ISSUE 1205 JANUARY 30, 2012
The Weekly Digital Magazine for the Sporting Goods Industry
BRANDS WORKING HARD TO CREATE CUSTOMER LOYALTY... takes Heart, Authenticity and Integrity
ISSUE 1205 JANUARY 30, 2012
Bill Garrels
Group Publisher bgarrels@sportsonesource.com 303.997.7302
Editor In Chief James Hartford (704.987.3450 x104) james@sportsonesource.com
The Weekly Digital Magazine for the Sporting Goods Industry
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Senior Business Editor Thomas J. Ryan (917.375.4699) tryan@sportsonesource.com Contributing Editor Mackenzie Lobby 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
Stefan Olander, Nike’s VP of digital sport, explains the technologies behind the Nike+ FuelBand at a launch event in New York City
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 SGB Weekly SGB Performance Outdoor Business Monthly Team Business Monthly The B.O.S.S. Report Sports Executive Weekly SGB Update Footwear Business Update Outdoor Business Update
NEWS 4 5 6 7 8 9 10 12
GIVING BACK
Sportsman’s Business Update Team Business Update
REEBOK Debuts CrossFit Marketing Campaign H&M to Debut David Beckham Bodywear Ad During Super Bowl OBESITY RATES ARE STABILIZING but Not Improving AVIA Named Presenting Sponsor of Xterra KEDS Hires New President L.L.BEAN Bootmobile Hits the Road VIBRAM Again Named REI Vendor Partner of the Year ZAPPOS.COM Customer Database Attacked by Hacker LIDS TEAM SPORTS Acquires Transfer Magic GOLFSMITH To Open Ten New Stores OIA Honors Board Members Jennifer Mull and Jim Zwiers GSI Sees 26 Percent Hike In Merchandise Sales SPORTS DIRECT to Acquire Hot Tuna LIDS Adds Additional Retail Shops for Super Bowl NOCSAE Approves $845,000 to Fund Concussion and Head Injury Research
14 FINISH LINE Youth Foundation Raises a Record $1.78 Million
FEATURES SportsOneSource Research SportScanInfo OIA VantagePoint SOS Research
16 NIKE Introduces Nike+ FuelBand 18 BRAND LOYALTY Established through Company Image and Authentic Competition 20 ULTRA RUNNING’S INFLUENCE on Performance Apparel for 2012 Running Apparel
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JAN 30, 2012 | SGBWeekly.com
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NEWS
"THE SPORT OF FITNESS HAS ARRIVED" Reebok Debuts CrossFit Marketing Campaign
Reebok launched a new, fully integrated marketing campaign, "The Sport of Fitness Has Arrived." At the center of the campaign is CrossFit, the strength and conditioning program. With the campaign, Reebok said it is "aiming to change the way people perceive, define and experience fitness, and ultimately show the world that fitness can deliver everything they love about sport." The advertisement, which broke during the NFL Divisional Playoff between the New York Giants and Green Bay Packers, starts with a number of shipping containers leaving the Reebok World Headquarters by truck in Canton, MA and transported around the world by ship, rail and helicopter. In cities across the globe, people stop and stare as the containers, painted red with a white delta in the center, pass by. At the end of the spot, one of the containers lands and a young man opens the door. Through the door, the man sees people doing CrossFit. The TV spot can be viewed at reesha.re/TSOFHA. Reebok in 2010 signed a ten-year sponsorship deal with the CrossFit Games, which Reebok's management believes has the potential to become as popular as the X Games. "There is a shift happening today in the fitness world that is born from the idea that fitness can be a sport with all the elements that we love about traditional sports. CrossFit is leading this shift," said Reebok President Uli Becker. "At Reebok, we believe that fitness can be as exciting and engaging as any sport. In 2012, we are helping to deliver this message to the world in a compelling, powerful way." "More people are coming together to experience fitness in a community environment with shared goals, shared experiences, and a certain level of competition," said Reebok Chief Mar4 SGBWeekly.com | JAN 30, 2012
keting Officer Matt O'Toole. "The campaign taps into this trend. It shows that fitness can be experienced in a supportive, engaging and dynamic way." Continued O'Toole, "What is so great about CrossFit's brand of fitness is that what makes it a sport is what makes it sustainable. You are part of a community, bound to a group of people who share your experiences the same way you are part of team in traditional sports. It's a big part of what keeps people coming back." The advertisement will be supported by digital media including a YouTube takeover, guerrilla marketing, and experiential and consumer activations. Reebok will also bring shipping containers to serve as mobile CrossFit gyms outfitted with equipment for a 15-person Workout of the Day - to city centers around the world, encouraging people to experience "The Sport of Fitness" for
the first time and demonstrating that CrossFit is something a person can do anytime, anywhere. Following the launch of the campaign, Reebok will continue to show "The Sport of Fitness Has Arrived" through creative executions for its key fitness products such as RealFlex and ZigTech. These elements will also include TV, print, digital and OOH media and continue the story of the launch highlighting the key usage for each of the products. The athletes featured in the launch include some of the top CrossFit athletes in the world, including Rich Froning (Fittest Man on Earth) and Annie Thorisdottir (Fittest Woman on Earth), who won their respective divisions in the 2011 Reebok CrossFit Games held at the Home Depot Center in Carson, CA. In addition, NFL stars Chad Ochocinco and Roddy White, MLB All-Star pitcher Justin Verlander, NBA star John Wall, F1 driver Lewis Hamilton, and cricketers MS Dhoni and Gautam Gambhir are also featured in the campaign. O'Toole said, "We believe that fitness can change the world for the better. But, for many people, fitness is a chore and something they do because they have to, not because they want to. The goal of the campaign is to change this mindset entirely by highlighting how CrossFit can take something that is hard and add elements of sport while fostering camaraderie and community." While the campaign is a look at the present and future of fitness, it also takes Reebok back to its roots as a fitness brand. In the 1980's, Reebok was a major catalyst in the growth of the fitness movement and made it appealing for women to get fit. Through products such as the Freestyle, and programming such as Step Reebok, Reebok led a new fitness movement that carried the brand to unprecedented growth. Becker said, "Reebok has a heritage of empowering people to get fit. It's part of the brand's DNA. We've been at the forefront of a fitness movement before, and we are doing the same thing today." Founded by Greg and Lauren Glassman, CrossFit is the principal strength and conditioning program of professional athletes and hundreds of individuals seeking to achieve elite fitness. There are currently more than 3,000 affiliated gyms in the global CrossFit training network.
David Beckham Photo courtesy of H&M
H&M TO DEBUT DAVID BECKHAM BODYWEAR AD DURING SUPER BOWL
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H&M will debut a 30-second ad spot during the second quarter of the Super Bowl to launch the new David Beckham Bodywear collection. The ad marks both H&M and David Beckham's inauguration into the Super Bowl advertising line-up. H&M recently announced a long-term alliance with David Beckham, which kicks-off with the introduction of the nine-piece Bodywear collection on February 2 in 1,800 H&M stores worldwide and timed with the Super Bowl ad. "We"re always looking for new ways to surprise and delight our customers, and we see this as a unique opportunity to reach millions of fans and H&M customers. David Beckham is a true style icon and one of the most decorated soccer players of all time," said Steve Lubomski, director of marketing for H&M North America. "We're thrilled with this campaign and excited to captivate viewers' attention during the Super Bowl, the biggest stage in the world, to unveil our ad campaign."
TAKE A CLOSER LOOK Just click on the video icon to see Reebok "The Sport of Fitness Has Arrived"
JAN 30, 2012 | SGBWeekly.com
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NEWS
STUDIES FIND OBESITY RATES ARE STABILIZING BUT NOT IMPROVING New statistics cited in two papers report only a slight uptick in obesity rates since 2005. The statistics, from the Centers for Disease Control and Prevention, showed that more than 35 percent of U.S. adults (78 million people) are obese, defined as having a body mass index of 30 or greater. The percentage is similar to the 2005 to 2006 rate. The analysis found that an additional third of adults are overweight, also comparable to the rates in 2005 to 2006. Likewise, statistics for children and teenagers from birth to age 19 reflected little change from the survey’s 2007 to 2008 data, according to the reports published online January 17 in The Journal Of The American Medical Association. Nearly 17 percent of children and teenagers are obese and 32 percent are overweight or obese. Although obesity rates may be flattening overall, increases and disparities can still be found in specific racial and ethnic groups. For example, rates have risen among non-Hispanic black women and Mexican American women since 2004. Among children and teens, Hispanics and blacks showed a higher rate of obesity compared to non-Hispanic whites. The report also found that gender differences appear to be fading, with percentages of overweight males catching up with or even overtaking those of females. The apparently stabilizing rates follow a 30-year expansion period, but researchers noted little improvement among groups. Early in the decade, slight increases were seen among white, black and Hispanic men, and among Hispanic and black women. These changes may be leveling off, but the authors explained they “found no indication that the prevalence of obesity is declining in any group.” The new studies reflect 2009 to 2010 data - the most recent available - from the government’s National Health and Nutrition Examination Survey, which examined 6,000 adults and 4,111 children, measuring their body mass index, among other items. 6 SGBWeekly.com | JAN 30, 2012
AVIA NAMED PRESENTING SPONSOR OF XTERRA
Avia will join forces with XTERRA, the off-road triathlon and trail running series, as a presenting sponsor in 2012. The partnership puts Avia in prime position to connect with XTERRA's active, national audience of adventure seekers, weekend warriors and competitors via the XTERRA America Tour of more than 100 off-road triathlons and trail runs held across the U.S., and at least ten nationally syndicated television programs including the XTERRA USA Championship, XTERRA World Championship, and XTERRA Adventure series. "The XTERRA partnership extends our aggressive commitment to aligning Avia with today's concept of the Outdoor Gym. As we evolve our brand and innovate technologies for today's fitness minded consumer, XTERRA participants provide a meaningful extension of the Avia platform," said Tim Joyce, senior vice president & general manager American Sporting Goods. Avia also partnered with martial arts brand Ringstar to bring a line of fight and training shoes to market under the Avia brand.
KEDS HIRES NEW PRESIDENT
Rick Blackshaw, most recently vice president and general manager for the Chuck Taylor All Star Division of Converse, Inc., has been appointed president of the Keds brand. Blackshaw also worked for Timberland and Avia. He succeeds Kristin Kohler Burrows who recently departed the position to pursue career opportunities closer to her home in New York. "We are thrilled to have Rick join and lead the Keds team. His background and achievements in the footwear industry are impressive, including generating significant growth across multiple brands," said Gregg Ribatt, president & CEO of the Performance and Lifestyle Group (PLG) of Collective Brands. "We look forward to his leadership and valuable contributions to our Keds brand as we drive market and product category expansion and share this iconic American brand with more consumers across the globe."
L.L. BEAN BOOTMOBILE HITS THE ROAD As the launch of its 100th Anniversary celebration draws near, outdoor retailer L.L. Bean debuted the "L.L. Bean Bootmobile" -- a larger-than-life embodiment of its most iconic product. The 13' tall x 20' long vehicle was revealed to employees at the Brunswick, ME manufacturing facility, where popular Bean boots are made, stopping at the L.L. Bean flagship store in Freeport, ME before heading to New York City. The Bootmobile was scheduled to appear in Times Square on Wednesday, January 25, from 1-3 p.m. and embark on a tour of major cities across the U.S. later this year. Throughout 2012, the Bootmobile will surprise people in various locations through the U.S. and inspire them to get outside while providing an opportunity to try a new outdoor activity with the help of L.L. Bean's expert Outdoor Discovery School guides. "Our company founder, Leon Leonwood Bean, was an avid outdoorsman who believed that time spent in the outdoors added value to one's life," said Chris McCormick, CEO of L.L. Bean. "In recognition of our 100th anniversary, we are looking to share his passion and re-ignite America's love of the outdoors. Today's kickoff is just the beginning of many outdoor adventures to come in our anniversary year."
The newly unveiled Bootmobile is also true in likeness to the original Bean Boot, yet sports a tan rubber sole found in contemporary versions. The Bootmobile is true to scale, 20.5 times larger than a traditional 12" tall boot. A few fun facts about the Bootmobile: • If the Bootmobile were an actual boot, it would be size 747 • The Bootmobile measures 13' tall x 20' 6" long x 7' 6" wide • The Bootmobile generates 0 percent CO2 emissions thanks to a diesel engine with urea tank and particulate filter • If an actual person were to wear the Bootmobile, they would be 143' tall or 32' taller than the Statue of Liberty • The Bootmobile laces are made of 12-strand, braided mooring rope, capable of towing 106,000 pounds • The driver enters and exits through the heel • A camera provides visibility for the rear and top of the Bootmobile In honor of its 100th Anniversary, L.L. Bean will also re-introduce a special edition of the Maine Hunting Shoe designed to closely replicate the very first pair built by L..L. Bean and featuring the red brick-colored bottom found on the original pair. Today, Bean Boots are manufactured by hand in Maine. JAN 30, 2012 | SGBWeekly.com
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VIBRAM AGAIN NAMED REI VENDOR PARTNER OF THE YEAR REI (Recreational Equipment, Inc.) named Vibram USA of Concord, MA as its Vendor Partner of the Year for the second year in a row during the 2012 Outdoor Retailer Winter Market trade show in Salt Lake City, UT last week. The annual awards program, established in 1993 by REI, recognizes three key vendors for divisional awards and one vendor as its overall “Vendor Partner of the Year.” Companies are nominated by the co-op’s three merchandising divisions – camp/travel, action sports and outdoor wear – for their efforts to build a strategic and successful relationship focused on meeting member and customer needs, and for their work to bring quality, innovation, outdoor stewardship and performance to the industry. REI retail employees vote on the slate of nominees to determine recipients. “Last year Vibram took the outdoor industry by storm, upending consumers’ perceptions of performance footwear with their minimalist design,” said Angela Owen, senior vice president of merchandising in reference to the company’s groundbreaking FiveFinger shoe line. “We recognize Vibram again as REI’s overall Vendor Partner of the Year as they continue to attract consumers’ attention and innovate new products.” The other 2011 award recipients were Black Diamond Equipment, Ltd. in the Camp/Travel division and Thule in the Actionsports division. Merrell, a brand within the Outdoor Group, a division of Wolverine World Wide, Inc. that also includes Chaco and Patagonia Footwear, was the recipient in the Outdoorwear division. 8 SGBWeekly.com | JAN 30, 2012
ZAPPOS.COM CUSTOMER DATABASE ATTACKED BY HACKER Zappos.com recently revealed that a hacker had breached its customer database. More than 24 million customers of the online shoe retailer received notice on January 15 that their personal information may have been stolen. In an email sent to all employees on January 15, by Zappos’ CEO Tony Hsieh he said that a hacker had gained access to parts of Zappos’ internal network and systems through a server in Kentucky. Since then they had been working with the FBI in the investigation. Hsieh did not indicate when the attack actually occurred. Also affected were customers of 6pm.com, a discount shoe e-retailer operated by Zappos. In an email Zappos sent to customers it said that customer names, email addresses, billing and shipping addresses, phone numbers, scrambled passwords and the last four digits of credit card numbers may have been stolen. The database that stores payment and credit card data, meanwhile, had not been compromised. Hsieh asked that all employees, regardless of department, help answer customer inquiries via email. “We need all hands on deck to help get through this,” he wrote. The email to customers also informed them that Zappos had reset all customer account passwords and asked that they create a new password. Hsieh’s email to employees alerted them that Zappos had temporarily turned off its phones because it anticipated a higher than normal call volume from customer inquiries regarding the breach. “We’ve spent over 12 years building our reputation, brand, and trust with our customers,” added Hsieh in his message to employees. “It’s painful to see us take so many steps back due to a single incident. I suppose the one saving grace is that the database that stores our customers’ critical credit card and other payment data was not affected or accessed.”
LIDS TEAM SPORTS ACQUIRES EMBELLISHMENT SERVICES COMPANY TRANSFER MAGIC Lids Team Sports, part of Genesco’s Lids Sports Group, announced the acquisition of Transfer Magic, a technology company based in Anderson, IN that specializes in online embellishment services. Lids Sports Group will primarily implement Transfer Magic’s widespread technology to enhance its Lids Team Sports division’s online customization platform. Terms were not disclosed. The company said the acquisition allows Lids and Transfer Magic to capitalize on complementary strengths, as well as employees’ extensive expertise by sharing best practices for online marketing and embellishment processes. The move also underscores a commitment by Lids Sports Group to provide an endless array of products for its customers. “The addition of Transfer Magic is a strategic fit, providing more opportunities for Lids Sports Group and specifically Lids Team Sports to deliver a better customer experience from beginning to end,” said Ken Kocher, Lids Sports Group president. Lids Team Sports, a division of Hat World, Inc., is a full service team dealer, custom screen printer, and embroidery and sporting goods operator based in Indianapolis, IN. The company has plans to move
GOLFSMITH PLANS TO OPEN TEN NEW STORES Golfsmith announced plans to open 10 stores and relocate four existing locations in fiscal 2012. The openings and relocations combined will represent a 17.5 percent increase in square footage. Golfsmith planned new store locations will be in the Washington, DC metro area (3 stores); Cleveland, OH; Chattanooga and Nashville, TN; Atlanta, GA; Baltimore, MD; Christiana, DE and San Antonio, TX Golfsmith, which operates over 70 stores, has plans for the four relocations to take place within existing markets. All scheduled store openings and relocations will be complete by the end of 2012. "We are excited to execute on our strategic growth plans with this aggressive store opening blueprint,” shared Golfsmith President and CEO Marty Hanaka. “These locations are a hotbed for golfers
the Transfer Magic operation from Madison County to Indianapolis. “Lids Sports Group’s commitment to consumers and innovation, combined with our unique online embellishment offerings, presents a long-term opportunity for Lids Sports Group to grow in the multichannel space,” said Hugh Cherry, president of Transfer Magic. Lids Team Sports was founded in 2009 and is made up primarily of regional team dealers Anaconda Sports (Lake Katrine,NY), the former Brand Athletics (Tigard, OR), and the former Impact Sports (Madison, WI). Originally starting with a 10-state sales territory in 2009, Lids now spans 50 states. The company provides all-inclusive institutional sporting goods to a broad range of customers throughout the U.S., including colleges and universities, high schools, corporations, and youth organizations. Lids offers a diverse selection of products, including jerseys, warm-ups, fleeces, polo shirts, jackets, t-shirts, shorts, shoes and other team uniform sportswear, as well as a complete line of sporting equipment. It also offers services such as team fundraising support. The company operates the Internet sites lidsteamsports.com and anacondasports.com, in addition to a Lids Team Golf division and a catalog business.
Photo courtesy of Golfsmith
and the key reason for entry into the markets." Hanaka also said that Goldsmith’s growth is directly traced to great product selection, guaranteed low prices and a commitment to exceptional customer service. "Golf and growth haven't gone hand-in-hand as of late," said Terry McAndrew, editor of Web Street Golf Daily Pulse. "But Golfsmith, despite being in the minority of businesses willing to take risks and commit financial resources, has proven growth is still achievable regardless of economic adversity." JAN 30, 2012 | SGBWeekly.com
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OIA HONORS BOARD MEMBERS JENNIFER MULL AND JIM ZWIERS FOR THEIR ADVOCACY LEADERSHIP
Jennifer Mull, president and CEO of Backwoods Retail, Inc.
Jim Zwiers, president of Wolverine Worldwide’s Outdoor Group
Outdoor Industry Association (OIA) recognized two of its heavy hitters last week when it awarded its Advocacy Leadership Awards to Jennifer Mull, president and CEO of Backwoods Retail, Inc., and Jim Zwiers, president of Wolverine Worldwide’s Outdoor Group. Presented annually on the eve of the Outdoor Retailer Winter Market in Salt Lake City, UT, the awards recognize individual OIA members who have significantly contributed to the advancement of the OIA policy agenda and the outdoor industry’s stature in the public policy arena. Mull and Zwiers both serve on OIA’s board of directors. Since taking over operations of all 10 Backwoods stores in 2003 from her father, Mull has demonstrated unwavering commitment to advancing OIA policy in Washington, D.C. In addition to participating in the OIA Capitol Summit, she is an enthusiastic contributor to and recruiter for the OIA Political Action Committee (OIAPAC) - an essential tool for making the outdoor industry’s voice heard on Capitol Hill. Zwiers, who leads Wolverine Worldwide’s global Merrell, Chaco, and Patagonia footwear brands, has been instrumental in advancing outdoor recreation trade policy, lobbying on behalf of the Affordable Footwear Act and helping organize the industry’s position on tariff legislation. He helped organize an OIAPAC fundraiser for Rep. Dave Camp (R-MI), chair of the House Committee on Ways and Means, which holds enormous influence on trade policy, import duties, and tariffs. “They are truly shining examples of how individual commitment can have exceptional national impact while also inspiring others to get involved,” said Frank Hugelmeyer, president and CEO of OIA.
GSI SEES 26 PERCENT INCREASE IN MERCHANDISE SALES Ebay said GSI, the e-commerce provider acquired in the second quarter of 2011, generated $1.4 billion in global e-commerce merchandise sales during the fourth quarter. The gains were driven by a strong performance by top merchants, where same-store sales grew 26 percent year-over-year. GSI contributed $363.6 million in revenue for eBay during the period, up 11 percent and driven by a strong volume growth, partially offset by the mix of merchant sales, eBay's CFO Robert Swan said. Adjusting for the impact of the continued shift of clients to the service fee model, year-over-year growth would have been 15 percent. The 26 percent gain in e-commerce merchandise sales on a samestore basis was driven by a strong performance in toys and health and beauty verticals. GSI Marketing Services, which is primarily demandgeneration activities, accounted for nearly 20 percent of GSI revenue and was up 35 percent in the quarter. Regarding the integration, Swan said, "GSI's profitability is improving, as we capitalize on the synergies we laid out earlier last year. The number of GSI merchants selling on the eBay platform is now 13, and we have added 8 new merchants to the eBay platform since the acquisition. We are increasing PayPal's ubiquity with 89 percent coverage of GSI volume and 13 percent share of checkout. We are six months post the acquisition of GSI, and we're even more excited about the opportunities ahead." 10 SGBWeekly.com | JAN 30, 2012
SPORTS DIRECT TO ACQUIRE HOT TUNA Sports Direct International, the U.K. sporting goods giant, is about to acquire Hot Tuna for £950,000 ($1.47m) in cash, according to reports in the U.K. press. The Australian surf brand has been for sale since November, when it revealed that its sales had dropped by 58 percent to £210,000 ($326,000) in its fiscal year-ended June 30, 2011. The deal would see Brands Holdings, a subsidiary of Sports Direct, acquire Hot Tuna’s assets and intellectual property. The sports retailer, whose core business is Sports World, already owns a number of specialty brands, including Dunlop, Slazenger, Karrimor, Everlast and No Fear. Hot Tuna’s chairman, Francis Ball, will step down along with Geoffrey O’Connell, the chief executive, and Oscar Verden, another director. Non-executive chairman Marcus Yeoman will keep his position. With the exception of O’Connell, who has been chief executive since 2009, the rest of the senior management team joined the company five months ago.
Walk new ground.
The Laguna
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Come visit us at Outdoor Retailer booth #30137W and at Platform booth #60756. www.ahnu.com
info@ahnufootwear.com
1.800.916.6755 JAN 30, 2012 | SGBWeekly.com
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LIDS ADDS ADDITIONAL RETAIL SHOPS FOR SUPER BOWL
Lids Sports Group, operating mainly under the Lids and Lids Locker Room retail brands, has released plans to set up shops within prime retail locations on the ground level of the Pan Am Plaza for Super Bowl XLVI in downtown Indianapolis. Lids has also secured additional locations at the Indianapolis International Airport to accommodate customers traveling in and out of Indianapolis through February 5 for the Super Bowl. "Through the strategic placement of temporary retail operations in convenient locations we are able to meet the needs of fans coming to Indianapolis for the game, offering them a wide assortment of officially licensed AFC, NFC and Super Bowl XLVI apparel and memorabilia," said Lids Sport Group President Ken Kocher. "It is a great opportunity to work with Lids Sports Group, an industry-leading specialty retailer of officially-licensed gear, to help create a lasting first impression for the many fans travelling to Indianapolis for the Super Bowl," said Jeremiah Wise, retail director for the Indianapolis Airport Authority. Additional Lids retail locations include: • Pan Am Plaza: multiple brick-and-mortar street-level retail spots located within the Super Bowl Village directly across the street from the Indianapolis Convention Center near Lucas Oil Stadium. • Indianapolis International Airport: Civic Plaza and Baggage Claim. Three Lids Locker Room-branded 10'x16' kiosks will be placed in Civic Plaza within the airport. A pop-up Lids Locker Room store will also be located in Baggage Claim. The two stores are in addition to the current Lids Locker Room retail location in Civic Plaza.
NOCSAE APPROVES MORE THAN $845,000 FOR FUNDING OF CONCUSSION AND HEAD INJURY REASEARCH The National Operating Committee on Standards for Athletic Equipment (NOCSAE) awarded more than $845,000 in new research to advance the science of sports medicine related to concussion and head injury, and approved second year funding in the amount of $1,000,00 for existing concussion research grants based on the recommendation of the Scientific Advisory Committee. "Investment in research provides the foundation of our mission to protect athletes," said Mike Oliver, NOCSAE executive director. "With these grants and our continued commitment, we are driving the science of sports medicine so athletes of all ages can know their equipment is certified to standards based on the best available information." NOCSAE is an independent and nonprofit standard-setting body with the sole mission of enhancing athletic safety through scientific research and the creation of performance standards for protective equipment across a wide variety of sports. Formed in 1969, the organization is the leading nongovernmental source for research funding in all sports medicine related to concussions. NOCSAE has devoted more than $5 million since 1995 toward research by leading experts in sports medicine and science to develop and advance athlete safety. 12 SGBWeekly.com | JAN 30, 2012
During the winter board meeting, NOCSAE approved the following new research grants to study: • "Effect of hyperbaric oxygen therapy on acute treatment of sportrelated traumatic brain injury," led by Jason P. Mihalik, Ph.D., at the Department of Exercise and Sport Science's Matthew A. Gfeller Sport-Related Traumatic Brain Injury Research Center at the University of North Carolina. • "Head accelerations from various stick checks in girls lacrosse," led by Joseph “Trey" Crisco, Ph.D., professor of orthopedics at Brown University. • "Influence of concussion education on knowledge, attitudes, and behaviors among youth athletes, coaches and parents," led by Johna K. Register-Mihalik, Ph.D., of the Sports Medicine Research Laboratory in the Department of Exercise and Sport Science, and Curriculum in Human Movement Science at the University of North Carolina. • "Concussion assessment in high school athletes - learning disability, history, GPA," led by Tamerah N. Hunt, Ph.D., ATC, Assistant Professor of Clinical Allied Medical Professions, The Ohio State University. • "Assessment of structural and metabolic brain changes in concussion," led by Daniel Osherson, Ph.D., professor of psychology at Princeton University. More information on the 2012 grant recipients can be found on the NOCSAEwebsite in the coming weeks.
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RAISES A RECORD $1.78 MILLION The Finish Line Youth Foundation (FLYF) raised a record $1.78 million through its annual holiday fundraising drive held in Finish Line retail stores nationwide and online at finishline.com from November 7 through December 31. Through the program, FLYF provides financial support for community-based youth athletic programs and camps for economically disadvantaged children and those with special needs. “This is such an amazing accomplishment. With these donations, the Finish Line Youth Foundation will continue to help thousands of children in all of our communities,” said Marty Posch, Executive Director of the Finish Line Youth Foundation. “We will be able to fund wheelchairs for kids in basketball leagues, build playgrounds and basketball courts and send children with cancer to camps, all because of the incredible generosity of our customers.” In 2011, Finish Line Youth Foundation awarded grants to a wide variety of non-profit organizations, including: Beyond the Ball (Chicago, IL) funded the building of new basketball courts for the children of Little Village.
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A Place Called Home (Los Angeles, CA) funded the expansion of a community center. Camp Boggy Creek (Eusits, FL) funded camp scholarships for disabled children so they could attend Camp Boggy Creek. Gleaners Food Bank (Indianapolis, IN) built a conveyor system for the “BackSacks” program to triple the output of food going to children in Indianapolis schools each week. Girls on the Run (St. Louis, MO) funded scholarships for girls ages 5 to 13 so they could participate in a health and fitness program based on nutrition and train for their first 5k. Founded in 1998, the Finish Line Youth Foundation operates under the belief that making funds available for exercise, sports and education will encourage children to make healthy choices and propel their lives in the right direction. Minimum award: $1,000; maximum award: $5,000. Eligibility: 501c(3) organizations that serve youth 18 years and younger. Email correspondence can be sent to youthfoundcation@finishline.com or visit http://www.finishline.com/store/youthfoundation/youthfoundation.jsp
JAN 30, 2012 | SGBWeekly.com
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NIKE INTRODUCES HIGH-TECH WRISTBAND TO FUEL WORKOUTS Nike Inc. unveiled the Nike+ FuelBand, a wristband meant to track activities and provide wearers with NikeFuel scores. By Thomas J. Ryan 16 SGBWeekly.com | JAN 30, 2012
The Nike+ FuelBand, selling for a suggested retail price of $149, is designed to provide users with the time, the number of steps taken in a day, and calories burned. But the main selling point is a newly created fitness metric called NikeFuel, which is based off the rate of oxygen consumption and motion. An athlete's activity is downloaded daily with the results which they are able to compare with other athletes via smartphones and computers. It was designed to motivate users to be more active and also doubles as a wristwatch. "The Nike+ FuelBand is a way for Nike to further evolve the exciting possibilities of merging the physical and digital worlds," said Nike, Inc. President & CEO Mark Parker at the launch event in New York. "Nike has always been about inspiring athletes, and the Nike+ FuelBand will help motivate them in a simple, fun and intuitive way and motivates athletes to do more with a NikeFuel score that makes movement fun, meaningful and comparable, letting you compete with athletes of all levels in most activities." The FuelBand represents Nike's next move since partnering with Apple, Inc. in 2006 to launch its initial line of Nike+ products, designed to track how far and fast runners go. At the event, Nike executives announced that total Nike+ users number more than 5 million. The Nike+
L to R: Kevin Durant, Lance Armstrong, Carmelita Jeter and Jimmy Fallon at the Nike+ FuelBand launch.
FuelBand joins a growing number of data trackers aimed at athletes from upstarts such as the Jawbone Up and Fitbit to conventional vendors such as Adidas and Garmin. Nike said it worked with some of the world's top experts in science and sports to engineer NikeFuel algorithms based on oxygen kinetics. “The intensity of the activity can be measured by quantifying the change in oxygen uptake between rest and being active,” said Stefan Olander, Nike’s VP of digital sport, at the event. Unlike calorie counts - which vary based on someone's gender and body type - NikeFuel is a normalized score that awards all participants equal scoring for the same activity regardless of their physical makeup. A user can also choose to receive a calorie count to understand how many calories are burned versus how much NikeFuel is earned. The Nike+ Fuel Band features two sensors: the standard 3 axis accelerometer, which monitors activity, and an ambient light sensor that detects light levels in the user’s environment and automatically adjusts the brightness of the device’s display accordingly. The device’s display is made up of 100 white LED lights that show the time, Nike Fuel earned, calories burned, and steps taken. The wristworn device has just one button. When pushed it scrolls through the various metrics the device tracks. Holding the button down brings up advance features, like Airplane Mode. The side of the device has 20 colored LED lights that give users a quick reference point for current performance levels. "FuelBand is a common measurement across a wide spectrum of activity,” said Trevor Edwards, VP of global brand and category management. A companion app for the Nike+ Fuel Band, is expected to become available in late February, enabling users to compete with themselves and share results with friends. The app also includes a simple mode
tracking feature as well as charts and graphs that display data for the past week or past month. The app can track the number of days a user hits their daily goal and encourages users to keep it up once they get on a “streak” or hit higher goals to be “on fire.” All of the data captured through the wristband also connects to a web and mobile experience. It syncs with the Nike+ website, through a built-in USB, or wirelessly through Bluetooth to a free iPhone app to record activity each day and track progress. Nike envisions that wearers will then upload their NikeFuel totals online and share them through social media. Like Apple, Nike has partnered with Facebook, FourSquare and Path. The social networks will go live with NikeFuel content in March. Nike, which is marketing the device with the slogan “Life is a Sport,” said the device weighs about an ounce and will stay charged for up to four days. Nike introduced some of its top athletic endorsers at the New York City launch, including Kevin Durant of the NBA's Oklahoma City Thunder, cycling legend Lance Armstrong, and professional sprinter Carmelita Jeter. Comedian Jimmy Fallon hosted the event. "I love it," said Durant at the event. "I'm a competitive person. Being able to match my scores with my friends and fellow athletes from around the world, that's going to be fun," he added. Durant indicated that he's not worried about sharing his training regimen with competitors and the general public. "I'm not a secretive guy. It really doesn't matter to me." The product is water-resistant - but not recommended for swimmers. Despite Armstrong's presence, it's also not great for cyclists. Armstrong said cyclists are better off wearing the band on their ankle rather than their wrist since the legs do most of the work when cycling. The wristband will be available to U.S. customers on February 22, in the U.K. on May 1 and the rest of the world in early Fall. ■ JAN 30, 2012 | SGBWeekly.com
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AUTHENTIC COMPETITION BRAND LOYALTY ESTABLISHED THROUGH COMPANY IMAGE By Mackenzie Lobby
While cutting edge design and futuristic performance fibers are still important stories, this year’s Winter Outdoor Retailer show highlighted the fact that consumers are looking for something more. They want heart, authenticity, and integrity. A brand’s premier pieces are now taking a backseat to their back-story and company lifeblood. Brands know that consumers have a wide range of options when it comes to outdoor and athletic gear. The goal of these authenticity-driven initiatives is to establish better brand loyalty to attract customers season after season. Patagonia is the best example of a company that has worked hard to create a company image beyond the corporate logo. Green initiatives and an emphasis on appealing to real athletes have long retained a rabid Patagonia customer base. Their Cyber Monday advertisement urging followers to forego a culture of consumption not only supported the Common Threads Initiative, it also communicated the company’s ethos. In a meeting in Salt Lake City with Brooks’ CEO Jim Weber, he spoke of his company's desire to follow in Patagonia’s footsteps in a quest to become a “loved brand.” While they exceeded $300 million in revenue and snagged the top spot as the number one
brand in running footwear in 2011, they are looking to solidify the type of loyalty that will sustain them for years to come. “It’s about creating an incredible amount of trust with consumers,” he said. To do this, Brooks decided against big marketing campaigns and instead funneled money into spending time with real runners at running events. “The loved part comes through a connection with individual runners and what they are doing,” he added. “We are doing things differently and it’s resonating with runners. If we are their most compelling option, we’ll grow.” Other brands communicate a similar message by highlighting their commitment to the people who work for them, and their manufacturing practices. A three-generation, family-owned company, Thorlo is a shining example. Based in Statesville, North Carolina, they stand behind their “Made in the USA” label, providing many local jobs and support. FITS Sock Co. has a similar story. Having produced socks since 1902 under the label Crescent Sock Co., the current namesake is based out of the oldest operating hosiery mill in the U.S. “Our mill is 110 years old and we work hard to insure that we provide local jobs and U.S. made products,” said David Ol-
son of FITS. Describing themselves as “True Americana,” they make an effort to relay this story, making sure customers know they walk the walk. ECCO’s Dan Legor touts a related narrative, saying, “ECCO is still family-owned and remains involved and believes in owning the whole value chain.” Their motto, “From Cow to Consumer,” is about promoting their Scandinavian heritage and maintaining control of design, production, and quality to provide excellent products. Ibex is also looking to convince comsumers they are a company with heart by sourcing 100 percent of the wool for their new Shak line from a three-generation sheep farm in Montana. “The family has been doing this for 100 years and they take care and pride in their wool,” said Julie Evans of Ibex. Every company has a unique story, most have humble beginnings, and many have important production initiatives. What is different in 2012 is that many of these brands are heavily marketing their tales, vying to be “loved brands.” Giving credibility to the company and eschewing the corporate, out-oftouch image, this sense of authenticity sets these brands apart in a time when there is a lot of noise in the marketplace. ■ JAN 30, 2012 | SGBWeekly.com
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GOING THE DISTANCE Ultra Running’s Influence On Performance Apparel In 2012 By Mackenzie Lobby
Gaining ground with attendees at this year's Winter Outdoor Retailer conference in Salt Lake City were many ultra running apparel lines. Preparing for races ranging from 50 kilometers to 100 miles - nearly all off-road - ultra runners are in need of the latest in technology and weather protection. While brands are building these pieces with the ultra runner in mind, they can also be worn by runners competing in shorter distances, making better performance gear available to all runners. With high profile ultra runners Dean Karnazes and Kami Semick representing their brand, The North Face, they were among the first to appeal directly to ultra runners. Sponsoring The North Face Ultra-Trail du Mont-Blanc in the Alps of France, Italy, and Switzerland, and the domestic The North Face Endurance Challenge circuit, The North Face has long been embedded in the ultra scene. The year 2012 brings a complete collection with plenty of layering options in the Better Than Naked and Flight series. “Ultra runners are drawn to these pieces because they can be used in different ways,” said The North Face’s Jess Lange. Details such as sticky rubber patches on the shoulders of their ultra jacket to prevent pack slippage demonstrated their understanding of the needs ultra runners have. With FlashDry added throughout the running line, these pieces are more performance-driven than ever before. “The runner won’t get soaked through because these pieces dry quickly in multiple weather conditions,” she continued. Mountain Hardwear takes a similar approach, involving their ultra running experts from Team Montrail in the development of their products. “Our trail running apparel has become a complete line with a great selection of layers,” said Mountain Hardware's Laura Schaffer. It is this variety that makes the Mountain Hardwear options ideal for mixing and matching, depending on both distance and weather. Pearl Izumi entered the 2012 market with their own ultra-worthy running line. “Our apparel is definitely inspired by ultra runners,” said Pearl Izumi’s Cassie King. “More and more people are looking for a new experience and this line is really for people who like to go the distance.” Their ultra line includes capris with a patent-approved pocketing system that holds gels and two 3-ounce hydration bottles. The accompanying jacket features a pocket stuff sack for times when a runner needs to shed a layer out on the trail. “Athletes help in the development of these key features so these pieces can be worn effectively in the mountains for long distances,” said King.
Patagonia also put together their current trail running line with the help of their ultra running brand ambassadors. Leading the pack is the Light Flyer Jacket and Thermal Flyer Shirt, with a unique blend of merino and polyester yarns. “If you need something like the Light Flyer Jacket, you’re a serious runner,” explained Patagonia’s Jess Clayton. “We have a strong athlete and field testing program that we rely on for feedback and as a result, people who didn’t originally think of us as a running brand have changed their minds.” The newcomer, Gore Running, is particularly adept to the needs of ultra runners. “We’re about head-to-toe, skin-toshell,” said Gore Running’s Kevin King, referring to the all-weather, extremely sturdy line. “Ultra runners need durability, but they are also looking for lightweight, minimalist design.” While they have running apparel for everyone from the entrylevel runner to the elite athlete, their Cross Run Ultra line debuting in Fall 2012 is sure to turn heads. “The birth of our product came from that tiny core market of trail and ultra runners and it’s appealing to even more athletes as that market is growing and resonating with more people,” explained King. Gore Running is not alone when it comes to these sentiments. The burgeoning ultra scene is demanding greater quality running apparel and the brands are responding with vigor and excitement. ■ JAN 30, 2012 | SGBWeekly.com
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TO READ THE FULL JOB DESCRIPTION, PLEASE CLICK ON JOB TITLE
Newton Running
Fox Head, Inc.
Regional Sales Representative, Midwest
Footwear Marketing Manager
Full time sales representative needed to lead retail sales in the Midwest U.S. (IL, MO,IN, MI, WI, IO, MN, ND, SD) with a home base of Chicago. Seeking strong outside sales experience and love of Newton Running products to represent the Newton Running brand from personal experience, and have the ability to travel extensively…
The Footwear Marketing Manager will work closely with the Footwear product and sales departments to create a comprehensive marketing strategy. This individual must be a team player and work with various teams within the marketing department to create and deliver all marketing deliverables. Primary responsibilities include: manage the execution of all Footwear specific marketing…
Trigger Point Performance is seeking a Marketing Manager to organize all in house marketing functions. This person must posess an interest in the fitness world and a willingness to learn about our products and philosophies. The Marketing Manager’s main job will be organizing marketing events/projects, working with the sales marketing budgets, making major marketing related decisions…
Mountain Hardwear
The Sportsman’s Guide
Sage, RIO Products and Redington
Design Director, Apparel
Buyer – Footwear
Sourcing & Production Manager
Work closely with VP of Global Apparel & Accessories and the VP of Global Equipment & Innovation to lead the overall global design effort for the brand. Initiate and interpret new product concepts to meet the needs of our customers and professional athletes. Present seasonal creative direction to the Company’s leadership team. Manage designers and design projects to ensure that deadlines are met to reach Company goals…
Founded in 1970, we are a multi-channel retailer of sporting goods and general merchandise poised for tremendous domestic and international growth. We are currently looking for a Buyer in our Footwear category. As a key player in our organization, you will use your analytical skills to develop merchandise plans and buying strategies; stay abreast of market trends, including new items, vendors, and price comparisons…
Based on Bainbridge Island, WA, we are looking for a Sourcing Manager responsible for the procurement and quality of all Far Bank soft goods. Responsibilities include; owns communication tools between Product Development and Far Bank Sourcing as well as Far Bank Sourcing and Factories/Agents; oversees tracking of shipments and assures time frames are met…
BSN Sports
Life Is Good
Sales Professional NYC / CT
Marketing Creative Director
Easton-Bell Sports
BSN Sports, Inc. is looking for an enthusiastic, energetic professional with a positive attitude to join our team as a Sales Professional in the New York City/Connecticut market. The Sales Professional is responsible for managing a sales territory, calling on Colleges and High Schools, Recreational Centers, and Youth organizations selling uniforms and athletic equipment through personal relationships, generating quotes and orders to overachieve sales quotas…
The primary focus of this role will be to drive marketing creative strategy and execution that will successfully evolve the Life is good brand to fulfill our goals of becoming consumer-centric and multi-channel. As the Marketing Creative team leader, this individual will work with the Head of Marketing and partner with the Product team to ensure the brand has a consistent look and feel as it is expressed through our products and our consumer...
Trigger Point Technologies Marketing Manager
Brand Manager – Bell Bike The Brand Manager is responsible for all aspects of marketing communications, advertising, and public relations with a focused effort on growing brand awareness and strengthening brand image in our global market. Establish brand marketing communication priorities and manage the execution of annual brand marketing plans. Develop advertising strategies and campaigns that achieve worldwide brand marketing objectives. Works closely with Director of Marketing…
FOR INFORMATION CONTACT 704.987.3450 OR SPORTSJOBS@SPORTSONESOURCE.COM
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