Team Business Digital June 2012

JUNE 2012

DIGITAL

LACROSSE

FASTEST GROWING SPORT IN THE U.S.

Editor In Chief James Hartford james@sportsonesource.com 704.987.3450

Senior Business Editor Thomas J. Ryan tryan@sportsonesource.com 917.375.4699 Contributing Editors Fernando J. Delgado, Mackenzie Lobby, Charlie Lunan, Matt Powell Creative Director Teresa Hartford teresa@sportsonesource.com 704.987.3450 (x105) Graphic Designer Camila Amortegui camila@sportsonesource.com 704.987.3450 (x103)

DIGITAL

JUNE 2012

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Special Projects Manager Dao Huynh dao@sportsonesource.com 704.987.3450 (x109) President, Sports & Outdoor Paul Gagner pgagner@sportsonesource.com 303.997.7302 VP Business Development / East Barry Gauthier barry@sportsonesource.com 774.553.5312 VP Business Development / West Barry Schrimsher bschrimsher@sportsonesource.com 503.784.6267 VP Marketing / Product Development Gregg Hartley ghartley@sportsonesource.com 561.543.7789 Chief Information Officer Mark Fine mark@sportsonesource.com 561.615.0240 (x224) Advertising Sales Account Manager / Northeast Buz Keenan buz@sportsonesource.com 201.887.5112 Advertising Sales Account Managers / Midwest Barry Kingwill & Jim Kingwill bkingwill@sportsonesource.com jkingwill@sportsonesource.com 847.537.9196

Advertising Sales Account Manager / Southeast Katie O'Donohue katieo@sportsonesource.com 828.244.3043

NEWS

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6

SHOCK DOCTOR Acquires Cutters Gloves NATIONAL FEDERATION OF STATE HIGH SCHOOL ASSOCIATIONS (NFHS) Releases New Rules For Football Jerseys

FEATURE

14 LACROSSE Is THE Fastest- Growing Sport Nationwide

DEPARTMENTS 22 CALENDAR OF EVENTS

GIVING BACK

10 UNDER ARMOUR’S Four Pillars of Charitable Giving

Circulation & Subscriptions Subs@sportsonesource.com SportsOneSource Publications Print Magazines: SGB, TEAM Business Digital Magazines: SGB Weekly, SGB Performance TEAM Business Newsletters: The B.O.S.S. Report Sports Executive Weekly Weekly Updates: SGB, Footwear Business, Outdoor Business, Sportsman’s Business, TEAM Business SportsOneSource Research SportScanInfo, OIA VantagePoint, SOS Research

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ON THE COVER The 2011 U.S. Lacrosse Participation Survey revealed that more than 680,000 players participated in the sport on organized teams last year. The survey revealed an increase of roughly 60,000 players (10.9 percent) from 2010, the largest one-year increase in the total number of players since U.S. Lacrosse began tracking national data in 2001.

ON THIS PAGE “Protect This House” Under Armour’s rallying cry goes beyond the field. They are a leader for the national awareness of Giving Back through their four major “pillars” of charitable giving.

Copyright 2012 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.

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NEWS

SHOCK DOCTOR ACQUIRES CUTTERS GLOVES Shock Doctor, the leading mouthguard and sports protection product company, announced on June 26 that it bought Cutters Gloves, the maker of sports gloves.

The acquisition is a highly strategic move, as Cutters’ position as a leader in high-quality sports gloves aligns with Shock Doctor’s direction.

“Shock Doctor brings the most innovative and highest quality technology and materials to the market across all of our product lines. Cutters shares these values and their C-Tack technology is superior to any grip technology on the market. Cutters is a perfect addition to the Shock Doctor product portfolio and serious athletes around the world recognize Cutters Gloves as the best,” said Tony Armand, CEO of Shock Doctor.

Shock Doctor, headquartered in Minneapolis, MN, features sports protection products ranging from mouthguards, core protective equipment and apparel to Performance Sports Therapy, designed to protect athletes in a variety of sports including football, hockey, baseball, lacrosse, MMA, fitness and more.

“We are very excited to own a brand that has had such strong stewardship from its 4

2012 TEAM BUSINESS DIGITAL

founders, Jeff and Laura Beraznik,” added Armand. “We are fortunate that both will continue to be involved in the business going forward, as we plan to continue operating both companies as business as usual.”

Based in Phoenix, AZ, Cutters develops, manufactures, distributes and markets an industryleading line of football gloves and accessories, in addition to other sports gloves for the baseball, fitness, golf and soccer markets. Cutters Gloves are made with an exclusive C-Tack Performance Grip Material, and are crafted for performance and durability. Cutters stands out from other glove companies, most of which use a silicon application on their gloves that results in an inferior grip that will peel off, wear out more quickly, and that does not self-restore.

“We could not have asked for a better partner to take the Cutters’ business to the next level than Tony and his team at Shock Doctor,” shared Jeff Beraznik of Cutters Gloves. “Their commitment to innovation and quality aligns with the vision we have always had for Cutters.

Their reputation and position in the market, as well as their growing global distribution, will be a huge benefit to the brand going forward.”

Cutters was advised by McColl Partners on the transaction, and terms of the deal between Shock Doctor and Cutters were not disclosed.

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NEWS

NFHS

UPDATES NEW FOOTBALL JERSEY RULES The National Federation of State High School Associations (NFHS) has released a detailed list of new rules pertaining to high school football jerseys. The rules were originally approved in 2007, and will be implemented for the first time during the upcoming 2012-2013 football season.

By Fernando J. Delgado

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B

ob Colgate, director of sports and sports medicine for the NFHS, spoke with TEAM Business about the new football jersey rules. “What we noted here is that players on the visiting team shall wear white jerseys that have additional limitations in terms of how much color may be on them, and also the home team will have additional limitations as to how much white may be on its jerseys,” Colgate stated.

“We always said that, previous to this year, the away jersey could be light-colored.

Now it has to be a white jersey.”

Colgate pointed out that while the new rules are specific in nature, high schools and jersey manufacturers have had ample time to prepare for the changes. “I don’t foresee it to be an issue,” he said in referring to the possibility of problems with compliance. “This isn’t something which happened overnight. Our states have done their due diligence, and it’s going to be in their hands to make sure that, if there is an issue, it will be addressed.”

A June 2012 update provided by the NFHS clarified the new rules, which primarily define limitations for both how much color visiting team jerseys may have and how much white home jerseys may feature. Rule 1-5-1 (See Page 8) details proper jersey specifications for both home and away uniforms, specifying how numbers may be displayed and establishing how protective pads and equipment are to fit with jerseys. Rule 1-5-3 (See Page 9) pertains to illegal equipment. The rule states that no player shall participate while wearing illegal equipment, including any equipment which, in the opinion of the umpire, is dangerous, confusing or inappropriate.

According to Colgate, major manufacturers proved to be “instrumental in the implementation period,” as they helped to establish that a period of 5 years would be enough time before officially introducing the rules. Based on such manufacturer feedback, the NFHS determined that the recommended length of time would adequately allow for the buying cycle and the rotation of jerseys to run their course.

Colgate expects most high school leagues and associations to be prepared for the new rules, while some smaller manufacturers may be faced with initial difficulties due to the jersey changes. “Some of our states did a better job of informing their member schools than others that didn’t get quite as active right away, but they picked up the speed and got the rules out there, so now it’s a matter of getting schools compliant with what the rules are going to be,” he said. “The manufacturers that have been more of a challenge bringing up to speed have been the mom-and-pop operations. They’re not doing large scale production; they might be a local company that might just be taking care of some schools around their area. They’re the ones that we’ve been trying to reach out to, with the assistance of our state high school associations, to make sure that they’re aware of the jerseys.”

High schools, manufacturers, and the NFHS working together should allow the transition to the new rules next season to be smooth and, ultimately, successful.

“It was a collaborative effort to make sure everyone is on the same page,” stated Colgate. “We’ve got a vested interest in making sure that we’re putting a product on the field that’s going to comply with the rules. It’s been a work in progress.” He added that most high school teams were probably not as aware of the impending rules two or three years ago, with many high schools becoming aware of the new regulations within the past year during the process of buying new uniforms.

Football is the No. 1 participatory sport for boys at the high school level with 1,134,377 participants in the 2010-2011 school year, according to the High School Athletics Participation Survey conducted by the NFHS through its member state associations. ■

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FOR THE 2012 - 2013 HIGH SCHOOL FOOTBALL SEASON*

RULE 1-5-1 Each player must participate while wearing pieces of properly fitted equipment, including the jersey, numbers, and protective pads and equipment, which shall be professionally manufactured and not altered to decrease protection. The jersey must be unaltered from the manufacturer’s original design/production, and will be required to be long enough to reach the top of the pants and shall be tucked in if longer.

AWAY TEAM JERSEY Players of the visiting team must wear jerseys, unaltered from the manufacturer’s original design/production and meeting the following criteria: The body of the jersey (inside the shoulders, inclusive of the yoke of the jersey or the shoulders, below the collar, and to the bottom of the jersey) shall be white and shall contain only the listed allowable adornments and accessory patterns in a color(s) that contrasts to white: (a) as the jersey number(s) is required in 1-5-1c or as the team and/or

player name within the body and/or on the shoulders; 8

2012 TEAM BUSINESS DIGITAL

(b)

(c)

(d)

(e)

either as a decorative stripe placed during production that follows the curve of the raglan sleeve or following the shoulder seam in traditional yoke construction, not to exceed 1 inch at any point within the body of the jersey; or as decorative stripe(s) added in the shoulder area after production, not to exceed 1 inch per stripe and total size of combined stripes not to exceed 3.5 inches; within the collar, a maximum of 1 inch in width, and/or as a side seam (insert connecting the back of the jersey to the front), a maximum of 4 inches in width but any non-white color may not appear within the body of the jersey (inside the shoulders, inclusive of the yoke of the jersey or the shoulders, below the collar, and to the bottom of the jersey). The exception to (d) would be what is stated in (b) above; The visiting team is responsible for avoidance of similarity of colors, but if there is doubt, the referee may require players of the home team to change jerseys. An American flag, not to exceed 2 by 3 inches, and either a commemorative or memorial patch, not to exceed 4 square inches and with written state association approval, may be worn on the jersey provided neither the flag nor the patch interferes with the visibility of the number.

HOME TEAM JERSEY For uniforms worn by players of the home team, jerseys may be worn which are unaltered from the manufacturer’s original design/production and that meet the following criteria: The body of the jersey (inside the shoulders, inclusive of the yoke of the jersey or the shoulders, below the collar, and to the bottom of the jersey) may not include white, except as stated below. If white appears in the body of the jersey of the home team, it may only appear: (a) as the jersey number(s) required in 1-5-1c or as

the team and/or player name within the body

and/or on the shoulders;

(b)

(c)

(d)

(e)

either as a decorative stripe placed during production that follows the curve of the raglan sleeve or following the shoulder seam in traditional yoke construction, not to exceed 1 inch at any point within the body of the jersey; or as decorative stripe(s) added in the shoulder area after production, not to exceed 1 inch per stripe and total size of combined stripes not to exceed 3.5 inches; within the collar, a maximum of 1 inch in width, and/or as a side seam (insert connecting the back of the jersey to the front), a maximum of 4 inches in width but any white color may not appear within the body of the jersey (inside the shoulders, inclusive of the yoke of the jersey or the shoulders, below the collar, and to the bottom of the jersey).

The exception to (d) would be what is stated in (b) above.

The visiting team is responsible for avoidance of similarity of colors, but if there is doubt, the referee may require players of the home team to change jerseys. Just as with away uniforms, an American flag and either a commemorative or memorial patch may be worn on the jersey provided neither the flag nor the patch interferes with the visibility of the number, and provided those items meet the same requirements as outlined for the away jerseys.

RULE 1-5-3 No player shall participate while wearing illegal equipment, including any equipment which in the opinion of the umpire is dangerous, confusing or inappropriate. For game uniforms, illegal equipment will include, but is not limited to, jerseys and pants that have a visible logo/ trademark or reference exceeding 2¼ square inches and exceeding 2¼ square inches in any dimension, more than one manufacturer’s logo/trademark or reference on the outside of either item, or sizing, garment care or other non-logo labels on the outside of either item. Tear-away jerseys or jerseys that have been altered in any manner that produces a knot-like protrusion or creates a tearaway jersey are also considered illegal. Items related to “Other Illegal Equipment” include ball-colored helmets, jerseys, patches, exterior arm covers/pads, undershirts or gloves, jerseys, undershirts or exterior arm covers/ pads manufactured to enhance contact with the football or opponent, and any equipment not worn as intended by the manufacturer.

Note: June 2012 Update courtesy of NFHS

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Under Armour Senior Vice President Matt Mirchin (left) dedicates the newly renovated Dome basketball court in Baltimore, MD along with NBA Legend Muggsy Bogues (center) and Baltimore City Mayor Stephanie Rawlings-Blake (right) as part of the brand's "WIN Baltimore" community initiative.

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PILLAR OF THE COMMUNITY UNDER ARMOUR IS HAVING IT’S BEST PERFORMANCE GIVING BACK

By Fernando J. Delgado

P

rotect This House is Under Armour’s central mantra, something which Chairman, President & CEO Kevin Plank emphasized before closing his comments at a May Shareholder’s Meeting at its Locust Point campus in Baltimore, MD. While the slogan is tied to much of the company’s product line and advertising, Plank was especially referring to protecting Under Armour’s local communities, as well as national charitable organizations, as part of an ongoing effort to give back to those in need. In establishing four major “pillars” of charitable programs, Under Armour has become a pillar of the local community and a leader for the national awareness of various causes.

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Since its founding in 1996, Under Armour’s charitable initiatives have grown substantially, reflecting the company’s rapid ascent from a modest operation of four employees in 1999 to its current status as an industry giant employing more than 5,000, globally. Amy Larkin, Under Armour’s VP of Culture, has worked closely with all of the company’s charitable programs since joining Under Armour in 2002. Larkin recently recalled that in the company’s early days, letters would come in - only a few at a time - from local schools, someone’s boy scout or girl scout troop, or other community organization with requests for donations. “There was no real rhyme or reason to what we did at that

Amy Larkin, Under Armour’s VP of Culture

point in time,” she shared. “That was right before the company started to take off.”

Things began to change dramatically in 1999 when Under Armour moved to its current campus at Tide Point in Baltimore. “We went from receiving a few letters a month to an overwhelming influx of letters that were coming in on a daily and weekly basis,” explained Larkin. “We didn’t have any way of tracking them, and we didn’t know which letters were the right ones to respond to. About six months after we moved to Tide Point, I said ‘Guys, we need to do something here. We need to make sure that we’re authentic, but we also need to have something that is giving us guardrails. There’s got to be a reason to what we’re doing.’

And at that point in time, we started to hone in on some initiatives.” The first of those proved to be Under 12

2012 TEAM BUSINESS DIGITAL

Armour’s Power in Pink Program, an effort to help women battling cancer.

Started in 2002, Under Armour’s Power in Pink Program aids women using fitness and exercise to fight breast cancer. The program features real survivors participating in a national advertising campaign, various partnerships with non-profit organizations, Power in Pink games at the high school and collegiate levels across the country, and a unique line of gear produced specifically for the program.

The high-performing Power in Pink product line includes apparel such as graphic t-shirts, zip jackets, moisturewicking tanks, footwear, accessories such as a sack pack and cap, and a men’s polo shirt and tees. “The Power in Pink Program became one of the first pillars, as we like to call them, that the brand supported,” stated Larkin.

“We had just launched a women’s line, and we had quite a few employees that had been affected - whether it was a mother, sister, an aunt, a cousin, and a few employees themselves - by the disease. It just seemed like the right thing for us to do at the time. We jumped in with two feet, and it’s been quite a successful program.”

Not long after the launching of the Power in Pink Program, Under Armour’s Tide Point campus started growing even faster. The company expanded from one building to two, with one building entirely dedicated to footwear, which was a segment Under Armour entered in June 2006 with the launch of its football cleats. “We started to become very environmentally conscious,” said Larkin. “We wanted to offer products that were going to not only be more efficient for the building, but also be more environmentally friendly.” That kind of environmental awareness led the way to the UA Green initiative. The main goal of UA Green is to improve the manufacturing, packaging, dying, printing, and other facets of its products’ environmental footprint in order to

mitigate impact on the environment.

Thanks largely to UA Green; the company quickly produced its first recycled product line - UA Catalyst which uses up to four recycled water bottles in each piece of apparel.

“Green became our second color that we committed to as an organization,” Larkin said.

Under Armour’s third pillar gives back to men and women in uniform.

Called UA Freedom, the initiative is defined by the company’s partnership with the Wounded Warrior Project (WWP), the nonprofit organization dedicated to honoring and empowering wounded members of the United States Armed Forces. “[UA Freedom] is the program that probably tugs the most at the heartstrings,” stated Larkin.

“We have a great relationship with law enforcement and the military. We felt as an organization that, from people here locally - the ones that are committed to keeping us safe on our own streets - to the people that are fighting for us overseas every day and making freedom a reality for us, helping them was something that we needed to commit ourselves to.” Involved in the program going into its third year, Under Armour works to raise awareness for public safety officials and military personnel, offering a line of WWP gear that includes

t-shirts, hoodies and other apparel and donating proceeds to the Wounded Warrior Project. Under Armour is also partnered with the Navy Seal Foundation and other organizations assisting those in service of their country. “It’s something that gets the most cheers around here,” she added. “It’s something we hold near and dear to our hearts.”

Under Armour also invests in the future of the country through its UA Youth Movement program, a fourth pillar of giving back and a “work in progress,” according to Amy Larkin.

Working with the President’s Council on Fitness, Sports and Nutrition, the company is committed to improving youth fitness by providing children with places to play sports. “About a year ago, we came up with the name ‘Youth Movement,’ because we wanted to keep things broad, but also specific to the fact we wanted to help youth and make a difference in their lives,” she explained.

Basketball court and playing field refurbishments are a central aspect of the program, as Under Armour has renovated basketball courts in Compton, CA and Baltimore and has partnered with the NBA to renovate multiple other courts this year. The company also plans to create an all-purpose playing field at Baltimore’s Patterson Park in partnership with the Ripken Foundation and Living Classrooms Foundation, in addition to a turf field dedicated to the memory of Yeardley Love at Notre Dame Preparatory School in Towson, MD. Love, a Maryland native, was a student-athlete at the University of Virginia where she was murdered in 2010.

In the spirit of the Under Armour Youth Movement, Under Armour announced the launch of the “WIN Baltimore” program in May. The program strives to enact positive social change throughout Baltimore and its surrounding communities by encouraging the social, educational and physical advancement of the boys and girls who will lead Baltimore into a better future.

“Our main goal is to build a platform where we can help the youth of the city succeed, because they are going to be the ones running it in the future,” said Larkin. “We want to do our part to make sure that we give them the best of everything that they deserve.” The first recipient of the “WIN Baltimore” program is Paul Laurence Dunbar High School for Health Professionals. Along with Baltimore

Under Armour UA Freedom Baltimore Orioles Pitchers Zach Britton and Jake Arrieta

Ravens star Ray Lewis, Under Armour’s Kevin Plank announced plans to build the Dunbar Poets a state-of-the-art turf football field with new stadium lights, a first-rate scoreboard, wrap-around track and other projects. The initiative also emphasizes academics, something important to Under Armour, through plans to increase access to technology with new computer labs and introduce new after school programs. Under Armour will also be outfitting Dunbar’s varsity and club sports team with uniforms so that the school does not incur costs. Future projects will be announced in 2013, and based on Dunbar’s success, other schools or organizations could receive similar help.

Larkin pointed out that Under Armour is not “a check-writing company” that simply donates funds to causes. “We stay very involved with the organizations that we donate to,” she said. “It becomes a family project, and something that’s owned, built, and supported by our staff inside the building.

Dunbar will be a project that our employees contribute to on a daily, weekly, and monthly basis.”

Under Armour continued to give back this month when it announced a 10-year partnership with the NFL’s Baltimore Ravens to support multiple community-focused initiatives. Specific football programs will target youth and schools, and will include the creation of annual grants, multiple clinics and statewide competitions. Ravens head coach John Harbaugh and his assistants will play an active role in some of these programs.

In addition to its core pillars which encompass women fighting cancer, the environment, servicemen and women, and our nation’s youth, Under Armour is also involved with its legacy partners, which include Sandtown Habitat for Humanity, Ronald McDonald House Charities, The V Foundation, and The Living Classrooms Foundation, among others. Even with such a strong connection to its local communities, the company’s efforts to give back are a massive and national undertaking. If their success and the dedication of their employees are any indication, Under Armour will be protecting their ever-growing house for many years to come. ■

Federal Hill Baltimore refurbished court

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LACROSSE A game of speed, complexity, and nuance, is fast becoming one of the most popular sports nationwide

By Fernando J. Delgado

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E

ven with a rich history as America’s oldest sport, dating back to the 15th century, not everyone in the U.S. may be familiar with lacrosse. Despite its lack of notoriety compared to younger sports such as football and baseball, lacrosse continues its recent explosion across the country, as the sport has been one of the fastest-growing team sports for more than a decade.

The 2011 U.S. Lacrosse Participation Survey showed record participation across all levels of the sport, with more than 680,000 players participating on organized teams in 2011, up about 60,000 players from 2010. The jump represents the largest one-year increase in the total number of players since U.S. Lacrosse started tracking national data in 2001. Youth level participation is strong, as the survey showed more than 360,000 players on organized teams in 2011, an increase of 10.9 percent over the prior year. There were more than 275,000 high school players in 2011, an increase of nearly 8 percent, and collegiate players - varsity and club - numbered more than 33,000, a growth of about 5 percent.

There are currently more than 1.5 million lacrosse participants aged 6 and above in the U.S., according to the 2012 Single Sport Participation Report For Lacrosse released by the Sporting Goods Manufacturers Association (SGMA). The report shows that the highest participation rates for lacrosse by region are found on the East Coast - in New England, the Middle Atlantic States, and the Southern Atlantic states, including several of the traditional lacrosse-playing areas such as Maryland, Massachusetts, and New York’s Long Island. Lacrosse also continues to take root in new areas nationwide, particularly in the Southeast. “It’s really growing everywhere, which is great,” said Ed Saunders, director of marketing for STX, who considers Northern and Southern California, Denver, the Upper Midwest, and Texas to be other emerging areas boasting the most new players.

Mike Chepucavage, director of marketing at Maverik Lacrosse, believes that the growth of lacrosse in new and non-traditional areas is promising for the game. “There are really skilled players coming from all parts of the country now,” he said. “There’s different nuances that these guys are introducing that are going to be a great part of lacrosse, and you can see different styles developing in different areas.” Chepucavage is also encouraged by the fact that Colgate University’s Peter Baum, the most recent recipient of the Tewaaraton Award - an honor given to the best player in college lacrosse - hails from Oregon, which is not considered a traditional lacrosse area.

Despite the sports rapid growth in new parts of the country, lacrosse still faces some hurdles in gaining widespread acceptance, and growing pains can occur. “In a lot of ways, accessibility of the sport is the biggest challenge,” admitted STX’s Saunders. “When I travel to what are considered emerging markets, the thing that we hear most is the need for structure. It’s tough when you go to an area where the adults didn’t play lacrosse, and they’re in a position where there is a need to teach it and coach it. I think that as an industry, the challenge for us is

going to be to support the growth of the infrastructure that will ensure that kids are getting taught the right way to play the game and that the growth of the sport is managed in a healthy way. I feel confident that those things are happening.”

MORE TECHNOLOGY, LESS WEIGHT Current trends in lacrosse products are being defined by players seeking performance and comfort. Lacrosse gear such as helmets, pads, gloves, and sticks have always been enhanced with technology in order to help players perform better, but technology is becoming more important than ever before, and manufacturers are using it to make their products stand out to increasingly competitive players.

“What we’re seeing a lot of, particularly as the sport grows and as more players enter the game from a wider geographic footprint, is the need for meaningful, relevant technological advantages in equipment that players are choosing,” said STX’s Ed Saunders. “There are different levels of product within the sport, and the sport does have a lot of character. Many times, product design is aesthetically driven. But what we’re seeing is an increased desire for technologies that allow the player to perform better on the field.”

Lacrosse products have been constantly evolving thanks to technology developed by manufacturers. Saunders pointed to the development of the first synthetic lacrosse head by STX in 1970, and since then the first aluminum handle and the first mesh pocket, as major changes which have significantly impacted the game. Other technological advancements have affected product design over the past few decades, including the introduction of the octagonal-shaped handle. “Since the beginning, there’s been an insatiable curiosity about making product better to empower higher performance on the field for the athlete, which is our vision at STX,” shared Saunders. “That has never changed. That desire to bring meaningful technology to bear is something that we strive for everyday.”

Tom Burns, senior product manager for Warrior Sports and Brine, agreed that technology is defining lacrosse products. “The sport is technology-driven. People are pushing it in terms of technologies and innovations,” said Burns, as he shared his thoughts on a growing trend in lacrosse equipment. “And the biggest thing in the sport is about driving light-weight.” He pointed out that Warrior’s approach to lightweight technology has led to breakthroughs such as its NOZ technology, which shoots nitrogen gas inside lacrosse heads to hollow them out and make them lighter. Compression molding is another emerging technology being used in Warrior and Brine products to create a more dense, thin foam in equipment to provide stronger protection at a lighter weight.

Jeff Holden, retail manager at Lax World in Towson, MD, has his finger on the pulse of the sport. Not only does he live and work in one of the nation’s ultimate lacrosse hotbeds - the Baltimore area but his store is considered one of the premier retail destinations by SPORTSONESOURCE.COM

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2012 TEAM BUSINESS DIGITAL

local lacrosse players. Ever-mindful of his customer’s preferences and habits, Holden knows where lacrosse has been, and where it is heading.

“Minimal protection, maximum flexibility is what a lot of these players want,” said Holden, who has noticed that players coming into his store are seeking out light-weight shoulder pads, arm pads, and flexible gloves, more than ever before. “Manufacturers are offering materials that are lighter, but that are still highly protective. That’s where things are moving.”

The “less is more” protective trend prevalent among all sports is especially strong in lacrosse. Holden believes that players are more willing to tolerate pain and contact as long as their protective gear allows them to move faster and perform better. He also pointed out that the college game is extremely influential, as NCAA Division 1 players wearing lighter protective equipment are leading younger players at the recreational youth and high school levels to do the same. “They’re definitely willing to sacrifice protection a little bit, but they’re willing to,” he said. “I don’t think that there have been more injuries as a result, but players are willing to endure more pain to wear lighter-weight stuff. Young players see the college guys wearing that kind of gear, so it trickles down.” Holden added that while the trend towards lighter protective equipment may lead to some pain as a result of contact from body checks, lighter gear still protects adequately against serious injuries. Technology has also improved to the point where lighter gear now performs just as effectively as heavier, older versions.

“Players are more willing to endure a little bit of pain, but at the same time, even the bulkier gear is getting so much better and so much more flexible,” stated Holden.

Whereas lacrosse equipment 10 years ago was mostly white and traditional, gear today features more color. “A big trend is the customization of equipment,” observed Warrior’s Burns. “Color and individuality are stepping into the game in a cool new way. One thing we embrace as a brand at Warrior is the idea of the individual within the team sport. You might have a lacrosse team wearing all one color, but then you have that one guy on the team using an orange-colored shaft who stands out and is different. Lacrosse, versus other team sports, is really accepting overall of that individual within the game. It’s a cool trend to watch

emerge, because it gives us, as manufacturers, a lot of freedom when it comes to design and development.” Burns also shared that Warrior takes some design cues from snow, skate, and surf sports, which emphasize freedom and individuality in their products.

Lax World’s Holden confirmed that color is trending strongly with sticks. “One of the most important aspects in terms of appearance with sticks is that players are going with all sorts of bright colors,” he observed. “Everything is going neon, pockets are colored now, and even the heads are colored, whereas in the 90’s everything was all white with sticks, with a chrome shaft.” In a unique trend Holden finds players acknowledging the game’s history and has also noticed that players are using traditional pockets more frequently. Most pockets used by players are made of all mesh, but more players are now using traditional “old-style” pockets made with leather because it helps with ball control and feel and also adds another personal touch to their lacrosse stick that keeps with the increasing customization of equipment in the sport. Warrior’s Burns added that the color trend originated from players who began custom stringing their own heads, another tendency which has become more commonplace as part of players’ efforts to personalize their gear.

Despite playing the same sport, female lacrosse players have different needs than men due to a few key fundamental differences between their game and the men’s game. Even so, girls and women who play lacrosse are no less dedicated or demanding than their male counterparts. The main difference between the men’s game and the women’s game is defined by the amount of contact allowed. In men’s lacrosse, body-checking is legal and a major part of play, leading to frequent contact which necessitates the use of protective gear such as helmets, pads, and gloves. The women’s game does not allow checking, and as a result, female lacrosse players do not use helmets or padding. Because rules in women’s lacrosse require that there must be minimal pockets, and also since females play with sticks that do not use mesh pockets - which are used in the men’s game - features and material for lacrosse sticks and heads which allow for better ball control are extremely important. The construction of heads may also vary depending on a female player’s position, as a player who is more likely to deal with ground balls will need a different head construction than a player that plays more of a shooting position. “The women’s game is very different, but the players are looking for a lot of the same big picture things, which include competitive advantage and product performance,” said STX’s Saunders.

THE LAX LIFESTYLE Lacrosse players identify strongly with their sport. “There is a lax culture, a lifestyle culture, that seems to be more individually driven than other team sports,” shared STX’s Saunders. “As with other parts of society, west coast culture is different than east coast culture, and there’s differences between what’s happening in Maryland, what’s happening on Long Island, and what’s happening in New England. But what I see is that the fun and freedom of expression in lacrosse is indicative of the level of enjoyment that the kids who are participating are experiencing. And that’s what’s most important, and that’s the energy we try to tap into.”

With participation skyrocketing across the country and the sport flourishing in new regions every year, lacrosse has become a sport that is played year-round. As little as 10 years ago, the lacrosse season in the spring would represent the bulk of playing time for many players. Now, club teams and summer leagues allow players to play lacrosse year-round. Tournaments are more widespread during times of the year - such as the summer months through November - that were formally quiet periods for the sport, and indoor leagues allow players to play during winter months. Lacrosse is more visible nationally thanks

to ESPN, which televises the NCAA Division I Lacrosse Championship every year. Players also practice at home more than ever before, setting up goals and bounce back boards in their backyards to hone their skills. Lacrosse has become a passion for many players that live the game 24/7, and desire to play the game year-round. As a result, lacrosse players have developed a lifestyle which is defined by their passion and commitment to the game. “It’s certainly an insider sport,” said Maverik’s Chepucavage. “Everyone is proud of the fact that they play lacrosse.”

Many male and female players will wear lacrosse-related gear even in their leisure-time, going with a casual look which often includes mesh shorts and practice jerseys. Young players will take their lacrosse sticks with them to the beach, or to professional sporting events not related to lacrosse to play catch with friends before or after the game. However, with the game growing nationally, the lacrosse lifestyle may not be as well-defined as it was 5 or 10 years ago. Young players are picking up lacrosse sticks for the first time in inner cities and small Midwestern towns, and lacrosse players aren’t limited to an East Coast, preppy, suburban stereotype anymore. “We’re seeing a change on the guy’s side,” said Justin Cutter, grassroots manager for Gait and deBeer. “It used to be the ‘lax bro’ kind of attitude, where guys were into the image of flip-flops and long hair - almost a goofy version of an athlete - and I think now it’s starting to trend back to where it was, where these guys are true athletes, and they’re more focused on performance as opposed to the image of the game. A lot of manufacturers are trying to go back to the authentic feel of the game, because that’s where the game and lifestyle are heading.” ■ SPORTSONESOURCE.COM

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1. Cascade’s Pro7 Helmet uses the patented Seven Technology Liner System. Its SuperMono Shell and ProFit system make it a technologically advanced helmet. One size fits most. MSRP $225

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2. deBeer’s Vista SI Women’s Goggle with silicone comfort gel offers comfort and easy cleaning. The TruVu vision system reduces glare. MSRP $25

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3 Warrior’s TII Helmet is NOCSAE-certified for high school, college and pro levels and features the Fit System with 2 removable ear pad sets, lightweight, moisture-wicking EVA-padded liner and large air vents.

MSRP $205 4. Brine’s Seeker Women’s Goggle has a 3-shot injection molding polycarbonate cage with unlimited custom options. Injected soft grip comfort padding keeps the goggles in place. MSRP $75

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5. Maverik’s Maybach Deuce Glove is anatomically driven to provide the most protection with minimal bulk and maximum flexibility. MSRP $130 6. Brine’s Silhouette Women’s Glove is compression molded with maximum flexibility. Dual density foam is compressed to a single lightweight protective layer.

Mesh venting on the backhand and palm increases airflow. MSRP $40

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7. Cascade’s CPX-R Helmet uses a Seven Technology liner that adjusts down for smaller heads. One size fits most. MSRP $200

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8. Warrior’s Riot Glove with interchangeable switch cuffs for customization with one “home” and one “away” cuff. Features a tighter fitting pattern for the snug fit and single layered palm. MSRP $120 9. Warrior’s Regulator Glove has a compression-molded cuff to reduce overall weight and large ventilation holes in the back hand and palm for maximum airflow.

MSRP $190 10. STX Surgeon Men’s Lacrosse Head was designed for advanced offensive players looking for a quick release and pin-point accuracy. Featuring ACP (All Climate Performance) technology that maintains head shape and form regardless of climate; longer, contoured throat for enhanced control when cradling; strategically placed stringing holes make stringing the desired pocket simple and effective; and STX Forward Cant. MSRP $95

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2012 TEAM BUSINESS DIGITAL

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1. Maverik’s Spider 17 Men’s Lacrosse Head has a narrow throat, as required by NFHS standards, for increased ball control and retention. MSRP $95 2. Brine’s Mantra 2 Women’s Lacrosse Head is a redesigned Mantra model and meets U.S. Lacrosse specifications. The head includes designated string holes for pocket placement, and two-shot color application for customization. An updated ball stop area provides retention and smooth transition. MSRP $120 3. Warrior’s Evo 3 Men’s Lacrosse Head features three color zones for a custom look, and an aggressive sidewall design with Warrior’s two-shot mold process for durability and stiffness. A slim scoop offers better transitions in and out of the pocket. MSRP $100 4. Brine’s Houdini Men’s Lacrosse Head with Pro-Pinch and patented Tru-offset technology for ball control and shooting power, has a specifically-designed scoop to catch quick passes and pick up ground balls. Open sidewall design with Quad-Cross beams creates balance between lightweight and stiffness. MSRP $90 5. Gait’s Recon XL Men’s Lacrosse Head will be available late Summer 2012. MSRP $100 6. DeBeer Rapture Women’s Lacrosse Head has recessed sidewall stringing holes for pocket swivel; notched sidewall to increase pocket movement and ball control; maximum ball stop height to improve catching and cradling; recessed lace channels for string durability; low sidewall for increased pocket depth; narrow scoop to increase velocity and accuracy; split ball stop to remove weight; and reinforced sidewalls for added strength.

MSRP $130

STICK SHAFTS (from left to right) deBeer’s FLX Women’s Lacrosse Shaft - MSRP $90 Gait’s Ice Men’s Lacrosse Shaft - MSRP $90, $130 (defensive length) Maverik’s Wonderboy Men’s Lacrosse Shaft - MSRP $85 Warrior’s Kryptolyte Men’s Lacrosse Shaft - MSRP $90 STX’s Stallion Sci-Ti Men’s Lacrosse Shaft - MSRP n/a

SPORTSONESOURCE.COM

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1.Brine’s Triumph Shoulder Pad with injected EVA foam in the back, sternum and shoulder cap includes full cold compression molded padding that conforms to the body for maximum flexibility. MSRP $140 5

2. STX’s Shadow Shoulder Pad has a low-profile design, adjustable shoulder caps, stretch zones for freedom of movement and removable upper deltoid pads with spandex sleeves. MSRP n/a 3. Warrior’s Nation Hitman 11 Shoulder Pad with triple-density impact foam, injectionmolded ABS poly plastic shoulder caps, Climax Climate Control Venting System, compression molded light outer shell, and interior sweat channels for moisture management. MSRP $130 4. Gait’s Dakota Shoulder Pad has a low-profile design, Poron XRD foam in critical impact areas, and removable shoulder caps and bicep pads made of lightweight materials. MSRP $90 5. STX’s Shadow Arm Pad offers low-profile protection with Plus Foam technology.

Full-length spandex sleeve provides a contoured fit. MSRP n/a 6. STX’s Men’s Pro Assault Arm Guard offers maximum protection in crucial areas and lower profile in others. High Def Polymer provides lightweight protection. A no-slip sleeve and silicone nubs prevent slippage. MSRP $130 6

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2012 TEAM BUSINESS DIGITAL

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