Sports Trader January 2016 by Sports Trader

Southern Africa’s business-to-business magazine for the sport, outdoor and leisure industries • Vol 37 No 1 • January 2016

The latest in technical outdoor clothing Tips on selling outdoor cooking equipment Recommend the right winter team sport products

Vol 37 Nr 1 January 2016 www.sportstrader.co.za

Industry

On the cover Wildebees, locally distributed by Crown Footwear, is not merely a trademark, “but a challenge to every man to be true to his creator, without making excuses, without justifying who you are ... wild,” explains the developer of the popular local camouﬂage brand. “All men are born equal, but some men are born more wild. Wildebees is raising the standard of manhood – manhood not talked about, but lived.” He adds: “Wildebees is not here to play it safe – you can’t tame it ... embrace it!” For more information contact Crown Footwear on Tel: 031 700 1601.

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People on the move

News about people in the industry.

Brands on the move

News about brand activity in the industry.

Companies on the move

News about companies in the industry.

Sports Trader is published bi-monthly by Rocklands Communications cc. Reg. No: 1997/057165/23. Members: N. J. & G. C. du Toit & C. Hardisty

Contact details:

PO Box 12197 Mill Street 8010 22 Rocklands Avenue, Vredehoek, Cape Town 8001 Tel: 021 461 2544 Fax: 021 461 2549 Website: www.sportstrader.co.za Facebook: SportsTraderMagazine Twitter: @SASportsTrader Blog: sasportsindustry.blogspot.com Advertising: nicol@sportstrader.co.za Editorial: trudi@sportstrader.co.za Subscribe: carin@sportstrader.co.za Publication information: The title and contents of Sports Trader are protected by copyright. It is a business to business publication compiled to inform, entertain and educate retailers, distributors and manufacturers of sports and outdoor equipment, footwear and clothing. It is available only to members of the sport, outdoor and activewear industries and is published bi-monthly. © Rocklands Communications.

Recreational ﬁshing impact study Trends in technical clothing Fitness trends to expect in 2016

New Balance: ready for 2016

New Balance had a good 2015 and expects an even better 2016.

Retail news

News relating to retailers and retailing.

Lite Optec Group growing

The Lite Optec Group, which came from humble beginnings, continues to grow.

What to advise schools and clubs buying winter team sport products. p32

Publisher: Editor: Managing editor: Proofreader: Features:

Nicol du Toit Carin Hardisty Trudi du Toit Liz Milburn Carin Hardisty, Rhianah Rhode, Trudi du Toit, Yamkela Mkebe Design: Carin Hardisty, Rhianah Rhode Photography: Nicol du Toit Advertising: Nicol du Toit Subscriptions: Carin Hardisty Printing: Paarl Media Paarl Distribution: Tunleys

Highlights:

Call for industry members to help with recreational fishing impact study. p54

Clothing & footwear

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Footwear news

News from footwear brands.

New in technical outdoor clothing

The latest outdoor technical clothing trends, which can be expected in the near future.

Athleisure still growing

The athleisure trend is a global phenomenon that continues to grow.

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Recommending winter sports products

What retailers should tell schools and clubs purchasing winter sports products.

Generate interest with Olympic Games How retailers can use the Olympic Games to generate sales.

Trendy ﬁtness activities

Trending ﬁtness activities could help retailers predict what to stock to ensure good sales.

Science helps cyclists

Intensive research and development help create safer and more comfortable cycling products.

Trade shows and events

IBC

Trade show news News about local and international trade and industry-related shows.

Outdoor

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Shop talk: This Way Out

This Way Out launched unique Cape Town store that takes outdoor shopping to a new level.

Selling tips: outdoor cooking

Tips for selling outdoor cooking products.

Ensure the future of recreational ﬁshing

Industry members to help with study to determine the value of recreational ﬁshing.

Sport

Sport news

News from sport brands.

Cycling reasearch and development has led to safer and more comfortable products. p48

People on

p2 :: Industry

Stuart Hopwood (above) recently joined the Bolton Footwear Group (Jordan & Co and Watson Shoes) as group marketing manager. He has more than 20 years’ experience of building brands in senior marketing positions in the cosmetics, fashion and sports/leisure industries: most recently as Speedo brand president at Brand ID. Before that he was MD of Triumph International, and held marketing positions at Melbro and JMC.

Jacques Pretorius (above) is the new group sales manager for Bolton Footwear. He has close to two decades experience working with big brands: he was sales and marketing manager for Coca-Cola at the ABI Group for 14 years. After this, he was general manager of Pepsi in Tanzania for three years. In June last year, Pretorius returned to South Africa as consultant. He joined the Bolton Footwear Group on October 1, 2015.

ASICS ambassador and Springbok Sevens player Werner Kok beat fellow team mate Seabelo Senatla and Fijian Semi Kunatani to the World Rugby Sevens Player of the Year Award. He is only the second South African player to win the award — after Cecil Africa in 2011 — since it was introduced in 2004. Kok played a key role in every round of the 2014/15 World Series, helping gain his team second place in the final and automatic qualification for the 2016 Rio Olympic Games. In only two seasons with the Springbok Sevens team, the athlete has quickly established himself and played 18 World Series tournaments, formed part of the national team that won gold at the 2014 Commonwealth Games in Glasgow, and ended the 2014/15 season as the World Series’ leading tackler.

Image: Ben Hoskins / Gallo Images.

Below: PUMA has signed Canadian sprint sensation Andre de Grasse as their latest running ambassador. De Grasse is the National Collegiate Athletic Association’s 100m and 200m champion and rose to fame after claiming a 100m bronze medal at the IAAF World Championships in August 2014. As part of the long-term partnership, the athlete will feature in a number of running campaigns leading up to and beyond the 2016 Olympic Games — becoming the focal point in the post Usain Bolt competition era.

Photo: Stuart Franklin/Getty images.

Left: Two-time Formula One World Champion Lewis Hamilton — who drives for the PUMA-sponsored Mercedes AMG Petronas Formula One team — took part in the PUMA event that welcomed Formula One racing back to Mexico after more than two decades. It also included a wrestling bout against one of Mexico’s wrestlers.

Above: Lexi Thompson achieved her eighth career win at the 2015 LPGA KEB Hana Bank Championship, which took place in Incheon, Korea. Thompson, who then ranked #4 in driving distance, played with the same Cobra golf equipment she used when she won her fifth LPGA title in July last year. She also wore apparel, accessories and footwear from Puma’s Autumn/Winter 2015 collection.

K-Way athlete AJ Calitz is an ambassador for the Movember Foundation — a global charity, which funds programmes focusing on prostate and testicular cancer, poor mental health and physical inactivity. He participated in the Movember Foundation’s first 30-day Move campaign, which encouraged physical activity, reminded men of the dangers related to inactivity, and the physical and mental health benefits they receive from exercising. During November he posted a Move every day, and challenged both men and women to commit to also performing 30 minutes of activity daily. Regularly being photographed with a moustache and living the campaign message of regular physical activity and good health made him the ideal ambassador.

Photo: Jon W Johnson.

Left: Lebogang Phalula won the 2015 SPAR Grand Prix and beat last year’s winner, her twin and fellow PUMA athlete Lebo Phalula, who was the runner up. Lebogang won the Durban and Johannesburg legs of the SPAR Women’s 10km Challenge Series and finished among the top three in the Cape Town, Port Elizabeth and Pretoria races. Overall she collected 95 points and won R150 000 for her achievements. Lebo accumulated 75 points. Photo: Reg Caldecott

Sports Trader :: 2016 January

ASICS South Africa has renewed the partnership with Springboks Tendai “Beast” Mtawarira (below) and Eben Etzebeth (above), which will continue until 2018. During the 2015 Castle Lager Rugby Championship and Rugby World Cup both were constantly in the Springboks’ starting 15 and ASICS values the contribution that these players have made in cementing it as a true sport performance brand.

the move

Industry :: p3

Paul Whysall honoured DE WET SPORTS honours Paul Whysall, their agent and friend, with the following obituary: “On Tuesday 17 November 2015, De Wet Sports’ usual seasonal hustle and bustle was silenced by the sad news of Paul Whysall’s sudden and unexpected passing in a horrific car accident outside Ermelo. Paul had been our representative in Gauteng, the Free State, Polokwane, Limpopo and Mpumalanga since 2000. Paul was such a loyal and sincere person, who at the age of 74 only wanted to scale down slightly, as he would put it. He loved his customers whom he called his family — and there are many! Paul always carried his customer’s best interest at

Rassie Pieterse, MD of TK Sports SA, has been appointed global managing director of the top TK Hockey Equipment International brand. He will take over the reins from TK founder Thomas Kille, who has stepped back from the position to concentrate on his role as CEO of the company. “For the past six years Rassie has been working very closely with myself in the global company, and with our designers, manufacturers and sales team around the world. I am therefore highly confident that the transition will be extremely smooth and seamless,” says Kille. He believes that Pieterse - who is a double Olympian - is not only one of the best hockey goal keepers in the world (with 120 matches for South Africa), but has been highly successful as MD of TK in South Africa since 2009. Pieterse will still be based in South Africa and has taken over all of Kille’s responsibilities, including all of the company’s international sales teams, who will report directly to him.

heart. We laughed together, we cried together and we did excellent business together. De Wet Sports is not just mourning the passing of a mere colleague, we are mourning the passing of a family member whom we respected greatly and will remember forever.”

New Balance has signed World Junior 100m record holder and 100m IAAF World Championship bronze medallist Trayvon Bromell to a multi-year endorsement contract. “I’m thrilled to join the New Balance family, a brand with which I share many of the same values and principles,” says Bromell. The sprinter is the first American teenager to qualify for the World Championships in the 100m, the first high school athlete to complete the world junior 100m event in under 10 seconds and the youngest American athlete to win a medal in the 100m at the World Championships. “We build innovative product for the fastest athletes in the world and we look forward to working with Trayvon as he drives the future of US and global sprinting,” says Tom Carleo, vice-president of Running at New Balance. “In addition to his performance on the track, New Balance and Trayvon share a commitment to giving back, which makes him a natural fit for our brand.”

2016 January :: Sports Trader

p6 :: Industry

Blow for Converse in ongoing lawsuit SKECHERS AND CONVERSE are both claiming victory in the ﬁrst rounds of the ongoing US lawsuit Converse instituted against 22 companies and brands they blame for infringing on the Chuck Taylor midsole and registered trademarks. But, Converse failed in their attempt to prevent the importation of shoes featuring the toe cap bumper the brand claims is protected under common law trademark laws. Skechers’ Twinkle Toes and BOBS models had not infringed on Converse’s Chuck Taylor midsole or design elements, the chief administrative judge at the US International Trade Commission (ITC) ruled. Judge Charles Bullock found that the prominent branding of the Skechers sneaker models and the Twinkle Toes design features creates a clear distinction from the Chuck Taylor shoe. He also presented additional survey evidence

Brands on

that consumers will be unlikely to confuse the shoes from the two brands. The judge also ruled that Converse has no common law trademark rights in the Chuck Taylor midsole because it does not have a unique design, is not famous and has not yet acquired any secondary meaning. Because judge Bullock found no violation of Section 337 under Converse’s common law trademarks, the ITC will not restrict the importation of shoes featuring the toe cap bumper, which Converse claims is protected under common law. Judge Bullock did, however, ﬁnd that the imported shoes from 22 companies violated three trademarks held by Converse and therefore contravened the Tariff Act. Although they had expected the result, they were very pleased with the outcome, said Skechers president Michael Greenberg in a statement. “Skechers is an ardent brander that spends more than $100-m a year in advertising for the very purpose of distinguishing its brands and products from those of its competitors. Our investment in our distinctive designs

and brand identity has helped build Twinkle Toes into the number one shoe line for young girls and both Twinkle Toes and BOBS into household names synonymous with Skechers — not with Converse or any other brand. The Judge’s ruling recognizes this.” On the other hand, Converse claims the judge validated their intellectual property rights and supported their right to enforcement. In 2014 Converse ﬁled infringement lawsuits against 22 companies, but several, including Fila, the Aldo Group and Ralph Lauren, had settled out of court. New Balance, which owns PF Flyers, are among the brands that have not settled with Converse.

New adidas products and partnership

ASICS FIVB clothing sponsor

THE LAUNCH of the UEFA Euro 2016 match ball and the first high performance boot for elite street soccer players are sure to help adidas keep its momentum into the new year. The official UEFA Euro 2016 match ball, Beau Jeu (meaning the beautiful game), features an improved panel shape, offers better grip, and has enhanced in-flight visibility compared to Brazuca, the FIFA World Cup official match ball. The blue, white and red are the colours of the flag of the host country (France) and silver highlights represent the UEFA Euro trophy. During testing, the Beau Jeu performed brilliantly, says Gareth Bale, Wales forward. Federations competing in the tournament will receive the ball at the end of November in order to have ample training and playing time before the start of the tournament, 10 June 2016. It runs until 10 July in France. The brand’s first high performance soccer boot for the elite street player, the new ACE 16+ TKRZ, offers players good control, which assists in mastering current street tricks or creating new ones. The shoe’s TKRZ CTRL/FRAME outsole provides control in the cage while the outsole design enables the wearer to easily acceler-

ASICS HAS partnered with the Federal International Volleyball Association (FIVB) in a fiveyear global sponsorship agreement, which will run from 1 January 2016-31 December 2020. “ASICS is thrilled to be able to support the FIVB as an official supporter,” says Motoi Oyama, president and CEO of ASICS. “We hope our new uniform styles will contribute to the spread of volleyball and beach volleyball and create a new image for the two disciplines.” As part of the agreement the brand will supply athletes’ tops and uniforms for the beach volleyball court personnel and officials, as well as for the volleyball referees and officials. ASICS will also be creating a new line of uniform to help the FIVB — which is constantly looking to modernise volleyball — strengthen its position as one of the world’s most innovative and dynamic sports. “Together we can help enhance volleyball’s reputation and popularity around the world as we aim to realise our vision of becoming the number one family sport entertainment,” says FIVB president Dr. Ary S. Graça F°.

Sports Trader :: 2016 January

ate, brake or change direction. The TKRZ skin upper wraps around the outsole for 360 degree control and enables a truer touch and purer connection with the ball. The TKRZ compression tongue also improves stability and comfort by providing a lockdown ﬁt. In an effort to strengthen its presence on the basketball court, adidas has partnered with Houston Rockets basketball player James Harden who will be wearing the Crazylight Boost 2015 on court during games. “After meeting with adidas I knew we could create something people won’t see coming,” says Harden, who believes the brand wants to celebrate who he is and what he stands for. “They want to help me tell my story and make incredible product together. I see an opportunity to become one of the best players in the world — adidas is the partner who will help me get there.”

the move

Industry :: p7

ASICS launches MetaRun shoe

Exciting developments at Drimac DRIMAC HAD an exciting 2015, and a number of additions to the company and brand ranges promises an even better 2016. They acquired the Southern sub-Saharan Africa distribution rights for the international Karrimor brand, which will be incorporated into the retail and wholesale divisions from March 2016. The Drimac product range has also expanded hugely and now includes men’s and ladies’ leisurewear, as well as an exciting rugby leisurewear range, for which Springbok Eben Etzebeth (pictured) is the brand ambassador, says Operations Manager Ian Currie. “We are delighted to have him aboard as brand ambassador, along with Kobus Wiese.” He believes they are true South African characters.

Drimac, which is owned by the Soviet Group, experienced progressive business growth in 2015, particularly in the retail sector, where they had good growth and opened new stores, says Currie. They already own 21 branches, but plan to have 54 retail stores by the end of 2019. “Our plan and objective is to grow the brand as well as open further Drimac stores to have 30 by year end 2016,” he explains. Before he was appointed Drimac operations manager in September 2014, Currie worked for the Next Field group of outdoor stores for four years, looking after the business and its expansion. Before that he worked for Totalsports and the Moresport Group for approximately 16 years.

Adidas sales grow 18% in Q3

Puma sales improve 8.4% in Q3

THE ADIDAS GROUP reported that their sales increased 18% (13% in constant currencies) to €4.8-m for the third quarter. Every region, except Russia and Eastern Europe, experienced double-digit growth. The group’s growth was a result of sturdy development of the adidas brand (14% sales growth), as well as growth of Reebok (3%) and TaylorMade-Adidas Golf (6%). For the ﬁrst nine months of the year, sales improved 17% (9% in constant currencies) to nearly €12.8bn due to growth from adidas and Reebok. Proﬁts for the same period improved 14% to €719-m compared to the previous year and the loss from discontinued operations — including the sale of Rockport — was €36-m. In Western Europe sales increased 18% and 6% in North America due to growth of the adidas brand, which was balanced by Reebok’s performance. In China sales improved 15% (in constant currencies), Latin America 20% and Japan 6%. In Russia and the Commonwealth of Independent States, however, sales dropped 7% as a result of retail operations closing down in the regions.

PUMA REPORTED a 8.4% sales increase to €914.4-m for the third quarter. This is attributed to good performance in the running and training footwear categories and the Americas, where sales have improved as a result of the brand’s collaboration with singer Rihanna. Creeper, the ﬁrst Puma by Rihanna shoe, has also been a success, with most retailers having sold out within hours or days. The company’s footwear category grew 3.5% (currency adjusted) to €408.4-m and was the main contributor to its sales increase. The growth in the category was a result of growth in running and training segments from Ignite and Descendant products. Apparel sales increased 2.5% (currency adjusted) to €346.9-m, also from good sales in training products. Sales in the accessories category improved 3.7% to € 159.1-m. In the EMEA region sales dropped 3.6% (currency adjusted) to €375.7-m. Sales in the Americas grew 10.8% to €325.1-m. The double-digit growth in the US was one of the main reasons for growth in the region.

AFTER THREE years’ extensive and intensive testing ASICS has launched the MetaRun running shoe, which provides users with weight, stability, fit and cushioning functions that perform to the highest level. The name Meta (which means beyond), reflects the philosophy, science and technology in the shoe, which ASICS believes is their best ever long-run shoe. The product was tested in multiple countries by 25 test-runners with different biomechanical profiles. The research and development took place at the ASICS Institute of Sport Science in Kobe, Japan. The MetaRun features a FlyteFoam midsole, which is approximately 55% lighter than industry standard foam and more resilient with built-in organic fibres that enable it to return to its original shape after every stride. The carbon fibre-reinforced AdaptTruss technology ensures good stability and flexibility for any runner — it allows flexibility, but can also become rigid if the wearer’s foot rolls too much. It also features an accurately shaped and positioned dual density midsole, which adjusts to dynamic motion and collaborates with the AdapTruss to allow a smooth transition. Other features include an optimised upper with a single-layered Jacquard Mesh that reduces the shoe’s weight, has unique weave patterns that enhance flexibility and breathability, and also improves the fit to prevent the wearer’s feet rubbing against the upper. A MetaClutch exoskeleton external heel counter with a built-in memory foam lining also helps to further personalise the fit and X-Gel used in new shapes and positions provides increased cushioning. A limited number of the 60 000 pairs, which will be manufactured globally, will be available in South Africa.

Speedo partners with SA Schools SPEEDO IS the new oﬃcial swim partner of the SA Schools U18 waterpolo team, who wore tailor made Speedo kit when they competed in the round-robin test series at the Old Mutual Wealth Schools Waterpolo South Africa Tournament against Australia in Cape Town from 10-14 December. “We are extremely proud to be backing the U18 SA Schools’ waterpolo team,” says Deidre Scodeller from local Speedo distributor, Brand ID. “We are thrilled to have a prominent and established brand such as Speedo on board,” says Steve Le Marque, chairperson of Schools’ Water Polo South Africa.

2016 January :: Sports Trader

Brands on the move

p8 :: Industry

ASICS sales up 14% in Q3 ASICS EUROPE, which includes South Africa, reported a 14% increase in net sales for the ﬁrst three quarters of 2015 and double-digit sales across the EMEA region. This is mainly attributed to good growth in the running and ASICS Tiger lifestyle categories, and outstanding sales in tennis. The brand’s key strategic category, running, had above-market growth: the running footwear segment increased 15% overall, with women’s footwear up 18%. ASICS has been rated as the fastest growing brand amongst female runners, according to NPD Sports Tracking data. Tennis apparel sales grew 41% and footwear 16%. The brand is also rated #1 in performance tennis footwear in Italy, Germany, France and Spain. The ASICS Tiger had triple-digit growth after it was relaunched earlier this year. The Gel-Kayano Evo — a revitalised version of the

brand’s ﬂagship running shoe released in 1993 — has had the highest sell-through at premium and lifestyle sports-fashion retailers to date. Sweden, Norway, Denmark, France, Austria, Poland, Benelux and Russia are among the EMEA markets that achieved double-digit sales growth. The UK, Germany and Italy have had single-digit growth and the brand’s retail store sales have increased 26%. “The growth across running, as well as other key strategic sports such as tennis, reinforces our position as the true sport performance brand,” commented Alistair Cameron (pictured right), CEO of ASICS Europe. He believes that the Rugby World Cup 2015, where the Wallabies and the Springboks — wearing their high-tech jerseys — established ASICS as a world leading rugby brand, further supported an ever-increasing brand awareness and retail conversion around ASICS and rugby.

Alistair Cameron, CEO of ASICS Europe.

Columbia Sportswear sales grew 14%

Mizuno sales grow 8% MIZUNO CORP. sales grew 7.8% to ¥96.9-bn for the six months period that ended on 30 September, spurred on by sales in running shoes. But, the company’s operating and net income dropped 46.6% (to ¥1.4-bn) and 16.4% (to ¥1.5-bn) respectively. In the EMEA region sales increased 10.2% (9.5% on a currency-neutral basis) to ¥8.52bn, but the region suffered a ¥435-m operating loss compared to the same period in 2014. Strong running shoe sales in Germany, where Mizuno sponsors the Hamburg Marathon, helped improve sales in the EMEA region. The golf club market in the region also remained highly competitive, but some of its new irons were highly rated and helped gain a larger market share. Sales in the Americas grew 12.6% to ¥16.3bn, but dropped 3.2% on a currency-neutral basis. The brand’s partnership with the national volleyball team helped ensure volleyball product sales remained strong and sales in the golf segment improved compared to last year. In the Asia and Oceania region sales grew 25.3% to ¥11.4 billion and 10.6% on a currency-neutral basis. In Japan sales grew 3.5% to ¥60.8-bn and the operating income improved 28.4% to ¥1.46-bn. Sales in the region were driven by health categories such as running, walking and training shoes and competitive sport categories and golf.

Sports Trader :: 2016 January

COLUMBIA SPORTSWEAR COMPANY reported record net sales increase of $767.6-m for the quarter ended 30 September — a growth of 14% (18% constant currency) from the same period in 2014.The growth includes double-digit sales growth from each of the company’s brands. The EMEA region, however, experienced a 14% (3% constant currency) sales decline. The company experienced several personal records: sales increased by 14% (19% constant currency) in the ﬁrst nine months of 2015, to $1 626.8-m, third quarter operating income grew by 35% to $132.3-m (or 17.2% of sales), and income grew by 36% during the ﬁrst nine months to $111-m and by 39% in the third

quarter alone to $91.1-m. Income includes the incremental proﬁt from the Prana brand. Operating income grew 43% to $167.4-m through the ﬁrst nine months of 2015. Globally, the company’s brands grew sales: Columbia’s increased 10% (14% constant currency) to $609.7-m, Sorel’s grew 48% (59% constant currency) to $86.2-m, Prana’s sales increased 22% (22% constant currency) to $34.4-m, and Mountain Hardwear’s sales grew 12% (17% constant currency) to $34.8-m.

Black Diamond appoints new president BLACK DIAMOND COO Mark Ritchie will take over as president when founder and CEO Peter Metcalf retires at the end of the year after a 26 year run. Metcalf has tirelessly led Black Diamond Equipment from creation to where it is today and we wish him great success in his future endeavours, said Warren B. Kanders, executive chairman of Black Diamond Inc., in a statement. Ritchie has been promoted to president of the brand to help restore its historical levels of proﬁtability. His more than 20 years’ experience in a number of operational management functions and as COO makes him the ideal candidate to lead Black Diamond Equipment during its next phase of growth, says Kanders. “We have challenged Mark and

his team to build the number one climbing brand in the world and to return Black Diamond Equipment to its 2011 cost structure.” Black Diamond Inc. has reported a 11% (5% in currency-neutral terms) drop in sales to $39.3-m for the third quarter. This is attributed to the weakening of foreign currencies against the US dollar and lower product volumes in some regions. Despite weakness in some international markets, the company’s core North American business remains strong with 12% sales growth year-to-date, Kanders assures. The company expects constant currency sales of approximately $160-m for ﬁscal year 2015, which will include the $64.6-m sale of the POC sports brand in October. This is $1.7m higher than in 2014.

Footwear news

p10 :: Apparel & Footwear

Jordan & Co’s first pre-sell — of their 2016 winter ranges — has gone exceptionally well and this boosted the confidence of retailers committing to their forthcoming summer ranges

ecent changes to the distribution of the Jordan footwear ranges have paid good dividends: the repositioning of the brands distributed by Jody Henry of Jordan & Co now help retailers to select what will appeal to their customers, while the success of the winter pre-selling encouraged retailers to commit in larger numbers for the summer range. The fresh, modern look of the new Jordan showroom reflects the categorization of the brands into clear-cut sectors. “We’ve given the ranges a bit of a personality,” says Henry. “Jordan is now out and out a sneaker range,” he says. Whether hi-top, lo-top, bright colours or neutral, every style in the range is a sneaker. Renegade, aimed at the an edgy, young, fashion aware customer “is Bronx in synthetic. Solemate, in synthetic, and Supernaturals, in leather, are our comfort ranges.” These categories give them a lot more focus as each brand has its distinctive personality. Retailers have shown their appreciation by upping orders by 20%. Henry attributes this success to the good work done by their agents, who provide feedback from retailers, to which he and product developer Wayne Roos listen — and act upon. “Retailers tell us what their customers want. If we listen and give them what they want, we deliver what the consumer wants. “Sometimes brands can become arrogant and think they have all the answers. But, sitting in Cape Town, we don’t know what is happening on the streets of Joburg. You have to act on feedback: if you launch a range and retailers say it’s rubbish, act on it. Don’t pursue a range that is rubbish, you will not get results.” Henry therefore relies a lot on his agents, who form a bridge between the brand and retail customers. Another reason for their success is that they

aim to put the best possible range together that will service all regions and will cater for everyone. “We’ve got product for everyone,” he says. “Our outlying areas buy into Supernatural and Solemate, which are safer products, while the Johannesburg customers want more fashion ranges.”

First pre-sell successful This winter season they did pre-selling for the first time — with good results. In the past they only launched their winter ranges in September and October, now they had put the winter range to bed by end August. This was done to reduce the risk of stockholding and to come in line with the sales

‘You have to act on feedback: if you launch a range and retailers say it’s rubbish, act on it. Don’t pursue a range that is rubbish, you will not get results.’ strategy of their new owner, Bolton Footwear. By November they had already sold 80% — “which is phenomenal,” says Henry, who is confident that the rest will be taken by the retailers who only wanted to see them in the new year. “We were asking retailers for quite a bit of commitment at an early stage,” he comments on the changed strategy, which is now benefiting them with the selling of the summer range to retailers prepared to back them because the winter season is doing well for them. Agents will be wrapping up the summer season orders in March, for July-August delivery. Jordan sells mainly to independents, which remains a strong market segment, says Henry. Over the past six months they grew their cus-

Have you placed your Eid orders yet? “EvEry yEar Eid is celebrated earlier and able in later months. “In order to ensure you have a good selecearlier, making stock harder to come by, due to the China holiday shutdown,” says Jody tion of product for this period, please conHenry of Jordan & Co. “If you are thinking tact your Jordan agent and arrange a May/ of holding back till the last minute, you will June in-store delivery,” he advises. lose out. “Our kids winter 2016 pre-selling orders are done and dusted,” he adds. “We acknowledge that a few retailers prefer to see us only in January/February, so we catered 15% of surplus stock for them. Our kids range of Jordan sneakers will be very limited for the winter season, with repeats only availJordan kids’ styles Nicholas, Axel,Tucker and Crew.

Sports Trader :: 2016 January

Kayli, from the Bronx Ladies range, is a favourite of the range developer Wayne Roos. “Courts are cool because you just change the material and it's a whole new shoe. This one was actually named after one of our Facebook winners.”

tomer base 25% “and our agents are opening new accounts all the time.” The secret is always to try and stay one step ahead, he believes. “If you are too far advanced, you lose customers, if you don’t keep up, you also lose.”

Something for all ladies Over the past two years Wayne Roos had been so successful with building the Bronx Ladies product range, that he has now been given responsibility for developing the new ranges for all the Bolton Footwear ladies brands — including Dr Hart, Franco Gemelli, Step on Airs and Young Klinik, distributed by Watson Shoes from Groot Brak. And if that doesn’t keep him busy enough, he also helps Henry with the development of the Renegade, Jordan, Solemate and Supernatural ranges. He is looking forward to the additional challenge as the Watson Shoes ladies brands are different to the high fashion, sophisticated Bronx Ladies brand. “The other ranges have a lot more leather and the groupings are smaller as there is some carry-over of core product,” he explains. On the other hand, the all-encompassing high fashion synthetic Bronx range requires a lot of research to ensure that he stays on trend. As a fast fashion brand, every season To p12

p12 :: Apparel & Footwear

Footwear news cont. from p10 demands a complete new look that he has to anticipate long before he knows how popular it will be. He is, for example, currently busy with the winter 2017 campaign. It is a question of finding the right balance, especially as everybody reads about the same new trends in overseas magazines, says Roos. The trick is to introduce a new trend, but have a range that will sell locally. The object is, after all, to build a durable a brand. They visit international sourcing fairs to spot new trends — it is easier to spot a new trend when several of the exhibitors duplicate it, rather than doing trend-spotting by walking the streets, he found. “A lot more thought goes into creating a ladies range than mens,” he says. Bronx Ladies is a sophisticated, sexy brand and he only makes shoes that he believes look good on the foot. “My first priority is that it should look nice on the shelf so that people want to buy it — and once you try it on, it should look nice on the foot so that you want to buy it. It should be a little bit different from other brands.” He would, for example, incorporate a leather heel, so that it stands out. He also does not want to be pigeonholed into a specific style, which could mean that he loses sales because he cannot supply what a customer prefers. He therefore makes sure that he caters for all tastes: various height

heels, wedges, spikes, flats. Although the Bronx Ladies customer profile is 18-35, he tries to offer something for everyone and has no problem with mothers and daughters wearing the same shoe styles. “I break the range down into basic styles, high fashion, corporate and comfort,” says Roos, whose ranges just keep on growing every year. Summer is a difficult season for ladies shoes, because all sandals have to compete with the entry level beach sandals that consumers will

A lot more thought goes into creating a ladies range than mens discard at the end of the season. That is, however, not where he wants to position his brand. “I try to add a bit more to my product, but the exchange rate is killing us. Every bit you add, costs.” He therefore concentrates more on corporate and sophisticated high fashion styles for sandals, where he can add value because it sells at a higher price. They are also styles that won’t be discarded after one season and the customer will therefore be more inclined to pay a bit more. Their first winter pre-sell went very well,

Gordon Gassert with some of the new Olympic shoes.

and he had already sold nearly 95% of his boot range by end November. “It gives me the confidence to grow the brand,” he says. “I have gone quite big for summer 2016 and if summer sells through as good as it has sold in, we have a good step in.”

Olympic takes a step up South Africa’s own sports brand, Olympic International, has been upgraded and relaunched as a more technical, visually appealing, yet still affordable, footwear brand. Olympic cycling shoes have always been very good sellers, but to the entry level customer. “We have a very good entry level cycling shoe,” says product developer Gordon Gassert of Jordan & Co. The new range takes a step up and is far more technical. Jordan & Co will also be responsible for the distribution and marketing of the new range, as the agreement with their for- To p14

p14 :: Apparel & Footwear

Footwear news cont. from p12 and the growth of the Jeep footwear brand has been in fashion, where we have started to target the trendy young, black consumer.” Typically, they see an 80:20 split in summer sales for men:ladies, but in winter it’s closer with a 60:40 ratio. “In the malls, actually, some of the chains report better winter sales for ladies than men,” says Picker. “This is very interesting, because traditionally this used to be a men’s footwear brand.” The Gecko range, is the star of their innercity urban collection for men and women. The inner-city urban fashion boot is a trend that has been adopted across the world. “Ladies wear this boot with skinny jeans, jeggings and leggings, tights, and so on,” says Picker. “The Gecko is a look that has done well and we’re going to promote heavily for winter, especially the new colours.” Bronx Men goes local The ladies Gecko is available in various sil“We are growing the local production of Bronx houttes: Men and our aim is to have more locally pro- • Gecko is available in a nubuck upper. Last winter they offered Gecko in blue and pink duced than imported styles,” says Gassert. fashion colours — this winter they’ll be foThere are several benefits to manufacturing cusing on the Dark Honey as well as Monothe quality leather men’s range in their own chrome Black colourways. factory, he points out. • The Gecko Lo is an ankle boot with a full “We can get a vast selection of good leather grain nubuck upper. It comes in Buffalo Yelfrom our local tanneries. This means that our low or beige. products can take on their own unique look, • The Gecko Canvas upper is a combination of rather than look like everything else.” leather nubuck and canvas, with a floral lining The quality of the local leather is not only giving it a feminine look. The fold-over collar excellent, but they also offer a bigger and betcan be worn up or down. The Gecko canvas ter variety to choose from than in Asian factoboot comes in navy, burgundy or honey. ries, says Gassert. In the men’s range, Jeep continues to ofLocal manufacturing also gives them more fer the regular Gecko in the existing colours control over the product, which is a big ad(black, beige, brown, etc.), but has added vantage, and they are able to supply retailers two new ones for winter 2016: Dark Honey with stock as the need arises. and Dark Navy. Due to the exchange rate, locally manufacIn high winter, the Racoon, Falcon and Vultured leather products can also compete very ture boots will keep ladies’ feet warm. favourably on price with imports from Asia. Racoon features a sheepskin fold-over collar “The Bronx quality is very, very, good, and we that gives it more of a winter look and feel, are able to supply leather product at an entry says Picker. It fits the Gecko profile and is similevel price.” lar to Gecko Canvas, and will be available in Bronx is aimed at a younger, edgy, customer the khaki and honey colourways. who also appreciates comfort and quality, he Falcon and Vulture are full leather suede explains. “We try to capture the guy who is boots. Falcon is a fur-lined, fold over ankle aware of fashion and quality.” boot that can be worn as slippers or as fashion footwear. Vulture is Jeep for the a complimenting high cut boot. fashion-conscious For the first time, Jeep is Jeep footwear originally offered a range for introducing a rugged boot the traditional kerk en werk consumer, a with a steel more conservative client who wants a good toe: the shoe that he can wear to work and that Chizzle looks good enough to also wear out. boot. Today, however, the footwear side is “Chizzle is Jeep Legend also focusing strongly on catering for the workwear with a fashion young, fashion-conscious consumer. element: it’s very technical and hardwearing. “We’re not ignoring the traditional consum- In store, the boot is also supported by its swinger,” says Lynton Picker Jeep Footwear brand tag, which features all the technical informamanager of distributor Footwear Trading. tion.” says Picker. The men’s boot is available “The traditional and outdoor markets are very in two colours: Buffalo Brown and black. strong categories and important to us.” The Lumberjack is aimed at a similar type of “We are, however, well established in these customer as says Chizzle. It is also a hardwearmarkets,” he explains. “The recent expansion ing boot with a rugged outsole, but it doesn’t

mer distributors has come to an end. They aim to further establish the Olympic International brand amongst cyclists by introducing a clothing range in the near future. They have also introduced a new hockey speciﬁc shoe with all the technical details like ankle and forefoot support, traction, etc. that players require. In addition, the new, upgraded netball/ court shoe will provide the support, ﬂexibility and technology that athletes, who twist, turn, accelerate and stop suddenly on a tennis or netball court, require. The new Olympic range will also feature an entry level running shoe with good stability and cushioning and pronation and anti-pronation correction. “We are taking it up a bit from the entry level,” says Gassert.

Sports Trader :: 2016 January

Apparel & Footwear :: p15 have a steel toe. The boot features stitch-down rendering, a gilly lace system with steel brass eyelets, cushioned padded collar, and a comfort insole. This boot looks so good in its Dark Honey colourway, that it’s also worn as a fashion boot. Legend, a brand new style that Jeep has just introduced, was built to last. “It is a proper, technical, hardwearing farmer’s boot with all the bells and whistles,” says Picker. “But people also buy it as a fashion boot.” The pull-up boot features a full grained and waxy crazy horse leather upper, with a rugged, heavy rubber, non-slip traction outsole with a midfoot supporting metal shank inside, and it offers independent movement of the heel and forefoot. Additionally, it features a breathable Cambrelle lining, a waterproof and durable Texon board between the inner and outer sole, triple stitching for extra strength and durability, and a comfortable memory foam insole. The boot also comes with an additional insole in the packaging, for people with narrower feet: simply remove the comfort insole from the boot, insert the extra insole, and then put the original insole back inside the boot. Legend is available in Brown and DK Brown.

Levi’s shoes are ready for winter For its winter 2016 collection, Levi’s keeps true to its recognizable silhouettes, from sneakers to ladies’ and men’s boots and formals. “As hard as it is to let go of summer we have to embrace winter and build on some new looks for the cooler months ahead,” says Jonathan Chaimowitz, brand manager at local distributor Footwear Trading. Casual, comfortable and versatile, the men’s and ladies collections have been constructed in a wide array of materials and darker palettes. In the men’s range, inspiration for the Trucker Lo and Hi (left) has been taken from the dressed up sneaker trend, which is reining this season, says Chaimowitz. “Levi’s has gone back to basics: a more down-to-earth vibe shines through in denim, reversed denim, twill fabrics, faux leathers and combinations. All the while, still keeping its silhouettes and adding new upper designs.” In ladies, the Dunk Pitch range comes in a variety of shimmery fabrics and metallic faux leather uppers with contrasting white rubber soles. The style is available in a variety of colours: whites, black, burgundy, navy and silver adding a subtle detail to any outﬁt, says Lara Slotsky, Ladies sourcing manager at Footwear Trading. The Dunk Vintage Cone range is inspired by the laid-back cool that is synonymous with California’s street-style. As stylish as they are comfortable, the range features the iconic denim fabric Levi’s is famous for, says Chaimowitz. Taking inspiration from the renowned her-

itage of the Levi’s brand, the Vintage sneakers feature the highest quality denim and come in high and low tops. The original cone denim enables the sneakers to mould to the way they are worn — just like a favourite pair of Levi’s jeans would, Chaimowitz explains. Detailing includes the iconic Red Tab label, signature stitching, and authentic Cone denim. The men’s Dunk Vintage (above) continues, with a new colour (washed navy) that has been added to the two carry overs from the previous season (black and indigo).

Off-field footwear from Umbro In its Summer 2016 range, Umbro has extended its offering for retailers: the brand, which is normally forcused on soccer, has responded to the demand for off-field footwear. “This is an exciting chapter for Umbro here in South Africa,” says Umbro SA brand manager Tristan Karakashian. “We are now using our experience and knowledge in the footwear industry to bring an exciting range of off-field footwear to the retail market.” Umbro has positioned these new styles within their range as a strong value offering — not only for the professional football player, but also your everyday football fan, says Karakashian. Umbro’s latest footwear collection includes pro and entry level football boots, sport and lifestyle trainers, as well as a wide range of sandals. Umbro has invested in extensive R&D to develop its soccer boots, both on the top-end and entry level ranges. “We have seen success at every level, and found our offering to be extremely competitive in the market, which is what we aim to achieve with this range,” says Karakashian. With both multi-stud and turf options available on boots, Umbro is confident that what it has defined the brand on over the years, will continue to sell to consumers across the country. While sport and lifestyle footwear may not be Umbro’s primary focus, it is certainly not unfamiliar territory, as the brand has been manufacturing and selling footwear to soccer teams for a long time. It has now decided to use that knowledge and experience to create a footwear range for the retail customer. The range will also give Umbro a boost in the lifestyle/fashion footwear market and will help retailers to see Umbro in a different light. This offering includes technical trainer options, entry-level trainer options, as well as a lifestyle trainer, which Umbro feels will be a perfect fit for the sport consumer. For a brand entering a new market, Umbro has created a wide range of sandals, and it shows the brand’s positive intention to start strong, says Umbro SA sales manager Byron Mulholland. “This is an entirely new space for Umbro,” he says. “We are excited to go to market with a range that has been developed after extensive research into a footwear category that forms a major part of South African retail.”

2016 January :: Sports Trader

FOOTWEAR

p16 :: Industry

TFG Sport grows 46% DESPITE THE tough economic conditions, TFG Sport reported excellent results for the first half of the 2016 financial year, which ended September 2015. The Sports Division contributed 17.9% to the TFG 6-monthly turnover of R9.8-bn, namely R545-m. This is 46% up from the same period the previous year. During the period the Sports Division also opened their online trading portal. The financial report does not give a breakdown of the performance of the different Sport Division stores, except for growth in the number of stores: Duesouth now has 45 stores in South Africa (40 last year) and five (4 last year) in the rest of Africa, which is 6 more than the previous year. Sportscene has 215 (179 last year) stores in South Africa and 15 (10 last year) in Africa, 41 more than last year. Totalsports has 271 (257 last year) stores in South Africa and 20 (16 last year) in Africa, 18 more than last year. The division now has 65 stores more than last year, namely a total of 571. The group turnover grew 33.6% in the same period, with 15.8% growth in cash sales. The acquisition of a majority stake in the UK retail chain Phase Eight with 523 outlets in 23 countries contributed significantly to turnover and store numbers. With Phase Eight included, TFG now has 2 913 outlets in 31 countries globally and 2 226 stores in South Africa.

Companies on the Inov-8 now owned by Descente THE MAJORITY of Inov-8 shares are now owned by Descente, after the Japanese sportswear maker purchased 80% of the inov-8 Group. “This alliance signals an exciting new phase in inov-8’s development following a number of years of sustained growth with our current investors, Livingbridge,” says Gordon Baird, CEO of inov-8. “The expertise and experience provided by Descente will enhance our ability to release the full potential of the brand.” Descente has been distributing the brand’s products in Japan, Korea and Hong Kong since 2013 and the signiﬁcant acquisition allows Descente to give full play to the strengths of both Descente and inov-8, says Masatoshi Ishimoto, President of Descente. They will help inov-8 develop and expand its global operations, and thereby ensure growth of the group’s overall shoe business, which forms a major part of their current management planning, he explains. “By assimilating inov-8’s impressive research and development capabilities we create many exciting new possibilities for product development within the group.” Locally inov-8 is distributed by Rebel Elite Fitness.

Mikala Plotz, National Sales Manager Lowrance SA, Lisbeth Plotz, MD Lowrance SA, Marc Jourlait, Deputy CEO of Navico Holdings and Navico EMEA International Sales Director Simon Claxton.

SA company wins international award DURBAN-BASED Lowrance SA recently beat Navico distributorships active in 21 countries to win the award for the Best Marketing and Innovation in the group. This was one of only three awards presented at the recent annual Navico conference in Lisbon, Portugal. Navico is the world’s largest marine electronic company and their range includes Lowrance electronics for sport ﬁshing craft, distributed in Africa and South Africa by Lowrance SA. Their other brands, Simrad and B&G are also available in South Africa, from a different distributor.

Sports Trader :: 2016 January

Holdsport stores grow sales 13% MAJOR SPORT and outdoor group Holdsport bucked difficult South African and international trading conditions by growing sales 11.9% to R758-m in the 6-monthly period ending 31 August 2015. The group includes Sportsmans Warehouse, Outdoor Warehouse and Performance Brands. Retail sales increased 13.1% to R733.5-m for the period. Outdoor Warehouse was the star performer with sales growth of 23.4% (16.5% like-for-like) to R184.5-m and a 50% growth in operating profit compared to the comparable period last year. They now have 22 stores. Sportsmans Warehouse is the biggest contributor and grew sales 10% (8.7% like-for-like) to R549-m. Operating profit increased 22% from the first half of last year. There are now 36 Sportsmans stores. Performance Brands, which distributes brands like First Ascent and Capestorm, reported an external sales loss of 14.6% to R24.5-m, but their intergroup

Holdsport CEO Kevin Hodgson.

sales grew 50.6%. Their operating proﬁt was 25.8% higher than the same period last year. One new Outdoor Warehouse store in Woodlands and two new Sportsmans Warehouse stores in George and Watercrest Mall were opened during the period, for a weighted space increase of 7.2%. Outdoor Warehouse in West Rand was relocated and the stores in Centurion and Pretoria East were expanded. A Sportsmans Warehouse store in Durban was closed.

New brands for Lite Optec LITE OPTEC has recently been appointed distributors for two top brands: Oregon Scientific and Böker. As a leader in innovation and design, Oregon Scientific creates Smart Living products that embrace innovations that help the end user live smarter, happier, and healthier, says Brendon Lambert of Lite Optec. “Since its founding in 1989 on Portland USA, Oregon Scientific has become world-renowned as a brand that offers cutting-edge lifestyle consumer electronics and gadgets to enhance the way people live, work and play so it is a natural partnership with Lite Optec that are leaders in providing innovative outdoor products in the local retail market.” The products fall across a range of sectors, such as time and weather, health and fitness, wellness, beauty, and learning and play. “Our products are more than beautiful accessories — they enable the user to pursue his personal goals for better health and a better living environment, so that he can find more satisfaction in all he does,” says Lambert. The new Oregon Scientific products will arrive in South Africa in May. Böker has an impressive heritage — dating back to the 17th century. “The history of Böker has been affected by eventful times, but two things remained: their passion and enthusiasm for extraordinary knives,” says Lambert. Böker is a global brand — manufacturing in Germany, UK, Argentina and China — and offers knives for all budgets. The brand caters for both the knife conneoisseur as well as the person looking for more than a classic Swiss army knife. “From pocket carry to presentation swords — Böker will appeal to most,” he adds.

Industry :: p17

move MRP Sport sales grow 12.6% MRP SPORT grew sales 12.6% (comparable stores 3.6%) to R559.9-m during the first six months of the 2016 financial year. “An improved markdown performance and cost curtailment resulted in a meaningful increase in operating profit,” the group describes the MRP Sport performance in a press release about the unaudited group results and interim cash dividend declaration for the 26 weeks ended 26 September 2015. The division grew trading space 11.3% in the period. Sales of MRP apparel, which includes sportswear and sporting equipment, grew 10.7% (comparable 5.1%) to R5.1-bn. The Mr Price group grew retail sales 8.6% (4% like-for-like store growth) to R8.6-bn for the period. Cash sales grew 9% to 81.4% of total sales, while credit sales increased 6.7%. Operating profit grew 16.3% to 1.5-bn. “The economy is not in good shape and consumer confidence is understandably low, but our resilient fashion value model is built to withstand these conditions,” said CEO Stuart Bird. “We were trading off an exceptional performance in the corresponding period last year, especially in MRP apparel which represents 60% of our business. Last year, MRP apparel grew sales in the same period by 20% and comparable sales by 15%. In so doing it created an extremely high base to beat in a softer trading environment. The timing of the Easter school holidays and the late onset of winter also did not aid the first half trading period. These factors largely resulted in the comparatively lower sales and unit growths.” Group sales outside South Africa grew 9.8% to R756.6-m.

FOOTWEAR The ladies from K-way hard at work in their Cape Town Factory.

K-Way honoured for creating opportunities K-WAY HAS been recognised as the 2015 Best Practice Workplace Provider in the Learnership category by the Fibre Processing & Manufacturing SETA (FP&M SETA). The award honours the company for providing opportunities for young people to work and acquire skills in the clothing industry. K-Way has addressed skill shortages in the clothing industry through learnership programmes and by offering young people an opportunity to work and grow with the company. “We have a shortage of machine operators at K-Way and by investing in both employed and unemployed learnership programmes we have promoted employment and succession planning in our business,” says Belinda Wolffe, HR manager for K-Way. The company has already trained 20 unemployed individuals with no background or experience in operating a sewing machine, some of who are now working for them and making a positive contribution to the company. K-Way also runs a number of employed learnership programmes, which allow individuals to move onto more senior positions within the company. They pride themselves in their people and believe that this has been the key to their success, says Wolffe. Their ongoing internal and external training programmes and staff development have led to more promotions, which have helped improve staff morale, teamwork and create a committed workforce.

The Platinum Group down to five stores THE PLATINUM GROUP’s number of stores has dropped down to five, from 68, which are situated in the Gateway centre. The group has negotiated a lease structure with the centre that will allow it to keep these open and possibly allow it to launch a comeback campaign, reports Fin24. The Platinum Group owns luxury brand stores Hilton Weiner, Jenni Button, Urban, Aca Joe and Vertigo. “Although certainly not ideal, those five flagship stores have historically generated a staggering 35-40% of the group's turnover and almost 100% of the group’s profit,” said Marcel Joubert, CEO of The Platinum Group, told Fin24 (‘EXCLUSIVE: Urban owner in final bid to save iconic SA stores’, 8 December 2015). “So, if needs be, we can fly the plane on just that engine as we recover, rebuild and regrow from there.” He is determined to return the 30 year old company to its former heights. In August 2015, the group was placed into voluntary business rescue, under guidance of practitioners Jacques du Toit and Hans Klopper. Joubert had previously blamed his poor health for the company’s rapid financial decline, with further illness keeping him in hospital for October.

2016 January :: Sports Trader

p18 :: Industry

Katharine Tromp enjoying the view from the ‘party terrace’ at the New Balance head office in Claremont. Insets: Big windows and brand messages in the new offices.

New Balance: Ready to run in 2016 2015 was a good year for New Balance. 2016 Promises to be even better: consumers have embraced the repositioning of the brand, globally they are leading technological inventions, and exciting new ranges are on the way. Plus, the focus will be on their cricket shirts until April, and then retailers will be stocking the new Comrades shoe

ew Balance SA is starting 2016 on the forefoot: ready to run with exciting campaigns around highprofile events planned out of their new offices. They are eager to deliver product that they predict will cause envy in the market and are basking in the attention created by the first athletic shoe developed with a 3D printed midsole (see box). They ended 2015 on a high, moving into more central offices in Claremont with a view and a patio that begs for parties, and meeting targets ahead of budget. Large windows that now give all staff members a view of either Devil’s Peak or cityscapes create a pleasant backdrop for the branding and storytelling on the walls that speak of the brand’s heritage.

Cricket everywhere Even the low-key introduction of the new Proteas cricket shirts into retail in October at the height of the IRB World Cup excitement,

Sports Trader :: 2016 January

exceeded all expectations. Now its cricket, cricket everywhere with a gluttony of live matches for fans to show off their replica shirts: England is playing here until end February, and then the Aussies arrive for a short T20 World Cup warm-up series, leading into the T20 World Cup from 11 March–3 April in India.

Now its cricket, cricket everywhere with a gluttony of live matches for fans to show off their replica shirts The T20 WC jersey will look like the current replica, except with a new name sponsor that will be announced soon. The top-end replica, which resembles the players’ ODI jersey — apart from some features like the laser cut eyelets to increase breathability — is also

available in a ‘non-alcoholic’ version without the Castle branding. The more affordable take-down is also available without the beer brand logo. And in April the new Comrades shoe will be arriving on the shelves — this time in ladies and men’s colourways, featuring the latest Fresh Foam technology. “It is beautiful!” says marketing manager of New Balance SA Katharine Tromp, who cannot wait for the new ranges to land. The 1080 range, their premium neutral cushioning shoe with the Fresh Foam midsole developed in their R&D laboratories “is looking absolutely magnificent,” she says. “The colour palette is on trend, the silhouettes are right on trend, our range for Comrades is something to look forward to!” she enthuses about the new season’s ranges, which will also have a strong women’s element. The fact that the brand is leading global 3D print innovation, is another To p20

p20 :: Industry

Strong branding in the New Balance entrance hall.

New Balance campaigns cont. from p18

exciting development that shows that New Balance is at the cutting edge of footwear development. The first prototype of the shoe was shown at the recent New Balance sales conference in Boston, where the process was demonstrated to delegates. “It is amazing to see — even though it is difficult to comprehend the whole process,” says Tromp. This is the ultimate in New Balance’s ‘data to design’ production — in which data collected from athlete footstrikes are used to develop the most beneficial technologies. With 3D printing, individual midsoles can be printed to fit the exact specifications of an individual elite athlete’s foot. Limited to pinnacle tier product — for now — futuristic applications open up all kinds of interesting possibilities. Locally, this development re-affirms the repositioning of New Balance as one of the world’s leading athletic brands, which started about two years ago. “Our change in strategy has begun to shown positive signs of success,” says Tromp. The consumer segments they are now targeting are embracing where the brand is now, the measuring metrics they use indicate, she explains. “We use various metrics to measure consumer sentiment — we measure brand sentiment online and measure all the analytics of

social channels. There has been a significant increase in traffic to our site.” There has especially been a massive increase in online interaction from the metropolitan and game changing athlete consumers — exactly the demographic groups they target. “Our two targets are beginning to connect and engage with us as a brand.”

Clear consumer targets She defines the New Balance met consumer as a city dweller aged 24-34, quick to pick up trends, very tech-savvy, quick to share trends with friends, and active online. “They enjoy our data to design philosophy and are very heavily focused in Gauteng. They are basically business professionals, for whom running is a part of life, but it is not all the sport they do, they are very interested in other sport and engage in the latest fitness categories. “ A contributing factor to the success of their marketing strategy and overall brand performance is their laser focus on who we are targeting, she adds. “Our strategic approach in development of content, where we serve this content and the mediums in which this content lives is very important in beginning and maintaining a conversation with our target consumer.” The way they communicate the brand will

have an overall effect on retailers, she continues. And the successful repositioning of New Balance on par with other leading athletic brands was all about communication through campaigns. “Our top tier footwear is in line with the world’s best,” says Tromp. “It was just a question of changing the mindset, which came with restructuring the marketing campaigns, the stories we were telling and the product we were launching.” Communication about the technology and R&D that goes into the shoe also help to change mindsets. “To position the brand as one of the top three in the world, you always have to position it on par with other top end products. But, we are confident we are right considering the position of the brand at the moment and how we’ve grown.” Apart from the performance footwear, they have also experienced good growth in what they term omni-product — a cross over between performance and lifestyle shoes, with performance features like Fresh Foam or RevLite midsole technology in a lifestyle product . “Omni-product is a transition from performance into lifestyle, which makes it easy for the consumer to cross over from the performance category into the lifestyle category, in doing so the consumer remains wearing your brand from gym, to social, or even to work.”

It’s back to the future with 3D athletic shoes

The first athletic shoes with midsoles printed with 3D technology have been developed AdidAs — in partnership with 3D printing specialist Materialise — has created the Futurecraft 3D running shoe midsole (right), which can be tailored to athletes’ individual cushioning needs. The 3D-printed midsole prototype forms part of the brand’s Futurecraft series and serves as a statement of intent to innovate in all areas of production. “We have used a one-of-its-kind combination of process and material in an entirely new way,” says Eric Liedtke, Executive Board Member of adidas AG. “Our 3D-printed midsole not only allows us to make a great running shoe, but also to use performance data to drive truly bespoke experiences, meeting the needs of any athlete.” The concept, combined with data sourcing and foot scan technology, could one day change instore fittings to a point where consumers only have to walk into a store, run on a treadmill to

Sports Trader :: 2016 January

determine their specific needs, and walk out with a breathable 3D-printed running shoe that replicates their footprint, foot contours and pressure points precisely.

New Balance launches 3D shoe New Balance has pioneered a high performance running shoe with a 3D printed midsole in partnership with 3D Systems. The 3D printed midsole on the state-of-the-art limited edition shoe was created using the newly developed elastomeric powder DuraForm Flex TPU. Breakthroughs in materials science enabled them to achieve an optimal balance of flexibility, strength, weight and durability. “To deliver this level of performance with a 3D printed component, we paired experts in running and biomechanics with leaders in plas-

tics engineering, material development and generative design,” says Sean Murphy, senior manager of innovation and engineering at New Balance. “With 3D printing we are able to pursue performance customisation at a whole new level,” says Robert DeMartini CEO and president of New Balance. “The New Balance Innovation Team is showcasing the latest in performance running and these advancements signify an important step forward to becoming one of the world’s top athletic brands.” The new 3D shoes (right) will be launched in Boston in April 2016, and limited editions will then be made available to selected New Balance stores.

p22 :: Apparel & Footwear

New in technical outdoor clothing Technical outdoor clothing has pushed the boundaries and is no longer reserved purely for the outdoors — softshells, technical shirts and pants, etc. are even worn as workwear. YAMKELA MKEBE found out what retailers can expect to see in the near future. Wildebees’ range of camo clothing will make consumers near invisible.

e have only just started the new year and are enjoying the long, warm summer days, but apparel suppliers are already selling their 2016 winter ranges (some are even finished by now!) and their designers have their minds fixed firmly on 2017. There are several trends that retailers should keep their eyes open for in 2016 and 2017. Locally, brands have technical apparel ranges that will appeal to your outdoor-loving customers, complete with their own assortment of technical benefits.

Adidas Sports brand adidas also offers its customers technical outdoor clothing with beneﬁts such as freedom of movement, insulation and comfort. The men’s Terrex Ndosphere Primaloft hoodie, with its Primaloft Synergy 80g/m2 insulation, will keep the wearer warm even when the jacket is wet. “This jacket is made from the warmest synthetic insulation material, and it’s extremely compressible,” says Damon Mostert of adidas South Africa. The jacket’s Cocona lining offers moisture management, the Primaloft insulated stretch inserts are designed for improved freedom of movement, and the Formotion technology offers a wearer improved performance and comfort while in motion. The white jacket also features an adjustable hood, Primaloft sport insulation on the main body zones, and Primaloft synergy padded stretch inserts for freedom of movement. Another exciting product from adidas is their Terrex Fast men’s jacket (above) that is

Sports Trader :: 2016 January

made from soft, stretchy Gore Windstopper fabric for breathable wind protection. “This jacket is engineered to help the wearer maintain speed at elevation,” says Mostert. “It is light and packable, and cut for an athletic ﬁt.” The green jacket also features the Formotion technology, elastic sleeve bindings, elastic hems with drawcords, and a 100% polyester interlock on the front with a 100% polyester tricot on the back. The Terrex multi pants are ideal for those times when freedom of movement is extremely necessary, says Mostert. Its four-way stretch material and elastic waist band offers the wearer comfort and security in movement, and the pants are easily adjustable with drawcords. The knees and ankle areas are durable and can take wear-and-tear. The pants also feature the Formotion technology, has been treated with durable water repellency (DWR) that sheds water, and a quick drying technology.

Black Diamond “The Black Diamond apparel range is relatively new in the global market and we are very excited to bring this premium range to the South Africa consumer,” says Deidre Pieters of Ram Mountaineering, local Black Diamond distributors. With the Vapor Point shell, your customer will be protected if he’s caught out in a storm while mountain climbing. “It is a lightweight GORETEX jacket that offers packable, storm-proof shelter from sudden alpine squalls,” says Pieters. It features efﬁcient pocketing to keep all

the essentials safe, a clean design that keeps weight to a minimum for fast and light ascents, integrated cohesive cord-lock technology, an adjustable, helmet-compatible hood, a YKK Vislon Aqua-guard center front zipper, custommolded Velcro cuff tabs, and reflective GORETEX logo accent for increased visibility. “The men’s Creek pants [below] are do-it-all climbing pants made from Cordura stretchwoven nylon,” says Pieters. They are lightweight and rugged, and protect a wearer’s legs as he scums up pitch after pitch of dihedral, while remaining light and breathable enough for the sunny face climbing above. “The Creek’s gusseted, climbing-specific fit allows for high-stepping, stemming and everything in between, and its belt-loop waist and classic five-pocket design blends right in during the obligatory beer–and-burger stop on the drive home,” adds Pieters. The lightweight Cordura stretch-woven nylon is made from a combination of Invista Lycra, Coolmax, and Thermolite, which can be further blended with wool for improved comfort, polypropylene for quick drying, and pararamids for added cut resistance. The Coefficient jacket provides quick-drying insulation without weighing the wearer down. “With its slim, bodyhugging fit it’s an ideal addition to any alpine layering system,” she says. The jacket has a fast-wicking and breathable midlayer, uses Polartec PowerDry fleece to provide efficient insulation with little weight or bulk, and the stretch cuffs keep the To p24

p24 :: Apparel & Footwear

Drimac’s rainwear jacket keeps the wearer’s clothing dry underneath.

Outdoor clothing cont. from p22

sleeves in place. It also features a zippered chest pocket to keep small items within easy reach, and a brushed microsuede collar. The Power Dry technology gives base fabrics better efficiency, more dependable wicking properties, faster dry times and better overall performance. “Not all base fabrics are created equal, and many can only provide temporary wicking chemistry that fades and weakens with every wash,” she says Pieters. By combining their wicking fabric with their patented bicomponent construction, Polartec created a base material that draws moisture from the skin, expands for faster evaporation and lasts the life of the fabric. For Polartec, the technology used to control moisture is the top priority for their base layer and next-to-skin materials, to ensure the fabric doesn’t become saturated and lose performance characteristics. The continuous evaporation process helps keep the wearer cool in high temperatures and warm in low. Power Dry does not rely on chemical fibre treatments to transfer moisture due to physically embedding these wicking capabilities into the fabric structure. Black Diamond also uses GORETEX Active fabric — which is made from a lighter, thinner membrane that is combined with a fine (below 40 denier) performance textile — in their clothing. The fabric makes clothing waterproof, windproof, durable and breathable, as well as lightweight, and soft with good next-to-skin comfort. This fabric is the ideal solution for highly aerobic done-in-a-day activities, such as running or cycling, even in bad weather. “We trust what we make, because we use what we make,” explains Pieters. “If for any reason, your customer is not 100% satisfied with his Black Diamond ap-

Sports Trader :: 2016 January

parel, we’ll repair, replace or refund it. No charge. No ﬁne print. No debate. Guaranteed.”

Columbia Jackets, shirts, vests and pants … Columbia, locally distributed by Brand ID, has a number of men’s technical outdoor clothing options available for the new season. The Silver Ridge shirt is designed to protect the wearer from sunburn and long term skin damage. The shirt has a classic and modern ﬁt, wicks moisture away, is vented for better comfort, and offers a comfortable range of motion. The Omni-Shade technology provides sun protection as it blocks UVA and UVB rays. Silver Ridge is available in a long and short sleeve option. The Low Drag Offshore long sleeve shirt is a quick drying, performance ﬁshing shirt that offers UPF sun protection thanks to its Omni-Wick (high performance wicking fabric) and Omni-Shade technologies. It also has a rod holder and roll-up sleeves with tab holders. Not only is the Voyager Convertible pants lightweight, they are also easy to store — it packs into its own zippered security pockets. Its zip-off legs quickly convert the long pants into shorts, which makes them ideal to be worn on days when the weather conditions are changing. The pants also feature the Omni-Shade technology. Through the Omni-Shield technology, the air-permeable Watertight II jacket stays clean and dry by resisting absorption of liquids. The rain jacket also features full seam sealing, and a microporous Omni-Tech fabric that shields the wearer from wet weather while allowing excess heat and vapor to

escape during activity. The Zero Rules features three technologies: Omni-Freeze ZERO (sweat-activated super cooling), Omni-Wick and Omni-Shade. This long sleeve shirt has a cooling technology with stretch and sun protection. “This soft and lightweight long sleeve sports our industry-leading cooling technology, which reacts with sweat to lower the material’s temperature and to keep a person cool during dynamic aerobic activity in the heat,” says Letha Viljoen of Brand ID. With its Omni-Heat Reflective (thermal reflective warmth) and Omni-Tech technologies, the Bugaboo Interchange jacket is a warm, waterproof and breathable jacket that offers air-permeable protection. “We’ve added our patented thermal reflective technology to this classic winter interchange jacket, delivering an even warmer winter weather fighter with layering options galore,” explains Viljoen. It features the technical outer shell that’s waterproof and breathable, with adjustable hood, hem and cuffs. The new zip-in fleece liner features thermal reflectivity, which reflects body heat for warmth while maintaining a high level of breathability. Each piece works as a layer on its own during moderate conditions or “wear them together when you need the jacket’s full storm-fighting power,” says Viljoen. The Flash Forward Down Vest (above left) features the Heat Seal technology for extra warmth and no-sew bonded baffles, which means that the down stays in and the cold out. This vest is lightweight, features 650-fill power down insulation, and the bonded baffles reduce water penetration. It features a modern, sleek and streamlined aesthetic, and has a “body skimming fit with end-use mobility in mind,” she says.

Drimac With the introduction of their waterproof rainwear jacket, Drimac offers an excellent option for your customers who might possibly be caught outside in wet weather. It

can be worn for any type of an outdoor activity, such as hiking, ﬁshing, trail running, hunting, etc. The jacket has a nylon outer shell, which has been treated with water repellent, and features heat sealed seams — no stitches means no holes for the water to get through. It is also convenient to store: it wraps up into its own small bag, which leaves it as big as a size 7 shoe. The South African Drimac brand started back in 1957 as a predominantly rainwear supplier. Today the brand offers corporate and outdoor clothing in materials that have been tested for durability and comfort, and has a reputation for quality products.

Hi-Tec Hi-Tec has your men and ladies customers covered with their jacket options. The Andre Vest is a sleeveless puffer jacket that is ideal for both casual and outdoor use. It’s also convenient to take with, wherever your customer may go: it ﬁts easily into a compact bag. The lightweight insulated jacket (550g micro-ﬁll) comes in both men and women options. The product is an update of the black Andre Vest, with the new men’s option available in a grey/lime colourway. Designed for the ladies, the lightweight Lady Mons rainshell (above) is a new addition to the winter 2016 range. It is “perfect for everyday walking, hiking, and protection from the elements,” says Joanne Esterhuizen of Hi-Tec SA. The rainshell has taped seams with DWR treatment making it water repellent, features a stowaway pocket at the back, mesh lining for added breathability, and a drawstring hem and hood.

Wildebees The Wildebees apparel brand focuses on outﬁtting consumers in camo clothing. The winter 2016 range of camo clothing is available in two patterns: Sekelbos and Bosveld. The ranges are available in mens, ladies and boys. Sekelbos is also available as an urban camo range, with the print used over colours more often found in the urban jungle.

Retail news

p26 :: Industry

H&M is here! THE FIRST H&M (Hennes and Mauritz) store in South Africa, situated in the V&A Waterfront in Cape Town, opened its doors to select guests on 16 October. It opened to the public on Saturday 17 October at 10am. The Swedish retail chain is currently the world’s second biggest clothing retailer, following Spain’s Inditex/Zara chain, and ahead of America’s Gap. Founded nearly 70 years ago in Sweden, H&M now has more than 3 500 stores in 57 countries. Most stores are in European countries, but they have nearly 400 stores in the US and 13 in Africa (ten in Egypt, three in Morocco). “Isn’t this exciting?” chirped an excited VIP while waiting in the queue for the store to open its doors. Among the invited guests were celebrities such as Joanne Strauss, Jimmy Nevis, Katryn Kruger, Kurt and Dunay Darren, Aisha Baker, Wayne Parnell and Bonnie Mbuli, as well as top stylists, bloggers and models. Despite its massive size (4 700m2), the two story flagship store was packed to capacity with excited guests, who were given the red carpet

treatment and eager to try on (and buy) the new stores’ clothing, footwear and accessories. The store employs numerous staff, who were on hand to help customers — ever with a broad smile on the face. This must be the store with the friendliest staff! H&M also employs clever methods to help customers shop: one is their large shopping bags, which mean that customers don’t have to carry the clothing in their hands, encouraging them to browse through clothing unencumbered and add more items. Another is to group different clothing styles together in their own sections of the store, with shoes and accessories that will go well with the clothing to complete the outfit. The entire bottom floor is dedicated to ladies‘ wear, with the top floor dedicated to men’s and children’s wear as well as home accessories. The store even has activewear sections in each of its women’s, men’s and kids‘ departments. The second H&M store in South Africa, a 3 100m2 store, opened on 7 November in Sand-

Specialized Bicycles’ new Cape Town store SPECIALIZED BICYCLES AFRICA launched their latest concept store — the former Freewheel Cycology — at 317 Main Road, Kenilworth, in Cape Town. Since it opened in 2013, Specialized Bicycles Freewheel Cycology has grown in popularity and became renowned for having one of the best workshops in the country. But, floor space became a problem. After introducing Specialized Bicycles brand into Freewheel Cycology in 2014, expanding and becoming a Specialized Concept Store became the next logical step in owners Lionel Murray and Richard Coram’s growth plan. After six months of expansion, construction and shop fitting, Freewheel Cycology now features a dedicated S-Works, road, mountain and kiddies bike areas, a ladies specific section and a Body Geometry Fitment Studio where customers can be set-up correctly to improve their comfort and reduce the chance of developing any repetitive strain injuries.

Sports Trader :: 2016 January

Clockwise: 1 & 2) Large shopping bags means customers don’t have to carry the clothing in their hands; 3) The store’s numerous staff were on hand to help customers; 4 & 5) The store has activewear sections in its women’s, men’s and kids‘ departments.

ton City, Johannesburg. Johannesburg has a vibrant urban energy and with that comes an insatiable demand for global style, says Pär Darj, Country Manager for H&M South Africa. “So H&M is delighted to open the store in time for the festive season where customers can look forward to a wide variety of spring and summer collections.” The H&M X Balmaination Designer Collection was launched at the store opening and to celebrate H&M hosted a VIP Shopping Evening on 4 November for invited guests who were entertained by SA DJ’s.

Sh op Ta lk

- 27 -

Above left: The This Way Out store in Cape Town. Above right: Guests socialising at tables where future customers can put their feet up while in store. Left: Store owner Abrie Botma. Below middle: Category and brand named displays make finding items and brands easier for patrons. Below right: This Way Out’s resident barista Max Jodo.

This Way Out launches unique Cape Town store

his Way Out has taken the outdoor shopping experience to a new level: they have created retail spaces that encourage customers to hang around and enjoy the shopping experience. Or simply pop in for a visit or to have a drink with friends. Their latest store at 16 Buiten Street, Cape Town, is the third of its kind, following the opening of the Meerendal and Contermanskloof outlets earlier this year. The stores showcase top cycling, biking and outdoor brands like Helly Hansen, Easton, Northwave, Rocky Mountain, Raceface, Alpine Stars, Evoc and many more. This Way Out store is, however, more than just a brand concept store: it will kit out patrons for their chosen activity through to the next activity, even if it is just for a braai, visit to a wine farm or to hang out with friends. In welcoming guests, owner Abrie Botma explained his vision for the store, which he describes as “an indoor space for outside beings”. The aim is to be an enabler or portal for

people to be kitted out for the great outdoors — whether in the form of cycling, yachting, mountain biking, etc. The company and its employees live by the Helly Hanson brand’s motto: “Born by the ocean, raised by the mountain,” says Botma. “We love anything that’s on water, land, on mountains…we’ve hiked most things, climbed most things and drank a lot of wine in between,” he joked. Some features that make a difference to the shopping experience include a coffee and drink bar, where customers can order drinks or coffee while they contemplate purchases, a conference room that will be used for staff meetings, a servicing workshop and demarcated area where customers can be measured to have their bicycle fitted. A This Way Out app is also available and gives users access to a variety of services including booking bikes in for a service online, seeing when upcoming events will take place, shopping online, booking private merchandising sessions and users can even join a coffee loy-

alty programme to receive discount on coffees from their in-store coffee counter/bar. Adventurer Riaan Manser and his partner Vasti Geldenhuys were two of the speakers at the store opening and gave guests a bit of a peak into the adventures they have had, which included tales of Manser cycling the perimeter of Africa and their 10 765km rowing journey to New York.

Unique offerings

• A servicing workshop and demarcated area where customers can be measured to have their bicycle fitted. • The This Way Out app,which gives users access to services like booking bikes in for a service online, seeing when upcoming events will take place, shopping online, etc. • Customers can have a coffee or drink from the in-store bar, which they can enjoy at seating areas conveniently located on the shop floor.

2016 January :: Sports Trader

p28 :: Apparel & Footwear

Athleisure will continue to grow The athleisure trend, where consumers dress active all day, is a global phenomenon that will continue to grow, writes RHIANAH RHODE

he global sportswear market — currently valued at $263-bn — is expected to grow 24% to approximately $350-bn over the next five years — with sales from active apparel expected to account for $178-bn of this, reports trend forecaster WGSN. The trend is driven by consumers shifting toward a more active and healthy lifestyle and desire for comfortable clothing without compromising style, says Clare Varga, director of Active at WGSN. “While not all of us can include five workouts in our hectic schedules, we increasingly want to look like we can. Ultimately athleisure fills that need.” Other factors such as constant developments, innovations, designs and technologies from the sportswear industry also help ensure continued growth. From must-have sneaker drops, to cutting-edge wearables, to sci-fi fabric technologies … the renewal is constantly taking place, explains Varga.

Different style tribes There are five clear consumer style tribes that have emerged from the athleisure trend and should be understood in order to be successful in this sector. • The AllDayActives, which consists of both men and women, lead busy lifestyles and want transitional active wear that offers a lot of functionality, without compromising on style. These consumers want performance fabrics and are very brand aware. They wear stylish and contemporary performance apparel, which seamlessly integrates into their regular wardrobe — enabling them to move from gym, to cycle commute, to after work drinks. • The Protein Princesses, have emerged from the health and fitness boom and are female consumers in their early 20’s, who are all about aspirational fitness, lifestyle and looking good, explains Varga. Working out five to six times a week is a part of their schedule and want active brands that offer a great deal of style. These ladies are constantly looking for the latest gym clothing. • The Ath-Fakers are the definition of athleisure and wear their active wear for every activity as a result of its convenience and their desire to be comfortable. This woman is brand savvy, and prefers female-focused sports brands that offer flattering fits, comfort and style. “For every one pair of jeans this girl used to buy, she’s actually buying two pairs of leggings. So neglect this consumer at your

Sports Trader :: 2016 January

peril,” adds Varga. • The Fash-Leisures are all about styling, look and labels. Fitness and an active lifestyle are not important in their choices and they see function and comfort as bonuses. These female and male consumers mix premium sportswear and non-athletic items. Girls dress down using contrasting styles and textures to create quirky juxtapositions. Well-known sports brands are matched with limited edition products in this female consumer’s wardrobe. Boys, on the other hand, combine limitededition and premium products into cool and relaxed urban sports looks. • The Ath-Luxers are masters of transitional dressing and have elevated sportswear to premium levels to the point where one wouldn’t even realise they are wearing sportswear, says Varga. These consumers see a workout as luxury time and will be dressed for any occasion from working out, to the office or having drinks with friends. It’s all about balancing style, performance and comfort, and will ensure that everything is finished off with a key accessory — “be it the latest jewellery-like wearable tracker or a must-have beaker water bottle that is designed specifically not to leak in their Prada bag,” she says.

Expectations for trend The trend is currently more popular among women, but is expected to grow among men, which will result in more dedicated men’s brands and retailers moving into the sector. The women’s fitness youth market could potentially flourish from targeting fashion millennials who grew up in the health and fitness era. A number of active-specific beauty products are being developed and designed specifically for use during workouts and busy lifestyles, which is expected to grow fast among the Protein Princesses and Ath-Luxers. Technology and innovations in textiles will become more important and new self-healing and intuitive fabrics that will look and feel like non-performance fabrics will be created. These will become the norm and be expected by the savvy tech consumer, says Varga. Other expectations include a shift towards stylish instead of overtly sporty product designs, which will help render the term athleisure obsolete. Basic sport styles being used as everyday wear will become a norm, with designs and fabrics improving to offer more comfort and functionality. Travel will become a part of design consideration, resulting in adaptable and convertible styles, products with stain-resistant anti-bacterial properties and self-powered smart accessories.

Enhanced visibility with Zoggs “PREDATOR FLEX REACTOR lenses have todate been Zoggs’ most advanced, and the best lenses that have been used in goggles,” says Colin Farrer of CorSport, local distributor of Zoggs. “Now they’ve just got better.” Their superior feature is the enhanced visibility, provided by the Titanium lenses that offer added protection from reflected light and glare to reduce eye fatigue. Wearers will also notice that they reduce glare and soften the visual experience when swimming indoors. With the added benefit of photochromatic lenses, that react to the sun’s rays and tint according to light conditions, Predator Flex Titanium Reactor truly is the one pair of goggles whatever the condition, inside and outside, says Farrer.

The Titanium Reactor lenses are lightweight, durable, impact resistant, and offer UV 400 protection. The lenses are used on the exisiting Predator Flex swim goggle frame, which already has all of Zoggs’ great technologies, says Farrer. These include 4 Flexpoint Technology, Curved Lens Technology (CLT), Fogbuster, Wiroframe technology, Soft-Seal gaskets, a Split yoke headstrap, and a quick adjust mechanism. The Predator Flex Titanium Reactor comes in a new packaging design, which includes a hard, zipped case. It is currently available, and is supported by an online video, QR code on the packaging, advertising, POS material and product placement.

New adidas Stormers jerseys reflect heritage

Advertorial :: p29

The new adidas DHL Stormers home and away kits for the 2016 Super Rugby season retain the proud heritage of Western Province Rugby

tormers Faithful and players alike will be proud to wear the new 2016 Super Rugby home and away jerseys from adidas, the designs of which reflect the franchise’s roots in Western Province Rugby. “adidas, together with Western Province Rugby, designed the new jerseys so that the DHL Stormers Faithful as well as the players can take a part of the Western Cape with them everywhere they go,” says Adrian de Souza, Head of Rugby at adidas South Africa. The most notable change from the 2015 kit is on the new away jersey, which is a Disa-inspired red. “The away jersey is an exciting take on our rich history that incorporates the red of the Disa, which represents the pride, heritage and diversity of our union and teams,” says Western Province Rugby CEO Rob Wagner. “We are proud to retain an element of our history in our new designs.” The new home jersey continues to feature the signature hoops of

Western Province Rugby, with the height of the stripes that run across the jersey updated for 2016. These now create a fade effect, with the stripes becoming thinner towards the bottom of the jersey. Both jerseys feature the climacool technology, which ensures that airflow keeps the body cool during play through ventilation panels in key parts of the jersey, including across the back and under the arms. “We believe that the contemporary new look of both the home and away jerseys will not only inspire the team to winning ways in 2016, but, more importantly, speak to our fans,” adds Wagner. The home jersey will make its debut at DHL Newlands on Saturday 27 February against the Vodacom Bulls, at the start of the 2016 Super Rugby tournament. For more information follow adidasZA on Instagram and on Twitter. For trade enquiries contact adidas South Africa on Tel: 021 442 6200.

Sport news

p30 :: Apparel & Footwear

PUMA introduces Pop Art boot

PUMA HAS launched its new Pop Art-inspired evoPower 1.2 soccer boot, which provides power and accuracy when kicking the ball, features Bam!! and Pow! prints that reﬂect its power theme. It has been designed with a bare foot movement in mind and provides maximum ﬂexibility to improve shooting power. The lightweight, soft upper material stretches longitudinally to allow freedom of movement while maintaining

W.E.T. SPORTS has launched its summer racket collection from TOPPRO, with most tennis, squash and badminton models offering a choice of vibrant colours. “We’ve concentrated our efforts on the junior entry level and one better, tennis and squash rackets, and offer ﬁve different price points in our badminton range,” says marketing manager Patrick Franck. “We offer an exciting range of good quality rackets at an affordable price, which we hope our customers will like.”

Armour (5.87%), Puma (2.78%), etc. Mizuno was the most popular among players from Fiji (81.82%), Namibia (77.78%) — which it sponsored — Samoa (69.70%), Romania (59.38%), Georgia (54.84%), US (51.61%) and Tonga (38.71%). The boots were also mostly worn by props (21%) and locks (15%). The signiﬁcant Mi-

zuno boot presence at the World Cup is further strengthened by the fact that “Mizuno did not pay the vast majority of players to play in our boots in this year’s rugby world cup,” says Copson. He believes that if this factor had been taken into account, their prominence would have been far greater. “This would further prove that our Morelia Neo Mix Rugby boot is truly a ﬁrm favourite amongst the world’s best players,” he adds.

Adidas and Mizuno win at RWC ADIDAS WAS by far the most popular boot at the 2015 IRB World Cup and it was worn by 39.26% of the players counted. Mizuno was the second most popular boot — a position which the brand has worked hard to establish over the last 30 years, says Paul Copson from local distributor Brand ID. Mizuno was worn by 27.05% of the players surveyed as part of the Rugby World Cup 2015 ofﬁcial boot count. These two brands beat competitors like Nike (11.44%), Asics (10.66%), Under

Vibrant racket range from TOPPRO

support. The GripTex print across the upper offers improved ball control, and a lightweight AccuFoam lining provides a clean kicking surface. “This time Puma has really surprised me with the new boots they gave to me and I love the result,” says Cesc Fàbregas. “The graphics are so cool, and it actually feels like a little piece of art that I can wear on my feet.”

Tennis

Squash

Summer Collection

Junior Player

Badminton

21, 23 and 25 inch available in 2 colour options per size

Speed Alu

Aluminium Starter

Fusion

Fused Aluminium

Power Senior Alu 92 sq inch Aluminium

Attack

Graphite Shaft Alloy Head

Profeel Alu

Sturdy Aluminium

Boast

Composite Frame

Matrix

Aerospace Composite

Pro Control

100% Graphite Frame

Racquets available from W.E.T. Sports 021 948 8150 • sales@wetsports.co.za • www.wetsports.co.za

p32 :: Sport

Recommending winter sports products for teams Schools and clubs will soon be purchasing teamwear, balls and equipment for their winter sport teams. RHIANAH RHODE asked suppliers to recommend what retailers should advise schools and clubs buying products for their hockey, netball, rugby and soccer teams

t can be quite daunting when you have to buy sports equipment and teamwear for all the teams at a school or club, often with a limited budget. Buying in bulk means that a lot of money is at stake and the teacher, coach or sport officer who errs will make a very costly mistake. If he is inexperienced he would appreciate guidance from a knowledgeable salesperson. When buying in bulk, the temptation is often to buy the cheapest products available in order to get as much as possible for as little as possible. Yet, schools expect these products to

Sports Trader :: 2016 January

Slightly more expensive and brand specific products usually last more than one season. withstand the rigours of frequent play on often inferior surfaces by multiple players with vastly different abilities. Because tight budgets are a reality for majority of schools, they often purchase the cheapest inferior products — especially when

it comes to balls and kits, says James Mullen from PUMA SA. “Remind customers that these garments and equipment will only last half a season and they will end up purchasing double the amount of product than previously budgeted for.” Buying the wrong equipment has become such a widespread problem that Sports and Recreation (SRSA) is planning on implementing new norms and standards to regulate what sports clothing and equipment schools and clubs they support financially can purchase. According to their Annual PerTo p34

p34 :: Sport

Winter team sport cont. from p32 formance Plan 2015/16 they want to supply 6 400 schools, community hubs and clubs with equipment and clothing per year until 2018/19. But, the department is concerned about the inferior quality, exorbitant prices and shortage of suitable sporting equipment they’ve encountered in the past. (see box p38). Buying the wrong equipment is, however, a problem that the thousands of other schools and clubs who have to buy their own teamwear and equipment share.

Buying balls Team balls, especially, are bought in big quantities and making the wrong choice can be a very expensive mistake — for which the retailer is often blamed. What advice can a retailer therefore offer to ensure that his school and club customers make the best choice to suit their budget? Advise the customer to check the official ball status in school and club competitions, as well as leagues, be-

fore purchasing, as this may determine his choice of practice and match balls, says Charles Painter from Kevro Sports, distributors of BRT teamwear, Brutal rugby, Sevenn netball, Acelli soccer and Blackheath hockey. Only competitions played under the auspices of the national federation (e.g. Craven Week rugby) has to be played with the official match ball of that federation – several other leagues and competitions have their own official ball suppliers, or no ball brand is an official supplier. Therefore SARU rugby and SA Schools Netball To p36

The South African national netball team plays in Canterbury clothing and Mizuno footwear, which are locally distributed by Brand ID. Photo: Michael Bradley.

Ball specs for age groups

To make life a little easier, sports governing bodies have rules and guidelines with regards to what balls may be used during competition matches. It is important to make customers aware of these rules when purchasing products for the different age groups and sporting codes. There are also guidelines for sizes that are suitable for different age groups.

Soccer balls Different leagues will use different size balls. A general guideline to follow is: • Size 5: for ages 12 and up. This match ball is also used in adult competitions. It must weigh between 410-450gm and the circumference must be 68-70cm. It must be inflated to a pressure of between 0.6 and 1.1 bars at sea level. • Size 4: for ages 8 -12 years, usually most primary school teams. They must weigh between 336-364gm and have a circumference of 64-66cm. • Size 3 is the smallest official ball and is used for players under 8 years, usually for minisoccer. These small balls weigh between 308336gm and have a circumference of 58-61cm.

Netball balls • Size 5 is used for players older than 11 years. This is the official size used in matches, including adult, training sessions and for recreational purposes. The weight of the ball should be between 400-450gm and the

Sports Trader :: 2016 January

circumference 690-710mm. • Size 4 netballs are generally used by younger primary school players, usually aged 6-9, and for mini-netball. They are also used in training sessions for older players and for recreational play. The weight should be 375430gm and the circumference 630-660mm. • Size 3: these small balls will usually be used for pre-school players up to age 5, not in matches. • Brighter coloured balls that are easily visible are often used for training. Training balls usually offer lower performance than match balls.

• Size 3 balls are used in mini-rugby by age groups U7, U8 and U9. The length is 25.5cm, the circumference length 68cm and girth circumference 54cm. • A rugby ball may be treated to make it water resistant and has dimples to make it easier to grip. These will vary from one manufacturer to the other. The Advance Rugby and Advance League training rugby ball range from Summit, locally distributed by Opal Sports, makes choosing the right ball for the right aged players easy. It’s written on the balls themselves! Walla is for U7’s, Mini is for ages 7-9 and, Midi for ages 10-12.

Rugby balls

Hockey balls

The laws of Rugby state the balls must be oval in shape and made from 4 panels. • Size 5 is the full sized rugby ball used by from U15 teams to senior rugby. The length should be between 28-30cm, the length circumference 74-77cm and the width circumference 58-62cm. The weight of the new ball should be between 410-460g. It should be inflated to the optimum ball pressure of 9.5 to 10 PSI. • Size 4.5 is used in women’s rugby for U15 and above teams, including senior rugby. • Size 4 is used in junior rugby matches by the U10, U11, U12, U13 and U14 age groups. The average length is 27.5cm, the circumference length 72cm, and the girth circumference 55.5cm.

The weight of a hockey match ball is 156163gm and the circumference 224-235mm. The surface can be smooth or indented. The colour must be white, or another agreed upon colour that is easily discernible from the playing surface.

Clothing regulations For teams’ clothing, the competition rules state: • Netball: a player’s position initial must be 150mm above the waist and be visible on the front and back. • Soccer: players must wear a jersey or shirt with sleeves. If they are wearing an undergarment, it must be of the same colour as the sleeve. The same applies to under shorts.

p36 :: Sport

Winter team sport cont. from p34 matches are all played with a Gilbert balls, as the brand is the official sponsor of both federations — but at lower levels other brands are used. In soccer, the Coca-Cola Cup schools soccer tournament is, for example, played with balls bought and rebranded by the name sponsor, while the Danone league for primary schools does not specify a ball brand, only that a size 4 ball should be used. Also make sure the balls are the correct size for the age group of players, says Mullen (see p34). Hockey balls should roll and feel as close as possible to an international standard ball, which can be out of the price range of some schools, says Shane Schonegevel from OBO SA, local distributor of Gryphon and OBO. He therefore suggests that retailers should recommend a well-made rotationally moulded hollow ball or, if affordable, a ball with a PVC outer and moulded cork and rubber inner. For rugby balls, weight and balance are key features, says Evert Ferreira from Brand ID, local distributor of Canterbury. He would advise schools and clubs to purchase IRB approved balls, which have been tested and will offer players consistency and accuracy. Customers should match balls to the conditions and playing surface of the school or club, advises Nick Wiltshire from Pat Wiltshire Sports, local distributor of Mikasa. “For schools in rural areas, where children will be playing on gravel and hard ground surfaces, recommend wound or moulded soccer balls,” he says. “These have been tested and found to be more durable and longer lasting.” For grass field use, on the other hand, he would recommend machine stitched balls.

Ball quality and price Advise teachers and coaches to purchase balls from a reputable manufacturer in order to ensure that balls last longer, adds Mullen. They should offer players good grip, stitching, weight and balance. For soccer it is also important that balls have a durable outer surface that can endure kicking. In his experience, purchasing slightly more expensive and brand specific products usually last more than one season, agrees Wiltshire. He found that when quality balls are purchased, last year’s match balls usually become this year’s practice balls to serve schools well for quite a few years. Retailers should also recommend that schools and clubs purchase serviceable and repairable products so that when a ball is punctured, they are in a position to have it repaired as part of the after sales service and product guarantee offered by reputable brands, he suggests. With practice balls or training equipment the adage buy the best quality for the best price applies as they are used frequently and need replacement more often than top end match balls,” says Patrick Franck of W.E.T. Sport Importers. For junior level players however, more inexpensive generic brands offer products that do the job almost as well as top of the range products, for a fraction of the price, he says. Because a junior school rugby player will not kick the ball as hard as a high school player, a cheaper 2-ply, rather than 3-ply ball will work. Junior players do not require as much shape retention as the more expensive ball offers. “By the same token, a senior player would need a better ball to perform at a higher standard.”

Skins partnered with Samoa and Tonga rugby teams during the 2015 IRB Rugby World Cup who wore their unbranded compression wear during the event. As part of the agreement with the team Skins replaced the non-branded gear of the two teams after event and even supplied new gear to the Samoan netball team. Samoa members with new Skins gear. Image: http://watercooler.skins.net

Selecting teamwear and bibs When it comes to selecting teamwear and bibs, it’s important that they should fit players properly and be of good quality, says Mullen. With rugby clothing, make sure the sizes and cuts are standard for specific age groups and that garments are strong and tough enough to endure a season of matches. Choosing rugby apparel is just as important as spending vast amounts of money on coaches

Sports Trader :: 2016 January

to ensure good results, says Ferreira, who believes that durability and quality fabrics are essential when selecting rugby apparel. “With sport having become such an important aspect in school life, schools get measured by which brand they wear and represent. Therefore, with so much at stake, the latest technologies in apparel are essential.” Products are usually more expensive due to the use of better quality materials, To p38

Netball Balls, Apparel & Equipment

Rugby Balls, Apparel & Equipment

HOCKEY Balls, Apparel & Equipment

Website: www.kevro.co.za | www.barron.co.za National: 08611 KEVRO (53876) Email: enquiries@kevro.co.za Kevro is strictly a trade-only company supplying the industry via registered resellers. Kevro does not supply to the end-user.

p38 :: Sport

Offering protection

any schools have made it compulsory for players to use mouthguards in contact sports like hockey and rugby, and even soccer. A mouthguard protects the mouth by absorbing impact and dispersing it more evenly to help minimise damage to the wearer. Its use can prevent teeth being knocked out, which can be especially important for young children who are just starting to grow adult teeth. Children’s adult teeth fully develop between the age of 10-12 years and losing a tooth thereafter will result in a permanent gap in the player’s mouth. How the mouthguard fits is very important, because a bad fit can minimise its ability to effectively protect the wearer, cause discomfort, or interfere with his ability to breathe or speak. If the mouthguard is too small, the wearer may struggle to keep it in place with his teeth or tongue. If it is too big it could cause gagging and customers may then feel the need to cut off excess length, but this could compromise the amount of protection it offers. Ready-made mouthguards that come preformed in set sizes do not cater to different jaw sizes and will most likely not fit every player well. If it does not fit the player’s natural bite shape it will leave him unprotected and cause discomfort. The boil-and bite type of mouthguards, which are made of thermoplastic material, is available in a number of sizes, and requires the user to heat it and place it in his mouth for it to take shape. It will offer a shape that is closer to players’ natural bite and more comfort than the ready-made version. The use of a custom-made mouthguard will ensure that young players get the fit that is as

close as possible to their natural shape as it will be made from an exact moulding of the user’s mouth. Contact sports for younger age groups in primary school are usually not as aggressive and competitive as with older groups at high school levels and therefore customers can use the cheaper ready-made or bite-and-boil options for young players. It will also mean that the customer won’t be wasting money should the player decide to quit the sport in a few weeks or months. For older players a more customised fit may be more suitable as they will have more use for the product and it will last longer, because they are at a more constant growing stage, which means they won’t require a change of mouthguard as often as the young-

Sport cont. from p36 components, construction and extensive product development, rather than purely due to the brand name, says Angus Thomson of Rhino Rugby South Africa. He suggests advising customers to ask themselves the following question before purchasing: do the costs translate into a longer lasting, better made task-specific engineered product, or is it just a generic product with a well-known brand on it? Although every sporting code is unique, learners’ soccer apparel should be all about lightness and breathability, says Ferreira. Check the soccer garment’s stitch quality, weight, and general cut, adds Mullen. If customers are looking for economical or easy-to-use products, suggest in-stock kits,

Sports Trader :: 2016 January

er player will. As a contact sport with natural hazards, rugby players often get injured and many parents therefore insist that their children play with protective gear that feature padding that helps to reduce or prevent injuries from occurring. Rugby protective gear may not be thicker than 0.5cm in any area when uncompressed or have a density higher than 45kg per square meter. The International Rugby Board (IRB) formulated this standard in order to prevent players from overly padding themselves and cause injury to players who are not as heavily padded. They specify that all padding used in the gear must be homogeneous — which means it should have the same texture, hardness and density on the side facing the player and the side facing the opponent. A player may also wear shin guards with padding incorporations under his socks. Headgear must be made of soft and thin materials. It must not cause the wearer discomfort or impede his playing movements. It should also be unlikely to cause injury to the wearer or his opponents and therefore cannot be hard or have any sharp edges, seams, etc. In soccer, players may wear rubber, plastic or similar material shin guards that are covered entirely by their socks and offer good protection. During competition, hockey goal keepers must wear headgear, leg guards and kickers. Remind customers that players with goalkeeping privileges also require protective headgear when defending a penalty corner or penalty stroke. The value for money the gear offers, its performance and the protection it offers are the main areas to consider when selecting hockey goalies’ protective wear, says Schonegevel. Advise customers to select durable protective wear that offers players a good level of protection, yet allow the keeper to To p40

The Limpopo school team who competed in the second annual National Championships, which is sponsored by Milo. The event saw thousands of learners from government schools across South Africa compete for the prize of R20 000, which was awarded to seven schools.

Companies wishing to tender to supply government schools, take note: in order to supply goods or services to government structures in future, all retailers and suppliers have to register on the Central Supplier Database, which serves as a central source of suppliers for all government spheres, by 1 April 2016. In order to stop monopolies, SRSA will be limiting the number of provinces service providers can deliver products to. They will also institute a feedback system from the provinces that will be consulted before appointing new service providers for future sports equipment and clothing tenders.

p40 :: Sport

Protective cont. from p38

Good year for Proteas

move and play in it. He suggests a three-dimensionally moulded and heat bonded product, which uses denser foam and offers more durability than glued gear. Their moulding process creates gear that offers more mobility and protection, he explains. And it’s important that a hockey goalie’s protective wear fit properly, adds Painter. Because the level of protection offered differs between senior and entry level kits, the same kit would not suffice for use by both junior and senior teams, he warns. Retailers should compare apples with apples with regards to the components offered in the kit, he advises.

The SPAR Protea netball team, which is sponsored by Canterbury (clothing) and Mizuno (footwear) — both locally distributed by Brand ID — won the Diamond Challenge, held in Margate, Kwazulu-Natal, and finished second in the European netball championships held in Belfast, Ireland, earlier this year. Photo: Reg Caldecott/Gallo Images.

Winter team sport cont. from p38 says Painter. Numbered bibs will be more affordable than customised apparel and can be used instead of numbering each individual’s shirt/top — making the bibs useable across different age groups. Kevro Sports offers both kit and bib options for netball, he adds. It stands to reason the teachers should know the age group, size and level of players they are

buying for, in order to determine which apparel products will suit them best, adds Thompson.

Hockey sticks With younger learners, or those trying their hand at hockey, entry level wooden hockey sticks will suffice and will help the player learn the basic skills needed, advises Franck.

Their Star product range is designed to provide good value for money for school or club players. Hockey sticks used for competition must be smooth and able to pass through a 51mm diameter ring, even with any additional coverings. Any curvature along the length of the stick can only have a 25mm depth and must be continuous and smooth. This may occur along the face side or back of the stick, but not in both places.

The latest kit launches from brands Three kits for Bulls fans VODACOM BULLS supporters have three new kits to choose from, which were recently launched by PUMA for the 2016 Super Rugby season. There is something for everyone in the new kits, which feature a Bull imprint across the front with reflective material embellishments, says Brett Bellinger, PUMA South Africa’s marketing director. The Stellar Kit introduces the first signature Black kit with a jersey that features an orange and red ombrè effect across the front. It takes inspiration from the star-filled night sky, which is fitting for the Bulls — stars in their own right — and makes for a great signature kit, says

Bellinger. PUMA has brought back the hugely successful pink kit, which the team will wear during one of their home games in support of CANSA and those

persevering the fight against cancer. It will only be available in a ladies cut for supporters. For the traditional Bulls supporter, there is also a blue kit.

New Lions jerseys signify heritage CANTERBURY SOUTH AFRICA has launched the new Lions Super Rugby Jersey for 2016, which has been developed in response to a challenge from the Emirates Lions Rugby Union to create a jersey that can withstand the physicality of the game and represent everything the Emirates Lions and Johannesburg stand for. The jersey has undergone seven months of research, design and development. “We feel we’ve succeeded in developing a technically advanced jersey that brings the Pride of Johannesburg to life,” says Du Toit Botes, from Brand ID, local distributor of the brand.

Sports Trader :: 2016 January

Because tradition is important, they have kept the Lions’ traditional red and white in the home jersey. The away jersey is in a combination of

black and gold and features the city’s unique skyline, which represents Johannesburg’s history of being born from the gold rush era and its people’s tenacity, pride and hard work. The golden sunrise also reflects a new era for the Emirates Lions. Both jerseys feature a traditional loop collar design with a 360° loop bound neckline, which has been changed to endure the game’s physicality, provide resistance and enhance elasticity as well as shape retention. This is Canterbury’s toughest collar yet, says Botes.

p42 :: Sport

How to use the Olympic Games to increase product sales With 42 sporting codes taking centre stage at the 2016 Olympic Games, retailers could take advantage of interest in the event to generate more sales for products used in these sporting codes. RHIANAH RHODE asked suppliers for tips

uring the month of August consumers will be keenly following the events taking place at the Olympic Games, which will be hosted 5-21 August in Rio de Janeiro, Brazil. With their customers’ minds already focused on the sporting codes, retailers should employ means of converting this interest into sales. There are a number of marketing-related tools that retailers can use for this purpose, say suppliers. Items such as Olympic Games displays, images, banners, etc. will attract customers’ attention in-store, as will displaying products that relate to the sports being played at the Olympic Games.

Sports Trader :: 2016 January

Retailers should make sure that the high traffic areas focus on product that ties back to the Olympics.

For information on which games will be played when during the 2016 Olympic Games, see the table on p44.

Displays As a key way to attract customers he will use some kind of eye catching display in the window that will help draw customers into the

store, says Brad Summers of The Golf Racket (local distributors of Wilson), who has years’ of experience in highlighting products by working in his company’s showroom and booths at sporting events. Once a customer has entered your store, you should have some kind of back-up display that inspires him to buy. “These can be displays or interactive tools relating to the sports and brands.” A lot of what retailers can do, will obviously depend on the available space in their stores, he adds. Another form of media — and one of the most successful tools he has seen — are in-store televisions, advises Summers. But the key with this “is to show inspirational videos that show To p44 great or winning moments in the

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p44 :: Sport

Olympic Games interest cont. from p42 sport you are trying to highlight,” he explains. For their own campaigns, they always use a television that is constantly showing footage of Wilson’s greatest winning moments and shots in sports, because it inspires people — and he believes that once the customer is inspired, he is more likely to purchase something.

Retailers can generate interest using displays, banners, games, competitions and even via social media, say suppliers.

Point of sale Most of the top brands will be able to provide stores with images and point of sale material to use, says James Mullen of PUMA. If you purchased product from top brands, then they will provide you with point of sale material to communicate the benefits of the product, as well as the link to the Olympics, to your clientele, he says. “Point of sale materials could include promotional items as well as give-aways, and the retailer could also advertise sports associated with the Games by putting up posters and advertising material in the store to complement the displays,” says Nick Wiltshire of Pat Wiltshire Sports, local distributor of Mikasa.

Make the most of high traffic areas One of the ways in which retailers could leverage the Olympic Games and create hype in their stores could be to dress up mannequins to represent the different sporting codes that are being screened at the time, suggests Mullen. He also suggests using point of sale displays in high traffic areas to attract attention to products. Retailers should also make sure that

the high traffic areas focus on product that ties back to the Olympics and the store layout should force customers to walk past “planned so-called Olympic themed areas,” thereby ensuring that customers have more contact time with the products that you are selling. Your store’s layout should scream Olympics from the minute customers see it, say suppliers. Make sure that your customers’ first point of contact is with an Olympics campaign, says Evert Ferreira of Brand ID, local distributor of brands like Canterbury, Dunlop, Mizuno, Skins, Slazenger and Speedo. As customers walk into the store, they should see Olympic Games-based branding, agrees Peter Wright from K&T Sports, local distributor of Malik.

Show athletes Retailers should use season-related displays and could use the local heroes that consumers can relate to with a clear message as part of their point of sale items, adds Ferreira. Any imagery or displays that indicate an asso-

2016 Olympic Games dates Week 1 (5-11 Aug) Athletics Badminton

Week 2 (12-18 Aug)

Week 3 (19-21 Aug)

x x

Basketball

Beach volleyball

Boxing

Canoe

Cycling

Golf

Gymnastics

Hockey

Judo

Rugby (sevens)

Shooting

Soccer

Swimming

Taekwondo

Table tennis

Tennis

Triathlon

x x

Volleyball

Water polo

Sports Trader :: 2016 January

ciation or partnerships with the event, team or individual athletes, can be used as an asset to help improve sales in store. Retailers who have this type of leverage should use it to attract customers, advises Sarah Mundy of ASICS SA. Salesmen should, for example, use images and displays of players who are competing at the Olympic Games to create awareness of the different sports products in their store, agrees Wright. Retailers should also remember to keep displays relevant to their customers. Stockists can ensure that their stores maximizes the timing of the Games by having bold and exciting window displays, and free-standing displays at strategic positions in the store that focus on certain codes that are relevant to their geographic location, says Wiltshire.

Encourage interaction Another way of attracting customers is through banners, which can have regular designs or encourage customers to be more interactive. “When we do promotional events at tournaments the best banners are the athlete popup banners,” says Summers. They had a Roger Federer pop-up at The SA Open Tennis Tournament a few years ago and everyone wanted to have their picture taken while standing next to him, he says. Some fans even wanted to buy it. The key was, however, that it got people on their stand and interacting with them. “I think the key with all pop-ups is that they are unique and eye catching,” he adds. Banners with images of players attending the games will also attract customers, says Wright. Retailers should hang banners in relation to hotspots in a store where customers will be able to see them and where possible drive a 360 degree approach to the full brand/production communication, suggests Mundy. Unique in-store features that relate to a particular sport can also attract customers’ attention and get them to interact with you, says Summers. They have a chair in their showroom that is in the design of a tennis ball, and he finds that everyone wants to sit on, and look, at it. Fun games and competitions also encourage customers to connect with your store, like having customers “come in and predict who will win the most medals at this year’s Olympics and win a prize,” says Summers. These types of competitions can be run in conjunction with, or in the lead up, to the games, says Wright, which can help attract customers before and during the games. The competitions can include things like identifying selected athletes or other Olympic Games trivia, he explains. Another way to generate interest is via social media, says Mullen. Applications can be used to drive traffic and hype towards your store, and it “can be as simple and planning a bunch of tweets, Facebook posts, or images of the store posted onto Instagram,” he says. When retailers use images, banners and other point of sale items, it is important to strike a fine balance as you don’t want to have too much clutter or so much promotion that customers can’t see normal merchandise or are unable to walk down your aisles, reminds Summers.

Trendy fitness activities

Sport :: p45

Fitness fads might come and go, but those activities that become trends can help retailers predict what might be good product sellers for the year to come … or what products might not be worth stocking, writes CARIN HARDISTY Participants give it their all in a group fitness session at the announcement of the ASICS and SWITCH partnership. Photo: Yamkela Mkebe

he Health & Fitness category is a strongly expanding growth market, states Messe München, the organisers of ISPO Munich*. “70% of the current German workforce considers life stressful; every fifth worker suffers from permanent stress. Chronic stress can have a negative impact on health, and the desire to be healthy has an increasing influence on personal lifestyles.” The use of technologies is a big trend among fitness participants. So big, in fact, that wearable technology is the number one fitness trend for 2015, reveals the Worldwide Survey of Fitness Trends for 2016, compiled by Dr Walter R. Thompson for the American College of Sports Medicine (ACSM). “It seems as though the back to basics philosophy of the industry that was driven by the weak economy might be fading,” writes Thompson. “Mobile services make the integration of suitable exercise programs and nutritional recipes into the every day possible,” adds Messe München. “The increasingly popular wearables in the form of fitness tracking bracelets, smart watches and even data eyewear set new standards for exercise and lifestyle. These hi-tech mini computers have become our personal exercise partners. Even though our beloved smartphones are almost never left behind, these wearables are carried

Top 20 trends for 2016* 1 Wearable technology 2 Body weight training 3 High-intensity interval training 4 Strength training 5 Educated, certified, and experienced fitness professionals 6 Personal training 7 Functional fitness 8 Special fitness programs for older adults 9 Exercise and weight loss 10 Yoga 11 Group personal training 12 Worksite health promotion 13 Wellness coaching 14 Outdoor activities 15 Sport-specific training 16 Flexibility and mobility rollers 17 Smart phone exercise apps 18 Circuit training 19 Core training 20 Outcome measurements * Source: Worldwide Survey of Fitness Trends for 2016.

close to the body and this opens up new types of applications.” Interestingly enough, wearable technology is a new trend category that makes its appearance for the first time in the report.

Smart phone exercise apps (#17) is one of the other two new categories in the Top 20 trends identified in the 2016 report supporting the trend towards increased use of technology. Flexibility and mobility rollers (#16) is the third new category. “It was interesting to observe these kinds of programs trending positively for 2016,” writes Thompson. “Although the research is not abundant, there seems to be a growing market for these specialized devices.”

Yoga With its vast selection of branches, yoga offers something for everyone. It is not really a surprise that it is among the Top 10 fitness trends. “Yoga seems to reinvent and refresh itself every year, making it a more attractive form of exercise,” writes Thompson.

Functional fitness Functional fitness (CrossFit) has had a constant presence in the Top 10 since the ACSM started doing the survey in 2007, with the exception of 2009 when it fell just outside (#11). In the 2016 report, it holds position 7. “Some of the survey respondents said that they typically pair functional fitness with fitness programs for older adults (trend number 8) depending on the needs of the client,” writes Thompson. “Even the frail elderly can improve their balance and ability to perform activities of daily living when pro- To p46

2016 January :: Sports Trader

p46 :: Sport

Fitness trends cont. from p45 vided appropriate functional fitness activities. It is assumed that people who are retired not only have greater sums of discretionary money, but also have a tendency to spend it more wisely and may have more time to engage in an exercise program.” “The concern for the health of aging adults has been consistently at the top of this survey, and this year is no different,” he continues. “The baby boom generation is now aging into retirement.”

Types of training In 2010, sport-specific training was among the top ten fitness trends (#8), according to ACSM’s study. In their latest study, it has dropped to #15. While not quite on the way out, this fitness trend is today not as popular as it once was. Body weight training, high-intensity interval training and strength training all trend higher, reports the study. Increased interest in new technologies has pushed body weight training off its #1 spot, which it held in the 2015 report, down to position number two. “Body weight training did not appear as an option before 2013, because it only became popular (as a defined trend) in gyms around the world during the last couple of years,” writes Thompson. “This is not to say that body weight training had not been used previously; in fact, people have been using their own body weight for centuries as a form of resistance training. But new packaging, particularly by commercial clubs, has now made it popular in all kinds of gyms.” “As the #1 position in the survey suggested last year, body weight training is a trend to watch for the future,” he adds.

Personal training Personal training, which has been among the Top 10 trends of the survey for the past nine years, holds the number six position in the 2016 report. “While there have been some minor variations of personal training (e.g., small groups as opposed to one-on-one), respondents to this survey believe that personal trainers will continue to be an important part of the professional staff of health and fitness centers,” writes Thompson. “Group personal training will continue to be a popular trend in 2016,” adds Thompson. “The personal trainer will continue to provide the personal service clients expect from one-to-one training but now in a small group typically of two to four. This approach offers potentially deep discounts to each member of the group and creates an incentive for clients to put small groups together.” “In these challenging economic times, personal trainers are being more creative in the way that they package personal training sessions and how they market themselves. Training two or three people at the same time in

Sports Trader :: 2016 January

The use of technologies is a big trend among fitness participants. So big, in fact, that wearable technology is the number one fitness trend for 2015. a small group seems to make good economic sense for both the trainer and the client.” Locally, ASICS and SWITCH have partnered to take the fitness class to a new level. The SWITCH Playgrounds fitness program — created by internationally-acclaimed fitness instructor, Steve Uria — sees participants led in a class that combines cardiovascular training, functional training, boxing, plyometric training, core stability and power-flow yoga. This offers each participant a full-body workout, not only focusing on one area, in a non-competitive group atmosphere. The partnership is in keeping with ASICS’s philosophy, which is reflected in the brand’s name: Anima Sana In Corpore Sano, which means sound mind in a sound body. As part of the partnership, SWITCH instructors wear ASICS apparel and footwear during the classes. This partnership gives ASICS an opportunity to promote their latest products in an exciting environment, says Sarah Mundy of ASICS. “We look forward to a long term partnership with Switch, a platform that will enable the continuous promotion of our latest innovations in an exciting environment, one that encourages continual reinvention and improvement,” says Mundy. Uria, owner and originator of SWITCH, is equally excited about this partnership and believes the two brands share the same visions. “Mutually aligned brands sharing the same passion makes this venture a no brainer!” he says. “We are two likeminded businesses with similar goals, established but reinvented, with the vision of a cutting edge, hip and sexy lifestyle in the workout arena.” SWITCH Playgrounds are being rolled out both across South Africa and abroad.

Outdoor activities In 2010, outdoor activities emerged as a fitness trend in the survey — then at position #25. Activities such as hiking, canoeing, camping outdoor games, etc. all fall in this category. “This more recent trend for health and fitness professionals to offer outdoor activities for their clients began in 2010,” writes Thompson. “Some personal trainers use outdoor activities as a form of small-group personal training.” These professionals might be slow to catch on, but the outdoor industry has known for ages that getting outside is an excellent way to get fit. In the 2016 report, outdoor activities holds position number 14, two spots down from 2015.

About the survey The Worldwide Survey of Fitness Trends for 2016 is the tenth annual survey published by the American College of Sports Medicine. The survey received more than 2 800 responses from health and fitness professionals worldwide in the commercial, clinical, non-profit community, and corporate sectors. “The survey has been designed to confirm or to introduce new trends (not fads) that have a perceived impact on the industry according to international respondents,” states the author, Dr Walter R. Thompson. For the survey, respondents were asked to make a distinction between a fad and a trend. The survey used the Cambridge dictionary definitions: • Trend: “a general development or change in a situation or in the way that people are behaving”; • Fad: “a fashion that is taken up with great entusiasm for a brief period.” Hi-Tec is sponsoring South Africa’s first walking festival, Cape Walking Fest. It will feature 52 walks between George and Storms River and offer participants the opportunity to connect with the area and to explore its natural beauty at leisure. “Walking festivals are a big trend globally, but this is a first for South Africa — it is a massive undertaking that involves the support and involvement of all the local communities,” says festival founder Galeo Saintz. “Hi-Tec, a brand which has become synonymous with hiking in South Africa, are sponsors of the event, which enables us to offer a wide range of walks catering to all levels of fitness and adventure.” The partnership is a perfect fit, says Joanne Esterhuizen of Hi-Tec. “Hi-Tec is a brand that infiltrates all outdoor recreation in South Africa. Walking, in many forms, has become a popular way of touring new places, improving health and fitness, and appreciating natural environments. The Cape Walking Fest is a great platform for us to encourage South Africans and visitors to see what the Garden Route has to offer and to align our footwear and apparel.” Cape Walking Fest takes place over the Easter Weekend, 25-30 March, and walks range from strolls along the beach to brisk walks up some of the highest peaks in the regions, such as George Peak or Peak Formosa in the Tsitiskamma. To mix in some extra fun, there will also be several festive walks. The more unusual Walk with Poetry and Yoga Walk have a calming effect on participants, and the Naked Walk in Nature (au naturelle), evening Walk Through the Night Sky (presented by local astronomers), and Connecting Nature and Community walk (conducted by a local conservation initiative) promise to bring participants closer to nature. * The 2016 ISPO Munich takes place 24-27 January in Munich, Germany. The Health & Fitness exhibitors will be housed in hall B4.

Science

p48 :: Sport

Michael Sakellaris, Bushnell Eyewear export agent for the EMEA, highlights the benefits of the new helmet.

Bollé now offers cycling solution

ollé, which comes from a cycling heritage, has come back to cycling with a bang! Christo Snyman, sales and marketing director for local distributor Ultimo, told guests at the launch of the Bollé Cycling Solution helmets. The brand waited to introduce a cycling helmet, because they wanted to launch something really special into an already saturated market, said Michael Sakellaris, Bushnell Eyewear export agent for the EMEA. The Bollé Cycling Solution fits the bill as it is about offering the end user one product that does everything, he added. The brand moved back onto the cycling path five years ago and currently invests nearly 90% of its budget on cycling products, because it’s the biggest sporting market in the world with a $50-bn retail turnover and makes up 14% of the global market, said Sakellaris. For Bollé, the development of cycling helmets is an extension of the knowledge and experience they gained by creating snow helmets for at least the past 12 years. More and more people are enjoying cycling as a sport or using it as a mobility solution and this move into cycling helmets was just a clear next step, he said.

Sports Trader :: 2016 January

Their two new helmets (The One and The Messenger) are available globally from January 2016. The One road racing helmet offers the user increased ventilation and visibility through its removable aero covers and LED light, a QR sticker alerting emergency services that records vital information through an app, and also features two linings, for warm and colder days. These linings are designed to fit as if they are built-in and won’t cause hang-ups like when using a beanie, which moves around quite a lot. The Messenger is an urban helmet aimed at community and recreational use for everyday activities like riding to work, school, etc. where there is not much competition as yet, said Sakellaris. This helmet has a top shell that covers the entire head, but keeps the wearer cool through ventilation holes in the front and back. It also features some of the same technologies as The One like a LED light, Safety QR code sticker and summer and winter linings. The brand also wants to protect the eyewear they provide and with the aid of their cycling teams developed a sunglass garage, which allows the user to store his glasses in the front of the helmet to protect against scratching or loss. Bollé also offers a number of sunglasses that are right in terms of style, said Sakellaris.

They currently offer the Sixth Sense, with or without prescription. It features adjustable temples, Trivex instead of polycarbonate lenses — which are more resistant, much lighter and offer much better optical resolution. The Fifth Element sunglass range will also be landing in January, together with the new helmets. These sunglasses have been developed with the help of their pro riders. They feature a new touching point that prevents moving around, and adjustable temples for the perfect fit. Both will fit perfectly into the sunglass garage. Because cyclists are also aware of their image and want to look and feel the part, Bollé has launched a prescription eyewear programme that will enable optometrists to improve the look of their prescription sunglasses, which was previously thought to be too bulky and unflattering. They are currently trying to associate optometrists with cycle shops in their vicinity in order to create a partnership where cyclists can have their eyes tested and select a lens and frame in order to get their perfect fit of prescription sunglasses, explained Ultimo MD David Harrington.

helps cyclists

Sport :: p49

Intensive research and development has resulted in new products that not only makes cycling safer, but also much for comfortable. RHIANAH RHODE reports back about two launches she attended

Dr Minkow, assisted by Matt Mangen on the bicycle, demonstrates how blood ﬂows during cycling.

Specialized oﬀers cyclists a unique ﬁt

he Body Fit Geometry system provides relief for the hand, foot, knee and seat discomfort cyclists commonly experience due to restricted blood flow and incorrect posture, the international experts who developed the system explained at the Body Fit Geometry Conference, organised by Specialized Bicycles in Stellenbosch at the end of November last year. Drs. Andy Pruitt and Roger Minkow, as well as Scott Holz and Matt Mangen, who are responsible for the science and technology behind the programme and gear, explained how these can reduce injury, and improve cycling efficiency and comfort. The Body Fit Geometry products go through an ergonomic design and vigorous testing process before they can be labelled as such, said Pruitt, the US scientist who performed the first medical bike fit in 1979 on Connie Carpenter, who later became an Olympic gold medallist. By taking a unique three dimensional view of the body on the bike he was able to observe the tracking of the knees and also noted that very few riders sit squarely on the saddle. This developed into the global Body Geometry Fit programme and gear that make the bike ride more comfortable — which helps the cyclist ride faster or further, without developing an injury, or to treat an existing injury. The products developed naturally as the team sought solutions for cyclists’ problems and he just happened to be in the right place at the right time, Pruitt joked. The idea in the designs of their shoes, gloves and saddles is to

make the cyclist one with his bike. The Body Geometry Fit saddles have been designed with the male and female anatomy in mind, explained Minkow. After cyclists experienced discomfort and debilitating results from riding on regular saddles, he embarked on investigating and creating saddles that improve comfort by relieving pressure on the soft tissue. Some saddle models restrict the blood flow in the genital area, resulting in lifestyle threatening conditions like erectile dysfunction and sexual dysfunction in men and urinary tract infections and sexual dysfunction in women. They therefore designed saddles with cut-out areas to create space that help remedy the problem. This proved beneficial for ladies as well. Traditional gloves pad the vulnerable parts of the hand, which can cause pressure on arteries, cutting off circulation and causing fatigue, said Holz. Their Body Geometry Fit gloves are designed to eliminate hand numbness and improve control. They are ergonomically designed and feature a grail equalizer pad in the palm, which helps even pressure throughout the glove when the wearer grips his handle bars. The gloves have been shown to improve blood flow by 12%. As a doctor, he dealt with many foot injury complaints resulting from cycling shoes, which is the reason he started testing and trying to improve them, said Pruitt. He designed the Body Geometry Fit shoe to accommodate various forefoot varus heights — the angling of the bones of the last four toes on a foot, which makes them naturally higher than the big toe.

The shoe improves performance and the cyclist’s speed by 6.6 megawatts, straight out of the box, said Holz. Features like arch support and a standard varus wedge (1.5mm) increase the efficiency, reduces injury and helps reduce medial lateral travel, which allows the legs to be straight when cycling. Without these shoes, cyclists’ knees often bend at an inward angle, which causes injuries. The varus wedges are also available in three heights to accommodate different feet. “The Body Geometry Fit shoes are designed to fit close to 90% of the population right out of the box, but with personalisation the wedges and insoles can accommodate anybody,” said Holz. Apart from the ergonomically developed and scientifically tested gear, Body Geometry Fit consists of a comprehensive pre-fit interview and assessment, a ride analysis and bike fitment, with a follow-up session. An extensively trained and tested fit specialist forms the most important part of the programme. Dr Pruitt trains individuals how to fit their customers in store, because he feels the tools alone cannot get the job done. Their Body Geometry Fit Studio mechanics are trained to get the customers in the best positions on the bicycles by considering their unique connections with the bicycles. Therefore each customer is fitted independently. This takes a couple of hours, but will help him climb faster, descend more confidently, and reduce fatigue when riding for long periods. Body Geometry Fit is offered by all Specialized Bicycles’ Concept and Elite stores across the country.

2016 January :: Sports Trader

p50 :: Industry

Aidan Romanis, Natalie Ralphs and Mark Ager.

Aidan and Kim Romanis.

The Lite Optec Group is growing from strength to strength The Lite Optec Group started out as a small manufacturing company in a rented garage, but today it is a group of top distribution and developing companies — local and international — writes CARIN HARDISTY

lmost three decades ago, in 1987, Marc Ager started manufacturing Ram gun cleaning kits in a garage he rented from a friend. A mere two years later, he was appointed a South African distributor of internationally renowned lighting brand, Mag-Lite. This prompted the creation of the Lite Optec Group, now consisting of Ramrod and Lite Optec: sister companies with two different areas of operation. Ramrod focuses on importing and developing new products under its own brands, while Lite Optec is a distributor of top local and international brands. The companies both focus on products that will especially be of use in the outdoors. There is also a corporate section that offers inhouse engraving, branding and gifting options.

Developing new products Ramrod, headed by Ager, is mainly focused on looking for areas where there are existing items on the market that they believe they can improve, as well as looking for gaps in the market where they can create new product to fill a need. One such example is their successful Tonglite range of braai accessories, which has gained popularity not only in South Africa, but also internationally. “There is a massive need to concentrate on good quality entry level products,” says Ager. This is the drive behind developing their own products. When the recession hit in 2008, there was a tendency among companies to save money by letting staff go. The Lite Optec Group did the opposite: they kept all their staff and their warehouses, and instead invested in their OEM (original equipment manufacturer) side by opening an office in Hong Kong. They permanently employed people to check the quality of the products being produced for them in their existing Chinese factories, as well as to source other good factories. To address the big copying problem in Chi-

Sports Trader :: 2016 January

na, Ramrod sources components from different factories and then puts the final product together in their warehouse in South Africa. This way, it’s harder for them to copy the final product. Overall, South African products are also not as big a target for copiers. The packaging is also done in their warehouse in South Africa. To further discourage copying, they hold patents both in China and in South Africa for several of their products. This also enables them to pick and choose from which factories to order which product, thereby ensuring the best quality. They have, for example, found they can source better quality stainless steel goblets for their picnic sets from India than from China. Ramrod not only develops products to distribute under its own brands, it also partners with retailers to help them develop their own OEM brands, or even to help meet minimum order quantities on imports. They also don’t only rely on Chinese imported products. Ramrod also manufactures locally in South Africa, where it produces the Ram accessories and defense aerosol product ranges — both of which are very big for the company. “We are promoting many quality brands, and global points of manufacture,” Ager points out.

Distributing across the world Lite Optec distributes a strong and diverse lighting range. Their core flashlight brand is Mag-Lite, supported in different lighting categories by Ultratec (emergency and solar silicone lamps) and Game-Pro Spotlights (hunting, security and game-viewing spotlights). Due to Eskom’s loadshedding, they have found that their own UltraTec brand is performing the best for them. International brands Mag-Lite and Isosteel, however, are also top performers. “We like to give retailers a good, better, best option when it comes to brands and prod-

ucts,” says Kim Romanis. Their products tend to cover the entry level, mid and high price points, offering retailers — and their customers in turn — a wide choice selection. Some of their other brands are Gerber, True Utility, National Geographic, Tekut, Spyderco, Oregon Scientific, and Böker. At the start of 2015, Marc Armstrong and Adel Al Sumait partnered with Aiden and Kim Romanis to buy a controlling interest in the Lite Optec group, which was previously owned by Timothy Oshry, James Stott and Jan Boshoff. Today the management team consists of Aiden Romanis (MD), Natalie Ralphs (Group Financial Director), Kim Romanis (Marketing), and Caroline Merl (Logistics). Tonglite has an European distributor in the form of Firma Siegfried Hintz, Lite Optec’s Isosteel principals. Together they successfully launched Tonglite2 to the international community at the 2015 spoga+gafa show in Germany. Not only does Lite Optec’s own brand have an international presence, the company itself has opened a distributorship in the UAE, where there is a big demand for outdoor product, but few distributors. Ramrod Outdoor, which takes the Lite Optec Group to three companies, will service the UAE market. Ramrod Outdoor operates as a separate company, applying from new to distribute brands in the UAE. This means that it won’t necessarily distribute the same brands that Lite Optec does here in South Africa. Due to there being so few distributors in the UAE, Ramrod Outdoor will also be able to apply to distribute brands that Lite Optec might not have access to in South Africa. Importer, manufacturer, distributor, principal, a growing group. Not bad for a company that started out in a garage back in 1987. The Lite Optec Group is one of South Africa’s fairytale stories come-to-life.

Outdoor :: p51

Selli n

m top

Duncan Pattenden, owner of Orca g tips f Industries in Claremont, Cape Town, was nominated as a top salesman by Simon Larsen of 16 Ram Mountaineering, local distributor of Jetboil. “While many may acknowledge Duncan as one of the country’s foremost experts in scuba diving, he is equally at home on land — and spends considerable time exploring our county’s wild places on foot, off road bike and 4x4,” says Larsen. “When speaking to Duncan it quickly becomes clear that he has tried and tested the gear that he sells — and because his experience is so broad, he knows what works best in a particular environment.”

les m

We’re looking for top salespeople We’re asking successful sales people in the industry for tips on how they clinch that sale in this series on Sales tips from top salespeople. Send nominations to Trudi du Toit on Tel: 021 461 2544, Fax: 021 461 2549. Email: trudi@sportstrader.co.za.

Selling more … outdoor cooking products

our initial introduction to your customer is very important to sale success, says Duncan Pattenden from Orca Industries in Claremont, Cape Town. A salesman should always smile and be polite with customers entering his store. You should greet the customer like you want him to be there, because otherwise it will be just as if he is walking into a shop where everybody ignores him: he will feel as if he is gate-crashing a private party, explains Pattenden. This is etiquette that should be instilled from the owner to the salesperson and it shouldn’t matter who is on the floor: when a customer walks in the door he should be greeted, he says. At his store there is always someone watching the front door to ensure that within a few seconds of someone walking in, he will be greeted. Your appearance and product knowledge has to be on point when a customer approaches you. Because the whole outdoor industry is more of a family, if people get the wrong impression, or the impression that you don’t really know what you are talking about, they will just tell you they are browsing and five minutes later they are out the door, he warns. A salesman should aim to keep his customers

in the store beyond these critical few minutes — which can determine the outcome of a sale — by exercising good listening skills, he says. Let the customer know you are listening to him by finding out exactly where he is going, if he has an expedition lined up, and match the products you stock to his needs. This is where you need to be on the top of your game in terms of product knowledge. Orca Industries offer after sale servicing as an add-on on a number of the products they sell, which has contributed to his own product knowledge and enables him to give customers informative answers to questions that often pop up, says Pattenden. People want to know how a product works and that there is a reliable backup option, should anything go wrong. If a salesman can’t give them information regarding warranties, serviceability, etc. customers will not easily purchase the products. In a situation where a customer wants to know what could possibly go wrong with a product, Pattenden knows he is able to help them overcome any reservations by dismantling it completely and explaining what each piece does, what can cause damage to it, and how to put it back together again. Customers are usually quite impressed

with how easily they can use and service their own products. Pattenden often takes his entire staff on camping or trekking trips so that they can get to know the products and feel how they work, which helps everyone increase their existing knowledge of the products. He also welcomes any training or workshops from suppliers, because he believes that no one can know everything and it is always nice to improve his own and his staff’s knowledge whenever possible. He believes honesty is the best policy. Being honest with customers can make or break a sale, says Pattenden. Some salesmen can sell well from an academic point of view and bamboozle customers into believing the product is right for them, only to realise when they use it that it is not at all the right product for them. He is not like that. Even if being honest means he has to lose a sale, he chooses to inform the customer properly, because in the future they will remember his advice and may return to purchase a product when it suits their needs or pocket. A salesman has to remember is it is not just a matter of dumping dead stock on a customer. “He needs to feel that you have his best interest at heart and if he feels that To p53

2016 January :: Sports Trader

p52 :: Outdoor

Tips for selling outdoor cooking products

hen selling outdoor cooking products, determining the customer’s needs and reason for buying a product is important to the success of a sale, says Duncan Pattenden from Orca Industries in Claremont, Cape Town. If a customer’s primary objective is buying a basic gas stove, which is sold everywhere and generally have standard fittings, do not to lecture him, as he might get offended and feel that you are talking down to him. If, however, he wants something more technical and is unsure about his choice, ask him about his concerns about going ahead with the purchase. Often it is just that the customer is afraid of hurting himself or is scared of using a product he has no idea how to work with, which can be remedied by showing him how to use the product correctly. A show-and-tell approach can be very important if a customer buys a stove from your store, because otherwise he will very likely worry about how he is actually going to start it. The best thing to do in such a case would be to take him outside for a demonstration and show him how easy it is, advises Pattenden. He demonstrates products he sells and even tells customers to take it home and return it

should they not be happy with it. But generally he finds that customers don’t return the products they have bought, because they have been given the proper advice. Although you don’t need a competency course to run certain stoves, salesmen should warn customers that they could burn themselves if they don’t have the know-how to work with them. Without being blunt, find out what is your customer’s budget and work out his price point in terms of the products you have to offer. Although he tries to avoid selling cheaper ranges to customers where possible, it is a good thing to have a budget option for customers who just can’t afford to buy anything else, says Pattenden. Use product features to your advantage by advising how customers will benefit from a certain pot, pan, kettle, etc. says Pattenden. Many customers compare pricey items with similar looking products from general retailers and the salesman should be able to explain the more subtle differences, for example insulated collapsible handles that make it easier to hold the pot, holes in the lid that prevent the pot from boiling over, etc. There are a number of stoves on the market, but some are designed to be more suitable for one activity than another. When weight is not critical — like a braai at

home, camping with a vehicle or caravanning — a gas cooker that works with low pressure gas would be suitable, says Pattenden. Most people are already familiar with these type of products from home use and it is easy for anyone to manage. Smaller multi-fuel stoves, on the other hand, are trickier and more of a one man operation. They have to be used by someone who is familiar with that type of cooking instrument. If your customer will be cycling, motor biking, hiking, etc. — activities where weight becomes an issue — advise him to look at products using alternative fuel and smaller gas canisters. For one person on a hike a 110g gas canister should ideally do, whereas a four man hike will require something a bit bigger. The salesman should advise his customers to avoid basic small gas stoves when hiking in cold weather and altitude, which will make them very inefficient, he says. When cooking for larger groups of four or five people, or if your customer plans to cook a number of dishes, recommend that he takes more than one cooker top on the trip. Integrated canister stoves are ideal for customers looking to save space and weight as everything packs into the pot, making it light

ing, and Orca Industries relocated to its own premises in Claremont, with Pattenden still at the helm. Pattenden is not only a good salesman, but has also achieved many sport and outdoor related feats. During his school and SANDF days he played hockey, which led to him securing his position at Varsity Sports Adventure Centre. He has also completed most of the div-

ing instructor certificates and is a qualified PADI, CMAS, and NAUI dive instructor. He uses this knowledge in his store everyday as a salesman, as well as at the Orca Diving Academy, which he runs from the same premises. In addition to this, Pattenden also enjoys hiking and touring parts of Africa on his motorbike, and has had many experiences with a number of outdoor cooking products. “I come from a camping family and have fond memories of my father cooking crayfish on the beach using his Cadac cooker top and gigantic kreef pot. In true South African style, cooking outdoors was instilled in me from an early age,” he says. Pattenden has been in the outdoor industry longer than anyone he knows and combines his technical abilities with real outdoor experiences to offer really insightful advice to his customers, says Larsen. He recently completed a more than 10 000km dirt bike trip from Cape Town to Malawi (and back), which included time in Mozambique and Zimbabwe.

More about Duncan Pattenden Duncan PattenDen, who owns Orca Industries in Claremont, Cape Town, has spent the bulk of his adult life working in the retail industry. After completing school and his compulsory military service with the South African National Defence Force (SANDF), he joined sport and outdoor retailer Varsity Sports Adventure Centre in 1983 as a junior salesman of outdoor equipment. After Varsity Sports Adventure Centre closed in 1993, he and Simon Larsen opened the Orca Industries store in the Claremont Medical Centre. This has “become something of an institution in the diving scene in Cape Town,” says Larsen. “In all the years since inception, the outdoor store has consistently offered a well thought out range of quality outdoor equipment and has been staffed by wellinformed sales people who take a very personal interest in their customers,” he says. Many of the Varsity Sports staff moved with Pattenden to the new store, which specialises in climbing, diving and hiking. Since then, Larsen has gone into distribution and is one of the owners of Ram Mountaineer-

Sports Trader :: 2016 January

Outdoor :: p53 and compact. Stoves with a piezo auto ignition could be useful for non-smokers who may not always carry a lighter to start their stove. If your customer likes to keep his options open, combination gas and liquid fuel stoves offer the option to cook with either benzene or gas. Advise customers to purchase anodised cooking products, which are more durable and last longer than non-anodised products due to their protective coating. When boiling water for tea or coffee, advise customers to measure the amount of liquid they need by filling their cup with it and then throwing it in the pot to boil, which will ensure that they are not wasting unnecessary gas, fuel or hot water. Remind customers when working with gas to always first light their match/starter and then to turn the gas on, to avoid any gas pockets from forming. They should also always work in a well-ventilated area. Make customers aware of gas’ garlic odour, which can help them identify if they have a leak. Don’t over tighten taps on a gas tank as it could shorten their lifespan. Assure customers that they do not need to worry as taps are balanced in the manufacturing stage and have

special sealing to help prevent leaks. When it comes to recommending items like cutlery and plates for the minimalist traveller, lightweight options like polycarbonate knives and forks are more suited to his needs than stainless steel. For the more luxurious outdoor enthusiast there are a number of nice-to-haves like plastic pepper mills, wine glasses, egg lifts, etc., but BPA-free varieties are better than other plastic options which are known to be toxic, adds Pattenden.

Good salesman from p51 you are genuine and honest you generally tend to keep him as a repeat customer,” he advises. Low staff turnaround is another important aspect that he feels has helped his store. His staff have been around so long that they build up a relationship with repeat customers, by remembering their faces and often their names as well, which usually makes the customers feel more welcome in the store.

Several reasons to buy Jetboil The facT that Jetboil’s stoves are compact, fast and efficient are just a few of the reasons customers will want to buy them. The brand was originally created by active trekkers as an alternative to traditional cooking apparatus, which had to be forced into limited spaces in backpacks where they didn’t really fit, did not or handle wind and cold well, or took quite a bit of effort to set up and get started, says Simon Larsen of Ram Mountaineering. “When originally launched, JetBoil was unique in that it was the first complete system that integrated the stove with the pot. It was also the first system that integrated a heat exchanger into the base of the pot.” Unlike other products, which could lose heat when it is transferred from the burner to the pot, Jetboil is designed to transfer most of the burner’s energy to the pot — which increases the speed at which the pot’s contents will cook. The entry level units in this range can boil 500ml of liquid in a little over two minutes, he says. This efficient heat transfer system also means that the stove is equally effective using a low or a high output. A low output burner consumes very little gas — and therefore JetBoil is the most efficient gas stove on the market, says Larsen. “A small 100g canister will give 12 boils, which is generally good for two

or three days on the hill for two people. Given the cost of gas — both on your pocket and on the environment — such efficiency leads to huge savings in the long run.” These stoves feature a heat exchanger, which helps ensure good performance even during windy conditions. The products are also easy to use. “I know many outdoor enthusiasts who own liquid fuel stoves, but have just stopper using them once they bought a JetBoil,” says Larsen. He believes this is because they are quick and easy to put together, can light in an instant and can be handled with bare hands, even while hot. Jetboil also offers expedition ready gas stoves like the MiniMo and Sumo models, which feature patented regulators and therefore “do not suffer from the reduction in output due to low temperatures as soon as regular stoves do.” The performance of most gas stoves will start declining at approximately 5o C, which renders them nearly useless, these units will only start to lose performance from -6o C. The Joule model has an inverted canister and generator pipe design, which will enable it to perform comfortably at -20o C, says Larsen. Additional accessories, like a coffee press or hanging kit that can be used in conjunction with these stoves and help make them even more versatile, are also available, he says.

2016 January :: Sports Trader

Distributed by: www.rammountain.co.za

p54 :: Outdoor

Data required to ensure future of recreational angling The long term sustainability of the fishing tackle industry depends on the long-term availability of fishing stock. SACRAA is opposing proposals by the authorities that could threaten this viability, namely gillnet fishing by a commercial enterprise in South Africa’s second largest dam and subsistence fishing in the Tsitsikamma MPA. But, in order to convince the authorities of the negative impact of these proposals, the organisation is calling on industry members to help them conduct a study to determine the value of recreational fishing to the South African economy and local communities

ust how valuable is the contribution of the recreational fisher to the South African economy? If it can be shown that recreational fishing contributes as much as commercial fishing — if not more — to the economy and the survival of local communities, authorities will have to lend equal weight to proposals and arguments from both fishing sectors. The equipment used by recreational anglers alone could contribute a considerable sum: apart from rods and reels and other gear, anglers use boats and all the necessary equipment to fit them out, as well as shelters, chairs, tents, freezers, and many other items to make the fishing trip more comfortable. In addition, a recreational angler pays for petrol — especially if he uses a boat — and accommodation, food and restaurant meals during the fishing trip. He will also make numerous other contributions to local communities close to his fishing destination — like buying bait, refreshments, fishing licenses, etc. More often than not, his family will accompany him — or a group of friends will go on a trip together. The South African Consolidated Recreational Anglers Association (SACRAA), in partnership with Rhodes University’s Department of Ichthyology, will this year be conducting an impact study to assess the economic impact of recreational fishing in South Africa. And they are calling on industry members to alert consumers and fishermen to the study and inform them how important it would be

Sports Trader :: 2016 January

for them to participate in it. This study will quantify the worth of recreational fishing to those involved in the industry — retailers, suppliers, manufacturers, etc. — and help estimate the expenditure of anglers, the number of jobs created through recreational fishing, the revenue from taxes and income to the national economy. The research results will be used to convince policy makers to improve management of recreational fishery and empower them to make more informed decisions.

SACRAA is calling on industry members to alert consumers and fishermen to the recreational angling impact study and inform them how important it would be for them to participate in it. From early 2016, SACRAA will distribute questionnaires to anglers via fishing tackle stores, various website and social media pages, and angling magazines. They will also be conducting face-to-face interviews in order to ensure that they reach as many recreational anglers as possible. The project will be undertaken by international experts as well as scientists from six local institutions: Rhodes University, University of the North West, University of Cape Town, South African Institute for Aquatic Biodiver-

sity, Oceanographic Research Institute and the Department of Agriculture Fisheries and Forestry (DAFF).

Commercial fishery threat This data would especially be valuable when negotiating with authorities proposing to change policy that could potentially threaten popular recreational fishing stock. For example, since January 2015 SACRAA has been representing recreational anglers and SASACC (the controlling body of organized sport angling in South Africa) on an advisory committee considering the proposed development of a small-scale commercial fishery on South Africa’s second biggest dam, Vanderkloof, on the Orange River. The organisation was asked to oppose this development by concerned recreational anglers who attended a public meeting where the proposal was tabled. The Northern Cape Department of Agriculture, Land Reform & Rural Development (ALRRD) proposed the commercial fishery to address the high levels of poverty and unemployment and poor food security in the surrounding rural communities. They appointed the Rural Fisheries Programme of Rhodes University to investigate the feasibility of the project through an experimental fishery designed to mimic a small-scale fishery. The data gathered during this experimental phase will be used to assess the sustainability and economic feasibility of a long-term small-scale commercial fishery.

Outdoor :: p55

SACRAA strongly opposes a proposal to allow subsistence angling in a Marine Protected Area. Photo: Nicol du Toit

An Experimental Fishery Management Plan (EFMP) has been developed by Rhodes University and has undergone several reviews by the advisory committee. “While SACRAA supports initiatives that promote equal access to resources and acknowledge that the development of rural inland fisheries are needed, we do not support that this must be achieved at all costs,” says chairman John Pledger. “Each proposed fishery needs to be assessed on its merits and must adhere to the existing legal framework.” They especially oppose the proposed use of gillnets by the fishery due to the threat this poses to the largemouth yellowfish, which is a nationally listed threatened species and THE prize angling species for many fly fishermen and art-lure anglers both locally and internationally, explains Pledger. “Vanderkloof Dam is considered by many to be the premier destination for the catching of this species and the trophy-size specimens that the venue regularly produces are a matter of record.” SACRAA therefore has serious reservations about the inclusion of gillnets as a method of capture. “The nets are indiscriminate and are effective at catching a wide range of species, including the largemouth yellow. The advisory committee, however, rejected their request to exclude gillnets from the experimental fishery in order to protect the species and the catch and release fishing-based industry — and livelihoods associated with it. Instead, it has been proposed that a two-year experimental process be followed that allows

the use of a range of gear types (gillnets, rod and line, longline, Fyke nets and seine nets), and that catch data is analysed every three months. “SACRAA remains adamant that the use of gillnets is not appropriate in the Vanderkloof scenario and that alternatives that exclude them are available.” They base their opposition on legal principles, especially the provisions in the National Environmental Management: Biodiversity Act (NEM: BA) referring to listed species and the

The research results will be used to convince policy makers to improve management of recreational fishery and empower them to make more informed decisions intention of the Act regarding commercial fishing of listed species. “Legal provisions such as these can, however be complex in the way they relate to other aspects of legislation and can usually be subject to different interpretation,” says Pledger. “As such, in addition to our numerous submissions to the Vanderkloof Advisory Committee to date, SACRAA will obtain a formal legal opinion on the matter, which will also be submitted to both the advisory and steering committee.” At the time of going to print no final decision

had been made on the approval of the project. “If it appears that the committees wish to proceed with the proposed experimental fishery in its current format — despite our reservations — we reserve the right (and have made it clear to the advisory committee) to take matters further and challenge this through the courts,” says Pledger. SACRAA is not opposed to a rural fishery to operate alongside the recreational fishery at Vanderkloof, per se. “If the largemouth yellow was not a factor, or if gillnets were excluded, we would fully support the fishery either as a small-scale commercial operation — if viable — or a subsistence-based operation like the one that operates on Lake Gariep,” says Pledger. “As it stands we oppose it not just on the grounds that a recreational angling trophy species and the industry and livelihoods associated with it need to be protected, but also on the grounds that the largemouth yellow is worthy of protection in its own right. “National environmental legislation recognises that the largemouth yellow is a species under threat and has deemed it worthy of special consideration. SACRAA will continue to represent recreational angling interests at Vanderkloof until this process has run its course, and is committed to doing the same wherever it is needed,” he concludes.

Subsistence fishing in MPA SACRAA is also opposing the draft regulations for the rezoning of the Tsitsikamma To p56

2016 January :: Sports Trader

p56 :: Outdoor

Threats to recreational fishing cont. from p55

Marine Protected Area (MPA) to allow for subsistence farming in selected areas. The draft regulations were recently published for public comment by the Minister of Environmental Affairs. “The most alarming of the proposed regulations provides for the access to four controlled zones along the shore-line, by a select group of anglers, to fish and collect bait,” says Pledger. The entire MPA has been demarcated as notake since 2001. “Allowing access to exploit living resources does not in any way conform to this purpose and severely undermines the integrity of the MPA — as well as the public’s confidence in SANParks (the managing authority) and the Department of Environmental Affairs (DEA), argues SACRAA. Decades of research in MPAs provided much data that proves that even moderate levels of fishing pressure will have an adverse effect on most fish species, and ultimately the purpose of an MPA’s existence.

Political pressure applied The Tsitsikamma MPA plays a significant role in fish conservation by protecting species that are severely threatened due to overexploitation, the State of Management of South Africa’s MPAs report of 2009 showed. The report listed the threats to the MPA as illegal fishing and political pressure to allow local communities access to fish. “In 2007 political pressure was used in an attempt to gain access for local communities,” reports Pledger. “The initiative was defeated, thanks to massive opposition from the public and scientific institutions.” Now, political pressure is once again being applied, argues SACRAA, even though “nothing has changed in terms of the impact such an undertaking would have. The risks to the functioning of the MPA far outweigh the benefits that would be enjoyed by a small section of the population.” According to the National Protected Area Expansion Strategy 2008 (NPAES), the current network of protected areas in South Africa falls far short of being able to sustain biodiversity and ecological processes, says Pledger. “In order to reach just a quarter of the 20year NPAES targets, an additional 59km of notake inshore zone needs to be added, and yet the DEA are proposing that the no-take area be reduced instead. These regulations undermine the NPAES as well as conservation and research efforts from the past 50 years.” The current proposal was motivated by the need to provide recreation and food security to communities that had historical access to the areas prior to the declaration of the MPA. SACRAA, however, points out that the activities will neither be sustainable, nor will they be carried out in a manner that preserves the ecological character of the MPA. “Many of the target species are highly resident, slow growing fish that are extremely

Sports Trader :: 2016 January

cans and is the worst form of exclusivity at the expense of others,” says Pledger. “There is no form of equality in this and it is unconstitutional.” This implies that even people who recently moved to Covie or Koukamma will be allowed access, while everybody else is excluded. “This is completely irrational and demonstrates that the only reason for the regulations is to allow for the exclusive use of the MPAs resources by a select few who happen to have the correct residential address. “The MPA was established in the national interest in order to protect a unique habitat, biodiversity and enhance fish stocks by providing a safe haven for them to feed, grow and, in most cases, reproduce.”

No food security

John Pledger is chairman of SACRAA as well as the industry body SAFTAD.

Decades of research in MPAs provided much data that proves that even moderate levels of fishing pressure will have an adverse effect on most fish species vulnerable to even moderate levels of fishing effort,” says Pledger. “Their exploitation is not sustainable, as is evidenced from declining, and in some instances, collapsed stocks in areas where fishing does take place.” They further argue that the DEA did not follow due process, as detailed in their own environmental legislation, when considering these regulations. “There has been no risk assessment, there is no indication that potential impacts have been assessed or that the effects of fishing in the MPA have received any attention. The opportunity for adequate and meaningful public participation has also not been provided for. No information has been provided that will enable the public to contribute from an informed base.” The organisation further believes that a pilot project supposedly as a test to assess the feasibility of opening the four zones permanently is nothing more than an attempt by SANParks to appease local community members. “The pilot project is not a risk assessment and will achieve nothing; the feasibility of fishing sustainably in MPAs has been assessed by researchers for decades and the conclusion is that it is not achievable,” says Pledger. Furthermore, they argue that it is unconstitutional to establish controlled zones to allow fishing for the exclusive use by Tsitsikamma anglers (members of any community in the Koukamma Municipality and Covie residents). “The proposed zoning for the use by Tsitsikamma anglers excludes all other South Afri-

“The proposed regulation that stipulates each registered angler may only fish for a maximum of four days per month is particularly telling as it demonstrates that this has little to do with providing for communities that have no foodsecurity and everything to do with providing a select few with the privilege of fishing in a pristine MPA.” SACRAA also believes that species like dusky kob, black steenbras, yellowbelly rockcod and roman, found in the MPA, should be added to the list of prohibited species because their stocks have all-but collapsed. “The combined factors of slow growth rate, longevity and high degree of residency make them extremely susceptible to over-exploitation.” In addition, SANParks does not have the required capacity to ensure any level of meaningful compliance. “The zones will need to be patrolled daily as the enforcement of the fourday per month access limit alone will require full-time monitoring,” argues SACRAA. Many other sections of the shoreline are also easily accessible, which will have to be patrolled to curtail the current illegal fishing activities in these areas. “If the DEA intends to pursue this option of allowing access for fishers, SANParks will need to provide a comprehensive monitoring and enforcement strategy that proves they have capacity to enforce these regulations. This strategy should be made available to the DEA as well as all stakeholders for comment prior to any further consideration being given to these Regulations.” Should these regulations become law, it will set a very dangerous precedent for other notake MPAs and greatly hinder the proclamation of new MPAs. “Anglers need to accept that they are one of the main reasons for the decline in our fish stocks, but they can also be a part of the solution by recognizing the vital role no-take MPAs play in helping preserve biodiversity for future generations. Finally, the DEA has not followed due process in the drafting of these regulations and they need to be withdrawn.” SACRAA was established as an umbrella body for everybody involved with any aspect of recreational angling. See www.sacraa.co.za

Trade show news

Trade shows :: IBC

Show diary Diarise these upocoming trade shows. • Agenda will be held 7-8 January at the Long Beach Convention Centre in California, US. • The ATA (Archery Trade Association) Show will be held 5-7 January at the Kentucky Exposition Center in Louisville, US. • The Outdoor Retailer Winter Market will be held 7-10 January at the Salt Palace Convention Center in Salt Lake City, US. • The PGA Merchandise Show will take place 26-29 January at the Orange County Convention Centre in, Florida, US. • The Shot Show, for the arms and archery industry, will take place 19-22 January at the Sands Expo Centre in Las Vegas, US. • The diving and watersports show, Surf Expo, takes place 14-16 January at the Orange County Convention Centre in Florida. • The Imprinted Sportswear Show, which brings together buyers, suppliers and manufacturers of screen printing, embroidery and graphic design for sportswear, takes place 22-24 January at the Long Beach Convention Center in California, US.

CES The Consumer Electronics Show (CES), which takes place 6-9 January in Las Vegas, US, will showcase more than 3 600 exhibitors, which includes manufacturers, developers and suppliers of consumer technology hardware, and will feature more than 200 conference sessions.

EFTTEX EFTTEX, the European Fishing Tackle Trade Expo, will in future be held in Amsterdam every two years. The decision was made after exhibition space at next year’s show in Amsterdam had been sold out eight months ahead of the show, to be held June 16-18th. Previous shows in

Visitors to Orbit Sports Manufacturers’ 2015 stand at ISPO Munich showed a lot of interest in their products.

Orbit Sports at 2016 ISPO Munich ORBITS SPORTS MANUFACTURERS will be exhibiting its Stormforce Xpro brand for the third consecutive year at the 2016 ISPO Munich in Germany, which runs 24-27 January. They are very excited to introduce new products such as the Xpro soccer shin guard - a soft and flexible alternative to hard shell — to their Impact range, says Lauren McCleland from Orbit Sports Manufacturers. Their stand in hall B6 will also feature other padded compression wear options from their range, which can be worn for a range of activities. For the 2016 ISPO Munich trade show, action sports exhibitors are being moved to their own three halls (B5, B6, A6). This is the first change to the hall distribution in six years and will allow visitors a more efficient overview of developments and trends. Amsterdam had also attracted record numbers of visitors. Amsterdam is popular because it is easy to travel to and visitors like the RAI exhibition centre and the city. The request by members to permanently host the show in Amsterdam was turned down, because EFTTA fears that this will limit visitors and result in the same wholesalers, agents and retailers attending.

Eurobike The Eurobike trade show will feature some changes when it takes place 31 August-4 September 2016 in Friedrichshafen, Germany. The show will feature a new Demo Area that runs during the show time behind the B halls, which replaces the Demo Day previously held

before the show. From Wednesday to Friday, the show will only be open to trade visitors. The Saturday and Sunday will be festival days and open to the general public — instead of one Public Day as before.

Securex Securex — the trade show aimed at business and personal security, protection and safety — will give visitors access to local and international manufacturers and suppliers from 24-26 May 2016 at the Gallagher Convention Centre in Midrand, Johannesburg. Visitors can also look forward to free educational sessions with renowned speakers on topics such as industry best practice, trends and legislation, as well as business matchmaking services.

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2016 January :: Sports Trader