foot sling provides stability to handle activities from boxing to CrossFit or weights. Another first for Merrell's Barefoot collection is winter boots with the Frost Glove, a waterproof women's boot with a fabric cuff that can fold up or down for individual style and comfort. Other introductions in the Barefoot collection include fresh takes on the lace-up Chukka, leather lace-up Loafer, a Moccasin and Mary Jane. Seth Cobb, VP and general manager at Merrell, said Barefoot is clearly driving apparel offerings and the brand is fortunate to "have taken a leadership position in this fast growing space." But he said Merrell is seeing growth across the board. "The nice thing is that Merrell is experiencing a diversified set of growth metrics right now," said Cobb. "We're growing on a lot of different fronts, whether you measure that against performance and casual; men and women; footwear, apparel and accessories; North America or international. Our businesses are charging ahead." The brand's men's mountain casual and women's high-styles product, especially the boot category, are both "going really, really well" and will likewise be expanded in 2012, said Cobb. In multi-sport, the Mix Master Mid collection from spring is being extended to fall with additional cool weather protection. Built on a light and fast last (4mm heel-to-toe drop), the Mix Master Mid also feeds on the push toward athletic looks being adopted in the outdoor space, he said. With boots being worn much earlier in the season, Merrell's women's boots assortments are being expanded to better address the July, August and September months. A new Norsehund collection of weather-proof winter boots incorporates its proprietary ColdSmart Warmth and Traction systems to regulate temperature and provide grip in snow and ice. On the stylish side, the Captiva High Waterproof is a western窶進nspired tall boot with perfed leather overlay and button detail. A retro classic collection harking back to Merrell's start in the eighties will also be reworked with new colors, felts and suedes for fall. Cobb said Merrell's growth this year was also helped by an increased investment in marketing that paid off in driving customers to stores, particularly for the Barefoot collection with efforts around education both in-store and online. Said Cobb, "Those things helped Barefoot be as successful as it was and that lets us head into 2012 with even higher levels of investments in marketing along with learning how to make it even better. It really sets the table for even more exciting years ahead." 6
SGB PERFORMANCE l DECEMBER 19, 2011
MERRELL BAREFOOT SHOES FOR COOL WEATHER RUNNING, FITNESS AND OUTDOOR
STRETCH GLOVE (WOMEN'S)
ORBIT GLOVE (MEN'S)
PULSE GLOVE (MEN'S)
FROST GLOVE (WOMEN'S)
UNDER ARMOUR AND THE NBA ESTABLISH MULTI-YEAR PARTNERSHIP The National Basketball Association (NBA) and Under Armour, Inc. announced a multiyear partnership. As part of this partnership, Under Armour will be able to feature its endorsers – which include Brandon Jennings of the Milwaukee Bucks, Derrick Williams of the Minnesota Timberwolves, Kemba Walker of the Charlotte Bobcats, and Greivis Vasquez of the Memphis Grizzlies – in official NBA uniforms to promote its basketball footwear in promotional campaigns, brand advertising, and at retail. Additionally, Under Armour and the NBA will team up to refurbish community basketball courts throughout the US. Previously, Under Armour endorsers could wear their shoes on the court, but were not allowed to don their NBA uniforms in ads and marketing promoting the company's new basketball footwear line. The company could also not use NBA trademarks. "Partnering with the NBA allows us to showcase our innovative basketball footwear and roster of young, talented players through a platform that represents the pinnacle of the sport," said Matt Mirchin, senior vice president, global sports marketing, Under Armour. "We share a passion with the NBA to help
REI TO OPEN FIRST STORE IN OHIO
young basketball players get better, and our joint court refurbishment program will create more access to functional basketball courts where the next generation can hone their skills." The agreement comes on the heels of Under Armour’s November 1 debut of its "Are You From Here?" campaign, the brand’s largest basketball campaign to date. The "Are You From Here?" campaign depicts the dedication to training, commitment to hard work and passion for the purity of basketball that defines young basketball players striving to be the best. Featuring Jennings, Walker and Williams, the campaign launched with a 60-second spot and has continued via 15-second spots and two-minute vignettes that debuted on ESPN throughout November and December. An additional aspect of this new multiyear partnership is Under Armour’s commitment to refurbish five basketball courts in local communities. The court refurbishments will be undertaken with NBA FIT as part of the NBA Cares Community Caravan.
REI said it will open its first store in Ohio, a new store in Medford, OR, and relocate its current location in Cary, NC. Located at Rookwood Commons, REI Cincinnati will open next fall and is the co-op’s first location in Ohio. The nearly 22,000 square-foot, one-story location will serve outdoor enthusiasts, including more than 5,000 active REI members. REI Medford’s 23,500 square-foot, one-story location will open next fall in Alba Village and help outfit approximately 7,300 local active members and other adventurers. Relocating its current store in Cary, NC. from Crossroads Plaza to Devonshire Place in the spring of 2012 will allow REI to expand from approximately 21,000 square-feet to 27,200 square-feet. The larger footprint will allow the retailer to increase its product offerings in cycling, footwear and paddling.
The Cary location joins stores in Durham, NC, Greensboro, NC and Raleigh, NC in serving 77,600 active REI members in the area. The original Cary store opened in 1992. In addition, the community rooms in REI Medford and REI Cary will allow the company and its local partners to host outdoor-related classes, presentations and events. For the stores in Cincinnati and Medford, REI will recruit between 40 and 50 new employees who share a passion for the outdoors and a commitment to quality customer service. Opening eight new stores in 2011, REI operates 122 retail stores in 29 states with two online stores – rei.com and REI-outlet. com. The new stores will join three additional 2012 store openings in Indianapolis, IN (opening in the spring), Oxnard, CA, and Woodbridge, VA (both opening in the fall). WEEK 1151 | SGBweekly.com
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NEWS
SKECHERS FOCUSES ON GORUN Skechers again showcased its aggressive push into fitness recently at the FFANY footwear show in Manhattan with a particular focus on its GOrun minimalist running shoe platform. Said Dan Levy, national sales director for Skechers Fitness Group, "We're turning Skechers into a performance brand. We're out there to change the hearts and minds of the consumer and the retailer that we're making relevant product right now." Since launching its fitness group last year, Levy said Skechers had made "giant strides" not only in product but in its approach to the category. Said Levy, "We're still the number two shoe company in America after Nike but everyone thinks we're a lifestyle brand. That's where they see us and that's where we made our mark in the business. Now we're starting to really focus in on the performance athlete." The approach includes a focus in on only sporting goods stores, mall specialty and run specialty. Beyond Skechers' own stores, the GOrun line has so far gained distribution, some of it limited, at Foot Locker, Finish Line, Dick's Sporting Goods, Academy, and some run independents across the country. Said Levy, "We understand that in 8
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order to earn the trust of the performance store customer, we need to service performance channels and that's what we're out to do." The company also is not planning any major advertising efforts, such as the Super Bowl ads it ran for its toning product, but will focus on grassroots efforts such as races to talk directly to the runner. Levy said Skechers has brought "some people onboard who really understand this business," and is also working closely with Meb Keflezighi, an Olympian who won the New York City Marathon in 2010, not only as its endorser but to provide insight into product. Said Levy, "Meb comes into our offices and helps us build shoes. It’s things like that that make for the change that you saw six months ago to now." For 2012, the GOrun collection will expand to a stability model, trail, training and a minimal construction "that no one has ever seen before," Levy said. He also said Skechers has the patience to slowlybuild its position in the space.”It sounds cliché to say this but this is not a 50-meter dash. This is a marathon and we're going to take our time. We're not in a hurry to go conquer the world. We're going to do it right and make sure we understand it. We're in it for the long run."
MOVERS & SHAKERS The Warnaco Group, Inc., the parent of Speedo, has elected Helen McCluskey, formerly chief operating officer, as president and chief executive officer effective February 1, 2012. McCluskey will succeed Joe Gromek, who is resigning. Rossignol has completed the reorganization of its Nordic division, including a new Nordic division manager, Ryan Green, the appointment of a new Nordic racing coordinator, Ira Edwards, and the addition of five-regional Nordic tech reps in addition to the existing sales force.
Ken Sung, Gazelle Sports co-owner
NAMED "NEVER STOP EXPLORING" WINNER The North Face has named Gazelle Sports of Western Michigan the winner of The North Face Explore Fund Never Stop Exploring Award, recognizing the specialty running store that demonstrates the most complete dedication to encouraging and enabling outdoor exploration within the community. The specialty dealer, with five locations, was selected for its fun and creative programs designed to appeal to runners and walkers of all ages. True to a store named Gazelle, the store developed an event called the "Dirty Herd," which began as a staff outing on Sunday nights. After a few weeks it was expanded to customers and the program now encompasses more than 700 trail runners. The store also hosts a free-fall trail run, "The Fall Classic," which passes through a local orchard that attracted more than 300 runners last year, including many families. Additionally, Gazelle Sports is a long-time supporter of youth running program Girls on the Run, and has created a partner program to encourage parents and kids to run together. In recognition of Gazelle Sports' contribution to the Western Michigan community, The North Face will donate $5,000 to help build community programs. The North Face created the Explore Fund Never Stop Exploring Award in 2010, a retailspecific complement to the brand’s Explore Fund grant program for non-profits, in an effort to encourage Running Specialty stores to initiate local community programs that break down the barriers to getting people outdoors. “Gazelle Sports has done an incredible job of developing programs that encourage both kids and parents to get outside and push their personal limits," said The North Face Vice President of Sales Michael Millenaker, who presented the award to Gazelle Sports co-owner Ken Sung at The Running Event 2011 conference and expo for running specialty stores in Austin, TX on December 9. "Gazelle Sports truly embodies the spirit of the Explore Fund Never Stop Exploring Award and we’re proud to support them as they continue to get the people of Michigan outside and on the trails.”
JanSport has hired Chris Speak as director of sales. Most recently, he served as global sales director for Vasque and Irish Setter at Red Wing Shoe Co. and brings nearly 20 years of experience to JanSport. Speak also previously worked for JanSport in Appleton, WI from 2000 to 2007. Bemis Associates, Inc. appointed Tom Mendl as director of marketing for apparel and footwear. He joins Bemis with over 20 years of outdoor sports industry experience. Most recently Mendl served as the director of sales and marketing for Vibram China, where he led the launch of Soles and FiveFingers into Mainland China, Hong Kong and Taiwan. PPR, the parent of Puma and recently-acquired Volcom, appointed a new chief financial officer as it widens the role of Group Managing Director Jean-Francois Palus to focus on the company's expansion strategy. Wilson Sporting Goods Co. announced a new partnership with Chicago Bulls center Joakim Noah to provide a new basketball line. Bearing Noah's name and likeness, the line will be sold globally with its attention focused in France, where Noah will make a number of appearances. Noah, the son of former professional tennis player Yannick Noah, lived in Paris from 1988 to 1998 and returned to New York City, where he was born, at age 13. MoGo Sport, the developer of high performance flavored mouthguards, announced the hiring of an independent representative sales force and international distributor. The agencies hired are Teamworks SG, Southwest Sports Sales, J&H Sales, Mike Grove Sales, Mickelson Agency, and Sports Sales and Marketing.
BROOKS LAUNCHES FIRST CORPORATE RESPONSIBILITY REPORT By Thomas J. Ryan
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B
rooks Sports, Inc., parent of Brooks and Moving Comfort, released its first corporate responsibility (CR) report. The report, Running Responsibly, expresses the company's philosophy on corporate responsibility and its road map to achieve its CR goals. The report, which includes the company's first greenhouse gas emissions measurement, highlights the corporation’s 2009 and 2010 environmental and social performance, and the strides taken to manage the company's most material sustainability issues. The report also highlights challenges and key focus areas around the bend. "In our quest to make best-in-class performance products for runners, we also affect people and the environment as we process materials, contract with factories, and ship products around the globe," wrote Jim Weber, Brooks president and
"We care about healthy bodies and minds, and our role in fostering an environment where life can thrive for the long run. We are committed to evolving into a business that is more sustainable, one that builds great running gear with minimal impact on humanity and the earth." Jim Weber, Brooks president and CEO
Brook's Women's Cascadia
CEO, in the CR report. "We care about healthy bodies and minds, and our role in fostering an environment where life can thrive for the long run. We are committed to evolving into a business that is more sustainable, one that builds great running gear with minimal impact on humanity and the earth." He added, "We believe over time a brand is a reflection of the people who are its stewards. At Brooks, we strive to be a collaborative team built on mutual trust anchored in respect, integrity, positive intent and accountability." The CR report includes an in-depth, eco-footprint of two of the company’s top-selling 2009 products—the Adrenaline GTS 10 performance running shoe and the Podium SS technical running top—that identifies, quantifies and assesses the environmental impacts associated with these products’ different life cycle stages. Among the sustainability highlights from 2009 and 2010: • BioMoGo Midsole - A five-year study found that BioMoGo, the midsole materials used for the vast majority of Brooks shoes, degrades in anaerobic conditions 50 times faster than a standard EVA midsole. • Cascadia 6 - Virtually every component of the Cascadia 6 has an environmentally-friendlier feature, such as materials made of recycled content, water-based inks and adhesives, and soy-based foams. • CMP Midsole - Brooks’ eco-friendlier compression molded preform (CMP) midsole manufacturing process creates 50 percent less waste than traditional midsole manufacturing methods. • Green Silence - Constructed with roughly half as many parts as a comparable shoe, 75 percent of the Green Silence is made from postconsumer recycled material. The shoe requires 41 percent less energy to produce and uses 65 percent fewer volatile organic compounds.
• Packaging Materials and Waste Reduction - Brooks
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examined every aspect of its shoe box and determined several ways to significantly reduce packaging materials and waste. Hazardous Substance Reduction - In 2010, Brooks listed 193 chemicals on its restricted substance list and actively tracked 67 of the highest risk substances. All 49 of Brooks’ footwear component and material suppliers, and contract factories have enlisted in its Restricted Substances program to help make Brooks products as safe as possible. Factory Performance - Brooks began auditing its contract factories in the early 2000s, driving steady and meaningful social improvements. From 2009 to 2010, the average number of violations against Brooks’ Code of Conduct decreased in issues related to wages and benefits as well as health and safety. Factory and Supplier Training - At Brooks’ annual training conference, the company educates its factories and component suppliers, free of charge, about its CR program, human rights, worker health and safety, and environmental issues. Soles4Souls - Brooks collects and donates product samples and gently worn shoes and apparel for those in need through the Soles4Souls program. In two years, Brooks donated more than 175,000 items.
Brook's Men's Green Silence
• Brooks and Moving Comfort Charitable Apparel Programs – Together, the two brands donated more than $65,000 in 2009 and 2010 to various charities through the sales of cause-related apparel collections. Now with a baseline measurement of its sustainability impacts, Brooks said it will focus future CR efforts on five key areas that are most pivotal to its business: • Energy and water used to manufacture and assemble products and operate facilities • Waste generated (particularly on materials that are used) in the manufacture of products • GHG emissions associated with products and business operations 12
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• Materials used that are harmful for people and the environment • The well being of the individuals who work at Brooks and make its products Weber concluded in his note, "Over the next five years, these five areas will not only create a sustainability filter for future product and business decisions, but also will energize the creativity, brand power, and focus of every employee and partners. Doing what's right for humanitarian and the earth is a lifelong race. And we're running it." Brooks’ Running Responsibly report was written in accordance with the Global Reporting Initiative (GRI) G3 Guidelines, the de-facto standard for sustainability reporting. The entire report is available at www.brooksrunning.com/runningresponsibly.
Durability you can wear.
The Apparel Collection. Including new CORDURA® Naturalle™ fabrics. Styles, colors and textures designed from the skin, out. Get comfortable at cordura.com/apparel.
© 2011 INVISTA. CORDURA® is a registered trademark of INVISTA for durable fabrics. Property of INVISTA.
UNDER ARMOUR REVEALS ARMOUR BRA In addition to designing more customized bras for women, Under Armour is making its workout apparel more fashionable. By Thomas J. Ryan
A
t an event in late November in Manhattan, Under Armour unveiled the Armour Bra, its first bra line with band and cup sizes, to the fashion and entertainment press. Also including a fashion show to showcase its stylish women's Spring 2012 collection, the event was part of a much-larger effort to prove to some that the Under Armour brand is not just for men. "I will absolutely say that Under Armour has historically had the reputation of being a men's brand first and sort of masculine in its nature," said Under Armour's marketing director for women Adrienne Lofton, in an interview with SGB Weekly. "Everything that we've been doing since this women's team was created three years ago is dispelling the myth and showing women that we offer products that are made literally for her." At the event, about two dozen women editors from Self, InStyle, InTouch, Glamour and other magazines tested the Armour Bra with a 45-minute aerobic workout hosted by celebrity trainer Gunnar Peterson and led by another celebrity trainer Keoni Hudoba. Other Under Armour sponsored athletes attending the event, held at the Glasshouses loft space in Manhattan’s Chelsea neighborhood, included Natasha Hastings, Olympic Gold Medal winner of the 14
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women’s 4-by-400 meter relay team at the 2008 Summer Olympics; Alicia Sacramone, a member of the Silver Medal-winning U.S. Olympic gymnastics team in 2008 and nine-medal winner of the World Championships; and Sloane Stephens, winner of three Junior Grand Slam titles in 2010 at the U.S. Open, the French Open and the Wimbledon Championships. Extra star power came with a visit by Katie Cassidy, TV and film actress, who most recently appeared in Gossip Girl and Melrose Place television series and in films Monte Carlo and A Nightmare on Elm Street. While Under Armour has been in the sports bra business for years, this is the first time the brand has come out with a version by band and cup size rather than by small, medium and large sizes. According to Lofton, the bra offerings were upgraded because the item plays such a critical role for the female athlete. "We're in the business of solving her needs and bras are first," said Lofton. "If you get the bra right, you become a part of her closet and she trusts you as a brand. The cut and band size allows her to get the perfect fit that she's looking for in a sports bra." Described as "the hardest working bra in sports," the Armour Bra promises ultimate protection but also comfort through the
Honeycomb rentals housed the brand's 2012 collection.
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Under Armour models donned 2012 collection items for the editors to inspect at the beginning of the event.
customized fit. Features includes strategic mesh venting for cool, dry, light, comfort; an ultra-soft gel back closure system (B-DD) for comfort; and bonded seam-free interior edges for support and antichafing. "Smart" Under Armour fabrics promise to wick sweat away and stretch with movement. With a planned February 2012 launch, the suggested price is $57.99. Another unique Armour Bra feature is its color system that's designed to ease the chore of finding the right size. The color of the Under Armour logo on the bra indicates the cup size, leaving women only to search for her band size. Added Lofton, "It's really an easy way to shop. It's a differentiated way to shop. And no one is doing that in the industry at this time." Inviting editors from fashion and entertainment magazines was also designed to build up Under Armour's credibility as a women's brand, Lofton said. The goal for the brand is to be featured not only in sports but increasingly in fashion and entertainment books to increase overall awareness to all women. The push comes as Under Armour is finding success reaching women by selling to more department stores and launching a more comprehensive marketing effort to reach women. 16
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"The channel that she's buying it in is important but we know she's buying it in multiple destinations," said Lofton. "When we’re in sporting goods and other places where you are predominantly servicing the customer, we want to tell a compelling Under Armour story. We want her to get our product absolutely when she's there. But when she leaves there, she goes to the mall. And when she's in Nordstrom buying for herself and her kids, we want her to see our brand there as well. And when she goes home, she has a great social media campaign that speaks to her through our brand. So really it's about extending our touch points with her." Lofton said Under Armour women's is having a "very strong year" with Nordstrom in 2011 and will also continue its program with Bloomingdale's in 2012. A new account for Spring 2012 will be Macy's. Inside the mall, its women's assortments have been expanded to Lady Foot Locker and Finish Line. Nonetheless, Lofton stressed that sporting goods will continue to be a core channel for the brand and be counted on to bring the brand's innovation stories to the marketplace. "The sporting goods channel is where we were born and where we always will be. They are a powerful partner for us in our success," said Lofton.
Celebrity trainer Gunnar Peterson gave actress and Under Armour brand ambassador Katie Cassidy a personal workout.
Under Armour athletes, Natasha Hastings, Sloane Stephens and Alicia Sacramone.
Indeed, she said the Armour Bra collection is particularly suited for sporting goods and other service-oriented retailers. "We think having the Armour Bra in their doors is going to change the conversation with their consumers and allow those accounts to show that they're ahead of the curve when it comes to sports bras and innovative product. And it's something that sporting goods accounts haven't done a lot in the past." Overall, Lofton said Under Armour's spring women's line is "one of our most exciting lines yet" with more attention to color, prints and patterns. But the creation of the women's-dedicated team is helping not only deliver fashion sense but in driving innovation. Coming up with the Armour Bra would have been a challenge under the former setup, she said. "Whether it's our merchant team, design team or our brand marketing team, we are literally all women and athletes, whether we played a sport in college or we just work out every day because it’s a part of our life," Lofton said. "We are obsessed with outfitting women with everything they want and need." Also being introduced in Spring 2012 is Perfect Pants, a collection featuring moisture-wicking properties that promises to dry 40 percent faster than other pants in the marketplace yet developed with style in mind. Said Lofton, "Our gal multi-tasks like nobody's business so we need to make sure she looks great when she's outside the gym and she's ready to perform when she's inside."
Other items shown to editors were the Charge RC as well as the Micro G Strut running shoes. The women’s business, which accounted for 27 percent of Under Armour's sales in 2010, is growing at a faster pace than men's for Under Armour and its CEO Kevin Plank has predicted women's will one day be bigger than men's. Lofton said, "Our sales are incredibly strong this year and our product coming out in 2012 is even stronger. Our e-commerce is beating its plan. There is nothing but upside when you talk about Under Armour women and we're excited to get there." Lofton also noted that much like the boys side, the brand has a stronghold on girls. Girls are typically introduced to Under Armour through soccer or dance and the company has various sponsorships and partnerships which foster those connections. Said Lofton, "You'd be amazed how compelling the Under Armour brand is for young girls and boys." Under Armour's main challenge in women's is holding onto that girl as she reaches her teens and has many more options, noted Lofton. "The girl that loves our brand at 8 years old today will one day be 16 and be what we call our team girl," said Lofton. "This is a life cycle and all the different products that we offer are built to meet the needs of our girl no matter what stage she is in. We will be a generational brand and we will meet her at age 8 and we will never let her go." ■ WEEK 1151 | SGBweekly.com
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I AM... SGB PERFORMANCE
LEE SILVERMAN Owner, JackRabbit Sports
WHAT WERE YOU LIKE AS A KID? A geek. I was into computers and
hacking long distance code to dial up computer BBSs all over the country. That shifted in high school, where I spent summers working on the waterfront in a Boy Scout camp in Northern N.J. Then I did a semester program in junior year on the coast of Maine. I ended up studying geology in college, before going back to my geek roots in my first professional job.
FIRST PROFESSIONAL JOB? A web systems administrator for a small ISP
in Cambridge, MA. I carried the pager that went off when the web server for the Boston Globe or L.L. Bean went down. I moved out of my techie role into a sales role and then moved to another company as a regional manager covering New England and N.Y. That’s how I moved to New York City.
WHEN DID YOU GET THE RUNNING BUG? On my honeymoon in 2000. My
wife and I went hiking in Banff and I could not climb up the mountains. I decided that wasn’t who I wanted to be, so I lost 30 pounds, started running and competing in triathlons and lost another 25 pounds. My first triathalon was the Gulf Coast half Ironman which I finished in 6 hours and 90 seconds despite the 93 degree heat. I enjoy cycling and I’m not a bad swimmer, but running and backpacking are my favorites.
HOW DID JACKRABBIT GET STARTED? I was running in Prospect Park in
HOW DOES BEING A LATE-IN-LIFE ATHLETE CHANGE THE WAY YOU RUN BUSINESS? I admire the people with natural talent, and admire even
more the people who had a great relationship with a coach and who became great athletes because they did what they were supposed to. I didn’t have that. I had to learn everything about running in my early 30s. That made me very conscious of everything I was doing, and that has led to a very deep commitment to having the most knowledgeable staff who can give great advice to others who never had a coach to help them figure out what to do.
DOES YOUR TECH BACKGROUND HELP YOU? JackRabbit uses
technology in ways that no other store our size does. That gives us a number of advantages. For example, we pioneered the first use of stop-motion video treadmills in New York City in 2003 when we opened. I’m developing the next generation of software to improve that process even more. We have real-time data from all our stores, and do a great deal of analysis and data-driven buying. The disadvantage is that I can’t hire an IT person who can do all of the things that I can do, so I’m often up late or very early doing system upgrades or fixing problems.
NAME ONE THING THE INDUSTRY PEOPLE MAY BE SURPRISED TO KNOW ABOUT YOU? I’m a huge Shakespeare buff.
Brooklyn and constantly saw other runners. People in my neighborhood were frustrated at having to go into the city to get running gear. I saw an opportunity. Originally JackRabbit was going to be a sideline until I could get back into the next high tech boom. But after the business started to take off in 2005, I decided to double-down and develop JackRabbit into a larger business.
ANY OTHER FAVORITE AUTHORS?
DID YOU HAVE A RETAIL BACKGROUND? Nope. I’m not even a very good
NAME A NON-WORK GOAL YOU HAVE I’d love if my kids look back on their
shopper.
I admire Joseph Conrad. For an immigrant sailor who didn’t learn English until 19, his command of the language and his ability to weave complicated narratives with deep, interesting characters continues to amaze me. I reread Lord Jim this year and was amazed at how much of the story and character development I had missed in earlier reads. childhood and think I was a good Dad.