ISSUE 1517 APRIL 27, 2015
The Weekly Digital Magazine for the Active Lifestyle Market
mplus Corporation 2001 T.W. Alexander Drive / Box 13925 Durham, NC 27709-3925 USA
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Š2015 Implus Corporation. Sof SoleŽ is a registered trademark of Implus Corporation. 3.15
CEO Group Publisher
ISSUE 1517 APRIL 27, 2015
James Hartford jhartford@sportsonesource.com 303.578.7004
Managing Editor Aaron H. Bible ahbible@sportsonesource.com 303.578.7017
The Weekly Digital Magazine for the Active Lifestyle Market
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Photo courtesy Smith
MAKING NEWS
ONE-ON-ONE
4 Movers & Shakers Cabela's Launches Disconnect Day 6 Helly Hansen’s New Luxury Sportswear Collection Ditches Nautical Style
12 Sitting Down with Smith’s Eric Carlson as the Premier Action Sports Eyewear and Helmet Brand Turns 50 Years Old 13 Smith Introduces 50th Anniversary
8 Klymit Expands Pad Line with New Insulated Solutions 10 Vibram Reimagines Boston Flagship Store
Archive Collections
ANALYSIS 1075 E. South Boulder Road • Third Floor • Louisville • CO • 80027 SportsOneSource.com
11 Fila USA Continues Rebound and Looks Ahead
FEATURE Sea Otter Classic Celebrates 25 Years of Cycling ON THE COVER: Photo courtesy Brian Slaughter and Sea Otter Classic
APRIL 27, 2015 | SGBWeekly.com
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M OV E R S & SHAKERS Cabela’s appointed James F. Wright, former CEO of Tractor Supply, to its board. Callaway Golf Co. appointed Robert K. Julian as CFO, effective May 11. Brad Holiday, who has served as CFO since 2000, announced his impending retirement in December.
CLICK TO PLAY
Crocs appointed Ian Bickley, President of Coach's International Group, to its board. Longest-standing director, Ray Croghan, is retiring. FASTG8 said former Patagonia CEO Casey Sheahan and former Deckers Outdoor COO Zohar Ziv have signed on as strategic investors. Hoka One One, a division of Deckers Brands, added legendary Ironman World Champion Dave Scott to its ambassador team. Iconix Brand Group reported that Seth Horowitz, its COO, had tendered his resignation on April 13, according to a filing with the Securities & Exchange Commission. KT Health, LLC, parent company to KT Tape, hired Greg Venner as President and CEO. Marucci Sports named Chuck Schupp as its head of big league player relations after 35 years at Louisville Slugger. Nike signed elite NFL draft prospects, Jameis Winston, Marcus Mariota, Melvin Gordon, Amari Cooper and Todd Gurley, to endorsement deals. REI said Annie Zipfel, its SVP of Marketing, has left the company. Tilly’s announced that Chief Financial Officer Jennifer Ehrhardt intends to resign from Tilly’s to relocate closer to her family and pursue other professional interests. Zamst, a leader in sports prevention and protective equipment, announced a partnership with professional ice hockey center and Captain of Anaheim Ducks, Ryan Getzlaf.
4 SGBWeekly.com | APRIL 27, 2015
CABELA'S LAUNCHES DISCONNECT DAY Cabela’s partnered with country singer Justin Moore to launch Disconnect Day: a nationwide campaign encouraging Americans to step away from their devices for a day to enjoy outdoor activities while reconnecting with themselves, family and friends. “The idea behind Disconnect Day is to remember how rewarding the outdoors can be in strengthening the relationships in our lives,” said Scott Williams, Cabela’s chief marketing officer. “When our children grow up, they aren’t going to remember how many likes they got on a status update, but they will remember their family camping trips and the first fish they caught.” Moore took the Disconnect Day pledge and began challenging others to do the same on Saturday, April 18, at the Third Annual Cabela’s Great Outdoors Archery Event. The starstudded archery competition is part of the annual ACM Party for a Cause Festival, a two-day outdoor music festival at Globe Life Park in Arlington, TX. “As a husband and dad of two daughters, I know how challenging it can be to find time with a crazy schedule to get away from the noise and spend time together,” said Moore. “For my Disconnect Day, I’m grabbing my Cabela’s camping gear and taking my family to our favorite Justin Moore and Family spot with no phones allowed - except for taking pictures!” To take the pledge, visit mydisconnectday.com. Once visitors take the pledge, they can set an “Out of Office” generator that prompts a calendar reminder on their chosen day. They can also view gear lists for recommendations on the best hiking, camping and general outdoor gear to help them unplug, get outdoors and reconnect.
ACHIEVE YOUR GOALS BREADTH OF DATA. DEPTH OF DATA. TIMELINESS OF DATA
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APRIL 27, 2015 | SGBWeekly.com
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HELLY HANSEN’S NEW LUXURY SPORTSWEAR COLLECTION DITCHES NAUTICAL STYLE In a fairly dramatic departure from what we all know this iconic ski and nautical brand to be, Helly Hansen is launching a new luxury Sportswear collection for Fall 2015 called Ask & Embla that will be sold at high-end retailers including Saks Fifth Avenue. As expected, the collection is built with the same technologies as its respected outdoor apparel, dating back to 1877 and Norwegian sea captain Helly Juell Hansen, and the world’s purported first supple waterproof jacket. But for this project, Helly Hansen collaborated with Swedish fashion designer Lovisa Burfitt. Her edgy graphics and fabric selections were used to create this limitededition collection of premium outerwear. Burfitt’s first move was to ditch the nautical detailing that has long paid homage to the 138-year-old brand and caption Hansen. Burfitt, whose clients include H&M, Givenchy, and Le Ciel Bleu in Tokyo, wanted to bring Helly Hansen’s designs to the world’s most fashionable streets, endowing the garments with lightweight melange Japanese down and Scandinavianinspired graphics to create an attention grabbing, diverse collection.
Ask Business Coat
Embla All Season Parka Embla Down Jacket
Embla Winter Jacket
The line includes the Embla Winter Jacket, $700, a European goose down jacket in a metallic foil design that was designed in collaboration with Swedish graphic designer Lovisa Burfitt. The jacket features Helly Hansen’s waterproof breathable technology. The Embla Down Jacket, $550, a fashion-forward insulator that combines PrimaLoft insulation with European goose down and Japanese down fabrics. Swedish 6 SGBWeekly.com | APRIL 27, 2015
Ask Sport Coat
graphic designer Louvisa Burfitt created the jacket’s eye-catching print (shown with the included Embla Down Scarf). In the Embla All Season Parka, $900, the European goose down liner zips out to be worn as a stand-alone coat. The hood features animalfriendly FurSure that can be removed from the shell jacket and attached again to the down liner. The shell parka’s fabric blends sleek classic oxford with Helly Tech waterproof breathable technology. The Ask Business Coat, $800, hits mid-thigh and is tailored to fit over a suit. Shoulder details emphasize the masculine silhouette. It comes with a removable light melange Japanese down vest for added insulation. The outer layer’s sleek classic oxford is built with Helly Tech waterproof breathable technology in a three-layer construction. Finally, the Ask Sport Coat, $600, is Helly’s take on the classic Catalina silhouette. It combines Petards leather with Helly Tech waterproof breathable fabrication. PrimaLoft insulation provides durable warmth.
KLYMIT EXPANDS PAD LINE WITH NEW INSULATED SOLUTIONS
Insulated Static V Lite
Insulated Static V Luxe
has acquired
Centerville, Utah-based Klymit, innovator in outdoor technology, is adding the Insulated Static V Lite, $99.95, and the Insulated Static V Luxe, $129.95, to its line of award-winning camping pads in an effort to add even warmer, lighter year-round outdoor sleeping options to the market. The two multi-season pads were unveiled at Outdoor Retailer Winter Market and are now available for purchase. Klymit was conceived under the idea that the experience of outdoor enthusiasts can be enhanced with new technologies and a different approach to fabrication. The Klymit Insulated Static V Lite is, according to the brand, the warmest and lightest sleeping pad on the market for under $100. Featuring Klymit’s signature body mapping technology, the sleeping pads are designed to limit air movement and heat loss for better support and comfort. The Insulated Static V Lite weighs 19 ounces and has an R-value of 4.4. The Klymit Insulated Static V Luxe is an insulated version of Klymit’s Static V Luxe sleeping pad. The Insulated Static V Luxe is “the warmest and most luxurious sleeping pad in the Klymit line.” The sleeping pad features the same V Chambers as the original Static V, but in a cushioned three-inch thick, 30-inch wide, 76-inch long design. The Insulated Static V Luxe weighs 35 ounces and is designed for any all-season adventure. “We’re continually focused on innovation and bringing quality products to the market,” said Klymit President Cory Tholl. “The Insulated Static V Lite and Insulated Static V Luxe are great additions to the Klymit line.” The Klymit Insulated V Luxe weighs 35 ounces with an R-value of 5; it packs up to 4.5x11 inches and is made of 75D polyester. The Klymit Insulated Static V Lite packs down to 5x9 inches and is made from 30D polyester.
Customized Solutions. Superior Execution. Unparalleled Results. Western Reserve Partners served as exclusive financial advisor to Exxel Outdoors in the negotiating and financing of this transaction.
American Recreation Products from
As a middle market investment bank, we work closely with business owners to create customized solutions that consistently deliver optimal results. Our services include M&A, capital raising and other financial advisory services. Western Reserve’s managing directors average nearly 30 years of experience and have collectively executed more than 600 transactions during their careers.
a portfolio company of
For information about this transaction or our services contact: Mark Filippell, Managing Director at 216-589-9532 or mfilippell@wesrespartners.com.
with financing provided by &
Mergers & Acquisitions . Capital Raising . Financial Opinions & Valuations . Restructuring & Bankruptcy
www.wesrespartners.com A proud member of the premier international alliance of investment banking firms
8 SGBWeekly.com | APRIL 27, 2015
Let's Get
Social
@SPORTSONESOURCE
Photo credit: Marc Levine, New York Mets Pictured, L to R: Tashan Kilkenny, Playworks New York/ New Jersey Program Manager; Kim McCall, Playworks New York/New Jersey Executive Director; Mark Cavanaugh, General Manager of New Balance Baseball; Greg Barnes, Playworks Coach for P.S. 9 in Brooklyn; Henry Appiah, Playworks New York/New Jersey Program Manager;
NEW BALANCE INTRODUCES FITNESS CHALLENGE In a partnership with Playworks, Curtis Granderson and the Grand Kids Foundation, New Balance announced the creation of the New Balance Fitness Challenge, a six-week program to help promote healthy lifestyles for youngsters. The New Balance Fitness Challenge, co-founded by Curtis Granderson of the New York Mets, will launch on May 1 at P.S. 9 in Brooklyn with 4th and 5th grade students who will engage in recess activities and developmentally appropriate competition in line with Playworks’ FitKid curriculum to achieve goals around physical activity. Playworks coaches will lead biweekly recess activities with the students to promote cardiovascular fitness, strength, and flexibility. At the end of the challenge, each student will receive a pair of New Balance shoes to encourage them to stay healthy and active throughout the summer. “As part of our NB SparkStart platform, New Balance is committed to helping young people discover what motivates them to be physically active,’ said Mark Cavanaugh, general manager of New Balance Baseball. “The natural synergy between NB SparkStart, Curtis’ outstanding work with children through the GrandKids Foundation, and the inspiring mission of Playworks, make this an especially exciting program that we are proud to support.” "On behalf of the Grand Kids Foundation, we're thrilled to partner with Playworks for the launch of the New Balance Fitness Challenge", said Granderson. "Our goal for the next six weeks will be to engage students via friendly competition while implementing healthy lifestyle practices that will last a lifetime." All students who complete the six-week program will be invited to attend a Mets game at Citi Field on June 16 where Curtis will recognize and thank them for their participation and invite them to enjoy healthy ballpark fare and an in-stadium celebration. The New Balance Fitness Challenge is part of the New Balance Foundation’s “NB SparkStart” platform, which aims to improve the health, well-being and self-esteem of children around the world by helping them discover and nurture their “movement spark”- their love of movement. APRIL 27, 2015 | SGBWeekly.com
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Vibram Flagship Store on Newbury Street in Boston
VIBRAM REIMAGINES BOSTON FLAGSHIP STORE Vibram has updated its flagship store in Boston with a brand experience that celebrates 70 years of sole making. While continuing to serve as the retail outlet for Vibram FiveFingers and select soling partners, the store at 292 Newbury Street now features a new Vibram gallery showcasing more than 150 pairs of iconic footwear products spanning several decades. “When we re-designed the Vibram Newbury Street Store we wanted consumers to immediately understand the heritage and innovation our brand represents,” said Allon Cohne, CMO, Vibram. “We’re one of the largest footwear brands that many consumers haven’t developed a relationship with yet. We’ve soled, and sold, more shoes than many of the largest footwear brands in the world. Now there is a place where consumers can get a glimpse of the past, present, and with our partners, help design the future.”
Vibram gallery showcases more than 150 pairs of iconic footwear products spanning several decades.
The store’s new interactive features include: Iconic Soling Gallery – Vibram soles have been the foundation of hundreds of achievements starting with the original Carrarmato sole that founder Vitale Bramani developed in 1937 that changed mountaineering footwear forever, to U.S. Military, police and firefighter protection, to La Sportiva’s rock climbing shoe that helped Tommy Caldwell accomplish the famed “Dawn Wall” climb in Yosemite National Park earlier this year. Sole Factor – Vibram’s Newbury Street Store will make it easy to customize any pair of shoes with a Vibram sole through the brand’s new “Sole Factor” initiative. Vibram’s Sole Factor station will allow consumers to choose from dozens of Vibram sole designs and colors to be returned to their home address with a new custom Vibram sole. 10 SGBWeekly.com | APRIL 27, 2015
Design Center – The designer studio at the Vibram Newbury Street Store allows designers a place to reflect upon a gallery of iconic footwear, gain inspiration, and then pull out a laptop or sketchbook. Consumer Retail Center – The redesigned store features the full-line of Vibram FiveFingers with professional fitting by a team of footwear experts. Vibram Disc Golf and Pet products will also be available for purchase, as well as select models from soling partners Ahnu, Moccatomic, Custom Quoddy and Scarpa. Vibram celebrated its grand re-launch April 10 with football legend Brian “The Boz” Bosworth, industry executives and local Boston business leaders. Bosworth attributed his ability to continue his aggressive fitness and training regimen to the Vibram FiveFingers product. Additional elements include a coffee bar and lounge area. The Vibram Newbury Street Store is the only current Vibram-specific U.S. retail location.
ANALYSIS
Fila USA
CONTINUES REBOUND AND LOOKS AHEAD By Thomas J. Ryan
F
ila USA saw revenues jump 29.2 percent in 2014, to $279.2 million from $216.2 million in 2013. Fila Korea said, "Fila USA has shown improvement in both sales and profit since its return to profitability in 2010. Despite the competitive market in the U.S. and the limited marketing investment, Fila USA continued to grow both the revenue and operating profit." In a telephone interview with SGB from China, Jon Epstein, president of Fila USA, said the brand continues to reap the benefits of a turnaround plan enacted soon after Fila Korea acquired the Fila trademark and global assets in 2007. Similar gains were seen in 2012 and 2013 in the U.S. market. The plan has included a focus on complementing the major brands such as Nike and Adidas with a strong price-value alternative. While often priced lower, much of Fila’s product touts performance technologies such as Invista’s Coolmax fabric, reflective materials, memory foam footbeds and engineered mesh uppers - while still packing a healthy margin for retailers. Energized Rubber, a proprietary midsole cushioning technology launched last back-to-school and saw a strong response in the marketplace in 2014. Innovation is also aided by its close partnerships with factories in China, including its own sourcing center there, as well as the brand’s own innovation lab in South Korea. Its investment in sourcing and production is also supporting greater segmentation, customization and flexibility for retail partners. Growth in the U.S. has come as Fila has expanded into new categories and last year was led by men’s and women’s running in footwear, as well as training and running in apparel. Kid’s has become a “significant business” for the brand in the U.S. with much of the line also increasingly embracing known performance technologies. Epstein said the women’s business is doing well and categories such as running, training and fitness overall are clearly benefiting from the trend
in the U.S. toward healthy lifestyles. Kohl’s, which has an exclusive on the Fila Sport label, is addressing the trend. “We want to expand the footprint and see if we can get the wheel spinning faster,” said Epstein. “So I’m less concerned about the small margin hit than I’m excited about the fact that we grew 29.2 percent last year. If you keep expanding the footprint, you’re getting more shelf space and getting the consumer’s attention. It’s always better to have 10 shoes from Fila on the wall than one shoe from Fila. We want to broaden our assortments.” Epstein also said Fila hasn’t raised prices because it wants to retain its compelling value story in the marketplace and also provide retailers with ample customization and flexibility. Fila is looking to build on its recent momentum by sticking up hundreds of different billboards supporting Energized Rubber. In the Southeast, it has formed a partnership with Macy’s to make it the only tennis brand the department store operator carries except for Nike. A Start a Racket campaign in Georgia and Florida is being supported in newspapers, billboards as well as a mobile truck execution. In support of Kohl’s Make Your Move initiative, Shaun T, fitness expert and creator of best-selling workout programs like Insanity and Focus T25, starting in July will become the face of Fila training footwear with select styles available at Kohl’s stores nationwide and Kohls.com. This fall, Fila will partner with JC Penney to celebrate “great workers in the U.S.,” such as chefs, dental technicians and delivery workers who are on their feet all day. The new work shoe has slip-resistant bottoms but also a fashion-forward athletic style. “We’re pretty excited for 2016,” said Epstein. “It’s going to be the strongest line we’ve ever had and should continue to support pretty strong growth.” ■ APRIL 27, 2015 | SGBWeekly.com
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ONE-ON-ONE
Sitting Down with Smith’s Eric Carlson as the Premier Action Sports Eyewear and Helmet Brand Turns 50 Years Old By Thomas J. Ryan Eric Carlson, VP of Product & Design, Smith Optics
I
t all began in 1965 when Dr. Bob Smith started selling the first thermal sealed snow goggle out of his truck in parking lots of local ski areas. The legendary powder junkie had a vision to develop products that could extend the thrill of human experience. Fifty years later, Smith, now owned by Italian eyewear giant Safilo Group, has morphed into an industry leader that pioneers advanced eyewear and helmets that incorporate dynamic technologies, optimized performance and clean styling to “fuel fun beyond walls.” SGB sat down with Eric Carlson, VP of Product & Design, to talk about Smith’s 50th anniversary and the future of the brand.
What don't more people know about Smith's iconic origins? With Smith’s 50th anniversary happening this year we are taking the time to look back on what the founding principle was, what has made it last, and what the brand should continue to stand for. Many people are unaware of Smith’s beginnings because we’ve never really told the market where we came from. We’ve been more focused on ‘today’ but now have the confidence to celebrate our unique brand heritage and showcase where we want to go. Also, we’ve been focused on product and athletes in our messaging, not on the brand as a priority. This is changing in 2015 with our numberone communication goal being the Smith brand and what we are all about. Was there a breakthrough product that put Smith on the map? Smith started when Dr. Bob Smith invented the thermal goggle lens (double lens). As we’ve looked back at our history, there are some incredible product milestones. The original goggle; Turbo Fan goggles; Sliders - the first interchangeable dual-lens sunglass; the V3 goggle - the widest field of view to date; the Warp - the first goggle with outriggers; AirEvac ventilation 12 SGBWeekly.com | APRIL 27, 2015
- the first system to integrate goggles and helmets; the I/O goggle - the first interchangeable lens goggle. These are the milestones but there have been so many along the way that really met the needs of the outdoor and lifestyle consumers. What programs do you have planned around the anniversary for 2015? We are approaching the celebration carefully. We believe too many brands use major anniversaries to only celebrate the past. It’s important to acknowledge the past, but we are more focused on sharing our future path. Within the industry, we hosted ‘brand events’ for our customers, athletes, and industry partners at all of the major winter and spring trade shows. For the consumer market, we have a very targeted social media campaign. We also launched our Archive Collection of sunglasses in January 2014 in preparation for the 50th, with new releases within the collection this Spring as well as Archive Collection goggles for winter. What's exciting about the sunglasses these days? There are many exciting things going on in product innovation and experience advancements. Lens technology is advancing greatly. Products like our proprietary ChromaPop polarized lenses which enhance true colors and object definition are getting more and more understood by customers and consumers. How does Smith stand out in the sunglass crowd? One of the best things about Smith is just how unique the brand is and the products are. Much of the market is a ‘sea of sameness’ with borrowed silhouettes, me-too products and under performing features. Smith has always been a product driven brand that puts the user’s experience first. How do we do this? We balance performance expectations with design intent.
There's been some attention to the potential of augmented reality in goggles. Is Smith pursuing something like that? Interesting that you bring up augmented reality because in many ways we are trying to do just the opposite with our goggles - we are trying to enhance reality, not change it. We are trying to bring better vision in more conditions and be able to change the ideal tint more easily. We are digitally connecting our goggles through the Recon Instruments heads-up display that is integrated into the I/O Recon model, but beyond that we are leaving the full augmented reality frontier to the electronics industry. Has the attention to concussions in football and other sports impacted the snow or cycling helmet business for Smith? What has happened is that consumers have become more and more aware of brain injury, not just traumatic head injury. This is affecting our business positively as more people are looking for new or replacement helmets and are willing to pay for higher performing product. Price points are still very important but we have heard so many times in the last year that consumers are coming in to shops asking to see “the safest helmet that they have.” The fact that consumers are becoming so aware of brain injury is great because for the first time it opens the conversation at the point of sale to what the consumer is looking for out of a helmet and therefore what model will best fit their needs, almost independent of price. How will the 2015 move from Idaho to Portland help the brand? The move is very exciting and energizing. While Ketchum has been our hometown, Portland will hopefully be the critical piece of the puzzle to make the Smith brand and all of our products truly world class. We have achieved a great deal through the work of passionate and talented people in Ketchum, but by placing the transferring group to the Portland design, marketing, and brand communication community, Smith will be able to bring the brand to life more easily and more frequently. With the demands of running a global brand and business for the size that Smith is, a community with access to greater resources like Portland should help Smith get to the next level. Can you elaborate on how the move may extend Smith’s reach? The move to Portland has two different but linked goals. The first is to elevate the Smith brand to the global market and do it in a world-class manner. The second goal is to establish a design center that is part of Safilo’s overall ecosystem of design centers around the world. Each center will be in a location that has a unique perspective and vision toward a market. The Portland design center will represent the “Outdoor Lifestyle” segment and as part of Safilo we will lead the product creation for any licensed or proprietary brands that may fall in to this segment or channel. Right now we are highly focused on the Smith brand but are starting to collaborate on Carrera goggles and helmets already. What's the next category for Smith? We never say never, but right now Smith is focused on making the best goggles, snow and bike helmets, sunglasses, and prescription eyewear. We have so much white space in these categories that the next three to five years should have us focused on improving these as much as possible. Once we have them to a place that truly is market leading, then we will see what the next steps are. People asked when we were going into bike helmets for eight years. If we can’t be best in class, we won’t do it. ■
Smith Questa
Smith Rebel
Smith Tioga
SMITH INTRODUCES 50TH ANNIVERSARY ARCHIVE COLLECTIONS To honor its 50th, Smith is introducing three additional frame designs to the Archive Collection -- exact remakes of original Smith frames introduced over the last 36 years. Each re-issued piece is labeled with its debut year and offered in original colorways. The Questa, one of Smith's most iconic and distinctive frames, was originally introduced as part of Smith's moto series in 1990. The unisex sunglass features a round lens shape with dual-toned face fronts and a retro-patterned design etched into the metal nose bridge. The feminine focused Rebel, circa 1988, has a subtle cat-eye shape and offers a mix of face fronts that combines metal eye wire with cellulose propionate material for a rich, vintage vibe. For the fashion forward, bold color options and mirrored lenses are available, along with classic black and tortoise colorways in polarized and non-polarized lens options. Clean corners and traditionally shaped temples define the Tioga, a time-honored aesthetic for outdoor lovers, just as when it was originally released in 1993. The medium-fit frame is a classic that continues to evolve with the modern explorer. While the Archive Collection stays true to the original styling, Smith has enhanced the experience utilizing Carbonic TLT lenses for superior optics. All new styles (MSRP $80 non-polarized, $119 polarized lenses) also feature smooth-operating barrel hinges, fully adjustable wire core temples and are RX compatible. To further honor its 50 years of style and innovative design, Smith is highlighting where past and future meet by introducing its Archive Goggle Collection: five reprisal strap graphics on modern snow goggle frames. Popular strap graphics from 1989, 1991, 1993 and 1994 featuring variations of the iconic brand logo are available across the interchangeable I/O family and in the newly redesigned Squad goggle. The new Archive Goggles will be available at specialty wintersports retailers and online at smithoptics.com beginning September 2015. ■ APRIL 27, 2015 | SGBWeekly.com
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Sea Otter Classic Celebrates 25 Years of Cycling
Photo courtesy Louie Traub/Sea Otter Classic
An estimated 65,000 people attended the annual Celebration of Cycling in Monterey, CA, over four days of competition, expo, networking and riding. By Aaron H. Bible
R
ecognized as the most iconic, inclusive and family friendly cycling event in the country, and the unofficial kickoff to spring race season in North America each year, industry persona, teams, manufacturers, media and spectators flocked to the famed Laguna Seca Recreation Area and Mazda Raceway in Monterey, CA, last week April 16-19, for what organizers are calling the most successful Sea Otter to date. More than 200 industry execs met before the event at the Bicycle Leadership Conference in Monterey, the Bicycle Product Suppliers Association (BPSA) annual conference now in its sixth year preceding Sea Otter. 14 SGBWeekly.com | APRIL 27, 2015
Photo courtesy Alex Strickland/Sea Otter Classic
According to organizers, co-founders Frank Yohannan and Lou Rudolph hosted the inaugural Laguna Seca Challenge on April 6-7, 1991. The event had 350 athletes and 150 spectators. In 1993, the Laguna Seca Challenge was renamed the Sea Otter Classic. By 2010, the Sea Otter Classic had become a four-day
celebration of cycling welcoming more than 8,500 athletes and 50,000 fans. The event is now regarded as the bicycle world’s premiere festival and one of the world’s largest. Female race and ride entries were up 25 percent in 2015; some 6,500 campers made temporary residence on-site; 450 manufacturers and
vendors displayed in the sprawling expo area; and almost 350 journalists from four continents were all on hand to witness the silver anniversary of Sea Otter. The event is also known for its variety: almost no other event in the world is friendly to road racers, cross-country and downhill mountain bikers, BMX and time trialists, cyclocross competitors, and recreational riders alike all in the same weekend. Kids even get their own pump track, carnival and egg hunt. There are nearly 200 classes of road and mountain bike races for amateurs and fans flock to spectate the Pro/Elite competitions in both Endurance Mountain Bike and Gravity Mountain Bike. One of the top draws for consumers is the expo and demos. Not only were brands closing out last season’s merchandise, but also samples, stickers and other giveaways abounded. Most major bike brands were on hand with their full line of demos as well; and offered chances to meet and greet with team athletes. A 92- and 51-mile Gran Fondo around Carmel Valley and Monterey Bay Peninsula also gave roadies a chance to interact and stretch the legs. "For 25 years Sea Otter has been a celebration of cycling, reflecting the enthusiasm, activities and momentum of the industry. Endemic cycling brands have embraced Sea Otter as a key opportunity to launch new products and interact with consumers," said Frank Yohannan, president and CEO of the Sea Otter Classic. "Today's enthusiasts are participating in many activities both on and off the bike. Savvy marketers understand that the audience at Sea Otter is not just cyclists. It's an expanded audience that plays a key role in influencing mind share and purchase decisions for their families and friends. As a result we're seeing increased participation from not only the cycling community, but also outdoor lifestyle, electronics and other categories."
Chris Kovarik is the world downhill champion and rides for Intense Cycles.
Yohannan said Sea Otter represents the entire industry from suppliers and dealers to consumers and media. “We're extremely proud of our role in assisting brand leaders to share their corporate goals, increase product awareness, develop future strategies, and drive up sales,” Yohannan concluded. Mark your calendars for the 26th anniversary of the Sea Otter Classic April 14-17, 2016. ■
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TRADE ASSOCIATIONS BUYING GROUPS
INDUSTRY CALENDAR MAY
Photo courtesy Brian Slaughter/Sea Otter Classic
AUGUST
3-6
NSGA Management conference
4-6 FFANY
`
and Team Dealer Summit
New York, NY
Austin, TX
5-7
BCA International Billiard & Home Recreation Expo
Las Vegas, NV
JUNE
5-8
Outdoor Retailer Summer Market
2-4 FFANY
Salt Lake City, UT
New York, NY
13-15
Sports, Inc. Outdoor Show
9-11
Licensing International Expo
San Antonio, TX
Las Vegas, NV
16-18
EORA Greenville Summer Market
16-18
EORA Summer Early Show
Greenville, SC
Greenville, SC
17-19
MAGIC Show
16-18
EORA Summer Early Show
Las Vegas, NV
Somerset, NJ
17-19
Agenda Las Vegas
16-18
MRA June Lansing Market
Las Vegas, NV
Lansing, MI
20-23
NBS Fall Semi-Annual Market
22-26
Fleet Feet Franchise Conference
Ft. Worth, TX
Pittsburgh, PA
24-26
EORA Killington Primary Expo Show
23-24
MRA June Cincinnati Market
Killington, VT
Cincinnati, OH
26-29 Eurobike
23-25
EORA Summer Early Show
Manchester, NH
23-25
EORA Summer Early Show
SEPTEMBER
Lakeland, FL
1-3
WDI Worldwide Fall Show
23-25
NRF Protect
Reno, NV
Long Beach, CA
8-10
SFIA Industry Leaders Summit
25-27
Sports, Inc. Athletics Show
New Orleans, LA
San Antonio, TX
10-12
Imprinted Sportswear Show
26-28
NRFtech 2015
Orlando, FL
Half Moon Bay, CA
10-12
Surf Expo
28-29
NRF Retail Advocates Summit
Orlando, FL
Washington, DC
16-18
Interbike International Trade Expo
Las Vegas, NV
29-July 1 NBS Summer Athletic Market
Friedrichshafen, Germany
San Antonio, TX
OCTOBER JULY
5-7
OIA Rendezvous
8-9
Agenda Long Beach
Seattle, WA
Long Beach, CA
5-7
Shop.org Digital Summit 2015
10-12
ADA Spring Show
Philadelphia, PA
Minneapolis, MN
8-9
The Retailing Summit
14-16
ASI Chicago
Dallas, TX
Chicago, IL
15-17
Imprinted Sportswear Show
14-17
ASA-ICAST International Sport Fishing Expo
Ft. Worth, TX
Orlando, FL
27-30
NASGW Annual Meeting & Expo
15-18
European Outdoor Trade Fair
Reno, NV
Friedrichshafen, Germany
29-31
ADA Fall Buying Show
15-16
EORA Summer Market
Baltimore, MD
Ellicott City, MD
15-16
EORA Summer Market
Manchester, NH
19-21
Project New York
New York, NY
20-21
Agenda New York
New York, NY
16 SGBWeekly.com | APRIL 27, 2015
Athletic Dealers of America 1395 Highland Avenue Melbourne, FL 32935 t 321.254.0091 athleticdealersofamerica.com National Shooting Sports Foundation Flintlock Ridge Office Center 11 Mile Hill Road Newtown, CT 06470 t 203.426.1320 nssf.org National Sporting Goods Association 1601 Feehanville Drive I Suite 300 Mount Prospect, IL 60056 t 847.296.6742 nsga.org Nation’s Best Sports 4216 Hahn Blvd. Ft. Worth, TX 76117 t 817.788.0034 nbs.com Outdoor Industry Association 4909 Pearl East Circle I Suite 300 Boulder, CO 80301 t 303.444.3353 outdoorindustry.org Sports & Fitness Industry Association 8505 Fenton Street I Suite 211 Silver Spring, MD 20910 t 301.495.6321 sfia.org Snow Sports Industries America 8377-B Greensboro Drive McLean, VA 22102 t 703.556.9020 snowsports.org Snowsports Merchandising Corp. 235 Cadwell Drive Springfield, MA 01104 t 413.739.7331 Snowsportsmerchandising.com Sports, Inc. 333 2nd Avenue North Lewistown, MT 59457 t 406.538.3496 sportsinc.com Sports Specialists Ltd. 590 Fishers Station Drive I Suite 110 Victor, NY 14564 t 585.742.1010 sportsspecialistsltd.com Tennis Industry Association 1 Corpus Christi Place I Suite 117 Hilton Head Island, SC 29928 t 843.686.3036 tennisindustry.org Worldwide 8211 South 194th Kent, WA 98032 t 253.872.8746 wdi-wdi.com
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