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UPCOMING ISSUES
JULY 2013
VOLUME 46 / ISSUE 6
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40 UNDER 40 CELEBRATING THE INDUSTRY'S BEST YOUNG TALENT
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Senior Business Editor Thomas J. Ryan tryan@sportsonesource.com Contributing Editors Aaron H. Bible, Fernando J. Delgado, Charlie Lunan, Matt Powell Creative Director Teresa Hartford teresa@sportsonesource.com Graphic Designer Camila Amortegui camila@sportsonesource.com Advertising Sales Account Manager / Northeast Buz Keenan buz@sportsonesource.com 201.887.5112 Advertising Sales Account Manager / Midwest Barry Kingwill bkingwill@sportsonesource.com 847.537.9196 Advertising Sales Account Manager / Southeast Katie O'Donohue katieo@sportsonesource.com 828.244.3043 Circulation & Subscriptions subs@sportsonesource.com
MAKING NEWS 4 BAUER Performance Sports to Acquire Combat Sports 18 INDUSTRY CALENDAR
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6 FRANKLIN SPORTS Celebrates Batting Glove’s 30th Anniversary 10 TEAM SOCKS No Longer An Afterthought 14 PLAYING IN STYLE
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ON THE COVER: Photo courtesy Augusta Sportswear Copyright 2013 SportsOneSource, LLC. All rights reserved. The opinions expressed by writers and contributors to TEAM BUSINESS DIGITAL are not necessarily those of the editors or publishers. TEAM BUSINESS DIGITAL is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in TEAM BUSINESS DIGITAL may not be reproduced in whole or in part without the express permission of the publisher. TEAM BUSINESS DIGITAL is published monthly by SportsOneSource, LLC, 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450. Send address changes to TEAM BUSINESS DIGITAL , 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450
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NEWS
BAUER PERFORMANCE SPORTS TO ACQUIRE COMBAT SPORTS
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Bauer Performance Sports, Ltd. entered into a definitive agreement earlier this month to acquire all of the assets of Combat Sports, the maker of composite baseball and softball bats, hockey sticks and lacrosse shafts. The acquisition will provide Bauer with advanced composite technologies and intellectual property. "Combat Sports has a history of success in delivering innovative composite technologies to the sporting goods industry, and we are excited to add their knowledge and expertise to Bauer Performance Sports," said Kevin Davis, president and chief executive officer of Bauer. "In addition to their experience in the ever-evolving composites industry, Combat has had significant success with certain baseball and softball products, and we look forward to building their brand and expanding their portfolio of products in the future." Bauer plans to research and combine relevant composite technologies where possible to strengthen its overall hockey stick and lacrosse offerings under the Bauer and Maverik brands. Several of Combat’s key employees possess extensive experience with composite materials, including developing innovative products for NASA, the U.S. military and several leading manufacturers. Bauer expects to strengthen the Combat brand and grow its overall portfolio of high-performing products by focusing resources in the areas of Combat's success: baseball, softball and advanced composite technologies. Combat Sports was formed in 2004. The company has been supplying composite and hybrid composite products for both its own brand as well as for high-end brand name companies since 1998 - when the company was known as CE Composites - in the baseball/softball bat, hockey stick and lacrosse shaft markets. At the time of the acquisition announcement, Combat had more than 100 employees and featured worldwide distribution. The acquisition of Combat will be funded from cash on hand and is expected to be accretive in the first year of operation. Bauer anticipates the acquisition to close in the coming weeks, subject to satisfaction of customary closing conditions and other approvals. According to Davis, Canadian-based Combat is expected to remain in its current Ottawa, Ontario and Kent, WA, locations, and manufacturing is planned to continue in Canada. "In addition, we fully expect that Combat's previous leadership team and many key employees will be employed by the company after the closing of the transaction," stated Davis. Bauer Performance Sports' brands include Bauer, Mission, Maverik Cascade and Inaria.
FORTY UNDER
MEET THE 2013 CLASS Now in their sixth year, SGB once again honors the best and brightest young professionals shaping the future of the sporting goods industry. Aimee Arana Tim Bantle Simon Bonham Jackie Brown T.J. Ciaravino Kris Dahlgren Scott Daley Matt DiLorenzo Mike Etienne Ze'ev Feig
Louise Formby Antonio Gray Greg Greenberg Damien Huang Salym Hunter Mark Ish Paul LaBarbera Jules Lambert Janica Lane Bridgit Lombard
Marc Misiewica David MossĂŠ Charles Murray Daniel Near Marisa Nicholson Kyle Orme Brian Phillips Carey Platto Joey Pointer Ian Pund
COMING IN MAY Full editorial coverage of the 40 Under 40 Awards in SGB
Dani Reiss Doug Smiley Laura St. George Joe Suboticki I Ling Thompson Colin True Eric Tung Melissa Valentine Katie Wagner Vanessa Walton Keefe
FRANKLIN SPORTS CELEBRATES BATTING GLOVE’S 30TH ANNIVERSARY Franklin acknowledges a milestone with a unique contest and series of instructional videos
By Fernando J. Delgado
Franklin batting gloves have been a visible part of baseball for quite some time. Ever since Mike Schmidt, the Philadelphia Phillies legendary third baseman and Franklin’s first-ever MLB endorser, became the face and best-known user of the gloves in the early 80’s, an impressive number of All-Stars and eventual Hall of Famers have stepped into the batter’s box wearing gloves with the Franklin name. It’s been 30 years, to be exact. As Major League Baseball kicks off its 2013 season, Franklin will be celebrating its batting glove milestone with a special 30th Anniversary celebration. Originally founded in 1946, Franklin Sports got its start as a regional brand of sporting goods products and expanded to offer a complete line of products centered around NFL star Joe Namath. The company established a strategy of aligning itself with star athletes, something that helped its batting gloves take off. In 1983, Franklin collaborated with Schmidt to create the original Franklin Batting Glove. Thanks to its performance, it grew to become the official batting glove of MLB, and Franklin will be marking the legacy of its glove with a promotion that will give aspiring young players a once-in-a-lifetime opportunity, in addition to rolling out a series of instructional videos intended to improve fundamentals for a new generation of hitters. “We were trying to find a way of celebrating the 30th anniversary of the Franklin batting glove and the history of our association with Major League Baseball, with hitting, and of course helping make hitters hit better,” explained Larry Franklin, president 6
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of Franklin Sports. “We kicked around a number of ideas, and we ended up with the concept of bringing a hitting clinic to the ballpark to the ultimate user and consumer. We had to figure out how to do it in a way that would be organized and work.” The leadership at Franklin came up with the idea of holding hitting clinics in 18 major league ballparks during the summer. At the clinics, about 50 individuals would spend an hour with Franklin athletes and coaches learning how to hit. In order to determine the clinic participants, Franklin will run a national contest that individuals can enter online: the “Learn From a Pro” Promotion. Winners will receive two tickets to a batting clinic at an MLB ballpark hosted by a Major League Baseball professional, and two tickets to attend the game later that day. The batting clinics offer the winners a unique opportunity for young players to learn under the instruction of pro players and coaches, providing access to major league facilities and interaction with pros that many kids may never otherwise have the chance to experience. The “Learn From A Pro” Promotion began December 1, 2012 and runs through May 30, 2013. All batting clinics will be held between June 24 and August 30. “It’s a great way to expose the Franklin brand to the user community, and give something to the community that has tangible value that they will enjoy,” said Franklin. “They will get tickets to the game, and whether it’s father and son – or whoever wins – we hope they will have a great day at the ballpark and have an experience that they will remember for a long time.”
Harold Reynolds, a former MLB second baseman who played from 1983-1994 and a current MLB Network analyst, serves as a spokesman for Franklin and was instrumental in coming up with the idea for the “Learn From a Pro” Promotion. Reynolds is also featured in a series of instructional videos – also called “Learn From a Pro” - designed to help kids learn the fundamentals of hitting. Known for his upbeat style as a broadcaster and analyst, Reynolds’ enthusiasm for the promotion – and baseball in general - was clear in a conversation with SGB.“The 30th anniversary of the Franklin batting glove is something that is special, not only to myself, but to anybody in baseball because of the longevity of the company and the impact of the gloves,” said Reynolds. “The anniversary is also going to affect fans in a positive way with the clinics. This is family-oriented, and it’s about giving back to the fans.” Reynolds credited Franklin’s batting glove for helping improve his hitting and swore by them early in his career. “I wore Franklin’s batting gloves when they were just getting started,” Reynolds shared. “They were a known name, but not nearly to the level that they’re known now. I consider myself one of the early guys who wore the gloves.” Reynolds was originally drawn to the look of the gloves, and some of the fellow players who had experienced success wearing them. “Don Mattingly had been wearing the Franklin batting glove, and Mike Schmidt had been the original endorser, so when the opportunity came for me to wear that glove, I wore it because it looked great,” he said. “And then after wearing it because it looked great, I realized the performance level of the glove was outstanding. After a year of wearing the glove, I continued to be a loyal supporter.” According to Reynolds, the fit of Franklin’s batting gloves is the most important feature for players, both for kids learning to play the game and major league veterans. “One thing that they’ve done so well is that they customize the gloves to fit each customer properly,” he stated. “The key to a batting glove is that it fits snug
Justin Upton, Left Fielder for the Atlanta Braves
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video 1 video 2 video 3
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Harold Reynolds, former MLB second baseman, and spokesman for Franklin, was instrumental in developing the idea for the "Learn From a Pro" instructional video series designed to help kids learn the fundamentals of hitting. The two minute videos, (click below to view), are a valuable tool for anyone who is learning the game or who wants to improve.
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Hitting How-To's
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on the hand and prevents you from getting blisters. For the 12-to-15 years I wore a Franklin batting glove, I never got a blister. That in and of itself is a lifesaver. I can’t guarantee the same for everyone, but because they’ve been in the business so long, they’ve figured out a way to minimize blisters on the hand. I also like how you can strap gloves on any way you want to. There are a lot of great features.” The promotion and the clinics will help winners take advantage of a rare opportunity. “The cool thing is that you’re going to have the chance to be within 10 feet of a major league baseball player or hitting coach talking to you about how to hit,” Reynolds said. “Winners will have a chance to be in the actual batting cage at the ballpark. You’re just not going to have that kind of fan experience or interaction ever – to have access to a major league hitting tunnel or have access to being around the players as close as you’re going to be.” For anyone who isn’t fortunate enough to win a spot to one of the clinics, Reynolds and Franklin have worked together to produce a series of instructional videos to teach players the fundamentals of hitting, with Reynolds as host. In the series, he offers tips on the fundamentals, including proper batting stance, swing techniques, strength training, proper batting grip and how to swing off a tee. According to Franklin, the instructional videos were a result of Reynolds’ passion for the game. “Harold’s idea was to focus on every aspect of hitting, and talk about what we can do and what the right tips are,” stated Franklin. “Harold’s passionate about getting kids to play and improve at any level, whether it’s a college kid or a player who’s just starting out. For him, these tips were designed for everybody that plays baseball.” He added that the company previously had success with a similar project led by Hall of Famer Tony Gwynn, so he has no doubt that the videos will be helpful for those that see them. The company will be posting the instructional videos on YouTube as well as its own website, in addition to tying them in with future products. “These videos are going to get wide exposure, and it’s great for the baseball community,” said Franklin. “As much information that’s out there on hitting, and as many tapes and videos that have been produced over the years, we’re excited about these because Harold’s a good instructor and he’s a student of the game. He’s on TV every day so he knows how to present ideas; these videos are going to be great.” Reynolds told SGB that the instructional videos, which are about two minutes each in length, will be a valuable tool for anyone who is learning the game or who wants to get better. “The educational value is tremendous,” he stated. “We shot them in Studio 42 at the MLB Network and we used all the Franklin tools, including the hitting tee. In one of the videos we talk about how to use the donut, in another we talk about how to use the on-deck circle to your benefit. All the keys and aspects that you might need to become a pretty good hitter. That’s what they’re about. They’re hitting how-to’s.” Franklin believes the promotion in general will be a great opportunity for team dealers. “Any dealers that qualified through
certain programs that we ran have an opportunity to re-market this in ways that will be beneficial to them,” he said. “It’s helped us in sell-in, and I’m sure it will help dealers in sell-through.” “We hope that will be a positive experience for everyone who attends,” offered Franklin. “We hope they go back and tell their family and friends about it, and we hope they’ll think of Franklin in a positive light. We think it’s a great way to market to our customers, and give something back to the consumer. Only about 1,000 will attend around the country, but hopefully the kid goes back to wherever he plays, whether it’s Little League or Babe Ruth League, and tells his friends and teammates that it was a cool experience and that the gloves are great.” To find out more about the Learn From a Pro Contest, visit franklinsports30thanniversary.com. ■
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TEAM SOCKS NO LONGER AN AFTERTHOUGHT Bold designs have driven an unprecedented interest in team socks By Fernando J. Delgado
B
elieve it or not, team socks are hot right now. Usually an overlooked add-on item, the category has been gaining steam thanks to demand from athletes for performance and eye-catching color. According to U.S. retail sales data provided by SportScanInfo, overall sock sales are up 40 percent year-todate after increasing 33 percent in 2012. Both team dealers and big box retailers have witnessed a surge in sales and interest in team socks, a trend which doesn’t seem to be letting up anytime soon. Moisture-wicking, temperature regulation, odor control, comfort and fit all remain as some of the most important features for team socks, but a growing emphasis on appearance has shifted the market. High-end socks with much higher price points have become more commonplace on retail floors and more requested from team dealers. Nate Gelles, sales representative for LIDS Team Sports, has spent many years selling uniforms and equipment to teams in the New York City area and has noticed team socks becoming more of a sought-after item. “There’s been a clear trend of more people buying socks that I’ve never seen
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Nike Vapor Knee-High Game Football Sock
before - and I’ve been in the business about 10 years. Before that, socks were more of an afterthought,” said Gelles. “Customers would buy socks along with the uniform head-to-toe, which would include the footwear - the cleat or basketball shoe - as well as the socks. That’s not the case anymore.” Gelles explained that Nike made “one of the biggest advancements in socks in quite a long time” last year when they introduced their Elite socks for basketball. “They’re not the only brand to come out with a design of a good polypropylene performance sock – and performance is the way socks are all going – but when they came out with the Elite basketball sock, that changed things,” he continued. “They killed the sock market this past year.” According to Gelles, kids in youth leagues and at the high school level are attracted to the Nike Elite’s design and color combinations. The performance and fit of the socks are also big draws for customers, as Nike began featuring anatomical left and right socks as part of the Elite line for a better fit on each foot, as well as compression in the middle of the sock foot that keeps cushioning in place. “They’ve created a new category,” he said. “Socks are an important piece of the uniform now. Nike coined the phrase ‘a system of dress,’ which is a thought that it’s an integrated uniform system. So it’s not just what you’re wearing on top, it’s also what you’re wearing underneath and how it all fits together.” For team dealers, the trend of increased demand for high-end socks offers an interesting challenge for an item which traditionally experiences a high degree of sell-through and inventory turnover. “Just like with any team sports business, socks are seasonal,” noted Gelles. “We go through thousands of socks. So it’s important for us to keep them in stock.” Gelles also said that Nike is introducing the new Vapor game socks for this upcoming football season, along with new styles for basketball. “The kids are going nuts for them,” noted Gelles. He also shared that Nike Elites are crossing over sports for many teams. “I was visiting with a D-II college the other day, and their volleyball team is looking to get the Nike Elite basketball sock. That’s a big trend with that set of socks in particular.” The Nike Vapor socks are particularly interesting because they are pushing price points to rare levels in team socks, with retail
prices reaching as high as $22. Clearly, consumers are valuing high-end socks more than they ever have. Multi-sport socks are also selling extremely well at retail and with team dealers. ProFeet’s Shooter sock offers a multi-sport solution for teams and athletes, as the popular style can be worn for football, basketball and lacrosse. ProFeet also expects its 730 Performance Multi-Sport X-Static sock - or use in football, baseball and soccer - to sell well. "The 730 has two yarns that no one else has blended together,” stated Taylor Wilson, president of ProFeet, Inc. “So we've got four different styles with that technology that no else has. That continues to be a growing line for us." Other brands offering popular multisport socks include Twin City Knitting, Russell Athletic, Under Armour and Alleson Athletic, among others. Team socks have also seen a noticeable uptick in sell-through at big box retailers over the past year. Ashley Quichocho, store manager at Sports Authority in Nottingham, MD, said that socks at her location have become more popular with customers. She noted that football, baseball and soccer socks generate the most sales at her location, with customers seeking out a few brands in particular. “Adidas is a big seller for us, and Sof Sole has been popular as well,” Quichocho shared. “Under Armour’s socks have been picking up, and Nike Elite socks are popular with the kids whether they’re playing basketball or football, or if they want multi-sport socks.” She added that young athletes coming into the store frequently emphasize the appearance of the socks they purchase. “They’re looking for style, and for colors,” Quichocho observed. “The people coming in for soccer or baseball want socks that match the color of their team, they’ve been buying the Adidas and the Sof Sole.” Sock manufacturers are also increasing their offerings to female athletes, who continue to participate in various team sports in growing numbers. “We’ve noticed a trend of fashion prints on women’s team socks
Adidas Copa Zone Cushion Crew Soccer Sock MSRP $12
Adidas NCAA Team Speed Crew Sock (for basketball and football) MSRP $14
Adrenaline Confidential “Support” Neon Director Lacrosse Sock MSRP $12
Adrenaline J Train Lacrosse Sock (black with the eclipse neon yellow) MSRP $8-$10
Franklin Pro-Formance Youth Baseball Socks MSRP $5
Franklin Soccer Socks MSRP $7
Brine Soccer Socks MSRP $7 Louisville Slugger TPX Baseball Sock MSRP $5
Mizuno Women’s Performance Highlighter Volleyball Sock MSRP $15
Mizuno Performance Plus Crew Volleyball Sock MSRP $15
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across multiple sports – soccer, volleyball, [and other sports],” said Jeff Wheeler, vice president hosiery sales at Sof Sole. In order to appeal to that segment, Sof Sole will be releasing six new prints for its Women’s All-Sport team socks for Spring, as well as two more coming this Fall. Under Armour, meanwhile, is in the process of significantly increasing its presence in the team sock market with new lines featuring eye-popping sublimation and cutting-edge performance features. The UA Ignite Crew Socks are a new performance line which can be used for a variety of team sports. The Ignite series feature a signature moisture transport system that wicks sweat away from the body, while ArmourBlock anti-odor technology prevents the growth of odor causing microbes. Meanwhile, bold design and color highlight Under Armour’s Sublimated Performance Crews, one of the only team socks on the market that incorporates sublimation. Soccer, baseball, football and allsport crew socks, including styles in Charged Cotton® - which dries much faster than normal cotton - are also hitting retail this year. Team socks represent a staple item that team dealers can offer to their customers, and buyers have a variety of options available to them with the increasing availability of performance socks at retail. However, the greater emphasis that athletes and teams place on socks represents an opportunity for team dealers, retailers, and sock manufacturers alike. “Socks have always been a necessary piece, but there’s not a middle ground,” LIDS Team Sports’ Gelles said. “But teams are clearly trying to budget more than they have in the past so they can make socks part of their uniform.” “Our approach as a dealer, traditionally, has been to sell socks as an add-on and to make sure they fit in the budget,” continued Gelles. “It’s probably more important for us to make sure we get the sale on the uniform and the apparel – the hoodie, the sweat pant, etc. But what’s driven the sock business is the demand from the players. So then the coaches say, ‘My players want this.’ And nine times out of 10, for basketball season last year, the coach requested one of those higher-end socks. Before, we would never even need to sell it.” Gelles added that when he deals with NCAA Division-I, II and III colleges and some high schools with larger budgets, he expects to sell socks along with the uniforms. But when approaching smaller high schools, athletes and coaches are requesting to see high-end team socks more than ever before – which is a change from the way business was conducted before. “They’re asking dealers for the product, instead of the dealer showing it to them,” said Gelles. “I’m not selling a sock to teams by saying it’s got superior fit or more durability. They know what it is and they want it. It’s a big trend right now and it’s selling itself.” ■
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Nike Elite Crew Basketball Sock MSRP $14
ProFeet 730 X-Static Over-The-Calf Multi-Sport Sock $13
Russell Athletic RTS01AS All Sport Sock MSRP $10
Swiftwick Cut-Resistant Compression Hockey Sock MSRP $44
ProFeet 230 Shooter Performance Crew Sock (for basketball, football and lacrosse) MSRP $12
Russell Athletic RTS03AQ Crew Sock (multi-sport) MSRP $16 (per 3-pack)
Sof Sole 85598 Women’s Radical Tie Dye All Sport Sock MSRP $8 (per 2 pair)
Alleson Athletic 3ACRA Acrylic Solid Utility Team Socks (multi-sport) MSRP $5-$6
Puma Power 5 Soccer Sock MSRP $10
Twin City Knitting Baseline 2 Sock (for basketball, lacrosse, football, volleyball, wrestling) MSRP $5-$8
Under Armour U403 Over The Calf Crew Football Sock MSRP $10
Twin City Knitting Frequency Sock (for basketball, football, lacrosse, volleyball) MSRP N/A (Custom Only)
Under Armour U410 UA Ignite Crew Sock MSRP $13, $15 (sublimated)
Nike Air Jordan Dri-FIT Crew Basketball Socks MSRP $16
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PLAYING IN STYLE Sleek lightweight designs, sublimation and customization will continue to impact uniforms this fall By Fernando J. Delgado
14 APRIL 2013 I TEAM BUSINESS DIGITAL
Augusta Sprint Cross Country Uniform
Adidas Climalite Quickset Women's Cap Sleeve Volleyball Jersey and Techfit Climalite 4" Short Tight
Adidas Techfit Football Jersey and Pant
When athletes hit the field this fall, they’ll be wearing brighter, lighter and more technologically advanced uniforms than ever before. With the amount of performance capabilities, fabric features, customization and design options made possible by processes like sublimation, uniforms are now extremely versatile, and they give team dealers a great chance to book high-volume orders at profitable margins. Taking a look at the uniforms that will be available this fall makes it clear that eye-catching styles and lightweight fabrics are here to stay. Nothing has quite impacted uniforms as strongly as sublimation over the past few years. Sublimated uniforms have become very popular with teams, and more and more manufacturers are adding sublimated styles to their uniform lines. “A huge trend has been sublimation, and that’s continuing,” confirmed Nate Gelles, sales representative for LIDS Team Sports. “I’d say if you called a bunch of team dealers four years ago and asked them what the big trend was, you might find one or two of them who mentioned sublimation. Back then, it wasn’t as widely done and only a few companies specialized in it. It was non-traditional, so a lot of coaches didn’t buy into it. Now, it’s saturated the market, so a lot of coaches don’t even have a choice.” The ability of sublimation to create visually stunning, colorful uniforms has given designers more options. “There are several great things about sublimation,” said Gelles. “Lighter is better in uniforms right now. The majority of the fabrics are going to some type of moisture management.” Uniforms continue to be constructed with polyester. However, managing new performance materials and embellishing uniforms has presented challenges for team dealers when filling out orders. Standard printing and embellishment can be more problematic for an entire team. When dealing with different sizes and specifications for each member of the team, issues can arise with bleeding or coloring. With sublimation, those problems can be avoided. Sublimation also facilitates the growing trend toward lighter and better-performing uniforms. “Everything is lightweight and moisturemanagement now,” stated Gelles. “If you’re wearing a uniform with a heavy print or twill on top of it, that part is going to feel awkward and heavy. You don’t feel that when you have a sublimated jersey.”
Sublimated uniforms are great items for team dealers to sell because of increasing price points and margins. Costs for producing are also decreasing, making them profitable long-term while also offering customers value because sublimated uniforms are an affordable alternative to traditional screen-printed uniforms. Several manufacturers will offer new sublimated uniform styles this fall for every sport, including Alleson Athletic, Nike, Russell Athletic, Game Gear, Champion, Under Armour, Mizuno, Adidas and many others. Innovation in design and fabric technology will always have a place in team uniforms. Ryan Brown, business unit director of team sports apparel for Adidas, updated SGB on his company’s upcoming styles for several key sports. “From a fall sports perspective, our biggest focus right now is volleyball,” said Brown. “We’re introducing a new uniform system for women’s volleyball in a cap sleeve and ¾ sleeve featuring moisturemanagement technologies and a new shoulder seaming to increase the range of motion.” On the gridiron, Adidas has designed styles that respond to demands from football players to maximize movement and performance at the lightest weight possible. “The evolution of the football uniform system we have – with the Techfit football jersey and Techfit football pant – continues to be important,” said Brown, who shared that Adidas has seen sales of its Techfit uniforms increase 50 percent year-over-year. “That jersey is revolutionizing football game play because of its low-profile streamline cut allowing for wider range of motion and lighter weight.” Brown hinted that soccer players and the dealers that outfit them should keep an eye out for new uniforms made available around the fall season that reflect the widespread excitement for one of the world’s most anticipated sporting events. “In soccer for Fall 2013 we’re ramping up for 2014, which is a World Adidas miCrazyFast Short Sleeve Basketball Jersey and miCrazyFast Short
Nike's Elite 51 NFL football uniform, which debuted in 2012, was a big hit with young players. Uniform manufacturers are more frequently commercializing officially licensed pro styles for youth uniforms.
QUALITY VS. QUANTITY
Puma Spirit Soccer Shirt
Mizuno Techno Generation Long Sleeve Volleyball Jersey
Cup year,” he said. “So we expect a lot of exciting things to be coming out of the soccer side later this year.” Adidas unveiled a trailblazing new style earlier this year: the first short-sleeve basketball uniform. The adizero short-sleeve uniforms were first debuted by the NBA’s Golden State Warriors on national television in late February, and were also worn by NCAA Division-I champion Louisville in the title game in April. The positive reception by professional and collegiate players to the uniforms has interesting ramifications for uniform sellers who service younger players. It also provided Adidas with a unique opportunity to commercialize a new 16
style and offer it to customers at all levels. “The biggest news we have is the short-sleeve basketball jersey and all the hype that created,” explained Brown. “It was exciting to have Louisville, the national championship team, wearing our short -basketball jersey. It did not hinder their performance at all, and in fact they loved it. “There was a lot of buzz and a lot of hype around the short-sleeve aspect of it, but there was also excitement around the camo and bright colors of the uniforms,” he continued. “It was very unique, but it says a lot to launch something so dramatic on an NCAA Division-I team, much more a premiere team, much more the national champion. To create something like that with the University of Louisville directly turns into a commercialization opportunity for us at the Adidas team level, because we’re going to turn around and sell that same concept to all the other NCAA D-II’s, III’s, NAIA’s, high schools and AAU programs; all those avenues are going to have the access to the same uniforms. That was something for our brand that worked extremely well.” Brown said the short-sleeve basketball uniforms will be available this upcoming Fall/Winter for all levels of play, demonstrating how uniform trends at the highest professional and amateur levels trickle down. “That’s a big win for us. To be able to showcase it in the front half, and then to be able to offer it and sell it in the back half of the year to the other avenues of business is great,” he said. “Something we hammer home is that we want to be able to provide our collegiate assets with the best of the best. But on the flip side of that, we want to be able to allow every other avenue of sale, sport or level of play out there to be able to buy the exact same thing that our highest level programs get. That same basketball jersey that was on the court for the national championship game is the same basketball jersey that all levels of play can purchase. The same applies to football jerseys and pants.” The new Adidas short sleeve basketball jersey, including lettering and decoration, will retail at $75. Leading manufacturers that outfit professional and college teams – such as Adidas, Nike and Under Armour - must not only monitor trends but they also have the ability to set trends with bold new uniform styles. Anticipating which influences will trickle down is a challenge for designers. “On the product side, we work in 18-month cycles,” Brown explained. “So we’re finishing up 2014 right now [in early April] and we’re already looking at 2015 and 2016, and how we’re going to evolve and take uniforms to the next level.”
APRIL 2013 I TEAM BUSINESS DIGITAL
“One of the things the market has noticed has to do with the NFL and pants,” added Dave Aubuchon, senior merchandise manager of football for Russell Athletic. “There’s a fine line between getting lightweight and staying durable. On one hand, if a pant is lightweight, you’ll be able to have moisture management, and the players like that. But you start having a problem when you start decreasing the weight to a certain degree. You get stretch, but you give up recovery. I noticed last year, because those NFL pants gave up so much weight, that the pants were starting to bag and sag a little bit around the seat area, especially when they get wet. There’s a line that you don’t want to cross where you give up too much weight while keeping that moisture management, elasticity, and protection for players holding muscles in place.” In response to the demands for light yet well-constructed uniforms, Russell has developed Z7 fabric, which has stretch while being lightweight and durable; used in several key Russell styles that will be available in Fall, including the S52_CC Adult Color Block Game Jersey and accompanying F54_MN Paneled Game Pants. Russell also introduced MSC fabric - a breathable, lightweight fabric
with a great deal of stretch - late last year for its jerseys. Aubuchon has noticed a trend among football players to downsize their jersey fit, something else that Russell has considered with both the construction and appearance of its styles. “It’s interesting when you look at players now,” he commented. “I’ve been seeing college players ordering a size smaller – guys ordering a medium who two years ago would have ordered a large or extra-large. They want the jerseys tight and conforming to the shape of their pads. We developed the MSC fabric that can hold onto the shoulder pads tightly. You’ve got fabrication, and you’ve also got shine. Years ago, dull was the popular look. Now we’re starting to see shine come back. We’re making sure to use bright nylons and bright poly yarns on these jerseys to give them that shine.” “You’ve got to go beyond simple fabrication,” stated Aubuchon. “You’ve also got to give football players a new look.” Aubuchon said Russell developed a new scoop neck configuration on some uniform styles so that players can experience better air flow. “If you get a guy in college, like some of these wide receivers and defensive backs, and they want to get a jersey that’s a size small so that it fits nice and tight – what do you do for these smaller high school kids? What happens if they want twill lettering? So we developed brand new cloth lettering that stretches with the fabric". LIDS Team Sports’ Gelles also pointed out that Nike “took a big step” when they unveiled their newest NFL uniforms last year after taking over a contract previously held by Reebok, then making those uniforms available to younger players. “It was the first time you could get the on-field performance factors from the pros and get them all the way down to the JV and Varsity high school levels,” he said. “These players can get the same benefits in their uniforms that NFL player can. That doesn’t usually happen.” Customization is another trend which continues to impact uniforms, and it’s a preference that will only become more prevalent as more customers favor online shopping. Mobile shopping on cell phones and tablets has also spiked over the past two years, making online uniform-builders an increasingly powerful tool for manufacturers and dealers to reach customers. Several leading companies offer online uniform builders, including Wilson, Under Armour, Russell Athletic, Alleson Athletic, Augusta Sportswear and Cliff Keen Athletic. Wilson’s Uniform Designer allows the customer to pick between Pro-Fusion sublimated uniform, traditional custom uniform, and decorated stock uniform options--with a multitude of choices ranging from fabric type and color, text (jersey) / braid (pant), and emblems for both the jersey and the pant.
Wilson ProFusion™ Drive Cut Custom Football Jersey
Under Armour’s Team Uniform Builder Configurator offers uniforms for five sports including football, providing 15 design options and various body styles for each. The user then has the ability to pick and choose from a dozen or more colors to accent parts of the jersey before custom decorating the lettering, numbering and logos.
Russell Athletic’s Custom Uniform Builder utilizes drop down menus and comprehensive options that allow users to carefully create their uniforms. Russell also launched its own uniform builder application for the iPad, featuring a mobile interface that allows anyone to create and save unique uniform designs on the go. The application, which is free and one of the first of its kind for team sports, was developed to allow users to work on uniform combinations anywhere with the same capabilities as a web-based version. Alleson Athletic also recently launched a new uniform builder and B2B platform geared towards facilitating customers who use mobile tablets and other advanced technologies. “Alleson Athletic’s new online account management/order site and the Russell Athletic S52 CC Adult Color uniform builder were designed to Block Game Football Jersey drive online business for seamless order processing and faster delivery,” explained Kim Gillis, Alleson Athletic’s marketing manager. “Giving customers visibility to their account details, as well as the ability to place their stock and Chromagear orders online via a desktop computer or mobile device, were the critical factors in transforming the way customers experience our brand.” The emphasis on customized technology also extends to new applications Alleson offers, as iPad Apps for the new Uniform Builder and Catalog Playbook are available at the Apple iTunes store. Champion’s Uniform Builder offers a Dealer Login (as many other manufacturer’s builders do) so team dealers can sit down with their customers and create uniforms. Champion Dealers having online builders at Women’s Flex their disposal makes the process Reversible Field Hockey Pinnie of selecting uniforms and decorating options simpler and reduces ordering mistakes. Augusta Sportswear has a Preselected Uniform Builder that allows users to pick uniform combinations and to personalize flyers. The coach or athlete can then e-mail, download or print their chosen style for review. Cliff Keen Athletic offers wrestlers the ability to create their own singlets, sublimated uniforms, headguards and warmups, among other items, with their Uniform Builder. Just a sampling of some of the most widely used uniform builders, these companies offer a glimpse into the way business will be conducted in the future. ■
For full year calendar go to sportsonesource.com/events
MAY 5-8
N.S.G.A. Mgmt. Conference Palm Beach Gardens, FL
8-9
ASI New York New York, NY
JUNE 18-20
Licensing International Expo Las Vegas, NV
26-28 TAG Spring/Summer Show St. Charles, MO 27-29 Sports Inc. Athletic Show Denver, CO
JULY
1-4 SGB Active Lifestyle Investors Conference Salt Lake City, UT 8-10
Sports Inc. Outdoor Show Denver, CO
17-19
Altanta Shoe Market Atlanta, GA
SEPTEMBER 8-10
NBS Fall Semi-Annual Market Fort Worth, TX
18-20
Interbike International Trade Expo Las Vegas, NV
25-26 Sports & Fitness Industry Assoc. Industry Leaders Summit Baltimore, MD
9-11
TAG Spring/Summer Show St. Charles, MO
30-2
10-12
BCA International Billiard & Home Recreation Expo Friedrichshafen, Germany
OCTOBER
11-14
European Outdoor Trade Fair Friedrichshafen, Germany
12-14
A.D.A. Spring Show Milwaukee, WI
15-17 SGB Sports & Technology Convergence Palo Alto, CA
16-18
ASI Chicago Chicago, IL
NOVEMBER
17-19
NBS Specialty Outdoor Market Fort Worth, TX
18-19
NBS Athletic Market Austin, TX
31
Outdoor Retailer Open Air Demo Salt Lake City, UT
AUGUST 1-4
Outdoor Retailer Summer Market Salt Lake City, UT
7-8
OIA Rendezvous San Diego, CA
The Retailing Summit Dallas, TX
5-7 TAG Fall/Winter Show TBD 15-17
A.D.A. Fall Show San Antonio, TX
24-26 Sports Inc. Athletic Show Las Vegas, NV
TRADE ASSOCIATIONS | BUYING GROUPS
CALENDAR
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 Assoc. 8505 Fenton Street 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
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APRIL 2013 I TEAM BUSINESS DIGITAL
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