boots ISSUE 1608 | FEBRUARY 22, 2016
The Weekly Digital Magazine for the Active Lifestyle Market
CEO Group Publisher James Hartford jhartford@sportsonesource.com 303.578.7004
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boots ISSUE 1608 | FEBRUARY 22, 2016
The Weekly Digital Magazine for the Active Lifestyle Market
MARKET REPORT
GIVING BACK
INDUSTRY EVENT
5 By The Numbers
9 Paradox Sports A New Tribe of Climbers
15 Active Lifestyle Trends on Display at 2016 Magic Las Vegas
ONE-ON-ONE
ACTIVE LIFESTYLE BOOTS
13 Brooks Running's Anne Cavassa
22 Bye-Bye Bulky Boots
6 Gyms Combat The February “Fitness Cliff” 7 Movers & Shakers 28 Industry Calendar
Cover photo courtesy Projek Raw
FEBRUARY 22, 2016 | SGBWeekly.com
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MARKET REPORT
BY THE NUMBERS
2 hours, 11 minutes, 12 seconds The winning marathon time put in by Galen Rupp for the U.S. Men’s Olympic qualifier race in Los Angeles. Amy Cragg won the women’s race in a time of 2 hours, 28 minutes, 20 seconds.
14 percent Growth of Garmin’s fitness sales for the fourth quarter 2015, albeit, at the cost of lower margins as it competes with a more crowded fitness tracker market.
THE INTERSECTION OF CAREER AND LIFESTYLE
288 pages Length of Patagonia’s new book “Tools for Grassroots Activists: Best Practices for Success in the Environmental Movement,” released last week.
307.2 million Recreation visits to the nation’s 367 national parks and monuments in 2015, setting a record for the third year in a row — up 4.9 percent from 2014.
2,678 miles Distance that former Speedo exec and sports industry veteran Doug Gordon will ride his bike across the country to promote getting daily physical education back into all U.S. schools.
THE RIGHT TALENT IS EASY TO FIND IF YOU LOOK IN THE RIGHT PLACE SportsJobSource reaches the most connected, best informed, and highest caliber professionals in the active lifestyle market. For more information call 303.997.7302 or email SportsJobs@SportsOneSource.com
12,249 acres Land protected by the Rocky Mountain Elk Foundation in 2015 for elk habitats in eight different states. An additional 76,000 acres were open or secured for public access.
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GYMS COMBAT THE FEBRUARY “FITNESS CLIFF” By Jahla Seppanen
Did your fitness business notice a drop in customers last week? Or did you skip out on that new workout schedule? According to recent research from Gold’s Gym, which has fitness facilities reaching close to 3 million users worldwide, February 18 (last Thursday) is the peak day when fit-related New Year Resolutions reach their expiration. The company calls it the “fitness cliff.” "As February hits, and more and more time separates consumers from the healthy resolutions they made as the New Year's ball was dropping, the motivation to get fit begins to fade away," said Gold's Gym Fitness Institute Member and National Fitness Expert, Jamie Eason. "That demotivation, coupled with a side of frustration from not getting the results they want quickly enough, can often be the dumbbell that broke the camel's back 6 SGBWeekly.com | FEBRUARY 22, 2016
for consumers – leading many to abandon their New Year's Resolutions by mid-month." Looking through four years of membership check-ins from Gold's Gym locations across the U.S., a trend emerged in mid-February where increased membership cancellations and less check-ins dominated the data. The drop-off began around February 12, with the days following seeing an even sharper dip. The crescendo averaged out to February 18, when an “alarming” number of consumers stopped going to the gym and quit their Resolutions altogether. Gold's Gym officials said they got proactive in a strategy to combat the drop in membership and attendance. The first step was to harness in on the dreaded date (February 18) and turn it into a free day, prompting more non-members
to attend, increasing both exposure and the likelihood of new sign-ups. The second strategy was to collaborate with Eason on a list of motivational tips to keep Gold’s Gym consumers on the treadmills and weight racks. The list includes: • Telling people about your fitness goals to be held accountable. • Purchasing new activewear and footwear. • Beginning a long-term program|new exercise class. Motivational tips aside, broader data from the Physical Activity Council on gym membership spending showed a continued increase over the four years of 2010/14. So it would seem that despite the February dip, the industry at large is still buoyant.
Still, most members only attend the gym an average of two times per week, while paying $58 per month, according to a report by the Statistic Brain Research Institute, verified by IHRSA. And, perhaps the most shocking stat, roughly 67 percent of people with gym memberships never even use them. At Planet Fitness , a gym franchise notorious for its initiatives, including $10-a-month memberships, Pizza Mondays, and a “No Lunks” environment, Public Relations Manager Becky Zirlen told SGB that its gym usage and membership historically grows through April. She gave partial credit to the club's "Black Card" membership offer, which allows a member to bring a guest with them for no charge, and workout at any Planet Fitness location across the country. "Working out with a buddy definitely helps keep people motivated. Also, Planet Fitness is known as the Judgment Free Zone, so we have a very encouraging environment - if someone does miss a workout, they aren't intimidated by coming back when it's convenient for them,” said Zirlen. Another potential boost for Planet Fitness … getting people to set up auto renewals on their debit cards versus credit cards, Planet Fitness CEO Chris Rondeau told investors at the 2016 ICR Conference. The former is attached to people’s checking accounts which rarely lapse or expire versus the latter. The payment switch meant a significant increase in retained memberships, he said. Whether it’s payment methods, a buddy or a new pair of running shoes, there are plenty of incentives to keep those workouts going further into the year.
MOVERS & SHAKERS Adidas appointed Dan Near as its new head of Adidas Hockey for Adidas Group NA, reporting to Michael Rossi, GM, Adidas Group Canada. BlackRapid, a Seattle-based camera accessory company that has expanded into specialty outdoor, ski and bike, hired Marc Gottula as Director of Sales. Cascade Designs appointed Lizanne Venneri to Director of Dealer & Customer Services, responsible for training and managing Cascade Designs’ 21 dealer, customer service representatives and warranty staff. Clarks Americas Inc. appointed Gary Champion as its President. Champion rejoins Clarks from Earth Footwear, where he served as President the past six years. Converse said Geoff Cottrill, its Chief Marketing Officer, would leave the company after eight years with the brand. Crosman Corporation, designers and manufacturers of airguns and ammunition, appointed Robert Beckwith to CFO. Daniel Defense, engineer and manufacturer of firearms and accessories, promoted Patrick Kisgen to VP of Sales, with a focus on military, law enforcement and international customers. Delta Waterfowl Foundation added Dave Bishop as a new Regional Events Director for Ontario, Canada. Lawrence Writer, former COO and CFO for Hillerich & Bradsby Co., the parent of Louisville Slugger, was hired as CFO of KidKraft, creators of toys and juvenile products. Maile Buker, former VP of Marketing for Eastern Mountain Sports, joined the Board of Directors of Chimani Inc., a developer of mobile app guides to the outdoors and National Parks. Rinehart Targets, makers of realistic archery targets and hunting decoys, welcomed Mark Olson as the company's Shipping Supervisor. Surftech signed outdoor paddle sports adventurer Ken Hoeve to its global team. United Sports Brands welcomed industry executive Doug Hayes as its new GM of United Sports Brands’ Sales and Operations in Canada. Vans footwear and apparel teamed with Japanese artist Yusuke Hanai to introduce a Vans x Yusuke Hanai capsule for Spring 2016.
FEBRUARY 22, 2016 | SGBWeekly.com
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2016
Nominations Are Now Open for the 9th Annual SGB 40 UNDER 40 Awards Close Date March 11, 2016 Click Here To Nominate
The SGB 40 UNDER 40 Awards recognize key leaders under the age of 40 who work within the Sporting Goods, Outdoor and Active Lifestyle industries. Our nominees influence change, drive progress and inspire the community around them. Participate in the process. Recommend Someone Today! This year’s class will be featured in the Spring Issue of SGB magazine and honored at the SGB 40Under40 awards event this summer. Stay Tuned For Details!
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GIVING BACK
Photos courtesy Paradox Sports
A New Tribe of Climbers Nonprofit Paradox Sports opens climbing to the physically disabled, proving an adventurous way of life is attainable for everyone with heart and a call to the wild. By Jahla Seppanen
Started by hardcore U.S. Army Captain D.J. Skelton, climbing death-defier Malcolm Daly, and pro rock climber/comedian Timmy O’Neill, Paradox Sports began as a small club for people
U.S. Army Captain D.J. Skelton
with missing limbs, debilitating injuries, and other physical hindrances to harness in and find a hold. Nearly 10 years later, Paradox is a fully operating Boulder, CO-based nonprofit that works
Malcolm Daly
to expand outdoor opportunities for men and women with physical disabilities, creating physical-adaptive sports communities. There’s no denying people feel something magical exploring
Timmy O'Neill
FEBRUARY 22, 2016 | SGBWeekly.com
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the outdoors, pushing boundaries, and climbing new heights. But what happens when the message isn’t made for you? “Most people in the adaptive community have never been introduced to climbing as a sport,” said Christina Frain, interim executive director at Paradox Sports, and an “obsessive climber,” and previous AMGA single pitch instructor. “In marketing, there is virtually no representation of people who have a physical disability. But just like any climber, once you start climbing you want to buy all the gear, climb all the routes, and learn about the sport. Paradox offers a big missing piece in the marketing puzzle — we connect the physically disabled community with the outdoor industry.” Inspiration, opportunity, and specialized adaptive equipment and education fall within the umbrella of Paradox’s mission, because in the end, human-powered sports are not and never should be exclusive.
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A little background on the founders helps make sense of how Paradox took on a life of its own… Skelton was seriously wounded in Iraq and became one of the most physically damaged soldiers to ever go back to active duty after being seriously blown up. Daly is a self-proclaimed ordinary middle-aged guy, with one little difference: he’s a post-cardiac, multiple-amputee with a head injury. After a horrific accident in Alaska, Daly lost fingers, toes, and limbs, but wanted to find a way to keep climbing. O’Neill found his way to the group after his older brother, Sean became a T-12 paraplegic, breaking his back jumping from a bridge into the Mississippi River. Driven by the feeling of being outdoors, these guys weren’t ready to give up an adventurous quality of life. And what they discovered was an entire population of injured or impaired individuals who wanted the same. Now, Paradox holds more than 10 major trips a year that encompass
climbing, hiking, and camping. And these aren’t baby expeditions. Paradox has hosted cragging at Shelf Road, scaling the Grand Teton, various trips to Yosemite, and hopes to take adaptive climbers to summit Mt. Rainer or Mt. Baker in 2016. “In many cases, those missing a limb can climb just like I can — with or without a prosthetic,” said Frain, who first got involved with Paradox by volunteering with one of its adaptive climbing clubs. “There’s something unique about the movement involved in climbing. Many folks with a variety of physical disabilities can climb with only a little extra assistance.” Along with building adaptive climb clubs at gyms around the country, where anyone can try the sport, Paradox literally wrote the book (“Adaptive Climbing: A Manual for Instructors and Climbers”) on how those limited physically can find a method to climb. “Whether you have MS, are a paraplegic, blind, etc., we help figure out how to actually
rig-up and successfully scale a wall. And we teach climbing partners how best to assist and help their climber succeed,” Frain continued. The book entered its second edition and is considered the Bible of adaptive climbing, put together by professional guides, climbers, athletes, and medical and therapeutic professionals. With methods that break the norm, equipment needs to be adaptive too. Paradox’s sponsors include the biggest names in climbing, with Petzl, The North Face, Outdoor Research, Osprey, Evolv, Clif Bar, Goal Zero, La Sportiva, Native Eyewear, and others, making donations in 2015. “We partner with brands to reach this sometimes left-out community, and in turn, brands suddenly have a much more diverse representation, which benefits their company,” Frain said. “And on the flip side, we’re looking for low-cost ways to get our message out to hundreds of thousands of people. It means we’re sharing our content.” Frain told SGB that other nonprofits reaching out to brands for sponsorship should walk into their meeting knowing content is king. “Every single organization I have spoken with is looking for content,” she said. “I see it as being a perfectly logical deliverable. You have to come in with the mindset that it’s a partnership. Not just funding and gear. Talk about what are you able to give back.” In light of its star profile of sponsors, the universal non-profit anxieties of funding and exposure don’t escape Paradox. “We’re always concerned about funding,” said Program Director, Adam Fisher. “We get great support from our current partners, but because of the history of our organization, our sponsors are limited to hardcore climbing.” Climbing companies are quite small compared to others in the industry, so Paradox plans to involve larger-scale outdoor equipment companies in its future partnerships, alongside core climbing. Although the ultimate activity is climbing, Paradox trips often involve a whole weekend of hiking and camping – activities that are often the point of convergence when the outdoor bug truly catches. “For many folks, the rock may not be the focal point because they have found a community,” Frain said. She calls it, The Tribe of Climbers. “That’s a big part of the goal. To bring individuals into the Tribe. Climbers just want to hang with other climbers. You end up dropping the ‘adaptive’ part.” FEBRUARY 22, 2016 | SGBWeekly.com
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Actionable Weekly Sales Trend Reporting for the Active Lifestyle Market To schedule a personal demo or to learn more about the SSI Data Point-of-Sale trend-reporting platform, contact SportsOneSource Client Solutions at 303.997.7302 or email Solutions@SportsOneSource.com or visit SSIData.com
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ONE-ON-ONE
Anne Cavassa Chief Customer Experience Officer, Brooks Running Company, on transforming brands into a badge of honor for the consumer. By Jahla Seppanen
B
ased in a sleepy family neighborhood near Seattle’s Puget Sound, Brooks Chief Customer Experience Officer, Anne Cavassa, keeps running and storytelling close to heart. Although she’s always loved marathon running and doing Ashtanga yoga in the quiet town, her background in the active lifestyle industry is more characteristic of a metropolitan mover and shaker, with previous positions as General Manager of U.S. Retail for Nike Town/Nike Stores, Senior Product Line Manager at Reebok, Design Manager for Tommy Bahama, Designer at Eddie Bauer, VP of Brand at Ibex Outdoor Clothing, and Senior Director of North America Merchandising at The Timberland Company. “My path hasn’t been linear,” Cavassa told SGB, “But when has a good run ever been straight?”
How did you get your start in the industry? Straight out of college I went to work as a sales associate for Nordstrom. At the time, I thought it was a great idea to both pay my rent and help subsidize my clothing habit while I
was figuring out what I really wanted to do with my life. Little did I know, it would turn into a 20+ year career in the industry and be the foundation of my customer service belief. And now your resume has some big names and titles on it. How’d you get so good? I do have an unusually curvy career path, it’s definitely not linear but it makes complete sense. I spent about 10 years in apparel design, designing and leading design teams and then my thirst for more control over the outcome of my product lead me to take the leap to product management. I loved product creation and for the first couple of years I questioned my decision, I missed being closer to the product. However, I developed a second love: the consumer. And more specifically, engaging the consumer with stories and brand experiences. Over time, I developed greater leadership responsibility and more ownership of the business, ultimately
“MY PATH HASN’T BEEN LINEAR, BUT WHEN HAS A GOOD RUN EVER BEEN STRAIGHT?” - ANNE CAVASSA
Photo courtesy Brooks Running Company
FEBRUARY 22, 2016 | SGBWeekly.com
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leading to general management. I then took a step back, as many women do to focus on the greatest love of all, my family. After a few years with less P&L responsibility and lots of diaper changes, I decided to join forces with Brooks Running Company. It’s a dream job. I work with amazing people who have incredible passion for what they do, and together we build product and tell stories to runners everywhere So at the heart, you’re a storyteller? The wonderful thing about running is that there are stories everywhere. Every run has a story, and every runner has many. Running is about the journey, it’s the little things and the monumental things. They are all unique and all meaningful. Does your degree in psychology help? I think it does. It relates to the study of human beings — what motivates, inspires, and connects us. I have an unending interest in both the psychology of an individual and the sociology of groups. It has definitely shaped my leadership development as well as how I approach storytelling. I get the most reward out of relationships and experiences when there is a meaningful connection, and I think most people and consumers feel the same way. Can you give us a peek at Brooks’ next big story? We are bringing to market four years of thoughtful leadership bundled into a concept called Stride Signature. It’s revolutionary and will change a 30-year conversation with runners. In addition, we’re launching a global brand campaign called, “Live the Way You Run, Run Happy.” In all of its forms, the campaign will showcase, celebrate, and invite runners to reflect on the role running plays for them personally. What are some of the best marketing stories out there? My current favorite campaign is Always’ #LikeAGirl campaign. Another all-time favorite is Apple’s original “Think Different” campaign. What are the biggest trends in the industry you’re seeing this year? I think there are two macro trends that every brand is trying to figure out how to be a part of: athleisure and digital technology. Every brand from Old Navy to Gucci has active pieces in their line. The casualization of true performance gear in both apparel and footwear is staggering. I’m lucky to be part of a brand that is focused on building product that performs and will stand the test of time. As far as technology goes, more and more brands are partnering with technology brands or digital communities. Finding ways to connect with the digital native is new territory that we are all having fun experimenting with. For Brooks, we’ve been on a journey over the last couple years repositioning apparel. Steeped in runner insight, we made incredible progress designing and developing a new line of performance running apparel, and this is done by focusing on the fundamentals of the product creation process. Where is the biggest hurdle for Brooks apparel? It’s twofold: the athleisure trend and the relative size and scale of our brand. People can find active clothing almost anywhere at any price. We build performance running apparel, and fundamentally, our materials cost more than those that are just building product to play with the trend. It’s hard to convince a beginning runner that a $40 sports bra will be worth it when she can buy one for less elsewhere. But believe me, and all of our female runners, the right bra can transform your run. 14 SGBWeekly.com | FEBRUARY 22, 2016
S H A R P E N YO U R PERSPECTIVE START SEEING CLEARLY SSI VantagePoint is the only weekly retail point-of-sale reporting platform exclusively for the active outdoor lifestyle industry that swiftly delivers critical trends and detailed business data to brands and retailers. SSIVantagePoint.com ssidata@sportsonesource.com Powered by
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INDUSTRY EVENT MAGIC SHOW
Active Lifestyle Trends on Display at 2016 Magic Las Vegas Like any trade show, a visual intake of new product speaks miles to its trends and provides inspiration for future designs. Here’s how the fashion folks are tackling our industry. By David Clucas and Jahla Seppanen
All photos courtesy MAGIC and Brands
FEBRUARY 22, 2016 | SGBWeekly.com
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O
ne of the nation’s largest footwear/apparel fashion trade shows, Magic Vegas, took place last week (February 16-18), and thanks to the athleisure trend, there was plenty of active lifestyle product on display. Familiar industry brands such as Timberland, Fjallraven, Woolrich, Skechers, Merrell and Keen exhibited at this year's Magic, in a nod to the fusion of style in outdoor. Even hook & bullet brand Realtree was an exhibitor as it expands its more trendy lifestyle offerings.
But at Magic, our tribe is undoubtably outnumbered by sport- and outdoor-inspired fashion and boutique brands, like Nux, Splits59, Alo Yoga, Koral Activewear, TrinaTurk, Vimmia and Strut-This. Although these brands may not ring any bells to outdoorists, they should be recognized. More and more, style brands are unlocking the active lifestyle market, crowding the space and upping the competition for consumer eyes and dollars.
Lavenham
Brown + Allen
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Brown + Allen
Slow Loris
But let's look on the bright side. Within these style-firsts, athletic-second brands lies some great inspiration of design and materials that flows back-and-forth between active lifestyle performance pieces and urbaninspired looks. They say “imitation is the sincerest form of flattery” and at Magic, it’s a two-way street between the industries.
Magic is divided into five main categories (Men’s, Women’s, Children’s, Footwear and Sourcing), set up across numerous neighborhoods at the Las Vegas and Mandalay Bay Convention Centers. If you didn’t make the show, here’s a wrap-up of which trends caught fire for the coming 2016/17 seasons. FEBRUARY 22, 2016 | SGBWeekly.com
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Show organizers at Magic identified a number of leading trends for next season and we noted that sports-inspired looks stood out as one of the most dominant fads across all categories and genders: • Sports Luxe was named a top women’s contemporary apparel theme. Magic officials said, “Utility and function turn modern and minimalist through the use of pure, soft and padded fabrics. As well as offering a comfortable yet protective framework, tailoring and sportswear are also fused together for a soft, cozy approach to athleisure style.” Within this category, naturalistic colors like Midnight Blue, Winter Wine, Salmon Pink and Herb Green, were identified as Fall 2016/17 staples. • Men’s fall accessories saw the reoccurrence of Street Sport, where “functional meets the fantastical,” in an all-over look that highlights sports utility via materials. Organizers noted, “Performance materials are brought to the street as the lines between leisure and activewear become blurred.” • The puffy jacket remained a signature tip of the hat to the outdoors world, and it took a podium place in men’s contemporary apparel as one of the season’s leading style stories – Street Sharp. “Suits are worn with stand-out quilted puffer jackets, and sports stripes adorn tracksuits, shirts, and sweats,” said the show’s trend experts.
Theory
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Buffalo David Bitton
Life After Denim
Pajar Canada
• Another jacket-inspired theme led the men’s transitional trends with the demand for outerwear that is both functional and rugged in nature. Enter the Utility Coat, also referenced as the Explorer Coat. “Thick, cozy shearling linings and trim are key, as are multiple utility pockets, coated winter cottons, quilted surfaces, and industrial details that make a statement.” • Gym-fueled apparel caught attention as Gym Sophisticate was listed as one of four spring/summer trends in menswear. “In the seasons ahead, activewear becomes more intuitive to our daily lifestyles, transitioning to a seamless essential that pushes him forward to being a better man, both inside and out. He personifies the modern mentality of health.” A key piece exemplifying the Gym Sophisticate trend is the Performance Suit… and yes, it’s exactly what it sounds like: a tailored suit inspired by a track suit (or maybe the other way around). “Techno materials like nylon and neoprene lead the way, and quirky details like baseball jacket construction for the sleeves, cuffs and waist look young and classy at once. Elastic waists for the pants, zippered sports cuffs on the jacket, and a techno overlay with lustrous performance fabrics placed on top of cool cotton poplin or tropical wool. Apparel aside, athletic inspiration was just as prominent in Magic’s footwear projections, with Retro Athletic, Future Sport, and Element Protection all throwing back to the sports and outdoor industries.
Industry
FEBRUARY 22, 2016 | SGBWeekly.com
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• Retro Athletic resurrected the classic Nike sneaker, adding luxury suede and color pops to a retro silhouette. • Future Sport also played on the sneaker silhouette but leans toward the future instead of the past. “Sport silhouettes get futuristic in stripped-down silhouettes and neutral tones. Soft padding and protective nano-coatings offer protection and luxurious functionality.” • And much like the Utility Coat theme in men’s apparel, utility took a fashionable step, directing the trend in men’s footwear (although we see it in women’s as well). Organizers said, “Elemental Protection combines function and form through a deft combination of protective materials, simple styling, and a rugged palette inspired by the outdoors. Footwear balances premium weatherproofed protection with sleek and simple designs.”
Fjällräven
Fred Perry
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Swims
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#ConquerWinter
ACTIVE LIFESTYLE BOOTS
Bye-Bye Bulky Boots While still looking for the waterproof protection, durability and grip that comes from a quality boot, consumers continue to seek out a lighter package with more style. By Thomas J. Ryan
T
he active lifestyle boot category — specifically winter boots — is having a good year. Warm weather be damned, brands and retailers can thank current fashion trends lifting boot sales for the past 52 weeks, through February 6, 2016, according to SSI Data*. Fashion/casual outdoor boots jumped 34 percent in units and 21 percent in dollars sold during the period. Winter boots (including winter-specific functional, hunting and fashion boots) rose 20 percent in units, 15 percent in dollars. Mountaineering boots increased 14 percent in units and 17 percent in dollars for the past 52 weeks. Hunting and fishing boots moved up 10 percent in units and
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2 percent in dollars. And hiking boots (including light and technical hikers) inched up 1 percent in both units and dollars. The fashion push in boots comes from the continued influence of sneakers on overall outdoor footwear, but also from a greater acceptance of brighter accent colors and other fashion embellishments to compliment the traditional brown or black boot. “When it comes to boots, we notice a shift in customer expectations,” said Nol Gerritse, Keen's outdoor marketing director. “They’ve evolved from traditional hikers, constructed of leather uppers and hearty rubber outsoles to lighter, more athletic silhouettes. As
more people get outside, these enthusiasts are turning to more adaptable options. They’re scouting boots that are technical enough for a day on the trail but can effortlessly transition to a night out.” “Consumers are looking to brands who can break free of the traditional clunky boot,” said Sue Harvey Brown, Merrell’s marketing manager. “They want to feel good not just physically in the product but mentally, they want to feel confident too.” Ian Little, Hi-Tec’s marketing director, breaks down the overall push for more versatility as a shift from “’outdoor’ to ‘outside’” with consumers needing shoes for a variety of settings. “Consumers might sit in an office,
take a walk or short hike for lunch and go out to dinner with friends, all in the same day,” he said. As usual, many of the trends overlap but here are the key themes driving the winter boot category.
*SSI Data, powered by SportsOneSource, provides weekly point-of-sale data and analysis to retailers and manufacturers in the active lifestyle market. To schedule a personal demo or learn more, call 303.997.7302 or Solutions@SportsOneSource.com. FEBRUARY 22, 2016 | SGBWeekly.com
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Photo courtesy The North Face
ATHLETIC’S INFLUENCE ON THE TRAIL Athletic design has long influenced outdoor footwear construction largely by significantly bringing down the weight of the traditional boot to comparatively feather-light levels and that trend continues. But the other influence from athletic models is around comfort and cushioning as consumers over the past few decades have gotten used
to the feel of sneakers versus dressier options. Most noticeably in recent years is athletic’s influence over the aesthetic of outdoor shoes with boots taking on sleeker and faster looks. Adidas Outdoor, for example, this fall is bringing its Boost cushioning technology that began with running shoes to key winter boots for the first
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time to make them more comfortable and easier to wear all day. Yahn Lebo, product line manger for Wolverine’s work and outdoor footwear, also sees the macro trends of athletics and athleisure continuing to influence boot design. As an example, Wolverine is introducing DuraShocks, a technology incorporating a suspension
that stabilizes while creating four independently responsive quadrants to harness the energy of each step, along with shock-absorbing sidewalls that compress to absorb shock and return energy. Said Lebo, “The system provides comparable performance to highend athletic shoes, but is engineered for heavy and mid-industrial use.”
Photo courtesy Columbia Sportswear
LESS-WEATHER DEPENDENT OPTIONS INCREASINGLY AVAILABLE Faced with more erratic weather, vendors are pushing more boot options that extend longer into the shoulder seasons. Technologies that make boots lighter and a greater consumer acceptance of more casual or fashionable looks are increasing opportunities to sell winter boots that can be worn earlier in the fall and later in the spring. Traditionally more open to newness than men, women are driving the trend. “We’ve found that women’s boot sales are not largely weather dependent, especially when
products are designed with versatility in mind,” said Brad Bischel, global senior manager of footwear merchandising at Columbia Sportswear. “While a hard shell boot may have been appropriate for three months out of the year, our lightweight, waterproof boots for fall 2016 can be worn from the first signs of fall to early spring.” For retailers, having boots that are less triggered by chilly and snowy weather also helps smooth out inventory challenges. For consum-
ers, buying a boot they can wear for a longer period over the winter months as well as for multiple purposes packs more value. “Consumers want to wear their outdoor boots more often, with more outfits,” said Brian Moore, vice president of footwear at The North Face. “No longer are they shopping for the pair you stick by the door to shovel the driveway or just take on a ski trip. They want them to be built for the coldest, wettest days, but look timeless.” FEBRUARY 22, 2016 | SGBWeekly.com
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Photo courtesy Chaco
COLOR AND FASHION PUSHING OUTDOOR ENVELOPE One of the most obvious changes to boot walls is the amount of color now accepted by consumers. “For many years, the hiking boot selections have been boring brown leather boots but that is changing with REI and other retailers willing to take on some color,” said Jonathan Lantz, president of La Sportiva North America. Peter Sachs, general manager of Lowa Boots in the U.S., also sees color as important, especially for women’s boots. But pointed out how fashion’s influence is extending to boot construction, materials and embellishments such as laces, collars and other areas. “In casual shoes we are offering some lightweight, thin profile products that are lightly 26 SGBWeekly.com | FEBRUARY 22, 2016
insulated, waterproof and made for everyday late fall, early winter use but not heavy-duty winter boots,” Sachs said. “These styles are coming with some wool or tweed textures to make them interesting and have received a nice reception from our early previews.” Rachel Vormittag, Chaco’s product line manager, sees gladiator inspired silhouettes, patinafinished hardware, and tonal colors transitioned by textural shifts reinterpreting traditional outdoor silhouettes for a more modern take on functional style. “The trend has transitioned into a celebration of versatile simplicity,” Vormittag said. ”The outdoor consumer is looking for simple and well
designed product, functional style and authentic minimalism.” Kelly Santos, vice president of Bogs, sees technical materials, like waterproof leather, becoming more prominent with consumers essentially looking for the “performance features of a technical boot without the look of a technical boot.” The North Face’s Moore, however, did caution that while some brighter colors and fashion twists are working their way into the winter boot category, classically styled products still drive the category and the trust from the consumer. “Winter boots don’t need to have glow-in-thedark laces or air bags.”
Photo courtesy Keen
STILL ABOUT SELLING PERFORMANCE While runway and urban looks may great influence a boots’ aesthetics, retail staff should note that most shoppers buy boots for their functionality. “Functional versatility is taking precedents over pure lifestyle winter boots,” said Brian Hall, Vasque’s director of product development. “Trim silhouettes with real insulation value is important.” Breathability seems to gaining more attention around performance features thanks to the launch of Gore-Tex’s Surround technology. But grip, warmth and waterproofing can all be critical to the purchasing decision based on need.
“If it is waterproof, offers good support and stability and is well made, then it is selling,” said Lowa’s Sachs. Ryan Riggs, Keen's senior product manager, outdoor, said most boot buyers are making the purchase with an end use or goal in mind. “There is a lot of athletic material and color influence in the market today, but boots still have to be functional and durable,” Riggs said. While weekend hikers aren’t looking for the load-carrying backpack boots of the past, boots still need to work in the cold, he added, “Today the category is well represented by offerings that meet everyday function and comfort.”
FEBRUARY 22, 2016 | SGBWeekly.com
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INDUSTRY CALENDAR
TRADE ASSOCIATIONS BUYING GROUPS 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
FEBRUARY
1-2 SIA On-Snow Demo Denver, CO 1-2 SIA Nordic Demo Denver, CO 2-4 FFANY New York, NY 2-4 Worldwide Spring Show Reno, NV 8-10 EORA SE February Show Greenville, SC 15-18 Magic Show Las Vegas, NV 16-17 MWSRA New Model Demo Afton Alps-Hastings, MN 17-20 Sports Inc. Outdoor Show Phoenix, AZ 18-22 NBS Semi-Annual Market Fort Worth, TX
MARCH
8-9 SFIA National Health Through Fitness Day Washington, D.C. 17-19 Imprinted Sportswear Show (ISS) Atlantic City, NJ 21-24 IHRSA Orlando, FL
APRIL
1-2 SFIA Litigation & Risk Management Summit New Orleans, LA 12 SFIA/NFHS/NCAA Rules Conference Indianapolis, IN 28 SGBWeekly.com | FEBRUARY 22, 2016
19-21
Imprinted Sportswear Show (ISS) Nashville, TN
MAY
22-25 NSGA Management Conference and Team Hilton Head Island, SC
JUNE
23-25 24-26
Sports Inc. Athletic Show Minneapolis, MN SGB 40 Under 40 Awards Huntington Beach, CA
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
JULY
Snowsports Merchandising Corp. 235 Cadwell Drive Springfield, MA 01104 t 413.739.7331 Snowsportsmerchandising.com
AUGUST
Sports, Inc. 333 2nd Avenue North Lewistown, MT 59457 t 406.538.3496 sportsinc.com
13-17 IDEA World Fitness Convention Los Angeles, CA 11-13
Sports Inc. Outdoor Show Minneapolis, MN
25-28 NBS Fall Market Fort Worth, TX
OCTOBER
28-30 ADA Fall Buying Show Phoenix, AZ
NOVEMBER 17-19
Athletic Business Conference & Expo Orlando, FL
Photo courtesy Projek Raw
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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