ISSUE 1349 DECEMBER 9, 2013
The Weekly Digital Magazine for the Sporting Goods Industry
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Group Publisher Editor In Chief James Hartford james@sportsonesource.com 303.997.7302
ISSUE 1349 DECEMBER 9, 2013
The Weekly Digital Magazine for the Sporting Goods Industry Senior Business Editor Thomas J. Ryan tryan@sportsonesource.com Contributing Editors Aaron H. Bible, Bill Kendy, Charlie Lunan, Matt Powell
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Editorial & Creative Director Teresa Hartford teresa@sportsonesource.com Senior Graphic Designer Camila Amortegui camila@sportsonesource.com Advertising Sales Account Managers Buz Keenan buz@sportsonesource.com 201.887.5112
MAKING NEWS 4 Rack Room Shoes and Off Broadway Shoe Warehouse Plan For Accelerated Growth 6 Adidas Unveils Fifa World Cup Ball 6 Adidas Reconfirms Its Route 2015 Targets 8 Fanatics Fan-Tastic Ambitions 18 Industry Calendar
Katie O'Donohue katieo@sportsonesource.com 828.244.3043 Circulation & Subscriptions subs@sportsonesource.com
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Print Magazine: SGB, SGB Performance Digital Magazines: SGB Weekly, TEAM Business Digital Newsletters: The B.O.S.S. Report Sports Executive Weekly News Updates: SGB, Footwear Business, Outdoor Business, Sportsman’s Business, TEAM Business
FEATURE 12 Fan Apparel Expands Its Choices - Performance and Fashion Influences Continue to Offer Fans More Ways To Show Their Support
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DECEMBER 9, 2013 | SGBWeekly.com
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NEWS
MOVERS & SHAKERS Worth Sports’ long-time president and CEO, Robert Parish, was inducted into the United States Specialty Sports Association (USSSA). Dansko Co-Founder, President and CEO, Mandy Cabot, was named the 2013 recipient of the T. Kenyon Holly Memorial Award for outstanding humanitarian achievement. Nick Woodman, founder and CEO of GoPro, has been named the 2013 National EY (Ernst & Young) Entrepreneur of the Year 2013 in the Retail and Consumer Products category. Ecco appointed Paul Janssen as its branding director, external sourcing. Janssen has previously worked for Hugo Boss Shoes and Accessories as managing director for more than a decade. Andy Simister, brand president of the Lacoste footwear division, has left the company to explore new opportunities Hi-Tec Sports has appointed Brian Cyr as its first U.S.-based product and design director. Nixon, the Southern California based watch and accessories brand, announced Tom Jones as the brand’s newly appointed creative director. Jones spent over five years as global creative director at DC Shoes. Wigwam recently appointed Margaret Newhard as its new director of product management, website and e-commerce. Point6 named Jim Holleman as the company’s North American director of sales. Tough Mudder has appointed ESPN and Coca-Cola veteran Carol Kruse as global chief marketing officer.
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Scot Marsh real estate manager for Rack Room Shoes (left), together with Rack Room Shoes’ Director of Real Estate Kent Gonnerman (center), and Kirk Light real estate director for Off Broadway Shoe Warehouse (right).
Rack Room Shoes and Off Broadway Shoe Warehouse Plan For Accelerated Growth Rack Room Shoes and Off Broadway Shoe Warehouse will increase its number of stores and sales at an accelerated pace beginning 2014. In preparation, Kirk Light has been hired as real estate director for Off Broadway Shoe Warehouse, and Scot Marsh as real estate manager for Rack Room Shoes. Together, they add more than 60 years of industry knowledge to the brands real estate teams. According to EVP and COO Rick Brown, the company is focused on significant growth with a goal of double-digit unit growth in the coming year, and an even more aggressive plan in 2015. “As the economy continues to improve, we envision growing Rack Room Shoes and Off Broadway Shoe Warehouse to serve their respective consumer segments,” said Brown. “These new additions to our already strong real estate team allow us to leverage a wealth of industry knowledge and experience to strategically implement our company’s expansion plan.” Previously serving as vice president of real estate and store planning for Stein Mart and Shoe Carnival, Light comes with ample real estate, construction and national market expertise. Light is charged with growing the warehouse concept on a national level for Off Broadway Shoe Warehouse, which currently operates 77 locations. As the former owner of a real estate and lease consulting business, Marsh brings more than 30 years of professional experience in the retail real estate field to the company’s management team. Marsh will largely share in expanding Rack Room Shoes’ family footwear brand beyond the southeastern United States. Marsh reports to Rack Room Shoes’ Director of Real Estate Kent Gonnerman. In addition to the new hires, Gonnerman will lead Rack Room Shoes’ real estate efforts with increased responsibility. In his expanded role, Gonnerman will aid in broadening the retailer’s footprint across the country. Rack Room Shoes and Off Broadway Shoe Warehouse currently operate more than 450 stores in 34 states.
NEWS
ADIDAS GROUP RECONFIRMS ITS ROUTE 2015 TARGETS
ADIDAS UNVEILS FIFA WORLD CUP BALL With a spectacular 3D light projection event held at Parque Lage in Rio de Janeiro, Adidas on December 4 unveiled Brazuca, the official 2014 FIFA World Cup Brazil match ball. Created for every player on the field, Brazuca features six identical panels alongside a unique surface that will provide improved grip, touch stability and aerodynamics on the field. Adidas noted that Brazuca has been thoroughly tested to meet and exceed all FIFA metrics for an official match ball, ensuring top performance for every condition. Brazuca was named in September 2012 following a public vote in Brazil involving one million soccer fans. The name “Brazuca” is an informal local term which means “Brazilian,” or to describe the Brazilian way of life. The colors and ribbon design of the ball panels symbolize the traditional multicolored wish bracelets worn in the country in addition to reflecting the vibrancy and fun associated with soccer in Brazil. “The FIFA World Cup match ball is the icon of the tournament as the centerpiece of every goal, every play, and every touch,” said Ernesto Bruce, director of soccer, Adidas America. “Adidas has a rich legacy at the World Cup, providing the official match ball for every tournament since 1970. The Brazuca is a breakthrough innovation built for every player on the field.” The Brazuca’s thorough two and a half year testing process involved more than 600 of the world’s top players and 30 teams in 10 countries across three continents, making it the most tested ball ever by Adidas. Lionel Messi, Iker Casillas, Bastian Schweinsteiger, Zinedine Zidane, AC Milan, Bayern Munich, Palmeiras and Fluminese were among the top athletes and clubs who tested Brazuca. The ball was also tested in competitive international matches at the FIFA U-20 World Cup with a different print design and in a friendly match between Sweden and Argentina in February 2013. 6 SGBWeekly.com | DECEMBER 9, 2013
The Adidas Group confirmed its Route 2015 targets which forecast sales of €17 billion and an operating margin of 11 percent in 2015 at its 2013 Investor Field Trip in Herzogenaurach. In addition, the senior management of the Group shared preliminary details about its goals for 2014: sales are expected to grow at a high-single-digit currency-neutral rate in 2014, with running and football as key drivers. Operating margin is expected to increase around one percentage point compared to 2013. “Since the beginning of our plan, we have made some exceptional progress, driving growth in key categories, improving profitability and tightly managing our capital,” said Herbert Hainer, CEO of the Adidas Group. “The goal of our strategic business plan Route 2015 is to prepare and transform the Group for long-term sustainable growth and success. We will continue to focus on building desirable brands and exciting our consumers at every touch point.” On the Adidas Performance side, the brand’s successful Boost platform will be extended beyond running to other categories, including basketball footwear. Total Boost volumes are expected to reach 15 million pairs in 2015. In football (soccer), Adidas expects to achieve record sales with products tied to the 2014 FIFA World Cup and to break through the €2 billion sales mark with football performance products. A new Sport Performance retail concept called ‘Home Court,’ which celebrates the brand’s roots in sport, will premiere in Beijing in January 2014. Adidas Originals is expected to benefit in 2014 with a comeback of the Stan Smith shoe, the expansion of action sports and the introduction of the Boost technology into snowboarding boots in fall/winter 2014. Collaborations with artists, designers and fashion stores will also continue in a bid to keep the label fresh and contemporary in 2014. Adidas Originals will also roll out a new ‘Neighbourhood’ store concept to 31 cities worldwide, including New York City, Shanghai, Paris and Moscow. The first Originals Neighbourhood flagship store will open in Berlin in spring 2014, replacing the current Originals store. Continued growth is also being planned for its NEO Label aimed at teenagers. Launched in 2009, the NEO Label has achieved a compound annual growth rate of almost 40 percent and is available in more than 1,300 standalone stores in Greater China. Following the successful introduction of its own Adidas NEO stores in select cities across Germany in 2012, additional stores will be added in Germany (+6 stores), Poland and Czech Republic (+5 stores each) in 2014. Reebok will continue its focus on innovation and strong partnerships such as CrossFit (currently 7,000+ affiliated gyms), Spartan Race (450,000 participants in 2013) and Les Mills (90,000 instructors in 15,000 gyms worldwide). The new retail format FitHub will be further rolled out throughout 2014. Growth for Reebok will be driven by Russia/CIS, North America and Latin America and sales are expected to reach €2 billion in 2015. By 2015, the brand plans to increase its gross margin to over 40 percent. For the full year 2013, the Adidas Group continues to forecast sales growth at a low-single-digit rate on a currency-neutral basis. EPS is expected to expand at a rate of four to seven percent to a level between €3.92 and €4.06.
NEWS
Fanatics Fan-Tastic Ambitions By Thomas J. Ryan
M
ichael Rubin, who founded and grew GSI Commerce into a billion dollar business and is now setting major expansion plans for Fanatics - already the world's largest online retailer of officially licensed sports merchandise – spoke earlier this year about the opportunity to expand Fanatics sales globally to at least $5 billion over the next decade, up from $1 billion in 2012. To support that growth, Rubin has made a host of additions to Fanatics’ executive team since it was spun off from GSI Commerce in 2011 following GSI’s sale to eBay. The hire has included Jamie Davis as Fanatics president. Davis had most recently served as president of Versus, now the NBC Sports Network, where he oversaw the network’s day-to-day programming, production, digital media, marketing, finance and Jamie Davis, sales operations, while also directing and executpresident, Fanatics ing an overall strategic growth plan and vision for the network. Prior to Versus, Davis served as managing director of ESPN STAR Sports (ESS), a joint venture between News Corporation and The Walt Disney Company. He was also a member of the FOX Sports launch team. Founded in 1995, Fanatics operates fanatics.com and fansedge.com. In addition, the company powers the e-commerce sites of all major professional sports leagues (NFL, MLB, NBA, NHL, NASCAR, PGA), major media brands (ESPN, NBC Sports, CBS Sports, FOX Sports) and over 200 collegiate and professional team properties. Here, Davis talks about the opportunities still developing for Fanatics and the allure of fan merchandise. What makes fan merchandise an ideal item to sell online? The unpredictability of sports is what makes it so exciting. There are hot teams and players for all sports each season, but that passion comes and goes quickly and e-commerce allows companies, like Fanatics, to be able to provide fans with the merchandise they want anytime, no matter where they live. We provide a larger selection for local fans than what they can find in traditional brick and mortar outlets and we make team gear available to the previously underserved markets of displaced sports fans. This is leading to greater demand from the consumer and Fanatics purchasing more merchandise from our vendors, which are actually contributing to an overall growth in the licensed sports merchandise industry.
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Your background is more in TV broadcasting than merchandising. How did that prepare you for your job at Fanatics? Sports fans are passionate about their teams in many ways, whether its watching them on TV or buying merchandise, and my passion has always been finding ways to connect with those fans and super-serve them via any medium - TV, digital or otherwise. Why did you leave broadcasting? I made the shift because the ability of combining this love with the dynamic growth of e-commerce is a dream come true and to be with a company that is single-handedly expanding the entire licensed sports industry is more than I could have ever imagined. What’s been the key to Fanatics’ success over the years? The key lies in our singular focus of putting the customer first in everything we do – how a customer may be affected is applied to every company decision. We are obsessed with providing the absolute best shopping experience for fans, which is why we carry the largest assortment of officially licensed merchandise available anywhere, operate several customer service call centers around the country and continue to invest in our regional distribution network so we can deliver merchandise to our customers faster. What’s going to drive Fanatics’ growth over the next decade? Fanatics is making significant investments that will help grow all areas of the business. We’ve recruited the best people from all different sectors of the industry, including retail, media, tech and e-commerce; we purchased Dreams in 2012, that included FansEdge, which aligned perfectly with our business plan and created instant scale; we are investing heavily in mobile to make it even more convenient for fans to purchase their favorite team items; and we continue to expand our regional distribution network to ensure fans receive their packages faster, which is why we opened a 550,000 plus square-foot distribution center in Ohio to serve the large demand coming from the Midwest and Northeast. These efforts will benefit our sites, our partner sites and our vendors since more fans are able to easily acquire more team merchandise. In addition, Fanatics’ business is primarily generated from domestic U.S. sales. Our goal is to broaden our horizons to satisfy the international demand for licensed sports merchandise and we’ve begun the steps to organically grow our company overseas. Can you talk specifically about what plans you have to grow your two leading websites, Fanatics and FansEdge? We are fortunate to own two brands with distinct and passionate fan bases. Our goal is to continue to listen to these customers and have our pulse on their distinct demands and desires. Based on our unique scale and ability to provide unparalleled assortment and service, we believe we can listen to the voice of the fan and continue to serve and grow their passion for these shopping experiences.
What do you think about the women’s opportunity? People often think that licensed sports merchandise only caters to men, but we believe there is a huge appetite from women. More and more of the vendors are now producing women’s lines of sports gear as well as accessories and no one has a larger assortment than Fanatics to cater to the female fan. Is the sports licensing category more fan or fashion driven? We are fortunate that the line between “fan-driven” and “fashion” in the licensed sports industry has blurred. The key vendors of licensed sports merchandise, such as Nike, Adidas, VF, 47 Brand, etc., are doing a fantastic job of making great looking, fashionable sports gear that fans can wear seven days a week, not just to the games, and we are excited to be selling all of it. Anything you’d like to see more from your vendors? We have a great relationship with all of our vendor partners; and for most of them, we represent their largest online customer. We encourage them to keep up the great work in innovating and creating new designs and products so we can continue to quickly make them available to our enormous fan base. ■
2013
PULSE OF THE OUTDOOR CONSUMER STUDY A Market Insight Study from The SportsOneSource Group
Fanatics Appoints Raphael Peck as President, Apparel Fanatics, Inc. hired Raphael Peck as president, Fanatics Apparel. Peck comes to Fanatics after spending nearly four years at Oakley, most recently as chief merchandising officer. Prior to Oakley, Raphael spent over seven years with Under Armour where he held various positions, culminating as SVP, footwear & licensing. Reporting directly to Fanatics CEO Alan Trager, Peck will be responsible for all aspects of product Raphael Peck president, creation, including the customization of apparel Fanatics Apparel and jerseys, providing fans apparel choices not currently available in the market, and expanding the broadest assortment in the industry. Said Trager. “Raphael brings winning experience from Adidas, Under Armour and most recently Oakley. We look forward to tapping into his passion and drive for sports in order to elevate the fan experience.” "As a competitive person and a fan, the majority of my life has been about sports, Fanatics gives me a new challenge in my career,” said Peck. “Once again I get to be intimate with sports, join a high growth environment and become part of a team that is committed to elevating the fan experience,” added Peck. “Partnering with Alan and Michael Rubin gives me the rare opportunity to be around two of the most respected execs in sport. I intend to hit the ground running fast and look forward to building something special." Raphael is the latest senior executive to join Fanatics in the last 18 months, following President Jamie Davis (Comcast/NBCU); President of Merchandising Jack Boyle (Kohl’s), SVP & GM of Mobile David Katz (Groupon), and EVP of Business Affairs Gary Gertzog, who recently came to Fanatics from the NFL.
SOS Research takes an in-depth look at the key shopping behaviors, influences, and motivators for America’s active outdoor consumer
Custom Reports and Analysis Available by Request For more information, or to reserve your copy of the Pulse Of The Outdoor Consumer study, contact Neil Schwartz 561.692.3722 or email SOSResearch@SportsOneSource.com
A N A LY S I S
LICENSED MERCHANDISE SCORECARD By Neil Schwartz
Looking forward to the holiday shopping season, American sports fans have more choices than ever before when it comes to showing allegiance to their favorite professional and college sports teams. This is the time of the year when there are three professional leagues with schedules in full motion – the NFL, NBA and NHL; and with college athletics also having both football and basketball games going on at the same time, that means consumers have more decisions to make when deciding to buy Licensed Products this holiday season. Traditionally, Licensed Apparel and merchandise make great holiday gifts. According to data from the Sports & Fitness Industry Association’s Annual Participation Study, The NFL remains the fandom leader. The Fandom ranking for all professional and college sports domestically (as shown in the chart top right). The NFL is the fan leader with almost 172 million fans, 6 years and older. According to SportScanInfo, when it comes to Licensed Product sales, The National Football League garners almost 37 percent of the total licensed dollars spent by consumers over the trailing 52-week period (as shown in the pie chart below). This again puts the NFL in the number one position for all Licensed Apparel and merchandise sales. PERCENTAGE RANKING FOR U.S. PROFESSIONAL AND COLLEGE SPORTS NHL 3.3%
College 17.2%
NFL 37.6% MLB 23.2%
NBA 18.7%
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When it comes to Licensed Product sales, FANDOM RANKING FOR ALL T-shirts/Tanks, Authentic/Replica Jerseys, and PROFESSIONAL AND COLLEGE SPORTS Headware are the big categories in total dollar DOMESTICALLY volume when it comes to consumer preference AGES 6 YEARS AND FANS BY THE for all Licensed Products (as shown in the pie OLDER THOUSANDS chart below). There is a slight pattern variation NFL 171,716 on a league-by-league basis but for the most College Football 149,816 part, these trends hold fast. MLB 146,695 According to Jim Pisani, President of College Basketball 122,009 VF's Majestic Brand, “an Authentic or NBA 119,739 Replica Jersey is the ultimate way that a fan NHL 98,742 can express their affinity with their favorite teams. A jersey is one of those items that fans never throw away so that means that fans are making a special commitment when they decide to buy an authentic or replica jersey”. This year’s World Series presented other interesting challenges for Majestic. According to Pisani, “You never know what teams are going to end up in the World Series SHARE OF REVENUE FOR APPAREL in any given year, and that means you LICENSED PRODUCT CATEGORIES also never know what backstories might occur around it. This year, the Cardinals came to us early in the day before the game that Michael Wacha Other 21% T-shirts/Tanks was scheduled to pitch with an idea 22.7% for a special T-shirt. By 5:00 p.m. the day of the game, the T-shirt was in the Cardinal’s Stadium store and Sweatshirts/ Pullovers 10.53% Auithentic/ fans were able to purchase that one Replica Jerseys of a kind special item. In our minds, 22% that’s how you take advantage of Headwear a unique and special situation for 23.31% fans… It is a special event and we try to make it special with the right licensed merchandise support.” For the NHL, life in the second season past last year’s strike has been very good for their Licensed Product sales. According to data from SportScanInfo, sales of NHL Licensed Products are up more than 40 percent during the previous 13-weeks after being down in year-overyear sales for the calendar year to date. As the NHL got closer to opening day, sales had risen steadily. According to Brian Jennings, NHL, chief marketing officer, “We ended last season with incredible momentum and this is a continuation of that. Consumer-centric products aligned with our fan segments presented in visually compelling ways have resonated with our fan base.” Licensed Product sales are driven by two main factors: one is winning and the second is special events. This January, the NHL plans to play their annual Winter Classic at the ‘Big House” in Michigan. Jennings added, “The NHL Winter Classic is the embodiment of our big scale event strategy that touches every aspect of our business. This event has captured the imagination of sports fans across the globe and is culturally and socially relevant. This year's event - the 2014 Bridgestone NHL Winter Classic at The Big House in Michigan - will be our biggest yet.”
On the NBA hardcourt, the Brooklyn Nets are beginning to be more of a factor when it comes to product sales for the NBA. While only two years in existence, the Nets are starting to garner a strong fan base for those living in Brooklyn and those that claim Brooklyn as their home city. Their share of the total licensed NBA jersey market has more than doubled for the current calendar year. That being said, there is still no substitute for winning championships when it comes to licensed Authentic and Replica Jersey sales and that is no more evident than the Miami Heat realizing a 38 percent increase in their share of all NBA jersey sales (as shown in the chart below).
NBA TEAMS
YTD 2013 SHARE IN DOLLARS
LABEL (TOP 50)
NET CHANGE, 2012/2013
New York Knicks
-2.33
Miami Heat
38.1
Los Angeles Lakers
-21.94
Chicago Bulls
-4.02
Oklahoma City Thunder
85.63
Los Angeles Clippers
-2.78
Boston Celtics
-67.7
Brooklyn Nets
106.54
Golden State Warriors
108.62
Washington Wizards
-33.24
Other teams like the Oklahoma Thunder are seeing big gains in licensed merchandise sales as a result of their playoff exposure over the last two years. Many have been hoping for Major League Soccer to break out and become a fan favorite as the league continues to grow and add new teams. If the sales of Licensed Products are any indicator then it looks as though it is working for Major League Soccer. For the current calendar year, sales of all Licensed Apparel for the MLS are up a total of 210 percent, with Licensed Jersey sales having doubled in total dollars. â–
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DECEMBER 9, 2013 | SGBWeekly.com
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Zephyr Menace
FAN APPAREL EXPANDS ITS CHOICES Performance and Fashion Influences Continue to Offer Fans More Ways to Show Their Support By Thomas J. Ryan
Licensed apparel is no longer the fashion statement it was in the early 1990s when names like Pro Player, Starter, Logo 7 and Apex-One ruled the roost. It doesn’t even have the buzz it held in the early 2000s, when the retro-craze - marked by the quick ascent of Mitchell & Ness - erupted the vintage-inspired sports apparel industry. Now, the buying is said to be more fan-driven rather than the urban trendsetter. However, albeit in a quieter way, those trends are still percolating in the marketplace, with even the classic Starter Satin Jacket making a smart comeback in the last year and retro still
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in demand. Moreover, the number of ways fans can show their fan support has spread well beyond jerseys, caps and jackets. Performance fabrics are working their way into the licensed category with fans expecting the same lightweight, moisture-wicking, stretch and durability properties as on their athletic garments. Fashion’s influence has driven a strong trend toward creative T-shirts that let fans express themselves. But it’s especially noticeable in women’s product. Much like activewear, the licensed industry went through its “Pink it and shrink it” learning phase. But with NFL noting that 45 percent of its fans are women, a wide array of on-trend apparel and feminine cuts can be found in the marketplace.
Another Russell highlight for 2014 is the Long and Short Sleeve Women's Performance, made from 100 percent polyester microstripe with the microstripe construction giving off an appearance with much softer and lighter hues. Said Caudill, “We consider these tees to also be fashionable garments that easily transition from active to casual wear, but still hold their performance-based benefits.” Other trends Caudill sees: »»
»» »» Mitchell & Ness Full Zip Hoody and V-neck Tee
Mitchell & Ness, which was acquired by Adidas in 2007, has found that fit is much more important for women and the distinguishing difference between its men’s and women’s collections comes down to cut. “We have seen that the way an item fits for women is far more important than how the team logo or logo colors are represented, which is why we have had a lot of success in our tee's, hoodies, and henley's,” said Adam Herstig, Mitchel & Ness’ marketing manager. “Although the desire to show team pride is important, we are typically less loud and more subtle in women's apparel versus men.” Herstig noted, however, that some team colors by nature work better than others for playing up a style influence. “It seems that everyone became a Brooklyn Nets fan for a while because the black/black and black/white were such wearable colors,” remarked Herstig. “This theory proves true across all leagues and teams, which seem to do better as a fashion piece than others. Conscious of this, we try to make every team wearable” Russell Athletic has also been putting more focus on expanding its women's options by adding new silhouettes to its line, according to Alex Caudill, merchandise manager for college stores, coaches and sideline apparel for the brand. One emerging trend Russell sees is sublimation, as seen on the Women's Sublimated Short. “Sublimation gives the consumer complete customization,” said Caudill. “Sublimation printing is ideal for customizing designs with changing elements such as names, numbers, etc. You can also incorporate many colors into your design very easily.
Russell Athletic Long Sleeve Performance Shirt and Sublimated Short for Women
»»
»» »» »» »»
Yoga/running inspired performance apparel that incorporates hidden media pockets and other technical features that add visibility such as reflective trims; Fabrics that are performance-driven with topical and yarn treatments, softness of hand, and/or pattern repeat; Fashionable garments that easily transition from active to casual wear, but still hold their performance-based benefits; Layered garment pieces such as skorts, jackets with removable sleeves or hoods, or hoodies incorporated into a jacket lining that can be worn all year round; Space dyed garment techniques used to emulate a distinct look that add dimension and depth to solid colored basics; Vintage sportswear brands such as Russell Athletic and Champion that are adopting performance-driven silhouettes; Geometric patterns and shapes being incorporated into more design lines; and Color palettes with softer hues complementing minimal design line aesthetics.
Majestic Athletic is seeing an ongoing strong trend toward functional licensed apparel, highlighted by its Triple and Double Climate Outerwear introduced in the MLB post season. Designed with the professional players, the Triple highlighted by its Triple and Double Climate Outerwear is made with ThermaBase insulation and is water resistant, said Dana Parker, VP merchandising, Majestic. The item can be worn with just its polyfil-quilted inner shell with fleece lining, or just the lightweight, ventilated outershell. Combined, the inner and outer shell make for “a warm water resistant jacket for really cold days,” said Parker.
Majestic Athletic Triple and Double Climate Jacket and Batting Practice (BP) Jersey On Field
For Spring 2014, Majestic will introduce a Batting Practice (BP) Jersey On Field that incorporates many of the performance attributes players (and fans) asked for. “Performance and comfort were the key attributes considered when designing this garment,” pointed out Parker. “Our new BP is made mixing two performance fabrics, our Vivid Knit on the front and Radiant (breathable) DECEMBER 9, 2013 | SGBWeekly.com
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Mesh under the sleeves and on the back, areas that require the most cooling. The team and player name and number decoration also have performance attributes. Our new tackle twill is lightweight and flexible.” T-shirts are also becoming a bigger part of Majestic’s portfolio, in men and women's. With all its licenses, MLB, NFL, NHL, NCAA, and NBA, Majestic is seeing a shift in cotton tees to lighter weight, softer hand and blended fabrics. Said Parker, “Synthetic tees are becoming more mainstream rather than a tee that was to be worn by athletes only. We're seeing fans gravitating to 100 percent polyester tees as another graphic tee option.” 47 Brand Cross-Over Track
47 Brand '47 Franchise 47 Brand Gameday Debut Tee
At 47 Brand, the new '47 Franchise, which has been redesigned with a darker fabric and a larger logo, is doing very well in both men’s and women’s, according to Ty Taiste, apparel designer. In apparel, a highlight at 47 Brand is the CrossOver Track, a lightweight french terry jacket with an appliquéd satin sleeve stripes and satin appliquéd logo. Made from a slug jersey, the Gameday Debut Tee features a color-blocked body, appliquéd sleeve stripes, and a vintage screen-printed logo. Said Taiste, “color blocking is working really well for us.” Other looks working for 47 Brand are washed neons and ombre, which is similar to a tie-die. At G-III Apparel, the big comeback story over the last year was the return of the classic satin Starter Jacket from its G-lll Sports by Carl Banks 14 SGBWeekly.com | DECEMBER 9, 2013
G-III Apparel Starter Jacket
division. For the first time, a version is available for women, noted Michelle Yesse, G-III director of design and merchandising. For men, the well-worn tee trend - achieved by different dyes, washes and distressing techniques seen with the basic go-to short sleeve tee, or a color-blocked version, has become a staple in many fan’s wardrobe, said Yesse. The color grey has been all the rage lately and adding gray to its commemorative Kneel Down Jacket, also from Carl Banks, coupled with its bonded-fleece fabrication, adds a level of sophistication to the look. For women, “anything shiny,” whether sequins, beads, foil prints, studs or crystals, is standing out at Touch by Alyssa Milano, also part of G-III. The brand is seeing strong demand for mesh and open-hole knits. For example, the front panel of the Hadley Tee features solid polyester while the back pleated panel is polyester mesh – providing a feminine take on a football jersey. Said Yesse, “Styling is wider/boxier, reflecting the contemporary trend of looser-cut styles.”
The “Rocker” look has been trending for more than a year with full-on jackets to dresses embracing leather/PU patchwork. From G-III 4HER Women's Pass Rush Hoody features a body of charcoal heather across fleece, sleeves and fullteam name applique. Touch by Alyssa Milano is also taking an innovative look at the long-standing burnout trend. Yesse said the front panel on the Aubrey Tee is solid while the back has an intricate pattern burned into it. Said Yesse, “It’s generating a lot of interest. It’s like, ‘Business up front, party in the back!’” At Antigua, a standout for women is the zip-front Ice Jacket, a 100 percent micro polyester polar fleece jacket featuring a stand-up collar, cover stitch detail at cut and sew seams, zipper hip pockets, binding at cuffs and collar and a bungee toggle bottom hem. For men, highlights include the Delta and Victor Quarter-Zip Jackets. Antigua’s collection continues to play up its proprietary Desert Dry and Desert Dry Xtra-Lite moisture management technology that keeps fans cool and dry. Antigua Jackets the Ice and Victor Quarter-Zip
G-III Apparel Touch by Alyssa Milano Hadley Tee
“The line has vivid color, sophisticated styling and luxurious fabrics…truly a winning combination,” said Ron McPherson, president and CEO of Antigua. At Junk Food, Andrei Najjar, VP marketing & business development, said the brand sees a greater diversity of silhouettes than it has in past seasons. “For men's NBA, we had some good success with jersey-inspired tank tops for spring and
Junk Food debuted its first runway collection for the NFL
summer,” said Najjar. “For women’s, we are disrupting the marketplace with fashion bodies including oversized silhouettes and boyfriend-inspired styles in our signature-soft, vintage-inspired fabrics.” In September, Junk Food debuted its first runway collection for the NFL, which was inspired by elements of the sport, including exaggerated shoulder details, plays on proportion, and metallic shine in a variety of silhouettes including maxi and sweatshirt dresses. The collection is available exclusively at Bloomingdales with a limited edition fashion collection to launch in January for the Super Bowl. In design, Junk Food is seeing plays on proportion working well for both genders. Said Najjar, “For men, we have played with the graphics’ scale and introduced a collection for NBA that had bold large block letters highlighting the team city. They are fresh and have sold really well. For women, it's a lot of oversized and exaggerated silhouettes, like oversized tees and maxi dresses.” Overall, Najjar said fans were getting more adventurous in expressing their team spirit. She added, “While we do sell a lot of logos on our heather grey tees, we
have been seeing an upswing in bold color. People aren't scared of it...and this is especially true in our fan apparel businesses.” At College Concepts, the sleepwear specialist, plaids continue to trend upward with a strong presence of mid-size plaids and basic plaid designs as seen in the Men’s Acclaim, according to Denise Pierce, the brand’s director of product development. Allover prints incorporating a tonal logo into the team color design - as seen on the Men’s Insider - are also a fan favorite. For women, flannel plaids are in demand although styles such as the Ladies’ Reign adds just the right amount of white for a feminine touch. Pierce said its College Concepts Sleepwear Tops feature a rib/slub combination to address the mechanical stretch and texture that is essential for
College Concepts Women's Reign and Men’s Acclaim
women’s knits. She added, “Embellishments have a metallic flair with foil and team color graphic combination, which is right where the market is headed. The scoop and V-neck are a winning choice for necklines moving forward.” The trend for fashion leggings is being addressed with plaid stretch fabrics as seen in the Ladies’ Reign Stretch Plaid. But stretch fabrics and body hugging silhouettes to meet demand for both a feminine and athletic feel can be seen in the Women’s Yard Line Union Suit and Tank and Boyshort set. The Tank and Boyshort are a dynamic combination with gathers at the front placket and an extreme racer back. The short has button details and a flat waist.
“Stripes are hot, and adding an oatmeal heather twist to the team color stripe brings texture and cutting edge appeal to a simple stripe pattern,” said Pierce. “Drop-to-ground graphics and vertical looks make the tank graphics right on trend.” At Colosseum, Nicole Dryer, product development and brand manager, womens and childrens, sees a strong trend toward denim across both genders, whether with jackets, buttonup shirts, or accessories. Dryer said it’s a mainstream trend from the past that has come back to life in a new light.
Colosseum Stage Jacket
“You will see a lot of items embroidered or embellished with college colors and logos,” noted Dryer. “The colored denim pant trend will be even stronger next year as collegiate retailers are recognizing the strength it showed in popular fashion retailers.” For allover prints, the louder the better, she believes, especially if it addresses the fan’s team colors. “You will see conversational prints which may consist of school logos or objects of significance to a team,” said Dryer. “Geometric prints are most popular and consist of designs such as polka dots, chevron stripes, checkered or honeycomb. Abstract prints will make a strong appearance next year, too. Abstract prints can be described as a splatter paint effect, tie-dye or galaxy prints.” Finally, Dryer said women are leaning toward fashionable fan items that are versatile for every day wear, similar to ongoing shifts in yoga and active wear looks.
DECEMBER 9, 2013 | SGBWeekly.com
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NIKE’S “GET DRENCHED” NFL JERSEYS Re-defining the hook-up, Nike, Inc. recently launched a collection of monochromatic color-drenched “Get Drenched” Limited Edition Jerseys saturated in every team hue. Aimed at the National Football League’s most passionate supporters, the NFL Nike “Get Drenched” Limited Edition Jersey features a streamlined design including a refined, tailored fit for better range of motion. Built from the inside out, the limited edition jersey mimics the team’s on-field jerseys through the application of embroidery as well as tackle-twill numbering and lettering. Nike Flywire technology is featured in the neckline and strategic mesh ventilation has been placed over major heat zones. The NFL Nike “Get Drenched” pack includes the NFL Nike “Get Drenched” Limited Edition Jersey, the Nike Turf Jet Training Shoe and additional apparel. It is available nationwide at Champs Sports and Nike Yardline at Champs Sports locations.
16 SGBWeekly.com | DECEMBER 9, 2013
“Women are also paying more attention to details as they compare what they buy to more popular non-collegiate brands,” said Dryer. “Functionality is key in this category and you will start to see more ‘bells and whistles’ with a greater assortment in the coming year.” Champion is seeing the active lifestyle trend influencing both college-age men and women looking for function and style in their fan wear as seen on its Men’s Double Dry Quarter Zip or Women’s Vapor Quarter Zip. Said Sara Lilly, bookstore merchandise and marketing analyst for Gear for Sports, which produces Champion’s college line through a license, "These styles keep you cool, dry and comfortable in and out of the gym." But more style-conscious options are being introduced for women. The "mixed media" trends, where mesh and jersey may be combined, are creating an updated look to the classic tee, as seen on its Game On Tee or Game On Tank. Fan tees for women also incorporate a wide variety of on-trend hemlines, including curved, high-low and cropped, observers Lilly. In the summer months, the tank - from racerbacks to muscle tees - have become a staple for the college girl fan, whether layered or worn alone. In the fall, the sweatshirt blazer trend has become ubiquitous on campuses, especially when paired with a tee, skinny jeans and boots. Featuring french Champion Women’s terry, Champion's Debate Vapor Quarter Zip Blazer preppy silhouette comes complete with a rolled cuff and complementing graphics to highlight school spirit. Addressing both comfort and versatility, the fleece and legging trend inspired the body-length Scholar Crew, which features french terry paired with a printed striped rib and school logo. "This outfit can be spotted on every college girl any day of the week," said Lilly. "From class to Saturday game day, this outfit is the perfect ensemble for the busy college coed. For headwear, Top of the World is seeing a strong trend toward camo, fueled by the popular reality TV shows and the hunting community said Scott Shuler, president. With an exclusive partnership with Mossy Oak to supply numerous mid-tier suppliers with college sports caps, Top of the World is bringing out a variety of camo styles featurTop of the World ing several popular Mossy Oak patterns. Golf caps continue to be popular for the fan that wants to take their fandom to the green while also enjoying a performance mesh and breathable fabric designed to keep them cool on the course.
For women, several styles feature rhinestone embellishments around team logos in tune with fashion glitter trends. A new item is gaining momentum for Top of the World, the SportzBanz, which is capitalizing on the growing trend of headbands in women’s fashion. Said Shuler, “Top of the World offers several styles for each collegiate team. It also features added silicon drops that line the inside so the band stays in place.” Kevin Sloan, director of sales at Zephyr, said the floral, animal, and Navajo trends have been strong in various parts of the country. The space theme “is out there in spots, and will continue to grow for the next six months,” while Egyptian and Baroque trends are heading to the marketplace within the next six to 12 months, he added.
Zephyr Rave
Riding the animal trend, Zephyr has made over 200 teams in its Menace model across the globe and the style continues to have momentum. Remarked Sloan, “It is a show stopper and foot traffic cannot pass by the window, see the Menace, and not come in.” The Rave, in a new take on the Navajo trend, features neon colors, with a “native” print on the visor and an exclusive x-ray logo on the front. Said Sloan, “This is a loud hat, and one that will draw interest from everyone.” For women, the Tomboy has a women’s fit and visor, highlighted with metallic team color embroidery. Said Sloan, “Our Tomboy allows a woman to wear a team focused hat, without having to wear pink or light blue each day.” In performance, the Major Tom features Action Grid, a lightweight, durable, form-fitting, breathable material that is adept at showing off team colors. Overall, Sloan said Zepyy continues to do well in the marketplace because team supporters are looking to express their pride and differentiate themselves through unique product. Said Sloan, “The most important trend we’re seeing is that people don’t want the same old thing that everyone else has.” Keith Leach, director NHL merchandise at Reebok, said performance and lifestyle categories continue to be driving the trends in the licensed apparel industry. He added, “Our Reebok Center Ice Authentic Apparel and CCM lifestyle collections have performed well in the last couple of seasons and continue to be in demand with retailers and consumers. Bolder and larger graphics are directions that we anticipate will be prominent in the current season.” Reebok’s new Center Ice Authentic apparel “TnT collection” is highlighted by more active sports inspired graphics and bolder secondary team colors highlight the collection. Style and fashion are definitely working in the women’s category. Said Leach, “The female consumer is always proud to be supporting her team, but also Reebok CCM is conscious to be wearing the latest in fabric, Knit Rib Crew application and overall design styling. Supporting and the Full Zip Performance the more fashion oriented designs our CCM Hoodie from the lifestyle line has been resonating very well with the TnT collection NHL women’s consumer.” ■
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DECEMBER 9, 2013 | SGBWeekly.com
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CALENDAR
DECEMBER
FEBRUARY
10-11
3-4
SIA On-Snow Demo Copper Mountain, CO
10-11 WWSRA NorCal Early Preview TBA
3-4
SIA Nordic Demo Copper Mountain, CO
11-12
5-7
FFANY New York, NY
5-8
Sports Inc. Outdoor Show Phoenix, AZ
6-10
NBS Semi-Annual Market Fort Worth, TX
9-11
EORA SE February Show Greenville, SC
10-13
Worldwide Spring Show Reno, NV
11-13 18-19
MWSRA February Show Madison, WI
EORA FLA Winter Market Punta Gorda, FL
Atlanta Shoe Market Atlanta, GA
JANUARY 6-8
ATA Show Nashville, TN
7-9
MWSRA January Show Madison, WI
7-9
WWSRA Rocky Mtn Preview Denver, CO
7-9
WWSRA Northwest Preview Portland, OR
9-11 13-14
Surf Expo Orlando, FL WWSRA Intermountain Preview Salt Lake City, UT
13-15
WWSRA NorCal Early Preview Reno, NV
14-17
SHOT Show Las Vegas, NV
15-18
NBS Winter-Specialty Market Fort Worth, TX
16-18
Sports Licensing & Tailgate Show Las Vegas, NV
17-19
Imprinted Sportswear Show (ISS) Long Beach, CA
21 ORWM Demo Day TBA 22-25
Outdoor Retailer Winter Market Salt Lake City, UT
30-2
SIA Snow Show Denver, CO
TRADE ASSOCIATIONS | BUYING GROUPS
For full year calendar go to sportsonesource.com/events
MWSRA New Model Demo Hastings, MN
MARCH 4-5
SFIA National Health Through Fitness Day Washington, DC
14-16
Imprinted Sportswear Show (ISS) Atlantic City, NJ
APRIL 4-6
Imprinted Sportswear Show (ISS) Orlando, FL
7-8
SFIA Litigation & Risk Management Summit Phoenix, AZ
27-30
NSGA Management Conference and Team Dealer Summit Indian Wells, CA
Athletic Dealers of America 1395 Highland Avenue Melbourne, FL 32935 t 321.254.0091 f 321.242.7419 athleticdealersofamerica.com National Shooting Sports Foundation Flintlock Ridge Office Center 11 Mile Hill Road Newtown, CT 06470 t 203.426.1320 f. 203.426.1087 nssf.org National Sporting Goods Association 1601 Feehanville Drive / Suite 300 Mount Prospect, IL 60056 t 847.296.6742 f 847.391.9827 nsga.org Nation’s Best Sports 4216 Hahn Blvd. Ft. Worth, TX 76117 t 817.788.0034 f 817.788.8542 nbs.com Outdoor Industry Association 4909 Pearl East Circle / Suite 300 Boulder, CO 80301 t 303.444.3353 f 303.444.3284 outdoorindustry.org Sports & Fitness Industry Association 8505 Fenton St., Suite 211 Silver Spring, MD 20910 t 301.495.6321 f 301.495.6322 sfia.org Snow Sports Industries America 8377-B Greensboro Drive McLean, VA 22102 t 703.556.9020 f 703.821.8276 snowsports.org Sports, Inc. 333 2nd Avenue North Lewistown, MT 59457 t 406.538.3496 f 406.538.2801 sportsinc.com Sports Specialists Ltd. 590 Fishers Station Drive / Suite 110 Victor, NY 14564 t 585.742.1010 f 585.742.2645 sportsspecialistsltd.com Team Athletic Goods 629 Cepi Drive Chesterfield, MO 63005 t 636.530.3710 f 636.530.3711 tag1.com Worldwide 8211 South 194th Kent, WA 98032 t 253.872.8746 f 253.872.7603 wdi-wdi.com
18 SGBWeekly.com | DECEMBER 9, 2013
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Winter Market JANUARY 22-25, 2014 All Mountain Demo JANUARY 21, 2014
MARK YOUR CALENDARS
Summer Market AUGUST 6-9, 2014 Open Air Demo AUGUST 5, 2014