Sports Trader July 2014

Southern Africa’s business-to-business magazine for the sport, outdoor and leisure industries • Vol 35 No 3 • July 2014

How light performance is measured The new Asics SA subsidiary is ready Do celebrity runners sell running shoes?

Southern Africa’s business-to-business magazine for the sport, outdoor and leisure industries • Vol 35 No 3 • July 2014

Vol 35 Nr 3 July 2014 www.sportstrader.co.za

Clothing & footwear

8 10 11 16 26 32 37 38

New footwear trends

The latest range news from footwear brands

How light performance is measured The new Asics SA subsidiary is ready Do celebrity runners sell running shoes?

On the cover As the Afrikaans name implies, Kakiebos is a true South African leisurewear brand, locally available from Crown Footwear, consisting of t-shirts for men and women and shirts for men.

Their t-shirt designs have an old school edge, with designs taking strong inspiration from post-war style prints. Some of the ladies prints have a youthful quality with flowers and hearts appealing to their feminine senses.

The range is manufactured from top quality material.

For trade enquiries contact Crown Footwear on 031 700 1601 or visit www.kakiebos.co.za.

Brooks to revolutionise running

What is the state of the tennis market?

Vibram lawsuit stimulate debate

The latest team boot trends

What sells running shoes?

New lighting standards explained

A research project by Brooks will change the way we look at running Barefoot running is again under the spotlight Do celebrity runners sell running shoes?

Why sneakers appeal

What makes each brand’s sneakers special

Team boot trends

The latest trends in rugby and soccer team boots inspired by the World Cup and test series

World Cup replica sales

There was little interest in FIFA World Cup replica in the run up to the start of the tournament.

New Springbok jersey launched

Springbok supporters can show their support by wearing jerseys made in SA

Industry

2 4 24 24 36 39 41 45 62 IBC

People on the move

News about people in the industry.

Brands on the move

News about brand activity in the industry

Jordan Shoes CEO retires

After 45 years, Brian Pollock is set to retire

Publisher: Nicol du Toit Editor: Carin Hardisty Managing editor: Trudi du Toit Proofreader: Liz Milburn Features: Carin Hardisty, Johann du Toit, Rhianah Fredericks, Trudi du Toit, Yamkela Mkebe Design: Carin Hardisty Photography: Nicol du Toit Advertising: Nicol du Toit Subscriptions: Carin Hardisty Printing: Paarl Media Paarl Distribution: Tunleys Sports Trader is published bi-monthly

by Rocklands Communications cc.

Reg. No: 1997/057165/23.

Members: N. J. & G. C. du Toit

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.

Highlights:

Jordan Shoes sold

If all goes well, Jordan Shoes will soon form part of a major new footwear company.

FIFA corruption under spotlight A new book exposes corruption in FIFA

Asics subsidiary opened

The new SA subsidiary is on track to start operating from October

Shop Talk

BikePlus does much more than sell cycling

Wilson’s centenary

How Wilson grew over the past 100 years

Company results

Financial results from companies in the industry

Retail news

News about issues affecting retailers.

Why the SAFTAD fishing tackle trade show remains popular p55

Sport

42 46 49

Tennis in SA

What is the state of the local market and how can it be grown

Combat sports gear sales

Is this a potential growth market for retailers?

Sports news

News from sport brands

Outdoor

51 53 54

Product knowledge: Lighting standards

New standards to measure lighting performance explained

Outdoor lighting ranges The latest product launches

Cleaning technical fabric

It’s important to use the correct treatments when cleaning technical gear and clothing

Trade shows and events

55 58 59 61

SAFTAD stood the test of time

Why the SA fishing tackle show keeps growing

Two Oceans and Comrades

The ultra marathons gave sponsors adidas and New Balance good exposure

Two Oceans marathon expo

The expo gave brands the opportunity to communicate with consumers

Trade show news

News about local and international shows.

Do celebrity runners help sell running shoes? p16

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People on the move

p2 :: Industry

Photo: Anthony Grote

In the first race of the inaugural South African Skyrunning series Saucony athlete Lucky Miya (above) won the men's race in 3:37:19 and Su DonWauchope of The North Face won the women's race in 4:16:29. The 42km race course went through the Ingeli mountain range near Kokstad, covering 2 100m of vertical gain. The race is one of the toughest the province has ever hosted at this distance.

Photo: Richard Johnson

Matt McGillivray (above) and Emma Smith won the U20 men’s and ladies’ divisions of the 2014 RVCA Junior Challenge in Jeffreys Bay in May. McGillivray’s win ensured him entry into the JBU Supertrial presented by RVCA that was held at Supertubes in Jeffreys Bay in June.

Photo: Erik Vermeulen

Reebok athlete Claude Eksteen won the IMPI CT1 challenge in Stellenbosch. The event combined trail running with an adventure style obstacle course, challenging participants both physically and mentally. The challenge was the second of four events of the IMPI Series for 2014. It is also the biggest event of the IMPI series and had thousands of people competing over the two days, says Eksteen.

South African cyclist De Bruyn Joubert is on a journey across the globe on nothing but a bicycle! Joubert — sponsored by brands such as Buff ( d i s t r i b u te d

by Adventure Inc.), K-Way (Cape Union Mart), Leatherman and Led Lenser (both Awesome Tools) as well as distributor Wintec Solutions — has thus far braved snow, rain, dirt, etc. and has already conquered Australia and Europe, which covers 11 000km’s of

Photo: Jacques Marais Media The inaugral Molweni Trail Run presented by Salomon, which took place 3-4 May at the Krantzkloof Nature Reserve in KwaZulu Natal, presented a challenging course that tested the endurance of trail runners. Thabang Madiba and Su Don-Wauchope (The North Face athlete) won the men’s and ladies’ categories and are also the new course record holders.

his 85 000km journey through seven continents in five years. Now, 31 flat tyres later, Joubert is ever-determined to complete his adventure and will be touring the Middle East and Asia next.

Photo: @around7continents.com Photo: Brenton Geach

South African Coreban surfers Tarryn Kyte and Justin Bing (above) came 5th and 7th respectively in the 2014 International Surfing Association (ISA) World StandUp Paddle and Paddleboard Championship held 3-11 May

Sports Trader :: 2014 July

in Nicaragua. South Africa’s Brandon Ribbink got a 4th place in the prone paddling, while the South African team came 6th out of the 24 competing countries. More than 240 surfers competed in 11 divisions.

John-Lee Augustyn — one of South Africa’s leading cyclists and member of team MTNQhubeka p/b — has retired from professional cycling as a result of a long-term injury.

The cyclist, who has competed in top events such as the Tour de France (2008), had to abandon the Le Tour de Langkawi (held 27 February-8 March in Malaysia) due to disabling pain in his right knee from an injury sustained in 2007 in Portugal. After extensive medical consultation, Augustyn decided to retire from his professional cycling career.

Asics has signed tennis player Johanna Konta (Britain’s #3 and world #110 women’s singles at the time of going to press) to promote their tennis footwear and apparel. “I’m really excited to be working with Asics. It’s a brand I’ve always wanted to be associated with, so it’s a dream come true!,” says Konta, who joins Samantha Stosur and Gaël Monfils as an ambassador for the brand.

Marlize Jordaan has been selected as one of the eight international women’s referees to officiate matches at the 2014 IRB Women’s Rugby World Cup to be held in France, in August. The top South African referee and former Springbok Women’s stalwart is the only South African out of the 14 selected match officials. Jordaan is following in the footsteps of Jenny Bentel and Kim Smit who are the other two South African female referees who have officiated at a Women’s World Cup before. Last year, Jordaan made history by becoming the first female to officiate the IRB Sevens Rugby World Cup qualifying match.

Photo: Luca Bettini

Brands on the move

p4 :: Industry

New Gilbert netball sponsorships GILBERT, LOCALLY distributed

by Leisure Holdings, will be the official netball and equipment supplier of Netball SA (NSA), SA Schools Netball (SASN) and University Netball in South Africa from January 1, 2015.

Gilbert also supplies the official ball of the International Netball Federation (INF) and 15 of the 25 ranked netball federations worldwide.

“Now the Proteas, South African Schools players and all other netball players in S o u t h Africa can practice and play with the same balls that are used in about every interna-

tional and elite tournament around the world,” says Brett Burnill from Leisure Holdings.

Gilbert is also the official kit supplier for the new Netball Premier League — the first semi-professional netball league in Africa launched by NSA, with Brutal Fruit as title sponsor.

This new league started on 9 May 2014 and the final was played on June 7 at the University of Pretoria. The matches were broadcast live on SuperSport throughout the competition.

This league is a platform towards the establishment of a fully professional netball league, says NSA President Mimi Mthethwa.

Precious Mthembu (picture left) and Vanes-Mari du Toit are the newest and first South African Gilbert netball ambassadors.

KAPPA SOUTH Africa has signed a three year sponsorship agreement with the Bloemfontein Celtic Football Club — their fourth PSL team.

The brand replaces Reebok as the team’s technical supplier and will provide them and their coaching staff with onand off-field apparel until June 2017.

Right: Ricky Joseph, Kappa brand manager being interviewed.

Arena and Swim SA re-sign ARENA HAS re-signed their sponsorship agreement with Swimming South Africa and will be their official sponsor and technical partner for the next four years until December 2017.

As part of the agreement, Arena will be the exclusive technical sponsor of the national swimming, water polo, diving, synchronised swimming, open water (including groups), race officials and management. This re-signing agreement represents a shared

desire to support the development of water sports in the country, at all levels.

This agreement comes at an important stage in the water sport disciplines in South Africa, especially swimming and our possible achievements in swimming on the world stage, says Peter Reeves from Leisure Holdings, local distributor of Arena. “At the London Olympics, South Africa achieved great results from its swimmers in terms of medals won.”

New from Puma and Cobra Puma Golf COBRA PUMA Golf has added the Bio Cell Pro Driver to its Tour-inspired club range. The new club, which was inspired and tested by Rickie Fowler, features a much lower centre of gravity that increases tee-off distance and ball speeds, and MyFly8 adjust-

Sports Trader :: 2014 July

able loft technology with eight trajectory settings.

It also has an all-titanium 440cc head that allows a better ball flight, longer shots off the tee, as well as a solid feel on impact.

The Bio Cell Pro Driver is available in right hand models in regular, stiff and extra stiff. It is also available in two custom shaft options in three colour options.

PUMA HAS collaborated with urban lifestyle brands Alife and Bape, and Parisian and Soho New York City retailers Colette and Kith to give their evoSpeed boot a makeover.

The collaboration with Alife (a lifestyle brand that promotes the urban street culture of downtown New York City) shows

their brand logo throughout the outer surface of the boot in red, white, blue, etc.

Bape (A Bathing Ape) is a Japanese lifestyle and street wear brand created by Nigo, a designer, DJ and music producer.

The boot features an army-style print — a classic style for the brand.

The boot from the Colette collaboration features a variation of the signature blue associated with the store.

The collaboration with sneaker-designer Ronnie Fieg’s Kith store features the Kith logo alongside blue and red print.

Companies and brands p6 :: Industry

Reebok Crossfit Games Africa Regional winners

Inov-8 gaining prestige

QUINTON Z van Rooyen (above), Celestie Engerbrescht and team Crossfit PBM won in their respective categories at the 2014 Reebok CrossFit Games Africa Regionals held at the Coca-Cola Dome in Johannesburg at the end of May. Van Rooyen was crowned the fittest man in Africa, Engerbrescht the fittest woman in Africa and the fittest team was Crossfit PBM.

INOV-8 HAS won the Queen’s Award for Enterprise — which honours outstanding achievements by UK businesses in terms of innovation, international trade and sustainable development — for international trade.

Winning the Queen’s Award for Enterprise reflects the hard work and relentless desire of his team to constantly deliver innovative products that have led to commercial success, says Wayne Edy (above), founder of inov-8. “To achieve such rapid global growth in a highly competitive market and up against powerful companies, boasting massive resources, is a real UK-born business success story.”

The brand, which was founded by exZimbabwean Edy in 2003, is distributed in more than 60 countries after only 11 years, with 77% of its sales generated outside of the UK. It is distributed in South Africa by Rebel Elite Fitness.

This year inov-8 also received various ISPO awards in the performance apparel, equipment and footwear categories for its innovative accessories, apparel and footwear.

The competition has been sponsored by Reebok for the last four years and attracted 46 male, 36 female and 29 teams (consisting of three men and three women).

The South African competitors battled demanding conditions to earn a place at the global 2014 Reebok CrossFit Games Finals that will be held 25-27 July at the StudHub Center in California.

Asics athletes Outrun the Sun TWO TEAMS of Asics athletes attempted to complete a relay race circling Mont Blanc — the highest mountain in Western Europe — between sunrise and sunset on 21 June (the longest day of the year in Europe).

The teams consisted of Asics’ elite athletes from various disciplines such as extreme distance running, road running, trail running, cross country skiing, etc.

The athletes passed through France, Italy and Switzerland on the 162km journey.

Puma new Totalsport races sponsor PUMA IS the new official footwear and apparel partner of the Totalsports Ladies Race and Totalsports Xterra.

The 2014 Totalsports Ladies Race race will be held in Stellenbosch, Durban and Johannesburg and it has two categories: a 5km and a 10km run/fun walk. The first race will be held on 20 July in Durban, with both Johannesburg and Stellenbosch races held on Women’s Day, 9 August. The race also supports the PinkDrive campaign to improve breast cancer awareness, education and offer services to South African women in need.

The Totalsports Xterra took place 9-10 July in Pezula. The two 2015 races will take place in Grabouw on 24-25 January and 20-22 February.

Sports Trader :: 2014 July

Photo: Cherie Vale / Newsport Media

on the move Hi-Tec’s top-end store designs

Industry :: p7

New Balance awarded

TO MARK their 40th anniversary, Hi-Tec Sports opened new top-end concept stores. The first of these was opened in Amsterdam, where their headquarters are based, followed by two more in Chile and Peru. They plan on opening seven more stores in international destinations during 2014. The stores display the brand’s wide range of product through in-store storytelling and design that’s Inspired

by Life. The store design also features a Tech wall that reflects design advancements the brand has brought to the athletic industry over the years. With these new stores, Hi-Tec plans on exposing customers to their expansive product line, available in 100 countries.

NEW BALANCE SA won the first Wholesale and Retail SETA (W&RSETA) Good Practice Award for Medium Companies.

The inaugural awards recognise companies, training providers and learners who made a significant contribution in the retail or wholesale sector through skills development.

New Balance’s HR department was one of the seven category winners who received a trophy and a R75 000 cash prize. “I am proud to say that we were the only company out of all the applicants that met all the criteria,” says Elise Little, Credit and HR Manager of New Balance SA “We are very proud of our HR department,” says Country Manager Craig Bowen.

New Balance will be investing the substantial cash award into their development fund, he said.

Medium sized companies were

New Balance’s Sasha Jaftha and Elise Little with the cheque they won.

judged according to the following criteria: People Learning and Development; Compliance with relevant legislation and procedures; Equity — fair and equal access to skills development opportunities and promotions; Credibility and Recognition (e.g. participation in exhibitions and conferences); Strategy & Leadership; and Research & Development (continuous learning and development).

Diesel douse petrol fire FOOTWEAR TRADING, owners of the Diesel store in Cavendish Square that was doused with petrol and set alight in May, made the best out of a bad situation through humour. They placed a photo from an existing Diesel campaign, featuring a model holding a flaming torch, in the window while the store was being refurbished.

A man was arrested by mall security after he poured petrol on the display window of the Diesel store and set it alight, before fleeing.

Staff managed to escape without harm and no other stores were damaged by the fire, but the mall had to be evacuated.It is speculated that the arsonist tried to create a diversion when he realised he could not escape after a failed robbery.

Compression brand making its mark 2XU (PRONOUNCED two times you) is an Australian-based sports apparel company that is less than ten years old.

Over the years the brand has evolved from being a mainly triathlon and wetsuit brand, to one that offers running and cycling products as well. 2XU is making its mark as a technical apparel brand globally and is considered one of the market leaders among the world’s most technical com-

pression clothing brands, says Mariette de Villiers of local distributor Designer Sports Marketing.

This brand of compression apparel delivers graduated pressure and uses PWX — a scientific fabric technology — that improves the capabilities of its compression garments. 2XU compression garments are scientifically tested to ensure that the correct pressure ratings for graduated compression apparel, are followed.

2014 July :: Sports Trader

Footwear news p8 :: Apparel & Footwear

Jordan’s new strategy for summer FOR THE last few months the people in the Jordan division have re-strategized the direction the brand will take for summer and beyond. The decision was taken in conjunction with sister brand Anton Fabi.

They decided to provide the market with two totally different offerings, each appealing to different market segments. Anton Fabi adopted the role of a smart fashion brand, offering predominantly locally manufactured product.

Jordan will take a three-tier approach.

This summer retailers will see a range of street fashion hi-tops and casual styles from Jordan, built from previous successful models. They will also be exposed to a range of core replenishment lines under the Supernatural sub-heading. The third tier will consist of the Renegade by Jordan label of rugged casuals.

The first tier, Jordan’s street fashion casuals, incorporates the brand in its current form, offering a combination of mid to hi-cut boot and shoes on bucket soles.

“We are also showing a lot more leathers in the form of suedes,” says Jody Henry of local distributor Jordan & Co. “Based on the success of the Navada over the last three seasons, we have updated the styling and this summer we are introducing Navada 2.” (See the ad for Navada 2).

Jordan has also indentified a gap in the market for kids shoes, and have introduced hitops as well as sneakers for them. “Brenty, in black and white, could do service as a great school shoe, with the style in navy and grey making up a weekender,” says Henry.

“For summer 2014, we have introduced more styling under the Supernatural label to compliment the current core lines.” All the Supernatural products are in leather and come with a comfort sock.

“Our third tier in the Jordan division is Renegade. We re-launched this label in summer 2012 and had great support from retailers.

Winter 2014 cemented this range back into the market, forcing us to sit back and develop a summer range that will not be a brand in total isolation, but a brand that targets the same fashion conscious end consumer as Jordan.”

The Renegade label services a rugged, casual, yet fashionable, sector of the market. There will not be any heavy cleated soles in this range, but rather good last shapes that are in line with current trends, explains Henry.

“The retailers who bought into our Snap boot will be able to identify with the type of product the Renegade brand will offer.”

The range comes in both PU and leather.

“Our Cowboy boot is a hot number this season and comes in black and choc leather,” adds Henry. (See the advert as well as in the Summer 2014 range catalogue).

Anton Fabi cobblers get it right for summer “AS THE country was drawn further and further into the web of the Oscar trial or debates about Nkandla, the cobblers at Anton Fabi had one goal in mind and that was to Wow! the footwear industry this summer,” says brand manager Jody Henry of local distributor Jordan & Co. It all began in January this year at their annual range conference. “Our dedicated agents, together with designers and myself, highlighted the key objectives that would lead us to where we are today: providing a brand that can make local product exciting again.”

The uncertain economic environment resulted in lack of direction in the industry, he explains.

Fashion trends were becoming harder to follow, as consumers opted for basics that served a duel function of work and play.

“Don’t get me wrong — this

Sports Trader :: 2014 July

core product is still a foundation of any successful business, but at Anton Fabi we felt we could balance the scale of smart fashion and traditional multi-functional product, without having to sit on the fence,” says Henry.

“Our main objective was to offer the consumer a product that is different enough to what is currently being offered.” The result is a range of products that is focused and has direction so that the retailer can buy with confidence — and once again feel empowered in a very depleted market, he says.

This summer, 80% of Anton Fabi products will be made locally.

The suedes are offered as unlined, unconstructed models — like their Rover range of bucket unit casuals.

“Our Pinto range also forms part of our marketing campaign for summer and offers an unlined pin-punch suede in eight exciting colours with Oatmeal oily pull-up trims,” says Henry.

(See the Pinto advert).

Buffalo leathers in black and choc To p10

Footwear news p10 :: Apparel & Footwear

Anton Fabi cont from p8

make up a more traditional formal range, but this material also features in the Rover range as a burnished buffalo in blue, red and bone on an A-cut slipper.

They are also using an Oily pull-up in oatmeal, ink, red and choc colours on a range of inter-weave moccasins, and their range is rounded off with a patent moccasin that is offered in burgundy, midnight navy and brown, in men’s and unisex sizes.

“We have some further developments on the go for later this year,” promises Henry. “Together with our local suppliers we are able to source leathers and soles in order to offer product to a market that demands quick turnaround. And better yet, we offer fill-ins to ensure consumer demands are met.”

Their second key objective is to

smooth out stock holding for themselves and their customers. “With 80% of the range made locally, we can control the stock levels by adhering to strict control measures. Your first buy will be based on a choice between two pre-packs, with an option to fill in sizes as required as the season progresses.”

Agents will have key dates by when they need to load orders into the system in order to meet production deadlines. This will enable retailers who place orders early to have an upper hand over their neighbours who prefer to place orders month to month.

“Our range will be supported by a marketing campaign in trade magazines as well as newspapers,” says Henry.

“Retailers who buy into our Hero shoes will be added to a database that consumers will have access to, in order to find the product advertised. This will ensure that we sell into, as well as out of stores. So become part of our community this summer and lets enjoy the ride together!”

Fashion elements for the global runway “INTERSHU IS one of South Africa’s premier and progressive distributors of footwear, handbags, purses, wallets and belts,” says director Myron Christoforakis. “We pride ourselves on offering a transcendent wholesale experience, where precious labels, new technologies and a heritage of service combine to create brilliant results.”

They specialize in the marketing and distribution of instantly recognisable international brands as well as innovative house brands.

This privately owned company, established in 1998, keenly follows global fashion trends and successfully translates them into a creative, meaningful contextualized fashion footwear experience, says Christoforakis.

“The Intershu team are at the cutting edge of international trends. This evolves into styling and fashion motifs best suited to the South African fashion arena.”

They believe that their diverse international brand portfolio affords them the privilege of trend and brand stewardship — and through extensive travel to leading global trade fairs, they build and maintain strong relationships with the best international suppliers.

Intershu attribute their success to a dedicated team of individuals, who constantly up-skill themselves to take the retail experience onwards, upwards and forwards.

“Our teams work together to create and competently offer an exceptional level of customer

Sports Trader :: 2014 July

service and who constantly look for new ways to meet the challenges of the ephemeral fashion industry.”

Their clients include leading department stores, independent shoe retailers, sports outlets and fashion boutiques. Different business units focus on different channels, to ensure that the channel maximises its potential across all of their brands. These include men’s shoes, ladies shoes, children’s shoes, men’s belts and ladies handbags, purses and belts.

Their group head office and warehouse facility is based in Johannesburg.

Rock Spring Rock Spring, established in 2009, is one of their successful lifestyle brands. “These unique shoes have widespread appeal due to their comfort properties, interesting styling and bright colours,” says Christoforakis.

They are worn for yoga, fishing, hiking, walking, after sports or just everyday casual wear.

The handmade shoes have uppers that are made of elastic, which allows freedom of movement of the toes, but still offers support.

The comfortable and trendy shoes are machine-washable and have non-slip soles. They come in a selection of styles, bright colours and a comprehensive range of soles in both men’s and ladies.

Rock Spring is supported by aggressive advertising and in-store marketing campaigns. POS material is available for all stores that stock Rock Spring and branded Rock Spring plastic bags are provided with every order.

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Apparel and Footwear news p12 :: Apparel & Footwear

Kakiebos Van Nou Af KAKIEBOS IS a truly Afrikaans lifestyle brand.

“It was founded almost nine years ago in response to the unavailability of a proper, decent-quality Afrikaans brand, and slogan tees flooding the market creating the perception that Afrikaans has no substance when it comes to clothing and brands,” says Jeremy Nel of local distributor Crown Footwear.

"From the moment that you put on Kakiebos, it is all about you," says Nel. "It does not matter that the brand is already nine years old.

Everything happens from this moment on ...

Van Nou Af." Like many other brands, Kakiebos started in a garage: designs printed on off-the-shelf promo-tees; labels changed and handed out to thankful and supporting friends and family.

Kakiebos soon gained an almost cult-like following and was able to start manufacturing on a bigger scale.

Kakiebos entered the retail scene when Trappers Trading started selling their t-shirts.

The brand stuck to its growth model of one store per town, and has since expanded into more than 120 independant retailers.

Since the beginning, all designs were done in-house and printed by hand on Carousel machines — ensuring that quality is of the highest standard.

Today still, all printing is done in-house to ensure top quality. The majority of their Tshirts are manufactured in Mauritius; assuring only the best combed cotton garments.

Kakiebos — now in its expanding phase after digging in its heels into the clothing and textile market — now focuses on expanding its offering to the consumer by adding products like cellphone covers, belts and also other overdue items such as cargo pants, shorts and winter

ranges.

Thanks to artists on the Afrikaans music scene like Thean Kotze from 3-Snare fame, Pieter Koen (artist, presenter and MC), Thys die Bosveld Klong with his music and local TV show Bring and Braai, as well as athletes like Stormers wing Gerhard van der Heever, to name but a few, Kakiebos was soon seen as cool to wear.

Identifying the correct target market, and having a visible presence, have been vital in growing the brand and have made a huge impact on brand awareness, says Nel. The brand has teams competing in events such as the ABSA Cape Epic, SANI2C and other local cycle races. It also makes sure that it has a presence at the annual 94.7 Cycle Race, sponsors local school choirs and ground level school, action cricket and touch rugby teams, and is involved in marketing expeditions to the annual Oppikoppie music festival.

Interest in the brand is not limited to the South African market. Kakiebos is also high in demand in coutries like Australia, the UK and New Zealand where South Africans are longing for their own piece of home. At the time of going to print, exporting plans were in their final stages of negotiations.

Zuuk up your life!

“IT DOESN’T fit a specific category of shoe.

It is not a running shoe, or a climbing shoe.

If you have never worn a pair, you won’t know that you need a pair. But once you have slipped your feet into this lightweight leisure shoe, you won’t want to go back,” explains Joanne Esterhuizen of Hi-Tec SA. The new Hi-Tec Zuuk Lite i works with your favourite shorts or jeans as an everyday leisure shoe, and will “happily assist in running errands, running after your children or

Sports Trader :: 2014 July

comforting tender toes post-run, post-gym or post-hike. Zuuks love hanging out in a campsite or on a site-seeing mission, and they take up nearly no room in a bag or backpack.”

With a durable canvas-look upper, i-Shield technology to protect against water and stains and an Ortholite sockliner and EVA outsole for maximum comfort, your feet will thank you.

Moisture management and anti-microbial properties will keep your feet happy, and the toggle lacing system ensures a comfy, easy fit.

p14 :: Industry

Brooks is revolutionising running

Lars Lürmann Brooks EMEA international sales manager of distribution and Clive Chowles from the South African distributor SBR Agencies.

The current Brooks research project will change the way people think about running and footwear

S

tride signature will revolutionise running in the future, is how Lars Lürmann, Brooks EMEA international sales manager of distribution, describes the long term research project the brand is engaged in. They are working with two eminent biomechanical researchers to try and answer the question: how can we define and decode comfort in running? The goal, for Brooks, is to return focus on the runner and build shoes that support the individual’s needs and preferences.

They consider this research so important for the footwear industry, that they are sharing it with other brands. It will change the way the footwear industry thinks about running, he predicts. “And it has already changed the way we build shoes at Brooks.”

The research team is led by two of the world’s leading biomechanical researchers: Dr Gert-Peter Brüggemann, professor of biomechanics at the German Sport University, Cologne, and Dr. Joseph Hamill, professor in the department of kinesiology at the University of Massachusetts.

Assisted by a team from Brooks, they have been studying large groups of runners since 2010 to gain insight into running motion, and to better understand the footwear needs of different types of runners.

After studying runners during Olympic try-outs and other elite events, they found that each of these runners have different strides — even though they expected runners with similar body types, all running within seconds, or at most a minute, from each other, to run more or less the same. They also found that some of the champions were badly over-pronating, yet injury-free, but some neutral runners were suffering from injuries.

Sports Trader :: 2014 July

“For the past 15-20 years we’ve been looking at the foot and the ankle of runners,” says Lürmann, and stability shoes against over-pronation were the magic bullet against almost all injuries. “During trials in the lab, however, we found out from the biomechanics that we need to focus more on the knee. Running injuries are mostly happening at the knee. And many of these injuries could be explained by studying abduction and adduction as well as internal rotation within the knee during the run.”

They have been studying large groups of runners since 2010 to gain insight into running motion, and to better understand the footwear needs By studying the individual shapes of the knee joints and different experiences of tension, or discomfort, on the ligaments, Brooks researchers learned about the crucial importance of the runner’s unique motion path — or “stride signature”. Like a fingerprint, it reflects the individuality of each runner.

But critical challenges remain. “The key will be to translate stride signature into good products. To find a formula allowing us to build running shoes that support individual strides while providing comfort and protection from injuries for the runner.” Lürmann says. “As a concept, then, stride signature is bigger than a shoe or an athletic brand. We believe this will revolutionise running for the future.”

Brooks therefore took the decision to share their research findings during TRE in Austin, Tex-

as (biggest platform for Running specialists and Running brands on the US market) and at ISPO Munich with key retailers, other brands and the media — and ask them for feedback. During workshops with key retailers they discussed the practical implications of the research at store level: ´how do you identify runners needs, what process you walk through with runners to analyse the individual gait? How do you talk to somebody who just wants to buy a running shoe about his knee and lower leg rotation, pronation, supination … how much time do you have and which devises do you use?” they asked retailers.

Although the topic is very complex, retailers appreciated that the brand shared the new insights with them and asked for their input, says Lürmann. This will be an ongoing process — and Runner’s World announced that they will organise an annual meeting at ISPO on the future of running, with Brooks as their first keynote speaker.

At the symposium Brooks steered clear of linking the research to a specific footwear product, though ultimately the goal is, of course, to do just that: build shoes that help runners maintain their signature stride.

And they have already developed one product — Transcend — that is going in that direction.

“Transcend keeps you in your preferred path of motion as long as possible. When you go out of your preferred path of motion, the shoe helps you with new Brooks technology to stay in your individual corridor,” says Lürmann. “It’s a new way of building product. It’s a new idea, very unique.”

The biggest difference is that the new way of thinking about running shoes is not to fix a problem, but to embrace how the body works

Industry :: p15

FiveFingers settlement raises questions VIBRAM USA agreed to pay $3.75-m as settlement in order to avoid protracted litigation about the benefits of their FiveFingers shoes.

But, the company denies that their claims that the shoes reduce injury and strengthens muscles are unsubstantiated.

The lawsuit was brought against FiveFingers in March 2012 by a woman who claimed that Vibram’s marketing messages were deceptive and that claims about the benefit of the minimalist shoe cannot be supported by science. She objected to claims that they strengthen muscles in the feet and lower legs; allow the foot and body to move naturally; improve the range of motion in the ankles, feet and toes; stimulate neuron function important to balance and agility; and eliminate heel lift to align the spine and improve posture.

This has again fuelled the debate around barefoot or minimalist running, that started after

and knee rotates, and help the runner stay in his preferred path of motion, he explains.

Even before samples were ready, many retailers pre-ordered the Transcend, purely based on trust, Lürmann says proudly.

But, shoes like the Transcend will not be the answer for all runners — some will still feel BRK_Glycerin_Print-Brand half page FA.pdf more comfortable with other models, he says.1

publication of books like Christopher McDougall’s Born to Run and studies from Daniel Lieberman’s Harvard-based Skeletial Biology Lab, among others, that less shoes cause less running injuries.

“We are left with many questions to answer about minimalist and barefoot running, and this is not an area that is dead and buried,” comments South African sport scientist Ross Tucker in his Science in Sport blog. “People must not make the mistake of confusing this settlement with a finding that barefoot or minimalist running actually cause injury.

That has not been shown either way.”

In the above article, in which he cautions against making absolute declarations for or against minimalist shoes, Tucker warns about the message this lawsuit sends to brands claiming any benefits in advertising: “I felt the whole lawsuit was harsh, and the settlement places the blame on Vibram, and

It will, however, change the way people talk about footwear and retailers categorise their walls. “The industry has already started to use different words like ‘more freedom’ and ‘more assurance for the foot’ instead of more technical terms that overwhelm the runner.”

As part of the Brooks centennial celebrations 2014/06/12 in 2014, there 10:00 will beAMa much stronger focus on

does little to acknowledge that people, quite frankly, showed a real lack of common sense in their uptake of this new way to run.” Under the agreement Vibram will deposit $3.75-m into an escrow account, which will be distributed to US consumers who make claims on a website set up by Vibram. They also have to place banner ads on specified websites to alert consumers about the fund.

A fairness hearing will be held on October 29, 2014, when the Masacusetts court will decide if they will grant final approval of the settlement, including payment of about $1-m in legal fees.

the EMEA region (Europe, Middle East and Africa), which has been identified as one of the brand’s future growth areas.

Brooks COO David Bohan has relocated to Europe to support this initiative as EMEA president. The region’s headquarters are also relocating to Amsterdam, which is closer to all markets and the landing ports.

Available from August 2014 Defy gravity with the all-new Brooks Glycerin 12, a superplush trainer that intelligently adapts its cushioning to your unique step through the power of Super DNA. The Glycerin 12 conformable upper hugs your foot for a sublime feel, and its specialised footprint evenly disperses foot pressure for ultimate comfort. Prepare for your cushiest run yet. www.brooksrunningsa.co.za For enquiries contact Clive @ SBR Agencies on 082 322 5620 or email clive@sbragencies.co.za

Do celebrity runners p16 :: Apparel & Footwear

sell running shoes?

Usain Bolt is a great ambassador for Puma.

Are customers influenced by the elite athletes that endorse a specific brand of running shoe? YAMKELA MKEBE asked some industry running experts

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number of big brands have their running shoes endorsed by famous runners. The world’s fastest man, Usain Bolt (Puma), the recent winner of the 2014 Boston Marathon, Meb Keflezighi (Skechers), world marathon record holder Wilson Kipsang and Olympic gold medalist Haile Gebrselassie (adidas), double Olympic champion Mo Farah (Nike) and South African marathon record holder Gert Thys (Mizuno), are just a few examples of the many runners who endorse major running shoe brands.

These athletes don’t come cheap. Companies therefore spend a huge amount of money in endorsement deals for these athletes to promote their brands, in the hope of selling more shoes.

How often do customers request a certain brand in a retail store because it is endorsed and worn by a celebrity?

Or is the benefit less tangible — does the brand’s relationship with a celebrity runner lend credibility that establishes it as a serious running brand in the minds of consumers … and therefore grow market share?

“Having the current marathon world record

Sports Trader :: 2014 July

holder (Kipsang) wearing adidas is a big boost in terms of credibility.

“This puts us at the forefront of innovation and design in the eyes of our consumers and keeps us staying true to our motto of only the best for the athletes,” says Gugu Ntuli of adidas SA.

Top athletes also push the product to the limit of performance and provide excellent feedback.

Raise awareness Ethiopian Gebrselassie and Kenyan Kipsang are adidas athletes who have well decorated running careers. While not all sales are derived from adidas top end footwear, it has a trickledown effect when beginner runners or young kids are faced with choice of which brand of shoe to purchase as their first running shoe, Ntuli adds.

When Kipsang met and congratulated the winners at the finish line during the 2014 Two Oceans marathon, he was swamped by finish-

ers who wanted to have their photos taken by him. And he was happy to share the reasons why he ran in the Adios Boost when he won the London marathon.

“They (well-known runners) do contribute to sales by raising brand awareness and giving the brand credibility,” says Donovan van Gelder of Rebel Elite Fitness, local distributor of Inov-8 running shoes. “Top athletes also push the product to the limit of performance and provide excellent feedback.”

The brand is sponsoring Carla van Huyssteen who is the Xterra SA, Cross-Triathlon and Warrior Obstacle race champion.

“We choose to be involved with real athletes rather than celebrities so that the consumer can see the product being used in the arena that it is made for, and in a manner for which it was intended,” says Van Gelder.

Another representative from a prominent brand agrees that well-known runners have a positive contribution to the brands. “Celebrity runners are a great asset to further your brand awareness, as well as adding credibility to the brand name,” says Katharine Tromp of New Balance SA. The brand decided to change To p18

p18 :: Apparel & Footwear Left: Xterra SA, Cross-Triathlon and Warrior Obstacle race champion Carla van Huyssteen is one of the inov-8 athletes that help the brand by giving feedback on the shoes they wear.

Right: Alysson Felix, 2012 Olympic gold medal winner in the 200m, is one of the Nike athletes who work closely with the brand’s design team.

Celebrity runners cont from p16 their philosophy and start working with athletes. “In the past few years we have changed our viewpoint as a brand from an endorsed by no one philosophy to signing global athletes,” says Tromp.

Help develop product Nike has the world champion distance runner on their books: Mo Farah. The runner has been running in the Nike Air Pegasus shoe for most of his career. The shoe has been in existence for over three decades.

It is really important to have a training shoe that is very well cushioned, as light as possible, but gives you that support you need, said Farah, promoting the Nike Air Pegasus as his favourite running shoe.

Nike’s elite athletes help the brand to share ideas of what they are looking for in a running shoe, says Seruscka Naidoo of Nike SA. “Runners of all levels know that success takes time and a lot of hard work. The Nike design team works very closely with elite athletes, who provide insights on what they want to experience from a running shoe.”

Some of the elite athletes the brand is working with include Galen Rupp, Allyson Felix, Paula Radcliffe, Mercy Chereno, Bethwell Birgen, Charne Bosman, Ludwick Mamabolo, and many others.

“With our athletes, we are able to inspire our everyday runners, as they emulate to train or run as the professional do. The brand campaigns we embark on can include messages from our athletes encouraging the everyday runner to challenge himself,” explains Naidoo.

Everyday runners want to be informed on the best training advice, nutrition and diet, as well as wearing the right product. “If the product innovation insights from Nike athletes like Farah are shared with them, they are encouraged to go further.”

Sports Trader :: 2014 July

Prove products work “Performance athletes provide legitimacy to the products they use,“ says Brett Bellinger of Puma SA. “Iconic athletes like Usain Bolt and closer-to-home-soil performers like Richard Murray, Dan Hugo, Bradley Weiss, Wian Sullwald, Henri Schoeman and others provide us with a vital testing platform for our top products but also an ideal representation for what the brand stands for in terms of performance.“ “Bolt espouses Puma brand values and transcends his sport,“ explains Bellinger. “He sells running shoes for sure, but he also generates general brand sales. He is at the top of his game, a global icon and he has fun doing what he does. These values are true for Puma as a brand as well.“ Bellinger continues to describe these athletes as assets to the brand. Not only are they great names to have your brand associated with, “their perfmances allow us to prove that our products work“.

Sacrifices inspire “If the celebrity is credible, influential, shares the same values and ethos of our brand and will assist us in driving brand and product awareness — and ultimately sales — we will no doubt look to align ourselves in a partnership,” says Paul Copson of Brand ID, local distributor of Mizuno running shoes.

Celebrities are at the top of their game and had to make specific sacrifices in their life in order to gain their celebrity status — sometimes not always positive, but sacrifices all the same — and therefore consumers try and emulate what they wear, he explains.

Mizuno sponsors Gert Thys “a legend in road running here in South Africa, a guy who has sacrificed everything in his life for his love and passion for running,” says Copson. “He is an

inspiration to the younger elite marathon runners, who aspire to breaking his record. He is respected by the local running fraternity and media for his successes and willingness to push his limits at his now mature age.”

Thys is also a fantastic asset in helping Mizuno identify future potential running talent and he is a great running product spokesperson, he adds.

Celebrity runners help sell a brand when they talk of real life running experiences, which fellow runners relate to, he believes.

“Their achievements, knowledge, and relentless passion to achieve are inspirational — allowing our brand to become synonymous with achievers, and result-driven runners, who seek the best in their running footwear and apparel.”

Besides, an association with celebrity runners enabled Mizuno to gain strong media exposure, both above, and below the line, he concludes.

Not real celebrities “I am not sure that top runners have such a high profile that people would say I need to wear the shoes that so and so is wearing”, says Brian Kerby, MD of Asics SA. “Every runner is different and I think runners understand that there is a shoe that is for them, irrespective of who else wears it. Despite the fact that some guys are winning the Two Oceans Marathon in racing flats, nobody will say I need to be running in racing flats, because they’ll be injured in five minutes.”

He believes most runners are more influenced by their fellow runners and what they are wearing and saying, than some guy who is winning races. Asics therefore rather do talks at clubs to inform the runners about the benefits of the brand, because an informed consumer is also going to make a better purchase choice. “We believe it’s going to be To p20

p20 :: Apparel & Footwear

African marathon record holder Gert Thys inspires young runners, says Paul Copson (above with him) SA Mizuno brand manager.

Left: South African Olympic triathlete Richard Murray is one of the Puma athletes that help with testing products.

Celebrity runners cont from p18 our brand,” he says.

Retailer perspectives Well-known runners do manage to attract the attention of customers and make them associate with the brand they are wearing, says running store specialist Stein Steinbach of Run-A-Way Sport. “More people now associate a brand with a celebrity or well-known runner — for example, Mo Farah with Nike or Usain Bolt with Puma.”

But, he believes that South African endorsements are more valuable for selling shoes than that of international celebrity runners. His customers have, for example, asked for a particular running shoe endorsed by a well-known South African runner — he remembers customers asking for the shoes worn by Stephen Mokoka (adidas) and Elroy Gelant (also with adidas). These are both South African long distance runners who have participated, and done well, in local and international races.

Steinbach believes it is because local runners can easier associate themselves with South African elite athletes.

Another running specialist retailer, Zane Ebrahim of Durban Runner, disagrees. He believes that international celebrity endorsements are more valuable than South African sponsored athletes. This is because he believes athletes who participate on the international stage have a better chance of giving exposure to the shoes they are running in. “Television

plays a huge role (in brand awareness) and is a platform for a brand to expose their running shoes during the televised races.”

Well-known runners can play a role in selling the running shoes they endorse, but this does not work for every runner. “Endorsing celebrity runners does have some credibility, and exposes the brand to the masses,” says Ebrahim. But, it is very rare for a customer to come into their store to ask for specific running shoes endorsed by an elite runner … only about 5%, or maybe, 10% of customers ask for running shoes worn by a well- known runner.

People are more interested in the brand than the runner who runs in the shoe. “We also advise customers on the running shoes that will work best for them.” You might find that a customer will want a certain shoe, which is worn by a celebrity runner for a different race distance that will not be suitable for the one that the customer needs, he adds.

There are few South African runners that consumers can relate to, says Werner Koegelenberg of running specialist store The Athletes Foot. “In the running market I do not believe there are enough well-known runners that local consumers can identify with. Expect maybe the younger trail runners that aspire to the like of Ryan Sandes.”

However, their store does occasionally have customers asking for shoes worn by a particular well-known runner — for example, local heroine Zola Budd, who distributes Newton

Adidas athletes Stephen Lesego Mokoka and Domenic Khoza being congratulated by adidas marketing director Adrian de Souza after winning and coming third in the half marathon.

Sports Trader :: 2014 July

shoes in South Africa.

While celebrities help to build awareness for a brand in general, endorsements don’t add value to running footwear sales, says a spokesperson for a major sports retail chain.

“In running, we rarely have instances where specific styles are asked for as a result of “celebrity” marketing. This has much more of an impact in team sports — where kids will come and ask for the specific boot that a celebrity plays with.”

Skechers signs top US runner SKECHERS PERFORMANCE Division has signed American long distance champion Kara Goucher to a multi-year agreement as her official footwear sponsor. Goucher will take part in the brand’s global marketing and advertising campaigns.

Goucher, who completed her 12-year exclusive partnership with Nike in December, is an accomplished athlete who won the bronze medal in the 2007 World Championships (10 000m), came first in the 2012 US Half Marathon Championships, as well as third in the 2012 US Olympic Marathon Trials.

The athlete also signed an apparel sponsorship deal with Oiselle — Seattlebased women’s running apparel brand — in March, making her the only top professional runner to represent two sponsors.

Goucher will be wearing both brand logos in promotional activations for Skechers.

p22 :: Apparel & Footwear

Adidas’ Wilson Kipsang a winner T he winners in the Old Mutual Two Oceans Marathon got a running royalty welcome from world marathon record holder Wilson Kipsang. Adidas invited the winner of the 2014 London Marathon and world record holder in the 2013 Berlin Marathon to Cape Town as their guest of honour at the ultra they sponsor.

Kipsang has been an adidas athlete since he started his professional running career in 2007.

He wore the new Adios Boost when he won the London Marathon, a shoe that was also worn by Geoffrey Mutai when he won the New York City Marathon.

He likes the Adios Boost because it “gives a nice push,” says Kipsang. “It is very light and comfortable, and I like the grip on the heel, which enables you to run well.”

Instead of EVA, adidas used thermoplastic beads in their Boost midsoles to provide a greater energy return to improve running economy and performance.

At the pre-race press conference Kipsang said he was a bit apprehensive about running the 56km ultra as “it is very long”. But, after welcoming the winners home, he said he would definitely be interested in running the “world’s most beautiful marathon.” The steep climbs does not phase the Kenyan runner at all as he says he “tries to be balanced in all areas of running — whether it’s up, down or a flat course”.

He advises other runners to “focus on your own race plan,” whether attempting to break the Two Oceans record to win R1-m, or just finishing a race. “It is possible to break this record, but you have to be mentally ready. In a marathon you

Adidas SA Brand Diector Mike Jaeggle, Wilson Kipsang and adidas SA MD Roddy van Breda.

have to exercise patience and make sure you stick to your schedule. Be patient, and wait till it is the right time to accelerate.”

Despite all his success, Kipsang impressed all with his good humour, humility and the empathy with which he assisted women’s 21km winner Lebo Phalula and the men’s ultra winner, Lebenya Nkoka, a Maxed Elite athlete from Lesotho, who both collapsed after crossing the finishing line. Hendrick Ramaala, a veteran aged 42 and a shorter distance record holder, surprised all by coming second in the ultra marathon he entered by chance.

Although not an adidas athlete, Phalula ran in an Adizero shoe. Rene Kalmer, who came second, ran in the Adios Boost. Stephen Lese-

go Mokoka, who successfuly defended his half marathon title, and Domenic Khoza, who came third, also ran in the Adios Boost.

Adidas introduced their Boost technology at the Two Oceans Marathon last year, and since then it has won numerous awards worldwide, said adidas SA MD Roddy van Breda. This year they launched their new Supernova Boost, with five men’s and five ladies’ models, to “suit athletes with all running styles” on their huge stand at the Expo.

They use the opportunities offered through their sponsorship to engage with runners throughout the Two Oceans event — on their stand at the Expo talking to runners in the different marathons, said Van Breda.

Meb wins with Skechers

W

hen Meb Keflezighi became the first American man in 31 years to win the Boston Marathon last weekend, he also debuted the Skechers GOMeb Speed 3 performance running shoe.

Skechers ran a new advertising campaign, called Go Meb Go, around the race featuring their brand ambassador.

Since the runner signed with Skechers in 2011 to be the “face” of their performance GoRun shoe range, he has won five key races. He was also the first US finisher in the London Games and winner of the 2014 US half marathon championships in Houston. He recently extended his contract with the brand until 2016.

“The strong support from the Skechers Performance Division with this new campaign and the encouragement from the fans and the crowd on the course always inspires me," Keflezighi said in a statement. "I've felt good training, and the new GOMeb Speed 3 ... has felt great." Over the past few years Skechers, locally distributed by Footwear Trading, has been focusing more on their performance GORun and GOWalk ranges.

This has coincided with a period of exceptional

Sports Trader :: 2014 July

growth for the brand.

“Innovation has led to remarkable accomplishments in our Skechers Performance Division with two editorial awards in the first quarter for our Skechers GO running footwear, and the incredible Boston Marathon win for elite runner and Olympian Meb, who achieved a personal best in Skechers GOmeb Speed 3 at the event,” said CEO Robert Greenberg at their first quarter results presentation.

In the first quarter of 2014, ending March 31, Skechers US grew sales 21% to $546.5-m, a new record for the brand. Gross profit for the period was $240-m. “The combination of the success of multiple product categories in the US and the broad global acceptance of these same initiatives allowed us to expand our assortment of styles and create a unified product message around the world,” said Greenberg. “We believe this is because we’re on target for current trends with the most relevant and exciting footwear.

The second quarter has also started well with accelerated orders, sales and backlogs, the brand reports.

p24 :: Industry

Brian Pollock looks back on

45 years in the shoe industry

During the almost half a century Brian Pollock spent in the footwear industry, he experienced the transformation from manufacturing to importing

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fter a lifetime in the footwear industry, Brian Pollock has seen it all. Sourcing, sales, brand building, manufacturing, management … you name it, during his 45 years in the industry, he’s been part of it.

He has experienced the changes in the industry from robust manufacturing, to import-dominated brand building and now, once again, a growing return to niche manufacturing.

When he turns 65 in August this year, Pollock will have to take compulsory retirement.

To ease the transition, former Finance and HR Director Noel Whitehead will officially take over from him as CEO of Jordan from 1st July.

After that, Pollock will still be around to share his knowledge and experience, especially during the proposed merger with Bolton Footwear (see article below).

If this is approved by the Competition Commission, his career would have come full circle.

As a fresh-faced youngster, just out of Saasveld Forestry College, Pollock’s first job was at the Searles Timbers sawmill — part of the Searles Group.

But, within two weeks, Alan Searle spotted his potential and made him his understudy in the group’s Watson Shoes buying department,

where he taught the youngster everything he needed to know about sourcing leathers and footwear components.

Good old days Pollock fondly remembers those days. He was a keen runner, who represented Border in cross-country and qualified for a silver medal in his first four Comrades marathon, and

There used to be the days when we had commitments for 3 000-4 000 pairs per day from international sports brands therefore happily ran the 40-odd kilometers between his home in George to work in Great Brak. Sometimes he would add a detour to Knysna or Mossel Bay, just for an extra workout.

After more than ten years sourcing for Watsons, he was given the responsibility to run the Patrick boot brand and which dominated the boot market for a number of years.

In 1989 Conshu bought Jordan Shoes, and

the Sportshoe factory in Maitland. Jordan manufactured boots for brands like adidas, Nike, Puma, etc. “Rob Jordan offered me a position to head up their sports division,” Pollock explains why he moved after more than twenty years at Watson.

Apart from making shoes for the big brands, Jordan also manufactured their own sports brand, Olympic. Shortly after Pollock joined, Jordan & Co also got the license to distribute Asics, and later brands like Bronx and Anton Fabi also became part of his division.

Eventually all brand managers reported to him. In 2007, Pollock was appointed joint MD with Rob Jordan — and took over from him as MD in 2008 when Jordan retired.

“We really had some very good times,” Pollock reminisces. “It was such a good industry to be involved in … but now it is a lot tougher.”

His first year or two as MD were enjoyable, he says, “but the past few years had been stressful, to say the least.”

The history of the company can be told through some historical footwear displays. In a glass case in the foyer are examples of the footwear they manufactured for some of the top international brands. In the staff canteen stands a huge, table-sized, metal cast shoe

Jordan Shoes to become part of Jordan Shoes will become part of a major new footwear company if an agreement between KAP Manufacturing, Beier Safety Footwear and Bolton Footwear is approved by the SA Competition Authorities.

They recently announced that two significant South African footwear groups will be formed after the conclusion of multi-party negotiations between Jordan Shoes owner KAP Manufacturing and the other two footwear companies.

One group will focus on lifestyle fashion and comfort footwear and will consist of

Sports Trader :: 2014 July

local manufacturers and distributors Jordan Shoes, as well as Bolton Footwear’s Watson Shoes and Barker Footwear.

The group’s brands will include Anton Fabi, Bronx, Jordan, Renegade and Olympic from the Jordan stable, as well as Barker, Crockett & Jones, Grasshoppers, Dr. Hart, Franco Gemelli, GH Bass & Co, Paulo Falcone, Step-on-Airs and Watson from Bolton Footwear.

The other group will manufacture safety footwear for the South African and export market and will be formed by joining Bagshaw Foot-

wear, Beier Safety Footwear, United Fram Footwear and Wayne Plastics. This will bring the Jordan safety brands Bronx, Frams, and Wayne together with Beier’s Bova and Sisi and Bolton’s Fuel, Lemaitre, Ndlovu, Inyati and Shu! Under the agreement KAP Manufacturing will sell the four businesses in their footwear division as follows: • Jordan Shoes will be bought by Bolton Footwear.

• United Fram Footwear and Wayne Plastics

Industry :: p25

shipped to the Jordan & Co head office by their Chinese supplier in recognition of their twenty years of support.

“The good old days with big volumes in the factory are over,” he says. “All chains and brands now have their own offices in China.

The shoe manufacturing industry today is comprised of a small group of die-hards, but it is making a comeback.”

There are a lot of opportunities with import replacements — especially as manufacturing in China is fraught with problems. “Minimum orders are 800 - 1000 pairs per style, leading to over stocking.”

When manufacturing locally, chains can change their styling at short notice without much disruption — provided that the styles are made in the same core colours of the leathers that were originally ordered in bulk. This results in them receiving a lot of support from local retail chains. “It is a win-win situation for us and them,” says Pollock. “When ordering from China you pay upfront. The long lead

times make it very difficult “ Local factories also benefitted, to a dregree, from currency fluctuations — with the Rand jumping from 8.50/$ to 11.50/$ and then down to 10.70/$, playing havoc with the costing of imports.

Another plus is that “Puma is back in a big way, with production at 700 to 1000 pairs per day. They could easily accommodate these orders because they have a history of making sports footwear for international brands.

“There used to be the days when we had commitments for 3 000-4 000 pairs per day from international sports brands.”

Own brands While the loss of Asics is leaving a hole, “we’ll adjust and adapt,” he says. They will now be focusing much more on their other brands.

In its heyday, Olympic was one of the foremost local sports brands, worn by ultra distance runners like Bruce Fordyce, Springbok rugby players like Morne du Plessis and Peter

major SA footwear company will become part of the new Safety Footwear company formed by merging Beier Safety Footwear and Bolton’s Bagshaw Footwear Division.

• Mossop-Western Leathers will be jointly acquired by the new Safety Footwear company, Bolton Footwear and SKN Corporation — a member of the Rahman Group of India, an international player in the safety footwear and tanning industries.

The management structures and the name of the new Safety Footwear company will only be

announced after approval from the Competition Commission.

Industry survival This agreement will contribute significantly to the survival of the South African footwear industry, which has been under threat from imports for many years, the companies said in a joint statement. It will also contribute to the sustainability and growth of local footwear manufacturing and the industry as a whole, they say.

Whipp, Springbok squash players like Gunner Way and thousands of other South African athletes. It is also one of the top selling cycling shoes in South Africa. “It is a very good technical shoe,” says Pollock, “and provides excellent value for money.”

Their brands carried them and allowed them to retain staff and grow annual turnover when the exodus to China decimated much of the local footwear industry.

Bronx remains strong in the fashion shoe category, says Pollock, who was temporarily acting as Bronx brand manager as well. At the time of going to press they were in the process of finding a new Bronx brand manager.

“Ladies Bronx is very strong in winter boots, but the ladies sandal market is very price competitive with most sales in entry-level flats. We therefore sell more in winter,” he says.

Anton Fabi, Renegade and Jordan’s lifestyle shoes are also doing very well, he says (see articles pp 8 & 10).

“The shareholders in these groups are committed to the South African footwear manufacturing industry,” the statement continues. “The consolidation of resources will put these businesses in a stronger position to maximise the productivity improvement benefits offered by the Department of Trade and Industry under the Clothing & Textile Competitiveness Improvement Programme.

“This will contribute to achieving the objectives of the Industrial Policy Action Plan through significantly increased export activity and further job creation expansion.

2014 July :: Sports Trader

p26 :: Apparel & Footwear

Why do sneakers draw

©breadandbutter.com (Dennis Branko)

such consumer interest?

Sneakers are timeless items, found in almost all cupboards - from young to old. What is the fascination with this shoe style and why do people have such strong attachments to certain brands? Sneaker suppliers explained to RHIANAH FREDERICKS what makes their brand special

I

t all started with a bang, or rather an All-Star sneaker. From manufacturing rubber-soled shoes to athletic shoes for tennis, Converse — a rubber shoe company founded in 1908 — introduced the world to sneakers, when they developed their All-Star basketball shoe in 1917.

Four years later basketball star Charles H. Chuck Taylor became an ambassador for the brand, after he identified a problem with his playing shoes. He advised the company on some changes, such as adding a non-slip sole, which was helpful when playing on the hardwood basketball floor. After the addition of Taylor’s signature to the sneakers’ ankle patch, the Chucks All Star was on its way to become one of the most popular and recognized style sneakers of all time.

These sneakers were only available in black, with no other colour variants, until 1947, when a white version was produced. It was

Sports Trader :: 2014 July

The romance the brand offers in terms of marketing and in-store presentation, as well as experience, are also reasons why consumers buy sneakers. only in 1966, after pressure from basketball players seeking more coloured choices, that it was produced in a wider variety of colours.

Materials like leather, suede, vinyl, etc. as opposed to just canvas, were also introduced.

The sneaker became available in high-top, low-top and even knee-high styles.

After growing a reputation as the sneakerto-have, Converse bought the Jack Purcell brand of sneakers in 1970.

With newer brands like Nike, adidas, Puma,

etc. coming onto the scene, Converse was no longer the main choice in basketball shoes.

The brand’s popularity dropped, eventually leading to bankruptcy in 2001. Two years later the company’s fortunes were revived when Nike bought it.

Superga Across the Atlantic another shoe manufacturer also developed a sneaker brand early in the 20th century. Superga was established in 1911, but their low-cut sneaker was only launched in 1925.

This particular design “is regarded as the quintessential classic Italian sneaker,” says David Abramsohn from Superga Footwear.

“The shoe has an awesome heritage and appeals to all people with a sense of fashion and an appreciation for Italian culture.”

Superga offers consumers a chance to be unique, he says.

“The South African sneaker market is domi-

Apparel & Footwear :: p27 nated by American brands and culture.” Their brand, however, provides consumers with a high–end European offering, for those who don’t want to follow the crowd.

The brand has been available locally since the early 80’s, but divested in the early 90’s during sanctions, and was re-launched in 2005.

All the classic Superga sneakers are handmade, using only natural rubber and cotton, which makes them comfortable and extremely durable, says Abramsohn.

Aside from offering top quality, their products are also green, as they have a reduced the harmful impact on the environment during manufacturing.

Adidas “We are a sportswear brand for the streets; our heritage is unrivalled and our history unmatched,” says Stuart Davies from adidas.

“We have the ability to tell product stories from the runways to the terraces, and everything in between.”

“We are in a relatively unique position, where we can look back at our extensive heritage and deliver fresh contemporary interpretations that are relevant to the current consumer,” he explains.

Adidas has taken models like the ZX8000, known as their most iconic running shoe of all time, and stripped it to its bare bones to create their newer ZX Flux model. “The ZX Flux maintained its iconic DNA, but it’s become fresher, more innovative, whilst still being true to everything adidas Originals stands for,” says Davies. “The Superstar is probably one of the most unique shoes in our range.

It was — and still is — the original sneaker.”

Their Superstar model — commonly known as the Shell Toe — was launched in 1969, and dominated the courts, before it was adopted by the New York hip-hop scene in the 70’s and 80’s. This shoe, which started a cultural revolution, was originally designed as a lowtop version of the Pro Model basketball shoe.

It was the first low-top design to have an allleather upper and was quite popular among college basketball players of the day.

The Superstar sneakers received much attention in 1986 when the rap group Run DMC released a song called My adidas in response to an anti-sneaker rap poem called Felon Sneakers by Dr Gerald W. Deas, which compared the trend of wearing sneakers without laces to the way in which prisoners wore their shoes in prisons in order to make it more difficult to walk or run.

Run DMC had street-style and wore their Superstar sneakers with pushed out tongues (with or without laces), big jewellery and trench coats while performing — a style that grew popular among rappers and paved the way for hip-hop style.

Adidas subsequently offered the rap group an endorsement deal, which was their first sponsorship of this kind. Signing well-known stars such as Run DMC (who may not be as well-known these days) meant that fans who wanted to imitate those icons were willing to

©breadandbutter.com (Dennis Branko) buy the product they wore.

Levi’s Levi Strauss’ unique history and amazing heritage, are what entices consumers to buy Levi’s sneakers, says Lara Slotsky from local distributor Footwear Trading. Their brand’s history is an amazing tale of innovation, creativity and drive as well as about being at the right place at the right time, she says.

Levi Strauss has been around for 140 years and can be described as an aspirational, lifestyle brand. It has gained the absolute trust of a broad range of consumers across all market segments, says Slotsky. Originally a workman’s brand, it is primarily driven by core product, but the brand is continually innovating new techniques and designs that are relevant to the market place.

“Consumers buy Levi’s footwear, as we are always in seasonal trend with the international market, and we offer excellent, commercial and value driven lifestyle product,” she says. “The quality, durability and comfort of our products stand out amongst competitors.”

Innovative upper materials, outsole designs and seasonal trends in terms of colours and patterns give Levi’s sneakers their edge.

“Our designers use products of the past to inspire products of tomorrow,” says Slotsky.

The brand’s sneaker styles are simple, uncomplicated, and easy to wear.

The majority of South African consumers are conservative in terms of styling and their brand delivers a plethora of styles that cater to all segments of the market, she explains.

Their core generic footwear is aimed at the mass market, while their fashion/premium footwear is marketed to the more fashion and stylish consumers. The brand also offers a range that supplies all age groups from kids, to ladies and men’s.

The red batwing and red tab logo is exclusive to their products, says Slotsky. “This logo is on all our footwear as a trademark for the trust, quality and innovation that our Levi’s brand represents.”

The international global brand offers true value for money, she concludes.

Puma The reasons why consumers like Puma varies from brand loyalty, to the fact that the brand offers them what they need at the time, says Scott Pringle from Puma SA. These days the youth tell the brands what they want, as much as the brands offering them what they believe is on trend, he says.

“We make sure that we are offering the trend relevant items at the right time, and at the right price, at all times,” he explains.

A brand such as Puma has character and is known for being a little different, while adapting to consumer wants and needs. Puma prides itself on offering uniqueness in their range of sneakers, says Pringle.

The romance the brand offers in terms of marketing and in-store presentation, as well as experience, are also reasons why consumers buy their sneakers, he believes.

Puma has always been seen to do things a little differently to the other brands, which has led to success in the past, says Pringle. Their products have always offered a twist, and are never dull.

Alongside their ability to be unique, their heritage has played a big role. A heritage of many years in various sports, has fed into the lifestyle area of the business.

“Without this heritage there would be no authenticity.” The heritage of the brand sets them apart from some of the younger brands that do not have that many years under their belts, he says.

2014 July :: Sports Trader

p28 :: Apparel & Footwear Germany’s Mesut Özil plays in adidas’ Predator boots.

New technologies, colours and designs can be seen on the feet of the top players competing in the 2014 FIFA World Cup Brazil and in the current rugby test series. YAMKELA MKEBE asked the boot brands what new soccer and rugby boot trends these tournaments inspire for the next season

The latest team boot trends

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port brands involved in soccer have come out to showcase their new technologies during the 2014 FIFA World Cup in Brazil. This mega tournament offers brands the opportunity to introduce their new boots and kit to a world TV audience.

The Springbok rugby team is also currently participating in the Castle Lager Incoming Series and in the coming months they will be participating in the Castle Lager Rugby Championship and Castle Lager Outgoing Tour. There will therefore be a lot of TV-camera focus on the boots worn by the players on the field.

With the latest soccer and rugby boots so visible on TV, these tournaments provide brands the opportunity to show off and impress with new technologies, colourways, and designs that inspire new trends that will create a demand in

Sports Trader :: 2014 July

the new season.

In the 2010 FIFA World Cup South Africa, bright neon coloured boots were introduced — and became much sought-after after the World Cup. This year, soccer boot brands have again pulled out all the stops to attract attention on the field and fans will, no doubt, want boots representing these latest trends for the new season.

Rugby fans will also be keeping a close eye on the new season boot styles worn by their favourite players in the tests and Tri-nations series.

What are the trends to look out for?

Adidas Battle Pack Adidas introduced their new 2014 FIFA World Cup Brazil soccer boots, Battle Pack, to the football world during the UEFA Champions League Final in Lisbon. Battle Pack features five adidas boot ranges, namely adizerof50, Preda-

tor, Nitrocharge, 11Pro (not available in South Africa) and adizero f50 Messi.

The 50% black and 50% white colourways on the boots is a visual representation of the brand’s all in or nothing campaign. The disruptive black and white pattern of the boots is to ensure that players stand out on the pitch.

Every aspect of the adizero f50 boot design is based around making the player fast on the soccer field. The boot features SpeedTraxion, a new high speed stud alignment for maximum acceleration and pinpoint changes of direction, and SpeedFoil, which is a revolutionary material combining softness, lightweight and durability offering comfortable locked down heel fit.

Arjen Robben (Netherlands), Karim Benzema (France) and Luis Suarez (Uruguay) are all playing in the adizero f50 during the World Cup. The Predator is the only Battle To p30

p30 :: Apparel & Footwear

adidas’ Battle Pack

Brazilian soccer player Hulk plays in Mizuno’s Morelia Neo boots.

Team boot trends cont from p28 Pack boot with a white on black colourway; other boots are all black on white. The boot offers good ball control, touch, accuracy and power.

Oscar (Brazil), Mesut Özil (Germany) and Fernando Torres (Spain) are some of the players playing in this boot.

The Nitrocharge boot is designed for the running and tackling player who is The Engine and powers his team. These are the likes of Dani Alves (Brazil) and Javi Martinez (Spain) who are wearing the boot in the World Cup. The Nitrocharge mixes new technologies to improve the way Engines play soccer.

The adizero f50 Messi was specially designed for superstar Leo Messi to wear during the World Cup. It features a combination of revolutionary technologies and precision engineering, with blue — inspired by Argentina’s national colours — added to the black and white colourway.

The Battle Pack is created with the aim of providing high visibility on the pitch and to stand out from the extreme range of colour everyone expects to see in Brazil. “In addition, we wanted to pay homage to a unique Brazilian design and the powers associated with the boots and style of the players wearing them,” says Markus Baumann of adidas SA. After the World Cup, adidas will be focusing on their Predator boot range, with inspiration from its heritage, as well as the future.

Canterbury for rugby Rugby brand Canterbury is offering players new boots for the coming season that are made specifically for rugby.

The new CCC Control Club 6 Stud is a versatile all-round boot, featuring a soft synthetic upper with UP micro perforation. It has an improved outsole with reinforcement zones, giving the boot excellent durability and stability in the rear and mid foot.

The Stampede Elite 8 Stud is another boot the brand is focusing on for the new season. This wide, full-grain leather 8-stud boot offers the tight five a comfortable and durable option.

It also features enhancements to the mid foot

Sports Trader :: 2014 July

In the 2010 FIFA World Cup South Africa, bright neon coloured boots were introduced — and became much sought-after after the World Cup. This year, boot brands have again pulled out all the stops to attract attention on the field and fans will, no doubt, want boots representing these latest trends for the new season. strapping system.

“Support is now the name of the game,” says Evert Ferreira of local distributor Brand ID. The removable sockliner is made from EVA, which has been pre–moulded with perforations to offer better support and comfort.

Mizuno comfort Mizuno’s Morelia Neo mix doubles as a soccer and rugby boot. The boot is made of the lightest leather for both sport codes. Its fine kangaroo leather upper offers a quilted, luxurious feel.

It features a short padded tongue and is made for speed while ensuring comfort, traction, sole flexibility and durability. It weighs only 230gm.

The upper’s stitch line offers a secure fit and enhanced sense of touch and the mixture of soft ground and hard ground studs offer excellent foot

Mizuno’s Wave Ignitus III

holding and comfort.

It features a graded pebax sole plate that offers stability, durability and improved flexibility.

This is mainly beneficial to players with major weight reduction.

Brazilian striker Hulk is playing in this boot during the current World Cup held in his home country. Locally, Springbok player, Duane Vermeulen and Bafana Bafana midfielder Hlompho Kekana are also playing in this boot.

Basara is a lightweight (100gm) soccer boot that features a soft supple technical synthetic upper that provide high levels of support. The boot’s cleated outsole has a moulded multi-stud configuration and provides excellent foot support and comfort. Its side panels are carbon-infused for improved strength and support. D-Flex grooves gives support during fast, multi-directional play by efficiently transferring weight and power for a fast shift in direction.

Wave Ignitus III multi-stud is a third generation Ignitus boot with a redesigned and improved Mukaiten panel. This produces lethal non-spin movement, reducing the rotation of the ball to make dead-ball situations more dangerous. The boot is also designed to make it more difficult for goalkeepers to read the ball’s movement in the air as it shifts in the air when kicked from a distance.

This is a soccer and rugby boot with long stub configuration, which Vermeulen has recently played in.

Nike game changers Nike introduced a series of game changing boots over the last year, which has been seen in the current FIFA World Cup in Brazil, says Seruscka Naidoo from Nike SA. The soccer boots seen in the tournament include the Nike Hypervenom, Nike Tiempo V, Mercurial Superfly and the latest in the series, Nike Magista. These are “revolutionary boots in both performance and design,” she says.

The Magista and Mercurial Superfly feature Nike’s Flyknit technology, which has been the brand’s game changer in running and To p32

p32 :: Apparel & Footwear

Team boot trends

cont from p30

Sports Trader :: 2014 July

Christiano Ronaldo with Nike’s Mercurial Superfly boot. Photo: Cyril Masson.

Collar. We did not set out to create a high-top football boot, but, because we listen to our athletes, we heard their feedback saying give us a boot with no distraction on the interaction between the foot, the lower leg and boot,” says Naidoo.

The Dynamic Fit Collar provides a natural transition over the wrist, ensuring that movement is not disrupted. “The foot, ankle and lower leg are all connected and need to work together

as a single unit,” she says. The Dynamic Fit Collar integrates all the parts, removes distraction, and allows the player to play at a

To p34

Nike’s Mercurial Superfly

basketball, and has now been introduced to soccer boots. The Magista boot is designed to boost the creativity of playmakers, while the Mercurial Superfly connects the power and versatility of Flyknit technology for players who want increased speed.

“We began working on the idea of Flyknit and these boots in 2010, because we knew our job would not be done until we gave our players the control and barefoot ball-feel they have longed for,” says Naidoo.

The Flyknit technology in both of these boots enhance three important areas — fit, touch and traction — by promoting foot to foot interface, foot to ball interface and foot to pitch interface. “There is no other technology currently that gets your foot closer to the ball than Flyknit. It’s as simple as that,” she adds.

However, football isn’t always played in beautiful sunshine. “We knew we had to keep water out of the boot without adding layers that would hamper the touch Flyknit provides. So, we designed and developed a special application of engineered Nikeskin to place over the top of the Flyknit surface,” explains Naidoo. Nikeskin also features the Nike All Conditions Control technology, a treatment on the surface that delivers a great touch, regardless of the conditions.

“Another phenomenal and eye catching innovation in both these boots is the Dynamic Fit

p34 :: Apparel & Footwear

Puma’s evoPower Tricks

Olympic presents both rugby and soccer players with the boots they requested at their design team strategy meetings. This included the need to develop the lightest boot to run in, but at the same time, retain the required strength and comfort, he adds.

Puma’s Tricks

Cesc Fàbregas plays in Puma’s evoPower Tricks. Photo: Thomas Andrew

Team boot trends cont from p32 high speed.

“Flyknit‘s lightweight comfort conceals a profound, subtle strength. The cables wrap around the foot like tendons, creating support, without extra layers of material between the foot and the ball,” says Naidoo.

A number of prominent players are wearing Nike boots at the current World Cup. The host country’s star player Neymar, as well as Wayne Rooney (England) are playing in the Hypervenom. Cristiano Ronaldo (Portugal) and Franck Ribery (France) are using the Mercurial, while the trio, Andres Iniesta (Spian), David Luiz (Brazil) and Mario Gotze (Germany) are playing in the Magista. The Tiempo is worn

by Gerard Pique (Spain) and Italian Andrea Pirlo.

Olympic’s new designs Olympic’s new range of soccer boots feature new designs, new colours and new technical excellence. Bright colours, inspired by the World Cup in Brazil, dominate the new boot designs, and they have done away with the dull black and white boot colours.

Both their soccer and rugby boots include “bright colour cosmetic trends that are here to stay for a few more years!” says brand manager Miles O’Brien of distributor Jordan & Co. The upper construction of their boot designs remain focused on using the strongest and lightest man-made materials.

In addition, a series of other technologies are featured in the new boot range.

“Then fol-

Sports Trader :: 2014 July

One of Olympic’s bright new team boots.

lows the meticulous stitching, the sealing of joining seams, and the embossing of colour overlays by means of tip top high frequency welding systems,” he explains. The newly designed sole units feature a highly technical blade and multi-stud designs. These soles are tested by the Olympic manufactures, assisted by players, to perfect field direction control. This is to ensure foot stability on the run and excellent grip under all turf conditions, says O’Brien.

From summer 2014, Olympic has redesigned and re-engineered all the sport shoe boxes.

This bravely combines many new colour combinations. Each colour box is linked to the type of sport category of the shoe in that box. This makes finding your sport shoes a lot easier!

These new box designs boldly display the sparkling and popular six Olympic rings that were originally on all Olympic soccer and rugby boots in previous decades, he says.

“Our soccer boots will be presented in a serious, black box colour, with an electric touch of green and white as highlights. This new box colour project also follows through to our advertising, and recalls Olympic’s heritage in South Africa.”

Puma introduced their Tricks range of evoPower and evoSpeed boots, with the right boot in pink and the left boot in blue.

“Our 2014 Tricks range is simple and commercial, and its simplicity is why we were so secretive. New styling and new colour pops always make the athlete stand out and play well on the field as Puma zig while others zag,” says Gavin Benjamin of Puma SA. The evoPower Tricks boot design was inspired by the vivid Brazilian culture and nature. The boot is designed to improve kicking power and accuracy, while ensuring visibility on the pitch with its colour combination. The upper of the boot is made from the Japanese synthetic AdapLite, which is lightweight and stretchable.

The evoSpeed Tricks boot 1.2 has a special upper pattern that is also inspired by the Brazilian lifestyle and culture. The boot’s upper is made of premium mono-layer microfiber with the internal EverFit cage. The star of the Nature of Believing campaign, which is the theme behind the release of these boots, is featured on the special pattern on the boot’s upper.

Both evoPower and evoSpeed are specifically designed for soccer, but can also be used by rugby players — depending on the player’s position.

The Brazilian culture and nature also had a major influence on the colours Puma opted for in their Tricks range. Brazil’s diversity and beautiful, vibrant, lively, astonishingly bright and colourful flowers also played its part in inspiring the brand to produce these boots. “All Brazilians willingly take part in festive occasions and greet their friends and relatives with beautiful Brazilian flowers,” elaborates Benjamin.

The boots are suitable for all soccer players, but the evoSpeed is recommended especially for strikers and wingers, while the evoPower is especially suitable for center midfielders and defenders, he explains.

Some of the soccer stars who have played in these boots during the World Cup tournament include Cesc Fabregas (Spain), Mario Balotelli (Italy), Yaya Toure (Ivory Coast), Sergio Aguero (Argentina), Diego Godin (Uruguay), Marco Reus (Germany), Asamoah Gyan (Ghana), and others.

Puma also introduced the evoPower 3 Rugby H8 performance boot, the latest edition to the brand’s rugby range made for rugby players of all levels. The boot comes in black, To p36

It’s a battle cry, a call to action. The only way to live. Every player that is ever going to matter knows the burn of that all-consuming fire, deep inside. It fuels them into battle. They step onto the field wearing war paint. Wielding speed, energy and control. Bearing the marks of those that know there is only one way.

Hunt or be hunted. all in or nothing.

Predator forms part of adidas’ Battle Pack boot collection launched for the 2014 FIFA World Cup. Each boot was designed with an aggressive identity and cutting edge technology.

The Predator boot is favoured by the likes of Oscar, Mesut Ă–zil and Fernando Torres. It features distinctive Lethal Zones of technology to deliver outstanding ball control, touch, accuracy and power: Predator technology gives you five lethal zones to control the ball with every touch; the revolutionary control frame provides ultimate contact of the ball through the outsole; The newly engineered Precision pass pad allows for pin point passing.

Contact adidas SA | Tel: 021 442 6200 | adidas.com/predator | Twitter: @adidasZA | Instagram: @adidasZA

p36 :: Apparel & Footwear

Team boot trends cont from p34 white and fluro yellow colours. The reinforced upper of the boot features a soft synthetic material with embossed details on the vamp, which helps with keeping the boot lightweight and comfortable.

“The boot features lightweight PU that’s cleated on the outsole with DuoFlex technology with aluminium cleats for enhanced grip,” says Benjamin.

Their evoSpeed boots are aimed at rugby wingers and back line players or full backs. For fly-halfs, back line or full backs, the evoPower is recommended.

Umbro’s camo Geoflair Umbro’s Geoflare 2 Pro Camo boot is designed for the player looking for speed, extravagance and flare. The most noticeable feature is its camo design in different colours. This feature, together with the shape and functional details of the boot, makes it different from its predecessor.

“After much research and development, we decided that in order to create an optimum fit, we needed to change the shape of the front toe area,” says Tristan Karakashian of Umbro SA. “We have made it a far narrower fit and have eliminated extra space left around the toe. This

allows players to have more control and a closer touch with the ball when dribbling and kicking,” The instep area of the boot has been slightly tightened to ensure better control and comfort and the upper is made of thin and soft Umbro skin, which ensures control, comfort and speed. This new upper technology “is an exclusive san fang microfiber synthetic composition that mimics the feel of natural leather,” explains Karakashian.

While the previous Geoflare only focused on enhancing grip detailing of the striking zone, the new Geoflare 2 Pro features textured, functional, details on the entire instep and striking zone for enhanced grip in all areas.

The colour coordination of the boot is “ideal for the flare player that is making things happen for his team”. The design has an in your face Umbro logo and is fused with camo laces to compliment the design. The boot features a neon sprint plate, which is Umbro’s fastest offering and is accompanied with a chrome heel logo also for enhanced visibility.

“The boot reflects a graphic take on the current love of 90’s nostalgia and abstract camo, which is a major trend in the fashion world,”

Umbro’s Geoflare 2 Pro Camo

says Karakashian.

Every Umbro boot silo has a different focus and meets different needs and requirements of players. The brand’s target is to create boots that make outlandish gestures, because they realise that a player’s appearance both influences and reflects their style of play, he explains.

“Our 90 years’ history gives us a lot to look back on in terms of graphics and design, and we can use the past to inform the present.”

England and Manchester City goalkeeper, Joe Hart, is Umbro’s main sponsored player in the World Cup. Umbro’s sponsored players also have an option of playing in the Umbro UX-1, which is a heavier boot, focused on power, accuracy and comfort that Umbro introduced prior to the World Cup.

Corruption around the World Cups Adidas has added their voice to the growing number of FIFA sponsors voicing their concern about the corruption allegations against board members.

“As a FIFA partner, we expect these allegations to be investigated appropriately. We continue to expect FIFA to adhere to its principles of integrity, ethics and fair play across all aspects of its operations.”

The brand is FIFA’s longest partner and recently renewed their sponsorship of the football governing body until 2030. They now join other FIFA sponsors Visa and Sony in demanding that the bribery claims be taken seriously.

This follows renewed allegations that the Qatar bid to host the 2022 FIFA World Cup was won by bribing board members. FIFA’s ethics committee is currently investigating allegations of corruption during the voting for the hosting of the 2022 and 2018 World Cups. Russia was awarded the 2018 bid.

“The negative tenor of the public debate around FIFA at the moment is neither good for football nor for FIFA and its partners,” adidas said in a statement.

FIFA-appointed chief investigator Michael Garcia has to report his findings to the adjudicatory chamber of FIFA’s ethics committee in July “with findings then released publicly in due course. We are confident that the matter is being dealt with as a priority,” continues the statement.

In his latest book, Omertà — Sepp Blatter’s FIFA Organised Crime Family, crusader-journalist Andrew Jennings chronicles the inves-

Sports Trader :: 2014 July

tigations of bribery and corruption leading up to the latest scandal.

For years a thorn in the flesh of FIFA and the IOC with articles, books and TV programmes documenting shady deals, Jennings tells a tale of how a gang of FIFA officials got away with pocketing obscene amounts of bribe and sponsorship money meant for the good of the game. The book also explained how corruption revelations in a Panorama TV programme and Jennings’ articles led to the sacking of some Brazilian officials ... and why their replacements are still not popular. It also explains why soccer stars like Romario are campaigning with rioters against the millions spent on the 2014 FIFA World Cup in Brazil.

Some of the chapters in the book, written in Jennings’ pull-no-punches style are: Confronting the mafia in Palermo, tracking them to FIFA in Zurich, following the crime trail to Rio; Transforming FIFA into an empire of racketeering and organising vast contract kickbacks; Havelange’s successor Sepp Blatter changes FIFA’s Ethics Code so his hired investigators cannot catch him; Germany’s bribes for 2006 World Cup stab Mandela in the back; etc. and a bonus chapter — Rio, bribes and 2016 Olympics.

Jennings is an award-winning journalist who has written exposé’s about the actual Sicilian Mafia and then turned his attention to the IOC and president Juan Antonio Samaranch’s fascist activities, which earned him a 5-day suspended jail sentence, and FIFA boss Sepp Blatter, which resulted in him becoming the

Brazilian fans thanking Jennings for exposing corrupt Brazilian official Ricardo Teixeira, among others.

only reporter banned from FIFA press conferences since 2003.

His numerous journalism awards include the Play the Game Award, which he shared with Jens Weinreich in 2011, for “bringing mismanagement and corruption in the world's leading sports organisations into public view”.

He regularly publishes articles on corruption in sporting bodies — mainly FIFA — on his blog, www.transparencyinsport.org and due to the accuracy of his sources and well-documented material (mostly secret) has never been sued successfully.

Jennings’ book, FOUL! — the Secret World of Fifa; Bribes, Vote Rigging and Ticket Scandals, published in 2006, has been translated into 15 languages and Sports Illustrated selected it as one of the top 100 sports books of all time. He has also written three books about corruption in the Olympics and made TV programmes for the BBC’s Panorama — for example, FIFA's Dirty Secrets, broadcast in 2010, exposing corruption allegations against some FIFA executive committee members.

Apparel & Footwear :: p37

Weak World Cup replica interest Replicas of the shirts worn by teams in the 2014 FIFA World Cup Brazil are not high on South African shopping lists. But, selected team shirts have been selling for some local retailers, report YAMKELA MKEBE

A

s the host country and one of the favourites to go far in the tournament, Brazil shirts were among the most popular replicas in South African retailers in the run up to the current FIFA World Cup. The substantial German and Portuguese communities in South Africa ensured that replicas of these shirts were also in demand.

All three these teams are in FIFA’s top five rankings, and the expectation is therefore that they would progress to the final stages of the tournament. Brazil, ranked #4, and Portugal ranked #3, are both sponsored by Nike.

Brazil, England, France, Portugal and the Netherlands were the most popular and bestselling for Nike in the build-up to the tournament, says Seruscka Naidoo of Nike SA. “Since South Africa is not in the tournament, we have

decided to support our adopted-countries.”

Germany, ranked #2, is an adidas team, as well as top-ranked Spain. Worn by the everpopular Lionel Messi, star of their World Cup advert, their Argentinian shirts were also popular before the start of the World Cup, says Gugu Ntuli of adidas. Nigeria also has a dedicated group of local supporters, she says.

Ten teams played in Nike shirts, while nine teams played in adidas and eight in Puma.

The African continent is represented by Nigeria, Ghana, Algeria, Cameroon and Ivory Coast in the World Cup. Except for Nigeria (adidas), these African teams are sponsored by Puma.

Puma supplied replica shirts from all eight of their teams to retailers.

Cameroon, Ivory Coast and Ghana have been their best-sellers due to the huge support of other African countries in South Africa.

“There is a strong fan base following African countries in South Africa,” says Collin Allin of Puma. “The fan base is so strong that we manufacture Cameroon, Ivory Coast and Ghana kit locally to keep up with the demand.

The three countries have a strong history and heritage when it comes to international competitions.”

But, with the World Cup played so far away, matches in the middle of the night, and without any national team interest, retailers did

New colours for World Cup final ball The Brazuca Final Rio is the official match ball used in the final of the 2014 FIFA World Cup Brazil on 13 July in Rio. In design and technology, the Brazuca Final Rio is similar to the Brazuca used in all 63 matches before the final — the only difference is the choice of colours. The Brazuca Final Rio’s green colour is inspired by the two circling green lines on the bottom of the world cup trophy, which is mostly gold. The Brazuca has green, orange, red and blue colours that stand out against a traditional white background.The Final Rio and Brazuca match balls went through a two and a half year test period. Clubs like AC Milan and Bayern Munich and players like Leo Messi, Iker Casillas and Bastian Schweinsteiger were involved in the testing.

Above: The Brazil shirt is stocked by most retailers who are selling World Cup replica.

Left: The Cameroon shirt will be one of the kits worn by a Puma World Cup team, which features their PWR ACTV technology. This is a first-to-market use of both athletic taping and compression. The ACTV tape is strategically placed in the garments in order to provide micro-massages on the skin. This helps players to improve performance and provide a faster and more effective energy supply to the muscles.

not have very high expectations of the replica shirt sales, a Sports Trader snap survey showed. Shortly before the start of the World Cup, we asked local retailers if they were stocking replica shirts, and which shirts were the most popular.

More than two-thirds of the respondents (68%) said that they were not stocking team shirts for the current World Cup in Brazil, although more than half (54%) usually do stock soccer replica shirts. Eighteen percent of the respondents usually only stock replica for special events.

Several of the respondents said that they did not stock replica shirts this time because the World Cup was held in a foreign country and South Africa was not participating. Other reasons they gave for not stocking World Cup team shirts were that they found it difficult to get the stock they wanted and “suppliers are not supplying stock”.

One respondent says he does not want to stock soccer replica at all, because “you always lose money with replicas for local or foreign clubs.”

2014 July :: Sports Trader

Made in

p38 :: Apparel & Footwear

South Africa,

for

South Africa

T

he organisers couldn’t have picked a better evening for the launch of the new Springbok rugby jersey in April in the Cape Town Waterfront, if they were given the pick of different weather bouquets. With guests enjoying pre-launch drinks overlooking Table Bay with the sun setting over the ocean, people were in awe even before they were shown the real star of the show.

“Ever since we’ve announced our sponsorship agreement with Asics last August, excitement has been building towards the big reveal of the new Springbok jersey,” says Jurie Roux, SARU (South African Rugby Union) CEO. The Japanese brand Asics and the South African Springboks share a similar history of sorts, said Alistair Cameron, CEO Asics Europe. Asics’ founder, Kihachiro Onitsuka, wanted to mobilise the Japanese youth post-World War II and get them active again. He also realised that sport has a unifying quality — something South Africa knows all too well after Madiba wore his Springbok shirt in 1995 and won every South African’s heart. “Through sport, hope can be restored,” said Cameron.

When looking for a new technical kit sponsor, SARU had three important boxes for the company to check: they wanted the best technical

Springbok supporters are now able to show their green and gold colours by wearing jerseys made in South Africa.

CARIN HARDISTY reports on the launch of the Asics Springbok jersey

Alistair Cameron, CEO Asics Europe.

garment for players, a company that can offer the Springbok brand a global footprint, and (most importantly) the new partner had to be willing to endorse South Africa — our people and our products.

Asics ticked all three boxes. They are already doing research to improve the jersey even more for the 2016 Rugby World Cup. SARU gave Asics 8 months to get the first replica jersey ready from the drawing board to the hanger — a feat that normally takes around 18 months, says Cameron. Not only has the deadline been met, the brand has managed to have 90% of the replica jersey made in South Africa. Asics makes use of manufacturers in Durban and Cape Town.

SARU is also in the process of signing with Proudly SA. “We will be the first South African federation to be able to say that the bulk of our kit is made in South Africa,” says Roux.

The Springbok jersey is made in South Afri-

ca, by South Africans, for South Africans. “The jersey has always been for South Africans.

Now it is made by South Africans,” said Springbok captain Jean de Villiers. “The jersey not only looks good; it feels good.”

Asics doesn’t plan to stop their local manufacturing efforts with the Springbok jersey.

They are planning to extend their manufacturing capabilities to include all of their ranges, which include products for tennis, cricket, running, handball, etc.

“Our goal is to become the best sporting brand in South Africa,” says Cameron.

Asics has introduced several improvements to the Springbok player jersey, explained Yvette Pranger, category manager of rugby for Asics Europe. It features Asics’ Motion Dry technology, which provides temperature management, makes the jersey breathable, lightweight, quick drying and allows for excellent freedom of movement.

The Springbok jersey also features the Gripper technology on the chest, which enables players to keep a better hold of the ball. The same technology is also on the inside of the jersey to stop the shirt from moving around while players are running. Asics created a material that has very good horizontal stretch, but that does not stretch a lot ver- To p40

Dr Michael Mol, Siv Ngesi, Candice Botha, Liezel van der Westhuizen, Katlego Maboe and young models showed off the new supporter wear.

Stefan Heinrich, Asics Director of Emerging Markets, and Brian Pollock of Jordan & Co at the launch.

Sports Trader :: 2014 July

Asics has made a commitment to manufacture at least 70% of its licensed supporter wear in South Africa.

New era for Asics SA Industry :: p39

Stefan Heinrich, Asics Director of Emerging Markets and Brian Kerby, MD of the new Asics subsidiary in South Africa

The new Asics SA subsidiary have moved into their offices and are on track to start operating from October onwards. TRUDI DU TOIT asked them what will change for the brand

T

he final quarter of this year will be the beginning of a new era for Asics in South Africa. As a full subsidiary, the brand will spread its footprint across all sports. It has already taken the Springbok rugby team and national netball team into the fold and with the back-up, larger team and support a subsidiary enjoys, it will be growing its footprint in performance running and other sports as well.

Although the Asics distributing contract with Jordan & Co officially expires at the end of the year, the new subsidiary will be taking over most functions and launch the new ranges from October onwards. Last month, they moved into their new offices in Blackriver Office Park, and key members of the former Jordan & Co Asics team are gradually moving across to join the subsidiary.

The October handover period was agreed on to coincide with the global launch of the Asics spring/summer 2015 ranges, which will be launched in South Africa at the same time.

“There will be a lot of synergy and continuity,” says Kerby. There will also be some overlap as the 2014 winter product, which is still Jordan’s responsibility, will still be sold till the end of December. “We kick in from October with spring/summer 2015, for which the subsidiary will take responsibility.”

The handover has been very amicable and the transition has been very smooth, says Stefan Heinrich, Asics Director of Emerging Markets. “Jordan was very cooperative, because they wanted the best for the brand.”

Jordan & Co have done wonderful job with what they achieved with the brand, adds new Asics SA MD Brian Kerby. “They have been distributors for many years and have performed very well.”

But, while Jordan is primarily a footwear dis-

If you are an Asics convert because of the brand’s performance in running, you will remember that the shoes you run in perform well when it comes to buying boots tributor, Asics has evolved into a brand that is a lot more than footwear. “It is strong in apparel, and strong in diverse sports, not just running. Things move on and we got to a time where it made sense to have distributorship in a fast developing market, which is growing rapidly.”

A bigger team, enjoying a lot more support as part of a large corporate, can investigate so many more opportunities than a distributor is able to penetrate, he explains.

“We have assembled a very strong, young

team with good experience and lots of enthusiasm,” says Kerby. Some of the new team members already attended the Asics Europe 2014 conference in the historical city of Dubrovnik, where they got a lot of positive feedback.

They will be phasing in their full team of about 18 people over the next few months.

The operations, marketing and sales structures will be in place by October and Spencer King have been managing the Springbok contract for Asics since it was signed a year ago.

“We expect to see a significant penetration of other markets — rugby, fitness, women, apparel, accessories, etc.” adds Heinrich.

They will also be exploring opportunities further into the African continent, says Kerby.

While the sell-in of the Springbok jerseys had gone well, they believe it is important to make sure that Asics doesn’t neglect its market leadership in running — but also becomes #1 or #2 brand in several other areas.

“One of the of key goals is to in- To p40

Dawid Visser, Rykie van der Merwe and Brian Pollock of Jordan & Co. at the launch of the Asics Springbok jersey. Visser and Van der Merwe will be joining Asics SA

2014 July :: Sports Trader

p40 :: Industry

Asics for all sports cont from p39 vestigate the women’s market,” says Heinrich.

They will also be exploring opportunities in training shoes and clothing, which he believes offers big potential. Running apparel is another potential growth area. Running will remain their main market focus, he says, but they will also look at other sports like hockey, cricket, athletics, rugby etc.

Internationally Asics has a strong following in hockey — in leading markets like the Netherlands it is the market leader and sponsor of the national team, as well as a sponsor of the German team. In Australia they are the kit supplier to the national cricket team.

The Springbok rugby sponsorship is about getting the brand out there, says Kerby, who believes this will result in spin-offs in certain areas (See Springbok jersey launch article p38).

“Consumers will be alterted to the fact that Asics is more than a running brand. If you are an Asics convert because of the brand’s performance in running, you will remember that

Asics tennis shoe wins award

the shoes you run in perform well when it comes to buying boots.

In tennis, a top player like Gael Monfils helps sell product, as retailers confirm that consumers come in to ask for a specific Asics outfit that Monfils had played in, says Heinrich. Locally, the brand benefits from the high profile of international athletes — especially since we don’t have iconic tennis players in South Africa, adds Kerby.

Traditionally, Asics has been seen as a premium running brand with volume sales and core business at higher price points — but they can’t afford to be just be in premium price points, says Kerby. “Europe has given us a lot of help to provide well-priced items across the board to get volume sales going.”

The Asics lifestyle brand Onitsuko Tiger will also be getting a boost from marketing and personnel investment from the international office. “We’re appointing the right people who can converse and integrate with these consumers,” says Kerby.

ASICS’ GEL-SOLUTION Speed 2 tennis shoe was selected the US Tennis Magazine’s Editor’s Choice for Best Game Day Shoe.

The magazine’s testers found that it is ideal for neutral, supinated or pronated foot types and that it performs well on clay and hard surfaces.

They liked that the shoe is light, fast and offers a snug fit. Males preferred slightly more cushioning and support, while females appreciated the shoes’ lighter weight and fit.

Dozens of recreational and former tour professional

Left to right: The launch was attended by retailers Jax Snyman of The Sweat Shop and Toni Haarburger, Kobus Potgier and Bradley Moritz of Holdsport.

Sports Trader :: 2014 July

players test the shoes for the magazine and rate them in seven categories. The average scores out of ten of the weartesters and that of dr David G Sharnoff, a consulting podiatrist for the WTA Tour, are then combined.

Dr Sharnoff gave it an overall satisfaction score of 8.6 out of 10 (full marks for stability and break-in and 9 for arch support and weight). Males gave it an average score of 7.9 (8.7 for weight and 8.3 for ventilation and break-in). Females gave it an average score of 8.9 (9.6 for weight, 9.5 for ventilation and 9 for break-in).

Right: Eben Etzebeth models the new Springbok kit while Yvette Pranger, category manager of rugby for Asics Europe, explains the features.

Springbok jersey launch cont from p38 tically. This is so that opponents have a harder time pulling at the jersey.

The bonded seams are reinforced, which makes them less likely to tear. Asics also moved the side seams slightly to the back, which creates less chafing under the arms.

Even the Springboks’ shorts and socks have been given their own technologies and upgrades. The short is made of strong woven material with a stretchable area on the backside and slippery areas on the sides, to make it more difficult for opponents to hold onto the Springbok player.

There will be a number of interesting of developments in the 2015 spring/summer ranges, he promises. A major running campaign will focus on all the different areas of running and the philosophy that mixing different types of running makes you a better runner — featuring shoes for long runs, trail shoes, road running, speed work, training in the gym.

“We are making great new training aids and apps,” adds Heinrich. These are serious training apps that give feedback on your performance, which you can share with a community, but they are not gimmicks that tell you to pick up your pace or play music, he explains.

Kerby is very excited about the opportunities that opened with the establishment of the Asics SA subsidiarty. “The opportunities around this brand are immense,” he says.

“I’ve always believed in the motto: do what you can control, leave what you can’t control.

Do what you do best and ensure that you stay market leader.”

“We believe in ourselves, we believe in our products,” echoes Heinrich. “Our success lies in making people aware of our brand and just getting them into our products.”

The socks feature Asics’ Motion Control technology, which provides compression qualities to stop the muscles from getting too tired.

It’s not only the Springboks who will be enjoying technology and improvements in their new jerseys — supporters’ replica jerseys also feature their own set of goodies.

The replica jersey — available in home and away for men, women, youth and kids — has a looser fit to accommodate the more traditional rugby supporters’ build, explains Pranger. Like the Springbok jersey, the replica also features the Motion Dry technology, which makes the

jersey breathable, lightweight and quick drying.

The replica shirt will also be available in a take-down at a lower price point for consumers who want the look without the technologies, at a more affordable price.

SARU’s contract with Asics runs for six years, and Asics has made a commitment to manufacture at least 70% of its licensed supporter wear in South Africa.

“We believe that it is to everyone’s advantage if we produce the SARU merchandise locally. Our long term aim is that we develop South Africa as an Asics manufacturing centre of excellence for all our product ranges,” says Max Keen, brand and sports marketing manager for Asics Europe.

Sh op Ta lk

- 41 -

So much more than a bike shop

BikePlus cycle shop and Podium Café in Constantia, Cape Town.

Inside the Altitude Centre.

For BikePlus, running a successful retail business also means supporting their customer’s lifestyle and addressing needs that go beyond product sales, reports CARIN HARDISTY.

B

ikePlus owner Xavier Scheepers grew up with a love for sports in general, participating in a range of sports and competing at national level in athletics and cricket. After earning a master’s degree in civil engineering and working in the field for several years, he turned a corner and started an adventure and events company named 180 Degrees.

Scheepers credits participating in the Camel Trophy events, which he and team mate Wim van Herzeele won in 2000, as changing his life and awakening his adventurous soul. Scheepers also met his wife Judy — a trained sports teacher and now also involved with the store — when they competed in the 2000 Camel Trophy.

About two years ago he opened the BikePlus store in Constantia, Cape Town, a one-stop lifestyle cycling shop that caters for cycling enthusiasts and people who have an interest in healthy living. They not only run a store where customers can buy road or mountain cycles and apparel, there is even a health café (Podium Café) where customers can relax with a coffee.

“We like to think of ourselves as more than a cycle shop. Yes, we build cycles, we sell them, fix them, service them, but we also ride them.

We live the biking lifestyle and invite you to join us! We bring the plus factors to biking.”

Creating an enjoyable social feeling around cycling is important for BikePlus and their social club provides just this: a community atmosphere for people who are interested in cycling.

“Joining our cycle club is a great way for you to get more out of your cycling while at the same time meeting new people and expanding your social network,” says Scheepers.

BikePlus hosts regular social rides almost every day of the week, departing from the store.

The cycle routes vary, depending on what par-

Owner Xavier Scheepers outside the BikePlus Altitude Centre.

ticipants feel like on the day, and the pace is set by those participating. The rides are meant to be social and relaxed — they even stop for a coffee or two along the way, as the mood strikes.

Because of Scheepers’ events background, he is well versed in juggling all the obstacles of organising bigger cycling tours, such as a tour to the Tour de France. Their 2013 tour was so popular that they are organising two tours to the Tour de France this year.

The store has bike rentals, and apparel, parts, gadgets, and new and used bikes for sale.They also offer a range of services such as cycle fitting, repairs, training and skills clinics, custom kits, Thule bike-carriage installations … and their Altitude Centre.

The Altitude Centre is situated inside the store. Launched in April, the centre is only the second of its kind in Africa and possibly the largest in the world, says Scheepers. It simulates altitude, which allows cyclists to train for those high altitude rides … without leaving sea level.

The methodology is based on the theory that the body will adapt to being exposed to a low oxygen environment by becoming more efficient at transporting and using oxygen.

The centre uses Wattbikes, developed in 2008, because British Cycling needed an indoor training cycle that could record the cyclist’s data while still feeling like a cycle. The cycle offers a wide range of adjustments that ensure the perfect riding position for any rider, uses a chain and sprocket (like a real cycle) for a realistic feel and the unique design of the resistance fan plays an essential part in ensuring a great ride.

The Intermittent Hypoxic Training (IHT, also known as altitude training) not only puts the body through performance-boosting stress, but also allows the athlete to train hard and recover well in the normal low-altitude environment.

Simulated altitude training enhances athletic performance, improves recovery, prepares the cyclist for high altitude trips, and supports general health, weight loss and well-being.

“Whether you’re an elite athlete, dreaming of riding your first cycling race, or taking a trip up Kilimanjaro, altitude training can be extremely beneficial,” says Scheepers.

“This is a very exciting project for us. We are able to provide cyclists, or any sports persons, access to a training facility that will accelerate and focus their training through measured sessions and programmes in an altitude simulated environment. With BikePlus you will be able to take your performance to a completely new level.”

The Altitude Centre is also beneficial for people in recovery after an injury, those who want to lose weight, or people who want to improve their general health.

BikePlus is also affiliated to Science to Sport, a company that combines scientific research and knowledge from athletes to create training programmes across a range of sports. They also design training specifically for use in BikePlus’ Altitude Centre.

Reasons for success: • The owners and staff are passionate about what they do.

• The store is a lifestyle cycling destination. Customers can relax at the café, while having their cycle serviced and planning the next cycling trip, and then browse the store for any items they might have found missing on their last ride.

• BikePlus provides personal and customised hypoxic training, through the use of the sought-after Altitude Centre.

• They organise various cycling trips — locally and abroad — that attract interest.

2014 July :: Sports Trader

p42 :: Sport

How healthy is the tennis market?

T

Tennis is a sport that can be enjoyed by everybody from 8 to 80, male or female. The potential of the market is therefore huge. JOHANN DU TOIT questioned some experts about the current state of the tennis retail market, and what could be done to grow it

he loss of the Sowetan Open, our Davis Cup team’s continued relegation to Europe/Africa Zone Group II and Tennis SA’s failure to attract a big corporate sponsor, could give the impression that tennis is on a decline in South Africa.

This is not necessarily so.

Over the last three years the imports of tennis equipment have been growing steadily. Imports of tennis rackets and balls in 2013 have increased annually since 2011, according to trade statistics from the Department of Trade and Industry*. Last year, the year-on-year growth in the import value of tennis rackets was 21%. Tennis ball imports have also grown considerably.

This, however does not automatically translate into increased retail sales volumes, as South Africa also exports a substantial number of tennis products. Around 10% of all tennis equipment imports are exported to other African countries.

Sales growth or not?

Some South African tennis distributors and specialist retailers confirm that the tennis market has been growing.

“We have definitely seen a sales increase in the last three years across all tennis catego-

Sports Trader :: 2014 July

When comparing the past five year trend of import value per unit, it does seem as though the average unit prices are increasing for both tennis rackets and balls. ries,” says Brad Summers from Golf Racket, distributors of Wilson. “Normally, we use tennis balls as a gauge of the market and in that category we are trading approximately 42% up units wise. I have looked back at our sales since 2004 and every year, including the recession year of 2009, has seen growth. The market is buoyant and was not really hit by the recession.”

Craig Sander from Tennis24seven, a specialist tennis retailer, agrees with this sentiment: “Agents are also expanding existing ranges and importing new or other brands.”

Others are more cautious. Tony Jackson from the specialist racket sports retailer Tony Jackson Sports, says that he thinks the reason why he has seen an increase in sales over the last few years is because “people realise they are getting better help from specialist shops.”

Other distributors and retailers have been experiencing the opposite: a slow decline in the market.

“We have actually seen a steady decline in racket sales over this period. Retailers are carrying less rackets than in previous years as they are not selling the volumes,” says Andrew Wentzel from WET sport, distributors of RoxPro. “Part of the problem is that coaches are selling rackets directly and the retailer is being bypassed. Brands are sponsoring coaches, and in turn they supply that brand only to the children and adults they coach. Retailers are therefore less inclined to carry a range of rackets from the brands as they are unable to sell the products.”

Jackson agrees with this sentiment. “We feel that this selling direct is slowing down the racket sales through retail shops.”

Tennis is a declining sport in South Africa, believes Trevor Borthwick from Eric Sturgess sport, which used to specialise in tennis equipment. “Young children are exposed to so many sports at school level, and aren’t choosing to participate in tennis.”

Due to the lack of facilities tennis is also not very popular in poorer communities, where the potential for mass volume growth To p44

p44 :: Sport *Import statistics: www.thedti.gov.za.

Tennis market cont from p42 lies, he says.

Price points When comparing the past five year trend of import value per unit, it does seem as though the average unit prices are increasing for both tennis rackets and balls.

In terms of sales volume, entry level tennis rackets and balls are generally the biggest sellers. “The majority of sales are done at entry level, for both the junior and senior markets,” says Wentzel. School level junior tennis players also form the bulk of his customers.

“Junior players are definitely driving the market. Some older players (30-45) are coming back into the game but this number is small,” agrees Summers.

“Typically, a price point under R1 000 seems to sell better, which is aimed at a more social tennis player,” adds Steve Gallienne from Brand ID, distributors of Dunlop.

But, due to many factors, like a weaker currency and increasing fuel prices, rackets are getting more expensive. A top end racket that used to cost R2 000 now costs R3 000. He believes that players are therefore now taking

Sports Trader :: 2014 July

better care of their rackets, and not buying them as frequently as before. “Many players are servicing their rackets more often. Tennis accessories, such as grips and strings, are, however, selling better.”

When looking at margins, higher priced premium rackets aimed at serious tennis players are more profitable. “If we are talking units, most sales are being made at the junior level.

But, because of the high value of our premier rackets, the greatest turnover is at the premier racket range,” says Summers.

Developing the tennis market Because the junior tennis players form the bulk of the market, the best way to grow the market would be to increase school-level participation. Retailers and distributors also want to sell higher value rackets and the more accomplished tennis players will be more likely to purchase more expensive rackets and equipment. It is therefore important to create opportunities for promising young tennis players to develop and keep them in the sport.

“I think quite a bit is being done at the moment, with programmes like the KDA Schools

encouraging kids to play,” says Summers, referring to the Kids Development Academy (KDA) which aims to introduce foundation phase children (grade R to 3) to tennis.

“There is always room for improvement, but at the moment I think more is being done at school level than ever before. Also, the whole “Play and Stay” junior programme is not only introducing kids to tennis, but it is making it easier and more fun for them.”

The Play and Stay initiative is a global campaign aimed at providing a fun and active introductory tennis training course.

The implementation of these training programmes is, however, proving to be difficult.

One retailer says that some coaches are not using the latest and best coaching techniques, and that this impacts on the participation levels of junior players.

“Coaches are not using the Play and Stay course, which is the foundation course across the world. Many coaches insist on using old techniques, old balls and recommend the incorrect rackets, mostly for juniors, as they have not been on the first level training course Tennis SA (TSA) introduced.”

Retailers also need to sell the right kind of racket for the right player, adds Sander. “My estimate is that over 60% of play- To p48

Industry :: p45

A century of

Wilson excellence

Wilson celebrates its 100th birthday this year. During its century-long trading, the brand has shown that those who can look beyond challenges for answers, are those who will continue to trade … and see their next anniversary, reports CARIN HARDISTY.

W

ilson, locally distributed by The Golf Racket, is one of the oldest sporting brands still trading. Having traded through wars and the Great Depression, the American brand is as strong as ever and today serves consumers in over 100 countries.

Their beginnings were humble.

The brand was established in 1914 to transform stockyard by-products into racket strings, footballs, basketballs and baseball shoes, among others. It soon grew into an innovative sporting company that just grew and grew.

Over the years, Wilson acquired several companies that enabled them to make their own products: uniform, bag, football, tennis racket and custom-moulded product manufacturers, and a knitting mill.

During World War II, however, most of their production facilities were needed to make products for war, which created a shortage of facilities to manufacture their athletic equipment and uniforms.

Despite this, the company decided it will concentrate its efforts on encouraging more youngsters to get involved in sport — and this allowed Wilson to maintain its high profile in the sporting goods industry and grow even faster after the war ended in 1945.

Wilson started moving abroad during the 1960’s, opening offices in Hong Kong, Great Britain, Germany and Japan and opened their first overseas manufacturing plant in Puerto Rico.

It was in 1970, when PepsiCo acquired the company, that Wilson received a big financial-injection.

This added financial backing meant that enabled the company to ex-

pand further internationally and to open another international manufacturing plant — this time in Ireland. Because of all the exposure through partnerships with athletes and associations, both in America and abroad, PepsiCo divided the company into three divisions: Golf, Racket Sports and Team Sports.

Westray Capital Corporation acquired Wilson Sporting Goods in 1985 through one of its affiliates, WSGC Holdings, Inc., which merged in 1989 with Bogey Acquisitions Company — an affiliate of the Amer Group. Wilson was therefore essentially operated by Amer Group, which took advantage of Wilson’s international presence and expanded on this by opening subsidiaries in Japan, UK, Germany, France and Canada. Wilson was soon sold in over 100 countries and by the end of the decade, they had opened new plants in Haiti, St. Vincent, Canada, and Scotland.

Players shape the brand During the 1920’s, Wilson led the trend to use professional athletes and well-known coaches to endorse their products. They started the Wilson Advisory Staff — a group of veteran and future star players who represent the brand and participate in product development.

Golfer Gene Sarazen was the first staff member, and coach Rockne was very influential with the development of a football ball that changed college football. After Rockne’s death in 1931, Wilson switched their focus from football to golf.

This

Brad and Brett Summers of local distributor The Golf Racket with the 100 year anniversary Wilson US Open balls in new limited edition cans to commemorate the partnership.

Having traded through wars and the Great Depression, the American brand is as strong as ever and today serves consumers in over 100 countries. led to the development of the R-90 sand wedge, Blue Ridge Golf Clubs, and the criss-cross layered technology in woods.

American tennis star Jack Kramer, the Father of Modern Tennis who established the first pro tour, joined Wilson’s Advisory Staff in 1949. It is estimated that during the next 30 years, more than 10-m autographed Jack Kramer tennis rackets were sold.

During the 80s, over 100 athletes — such as Sam Sneed (golf), Walter Payton (American football), Michael Jordan (basketball), and Roger Clemens (baseball) — endorsed the brand. Today, star players like tennis players Serena Williams and Roger Federer, Derrick Rose (basketball) and Tom Brady (American football) are among the athletes who endorse Wilson.

It has entered into partnerships with several American sporting associations like the National Football League (NFL, which is possibly the longest-running partnership with a sporting association. They have been the official ball for the National Basketball Association (NBA) since the 70’s, when the brand supplied uniforms to almost every Major League Baseball

team. At this time they also provided the official uniform and clothing to the US Summer Olympic team.

Wilson has been the official game ball of the Association of Volleyball Professionals (AVP) since 1996 and they signed with the National Collegiate Athletic Association (NCAA) in 2002.

The brand has also been the official tennis ball for the Australian Open since 2005.

Centenary celebrations To share their centenary celebrations with their customers, the brand ran the 100 Venues in 100 Days contest on their website until the 24th of June — with daily prizes up for grabs, as well as a grand prize of a trip to the US Open Tennis Tournament. Each day a hidden image of a new venue was gradually revealed on the website and entrants had to guess the name of the venue in as short a time as possible.

They also launched special centenary celebration products, with designs that take inspiration from some of their most memorable products over the years. Locally these products — including a commemorative racket and bag combo, and white tennis balls — were launched in June.

Left: The 6.1 racket 100 year deal plus a limited edition bag are sold as a package and come with a certificate. Right: The 100 year anniversary championship ball comes in the old steel packaging with white balls instead of yellow. They are great as collectors items.

2014 July :: Sports Trader

p46 :: Sport

Can combat sports grow retail sales?

Photo: Ruby Wolff

Combat sports, like boxing and martial arts, have more than 15 000 registered participants in South Africa, all needing special clothing and equipment. RHIANAH FREDERICKS asked associations if this is a potential growth market for retailers

T

here are more than 15 000 members of martial arts and amateur boxing associations in South Africa.

This is a sizeable potential customer base. Yet, combat sport gear like gloves, suits and weapons occupy very little space on retail shelves. Many retailers don’t stock boxing or martial arts products at all.

Are retailers missing a golden opportunity?

Or are there other reasons why members of this potential lucrative customer base don’t buy their essentials from sport stores?

One of the main problems is that while gloves and other gear for combat sports may be placed in one category on a retail shelf, they actually represent many different sports, each with their own specialised needs.

Martial Arts South Africa (MASA) represents approximately 300 clubs with about 10 000 participating members, says president Louise Viviers.

The International Sport Karate Association (ISKA) has thousands of members throughout the country, says SA president Shihan Paul

Sports Trader :: 2014 July

The difficulty is that retailers lack the knowledge to stock the correct equipment.

Cave. This body regulates amateur karate, kickboxing and Mixed Martial Arts (MMA).

The SA International Taekwon-Do Federation (SA-ITF) has 600 members, says deputy general secretary Michelle Rahl. The governing body was established in 1967 and has affiliates in almost every province.

Amateur boxing, represented by the SA National Boxing Organisation (SANABO), has members in all nine provinces, says president Andile Mofu. This regulatory body is an associated member of University Sports South Africa and the South African National Defence Force.

“According to the resource matrix of 2013 — which is indeed not accurate — we had 5 138 resources,” he says. This included boxers and

officials.

Where members buy While some participants are likely to walk into retail stores to buy gear, many of them receive, or buy, their equipment directly from the organisation.

Boxers are encouraged to buy from retailers or distributors and SANABO does not sell to its members. The association also does not prescribe where participants are to buy products for training.

But, their competition gear and national colour clothing or equipment are bought from specified suppliers with the necessary expertise, says Mofu. They purchase these from a local distributor or manufacturer who customise them specifically for SANABO. There are a wide variety of disciplines in martial arts says Viviers, who has found that although their association allows its members to buy from retailers, retailers do not always stock the correct equipment.

To p48

PUTTING THE OOMPH INTO BOXING & MARTIAL ARTS

Opal Sports • Tel: 011 695 9640 • Fax: 011 695 9698 • nigel@opalsport.com

p48 :: Sport

Combat sport cont from p46 Most retailers mainly stock karate equipment, and although members participating in taekwon-do or other disciplines can use the head gear and uniforms, the rest of the equipment does not match the other disciplines.

“The difficulty is that retailers lack the knowledge to stock the correct equipment,” she says.

People who practice taekwon-do buy their suits from local suppliers, while those in disciplines such as muay thai, which is very specialised, buy their equipment privately in order to avoid spending a shiny penny on the wrong items. Kickboxers, for example, only use gear from one international brand, because it is designed to a certain approved standard.

Some instructors also buy equipment and sell to their members themselves because they can ensure the correct equipment is purchased as well as receive a discounted instructor price, she adds.

SA-ITF members can buy their taekwon-do equipment and clothing from retailers if they want to. The association does not specify where their members should buy. “But we do

make suggestions,” says Rahl.

If they sell directly to their members they also provide products that have been purchased from a local distributor or manufacturer.

“In my club I prefer to get a group order and pay for it at once, which brings the freight price down from Cape Town, and I know I Two locally trained MMA fighters, Luke Michael and Nathan ‘Shake ‘n Bake’ order the correct goods,” Fredericks, made their debut in the Extreme Fighting Championship (EFC) Africa 30, in Cape Town in June. she says.

Other associations, such as ISKA, on the other hand, prefer to supply them to buy from a local retailer, he explains.

Another reason is that equipment sold by their members’ equipment and clothing themselves. The association’s members have to retailers doesn’t always meet the minimum safety standards set by their international afpurchase everything in house, says Cave.

They supply customised kit with personal- filiated organisation.

ISKA buys the clothing and equipment they ised logos, etc. that are specifically made for their association, and that is why they supply supply to their members from a distributor or directly to their members, instead of asking manufacture in South Africa.

Tennis market cont from p44 ers that are general club players and 70% of juniors are using the wrong racket. Of course this is going to affect your game,” says Sander.

This can impact the enjoyment of the sport if your equipment is holding you back. “We need to make the game fun.”

Many tennis specialist shops have closed down, says Borthwick, which meant that bigger general retailers have grown market share – but they don’t always employ qualified sales people to sell the correct tennis equipment.

Too exclusive Others in the tennis industry feel more could be done to nurture young players who perform well. “There is not enough being done, and if we do not have growth in tennis from a young age with the necessary support and backing, how do we expect to be competitive in the world arena?” says Wentzel.

The mother of an up-and-coming junior provincial player also has some concerns about the way tennis is being developed. “Grassroots development is very poor, with the result that it is becoming an elitist sport because it is very expensive to play competitively.”

This can be linked to the lack of big corporate sponsorship in tennis. “If you want to play tennis of a decent standard, you need to go to the best coaches, who are expensive, you need good equipment to prevent injuries, which is expensive, and you need facilities to participate, which do not exist everywhere.”

In addition to these fees, there are many fees attached to tournaments, which are essential to compete in if you want to increase

your ranking. “Apart from tournament entry fees, you have to pay the travelling costs and accommodation. Therefore, if you don’t have the money, you can’t play tennis at a decent level,” she adds. If you wish to increase your international standings, it becomes even more expensive, as you need to compete against international players.

“Kids that are ranked in the top 10 per age group usually get sponsorships from equipment companies. But those that fall just outside the top rankings don’t have sponsors and the parents have to pay for everything,” she adds.

This exclusivity of junior competitive tennis is worrying for the industry. “You see the same faces at every tournament, which means that there are no new players joining, and many regulars no longer compete.”

Sander agrees that tennis should be more accessible. He says: “Every tournament that you enter costs a minimum of R250. TSA need to rethink that levy.”

International exposure The lack of international tournaments in South Africa is also worrying. The last SA Open was held in 2011, and recently the 2014 Soweto Open was also cancelled. “The fact that the South African open was cancelled was bad for the industry,” says Gallienne.

Seeing more South Africans making a global impact in the sport would also help encourage young players. “South African tennis needs role models youngsters can aspire to,” says Wentzel. “More sponsorship and television coverage is needed to allow more heroes to

emerge from the talent pool.”

Since the days of Kevin Curren and Wayne Ferreira, South African tennis players have not made a big impression on the international tennis circuit. We only have Kevin Anderson (#20) and Chanelle Scheepers (#96) among the Top 100 singles WTA and ATP players on circuit. In doubles, Raven Klaasen is ranked #30. The recent loss of the South African Davis Cup team against Lithuania means that they will stay in the Europe/Africa Zone Group II in 2015, after nearly qualifying for the World Group in 2012.

Efforts should also be made to keep older players active in the sport. “If we could get more tournament sponsors, even for smaller senior tournaments, then we will be able to keep 1830 year olds in the game. Tennis also needs the senior tournaments to give the juniors exposure to the better senior players,” says Summers.

Financial support Lack of finances remains a big issue in the tennis industry.

“We need more backup from TSA, we rarely see any money flowing into our area (Durban),” says Jackson. This affects local clubs, as they cannot afford to maintain facilities.

“The clubs are still struggling. Quite a few have closed down over the last 10 years and club membership is down with a lot of clubs struggling to field league teams,” says Summers.

“At the end of the day, money drives everything,” says Gallienne. “More investments from either sponsorships, or government investments, will help grow the sport, else it will basically remain static.”

Sport news

Sport :: p49

Photo:Kashif Joosub. Light House Studio

South Africans use technology while working out

TK sponsors cricket THE TK brand is the apparel sponsor of the Kings XI Punjab (David Miller’s team) and Hyderabad Sunrisers (with Dale Steyn as player) as well as compression partners of the Royal Challengers Bangalore for the 2014 Indian Premier League (IPL). AB de Villiers, Albie Morkel and up-andcoming SA A-team player Riley Rossouw play for the Royal Challengers.

The company, founded as an international hockey brand, also supplied kit to the six participating teams in the new Caribbean Cricket League (CPL) and plan to continue their partnership with the tournament and teams in future.

Although TK’s involvement in cricket is purely on textiles, Shrey cricket helmets is also part of the TK family. This year, TK supplied helmets to all teams playing in the IPL and 70% of players are using their products during play.

New obstacle racing governing body formed A NEW non-profit organisation, the International Obstacle Racing Federation (IORF), will serve as the international governing body for obstacle racing, announced the Spartan Race organisers.

Obstacle racing has grown to host more than 300 races and is expected to have approximately 5-m participants worldwide in 2014 — exceeding participation numbers of triathlon races.

HALF OF South African fitness enthusiasts use technology during workouts, a survey by Pharma Dynamics show.

In addition to pedometers and heart rate monitors, exercisers now use technologies like GPS, GIS, interactive videos, GoPro cameras and mobile apps during workouts.

Most (86%) respondents said technology makes it easier to achieve their fitness and weight loss goals, while 47% said they would work out more if they could see personal progress when exercising.

Columbia buys gym brand COLUMBIA SPORTSWEAR is the new owner of women’s lifestyle apparel brand, prAna, known for their yoga and gymwear. The US sportswear company has bought the brand for $190-m.

The purchase of prAna was expected to be complete by the end of June and will be the largest acquisition in Columbia sportswear’s history.

PrAna joins existing brands such as Columbia, Mountain Headwear (acquired in 2003 for $36-m), Sorel (acquired in 2000 for $8-m), etc. and will widen the company’s clothing offering in spring and summer.

The brand has had a compound annual growth

of 30% from 2010-2013 and is expecting turnover of more than $100-m this year.

Columbia Sportswear’s total sales grew 22% to $424.1-m in the first quarter of 2014, compared to the first quarter of the previous year, as a result of the later winter season in North America.

Sales in the EMEA region dropped 4% to $39.2-m as a result of mild weather, but increased by 20% in the US, 13% in Canada and 41% in Latin America/Asia Pacific.

Net sales for apparel, accessories and equipment grew 20% and footwear grew 30%, while sales for their Columbia (25%), Mountain Headwear (1%) and Sorel (4%) brands also increased.

Top US fitness activities FIVE GYM-RELATED activities are in the top ten fitness activities Americans participate in, according to the US Sport & Fitness Industry Association’s (SFIA) 2014 Sports, Fitness and Leisure Activities Topline Participation report.

Gym-related activities such as stretching, treadmill, free weights (smaller and bigger than 15lbs) and weight/resistance machines are among the ten most popular activities, with participants taking part in the activity 50 times or more per year.

Walking for fitness (80-m core participants) and running/jogging (30-m core participants) are the most popular activities, with core participants also taking part more than 50 times per year.

Cycling, fishing and basketball are also among the ten most popular activities, with less frequent participation of between 8-26 times per year.

Ashaway re-signs with WSA ASHAWAY RACKET Strings, locally distributed by Brand ID, has renewed their partnership with the Woman’s Squash Association (WSA). This means that the brand will again be the official string used by WSA. “Many women players, both amateur and professional, find Ashaway strings ideally suited to their unique style of play and we want to do all we can to support WSA and encourage more women to take up this exciting and challenging sport,” says Steve Crandall, Vice President of Ashaway Racket Strings.

2014 July :: Sports Trader

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Visit Sports Trader’s website for more product knowledge: www.sportstrader.co.za

How light performance is measured

W

hether used for hiking, camping or even security, outdoor lights are essential in a variety of situations, each requiring a different kind of light. Some lights are made to shine long distances, while others are designed to provide high light intensity.

When recommending an outdoor light, it is important to understand what kind of product your customer needs, and to make sure that the specifications of the light will meet his needs.

Our cut-out-and-keep series to assist retailers with product knowledge Words: Johann du Toit. Compiled with the help of Marc Agar of Lite-Optec, distributor of Maglite, and Simon Larson of Ram Mountaineering, distributor of Black Diamond.

ANSI and NEMA standards In 2009 the American National Standards Institute (ANSI), along with the National Electrical Manufacturers Association (NEMA), devised a standardised specification for flashlight performance.

• The purpose of the specification is to allow consumers to judge flashlight performance by comparing the same standard specifications.

• This standard also seeks to eliminate exaggerated claims about light performance by manufacturers using testing methods that might be inaccurate.

• For example, when comparing claims on two identically designed 3D cell LED flashlights from different manufacturers, claims may be dramatically different, while both will still be technically accurate. This can be confusing and potentially misleading.

It takes some investment for manufacturers to comply with the ANSI standards. The full standard can only be purchased from ANSI or NEMA, and the equipment and calibration required makes the testing expensive.

The standard devised by ANSI and NEMA is known as the FL-1 standard.

When comparing the performance of different lights, always make sure that the specifications are according to the ANSI standards, as some manufacturers advertise non-ANSI standards on the packaging.

There are six performance specifications that are determined by the FL-1 standard, namely Light output, Runtime, Peak beam intensity, Beam distance, Water resistance and Impact resistance.

Light Output Light output is expressed in lumens.

• A lumen (lm) is the unit used to define luminous flux, which is the total visible light emitted by a source.

• This differs from the power of a light source, in that luminous flux only represents the light that is emitted by the light source that can be seen by the human eye.

and usually drops as the LED heats up. o The output is also different for different battery voltages, meaning that a battery can give a certain output, and as the battery is used up, the output varies.

• FL-1 Lumens (ANSI Lumens): Similar to out front lumens, the fl-1 standard requires that a reading is taken after the light has been turned on at full power at least 30 seconds after switch on, as this will be significantly lower than measuring it as it peaks immediately and momentarily at the moment of switch on. o It is also measured with the included or recommended batteries. This value is the most accurate and typically even lower than the out front lumens, leaving no room for manufacturers to potentially exaggerate the light output value.

Runtime

Mark Agar of Lite-Optec demonstrates how to test light performance.

• One lumen is equal to one candela (a unit of brightness: one candela = approximate brightness of one candle), times one steradian (a unit that describes a section of a surface area of a sphere: one steridian = the radius of the sphere squared) • There are various ways to measure lumens,each giving different values for the same light: • Emitter Lumens: This is simply the specification listed by the manufacturer of the LED in the flashlight. o This is not an accurate representation of a flashlight’s output, as the actual output varies with voltage and current, as well as the losses involved in the light bouncing off reflectors and traveling through the lens. o Emitter lumens will always be higher than the actual light output.

• Out Front Lumens: This is a more accurate representation of the flashlight output. o To measure the actual light output, a device called an integrating sphere is needed.

This device captures all the light and distributes it evenly throughout its surface so that it can be measured accurately, regardless of how narrow or wide the focus is. o A flashlight rarely has a consistent output,

The runtime is measured as the time it takes for the light output to drop to 10% of its original value. Three major outdoor companies, however, follow a different Moonlight Standard measurement (See Outdoor redefines runtime p60).

• The runtime test is always done with the included batteries. When there are no batteries included, the test is conducted with the recommended manufacturer batteries.

• The test is done just like the lumen test for measuring the light output, except it is measured every 15 minutes, until the lumens drop to 10%.

• Even though measuring for 10% might give somewhat inflated numbers, most batteries do drop off pretty quickly after 50% of capacity had been used.

• ANSI calls for the run time to be measured from 100% output (measured at least 30 seconds after switch on) down to 10% of the initial value. For example, a flashlight with an initial output of 150 lumens would be measured down to 15 lumens, and result in a measured run time of around 100 hours. o By comparison, when testing the same flashlight to non-ANSI specifications at the moment of switch on and down to 1 lumen output, may result in a significantly higher run time claim (accurate but only momentary). It may have a run-time of over 14 days, but the last 10 days will be at only a tiny fraction of the original output.

• Therefore, if the torch packaging does not carry the ANSI icons, stating that To p52

2014 July :: Sports Trader

p52 :: Outdoor

Light performance cont from p51 it is tested to FL-1 standards, it may be claiming massively higher performance than those that actually are tested to ANSI.

Peak Beam Intensity Peak Beam Intensity is the maximum luminous intensity measured at the brightest part of the beam, typically along the central axis.

• To measure the peak beam intensity, the light must be switched on for between 30-120 seconds in the brightest mode and tightest focus, and measured at various distance intervals to obtain an average.

• The measurements for the different distances should give the same result, as the luminous intensity doesn’t change with distance.

• Luminous intensity is measured in candela.

Beam Distance When deciding on which light would be best for a certain application, it is important to not only consider how high the light output is, but also how far the light is visible. Just because one flashlight has a higher output, it doesn’t mean that the light will travel further.

• Beam distance is the distance in meters at which the light produces a light intensity of 0.25 lux (which is the light output over a surface , or 1 lumen per square meter), which is approximately the same brightness as a full moon.

• The beam distance is not physically measured, but rather calculated from the peak beam intensity, according to the ANSI standard.

Water Resistance The rating used for environmental protection of an enclosure is called the Ingress Protection (IP) rating. An IP rating has two numbers.

• The first number refers to the level of solid material (such as dust) protection, while the

second refers to liquid protection.

• An IP58 means a solid protection of 5, and liquid protection of 8.

There are 3 codes representing 3 levels of water resistance for lights according to the fl-1 standards.

• IPX4 (“Water resistant”): The light can be splashed with water without getting damaged.

• IPX7 (“Water Proof”): The light can be submerged in 1 meter of water for 30 minutes.

Water can still leak into the light, but not into water sensitive areas, such as batteries and electronics. The light must still work after being submerged.

• IPX8 (“Submersible”): The light can be submerged for 4 hours to some depth greater than 1 meter. The depth that the light can be submerged should be specified by the manufacturer. During testing, the light is not physically put into the specified depth of water, but rather in a bath of water where the pressure can be increased to the equivalent of a certain water depth.

Impact Resistance Impact resistance is the height, in meters, which the light can be dropped onto concrete without cracking or breaking, and still function normally.

• For a light to have a impact resistance of more than 1 meter, it needs to be dropped six times from this height, with different faces hitting the ground first.

By comparing numbers on the FL-1 icons on any ANSI-rated flashlight the consumer can compare all the important factors like the levels of water resistance, impact resistance, beam distance, run-time and the peak beam intensity, in addition to the lumen output. Considering all these factors will likely result in obtaining the best suited torch for the specific task at hand.

Outdoor redefines runtime “BLACK DIAMOND was intimately involved in the creation of lighting standards and descriptions,” says Joe Skrivan, head of lighting at Black Diamond. Three outdoor companies, Black Diamond, Petzl and PrincetonTec, were part of the committee that drew up the testing specifications and protocols. In 2001 Black Diamond, along with REI and MEC, created a similar test criteria and all agreed to follow the same rules.

The outdoor companies differ on the ANSIFL1 protocol in the claim of run time. The three outdoor companies prefer to run the battery life by using a Moonlight Standard, where the lamps are called dead when they no longer produce 0.25 lux at 2 meters. Using a threshold common to all product varieties gives the consumer a tangible comparison.

If we were to take the light output down to 10% of original output, then you cannot really compare one product to another.

For example, Black Diamond makes an Icon at 320 initial lumens. 10% cut off would be 32 lumens and we have some products that have that light level when they are initially turned on (Wiz). So, obviously, the Icon is far from dead at that light level.

All other testing that Black Diamond performs is in-line with the FL1-satandard, says Skrivan.

“As far as using the ANSI symbol, we can do it for sure and it’s just a matter of including it in our graphics on the package. Until now, this has not been something we’ve wanted to put on the package since it’s already pretty full of information.”

While Black Diamond is ANSI certified, they just choose to convey the battery life specification in a manner consistent with the other big players in the outdoor market.

New lighting products launched Unique features from LED Lenser The LED Lenser range of flashlights from Awesome Tools has some unique features. Their Speed Focus mechanism allows for easy, onehanded focusing. Traditionally, focus mechanisms work by twisting the lamp head, thus adjusting the reflector-lens. With Speed Focus a one-handed slider is used that allows for switching between light modes in a flash.

The Advanced Focus System allows for a range of focus levels. When defocused, the light is directed through the lens, but when focused, the light shines through the reflector as well as the lens, which offers much higher light levels within the focus area. Lasers are used to gauge the position of the optical units, thus ensuring accurate positioning.

The Dynamic Switch allows fast brightness adjustment. Lighting options include: • Boost: provides short time light intensity

Sports Trader :: 2014 July

increases higher than continuous operation.

• Power: When set to power the lamp provides full light output.

• Low Power: In this setting, the lamp shines with reduced brightness, consuming less battery power.

Smart Light Technology offers diverse settings for light programmes. Settings include pulse, which transforms the light into a strobe, morse code, which enables you to send individual signal sequences, and even a defence strobe.

The LED Lenser X21R.2 is the flagship product in the LED Lenser range. It is the largest and most powerful flashlight, with some impressive specifications: maximum lumens of 3200lm, maximum runtime of 40h, maximum beam distance of 700m and weighing 1.3kg. It comes with floating charge system and has eight light functions.

Black Diamond’s new generation BLACK DIAMOND’S next generation headlamps, including the Storm and the Spot, have several improved features. The 2014 range, available from Ram Mountaineering, features: • PowerTap Technology: Go from dimmed to full power wit a simple tap on the touch sensitive housing; • High-beam distance LED: A single doublepower, triple-power and quad-power LED emits long distance focused beams; • Low-beam proximity LED: Single-power LED’s cast broad short length light, ideal for reading, camp duties or to conserve To p53

Outdoor :: p53

Light ranges cont from p52 battery power; • Red proximity LED: Red night-vision activates without cycling through white light, thus conserving your night vision; • 3-Level power meter: Display the remaining battery life for 3 seconds after switching on; • Recharge via USB: Is able to recharge through a standard USB cable.

Maglite built to last a lifetime A COMBINATION of advanced technology, engineering and craftsmanship, makes LED D Cell Maglite flashlights ideal for professional or personal use. This durable flashlight is built tough enough to last a lifetime. The Maglite flashlight, available from Lite Optec, provides you with a super bright light while optimising battery performance. The patented durable switch is self-cleaning, fighting the buildup of performance-degrading deposits on the contacts. Easy to use, a twist of the head will focus the beam from a spot to flood.

Classic Simplicity Just push the button to switch the light on and off Just turn the head to focus the beam Modern power Ultra-performance LED for enhanced brightness. The ten year limited warranty details are enclosed in the packaging.

Tonglite LED braai tong TONGLITE’S NEW LED braai tong, available from Lite Optec, has a warm white LED light that displays meat perfectly.

The handlegrip is designed to fit any sized hand and the highly efficient S/S jaws are able to pick up large and small items.

The handle is made of fibre reinforced nylon (FRN), the unique pivoting action means it’s operated with minimal effort, the long reach keeps the user’s hands a safe distance from the fire, when closed it can be hung on a hook and it locks closed for compact storage. The removable flashlight also means that tongs are dishwasher safe.

Powermonkey wins ISPO award THE POWERMONKEY Expedition, made by Powertraveller and locally distributed by Wintec Solutions), won ISPO Awards in the Outdoor category.

The Powermonkey Expedition is a portable device that can provide an off-grid power supply for electronic items such as a GPS, smart phone, digital camera, etc.

Its battery can deliver electricity to 5 or 12 volt devices, or serve as an emergency power supply.

The device is useful on long trips, as it can recharge a battery by wind, solar or water power by using its hand crank, or plugging it into a main.

Recycleable backpack ISPO winner The Picture Organic Rethink Bag, a multi-functional, recycleable backpack, won the Action Sports ISPO Award.

The Rethink Bag, made by Picture Organic, is made of 30% recycled polyester, and can transform into three new products — a laptop bag, a toiletry bag and a pencil case — by cutting along marked lines indicated on it.

The backpack is 100% OEKO-TEX Standard 100 certified, which means that harmful substances had not been used during production. It was made to help raise environmental awareness as well as inspire more ecological responsible consumer behaviour.

2014 July :: Sports Trader

p54 :: Outdoor

Cleaning technical gear Technical clothing, like softshells, and other outdoor gear are often finished with waterproof and breathable treatments that can wash out, or lose performance, through regular use. Several products will help to restore the performance capabilities of technical garments and gear, reports YAMKELA MKEBE

T Do you get the feeling you always end up running alone!

Get Nikwax BaseWash and BaseFresh to aid in odour control and moisture management of all your technical garments.

NIKWAX

®

The safe,high performance cleaner for all synthetic fibre products

The safe,high highperformance performance The safe, cleaning cleaner & forwaterproofing synthetic fibre Distributed by: RAM Mountaineering. for outdoor gear www.rammountain.co.za outdoor products

www.nikwax.com

he elements and harsh commercial cleaning products can severely damage the performance of technical fabric. Your customers will therefore appreciate your advice that could help them restore and protect their expensive technical gear.

There are several cleaning products and treatments on the market for customers wanting to keep their technical garments fresh and as good as new. These environmentally friendly products help technical garments maintain performance quality over time.

Over time, technical clothing, footwear, and equipment like tents can lose performance abilities like water repellent finishes. Durable Water Repellent (DWR), for example, is a treatment applied to outer materials to improve waterproofing, which can be restored with special technical products when this treatment wears off.

“Retailers need to inform customers how to treat their clothing correctly so that the technical qualities don’t get eroded by harsh cleaning products,” says Lehan Bornman of local Nikwax distributor, Ram Mountaineering.

Nikwax is a popular product care brand with a long heritage of a wide range of award-winning cleaning, conditioning and waterproofing products that can easily be used at home to restore performance qualities.

Their most recent award is the Queen's Award for Enterprise in Sustainable Development — the first outdoor brand to win this prestigious award recognising UK business endeavours. “Taking the ethical route rather than the easy-money road is a difficult decision for some, but minimising our environmental impact was always the way for me,” said Nikwax MD Nick Brown when he accepted the award.

Nikwax offers a variety of environmentally friendly products — each with a very specific application.

Cleaning products include: • Tech Wash is a safe method of cleaning technical gear, as it revives the waterproofing and breathability on softshells, fleeces, tents, gloves, ropes, rucksacks, etc.

• Down Wash cleans and revives the loft and insulation of down-filled garments and equipment like sleeping bags, without damaging the structure.

• BaseFresh deodorises, prevents the buildup of body odours, increases drying, and improves the cooling efficiency, of base layers.

Waterproofing products in the Nikwax range include the water-based fluorocarbon-free TX.Direct® Wash-In, which renews water repellency and breathability in membranes and gar-

Sports Trader :: 2014 July

ments without wicking or absorbent linings. The spray-on version renews breathability in garments with wicking or absorbent linings. These water-based products are easy to use as they don’t require heat activation.

• SoftShell Proof renews water-repellency and breathability in softshell jackets.

• Down Proof renews water-repellency and breathability in down-filled clothing and equipment, including sleeping bags.

• Polar Proof adds water-repellency and breathability to fleece and wool garments.

There are also several Nikwax products to clean and restore footwear.

Footwear Cleaning Gel can be used to clean all types of footwear, and will also revive waterrepellency and breathability.

• Sandal Wash is a sponge-on deodorising cleaner for all types of leather and synthetic sandals and foot beds, which also reduces odours by removing bacteria that rot material and cause unpleasant smells.

Waterproofing products for footwear include the Waterproofing Wax that provides protection for wet or dry leather, maintains support and breathability and even reduces scuff marks.

• Nubuck and Suede Proof is a sponge and spray-on waterproofing and breathable treatment for these types of leather.

• Fabric & Leather Proof restores fabric and leather footwear as above.

Outdoor gear like tents, awnings, camera bags, etc. can be treated with Tent & Gear SolarProof — a non-flammable, waterproofing protection that can be used on wet or dry synthetic fabrics.

It also increases the strength of the fabric and improves UV resistance.

• Cotton Proof is specifically designed to add water-repellency and breathability to canvas, cotton, and polycotton textiles. This prevents rotting of canvas caused by dampness.

Granger’s is another a range of products that help with cleaning and waterproofing fabrics, but it is currently only supplied to one retail chain in Southern Africa.

Products include cleaners, proofers and a combined cleaner and proofer to protect and restore outdoor gear.

“We believe that soap based proofers do not work well in hard water, which is found inland in South Africa,” says local distributor Clayton Prins of Sport Elements.

Its cleaners remove dirt, oil and stains, without harming the fabric’s DWR or leaving behind any residues.

The brand is Bluesign approved, an international sign of approval for brands that have the least impact on the environment.

Trade shows :: p55

Peter Foley of US brand Boone (left) is a regular exhibitor on the Apex Walker Brands stand. Right: Exhibitors and retailers spend quality time on the Kingfisher stand.

Why SAFTAD

stood the test of time The promise of new products, the ability to compare products and the opportunity to network are some of the reasons visitors should attend the SAFTAD fishing tackle trade show this year, South African suppliers explained to RHIANAH FREDERICKS. SAFTAD will be held 16-17 August at the UNISA Conference Centre in Ormonde, Johannesburg

T

here are several benefits to attending the SAFTAD fishing tackle trade show, say South African suppliers that will be exhibiting at the show.

“The show is the most economical trade show in the country and is very affordable to the exhibitor for the return he gets on his sales — and also for the dealer attendance list that he is furnished with on completion of the show,” says SAFTAD chairman John Pledger.

He believes that the show gives exhibitors a great opportunity to exhibit and sell their merchandise to a wide variety of retailers who will attend the show.

Meeting customers The show provides a meet-and-greet opportunity for retailers and suppliers. Retailers can view new merchandise while getting first-hand information regarding the products, which they may not be familiar with, say suppliers.

“It is an opportunity to interact with customers and explain the benefits of our products and in particular, new products,” explains Barry Wareham from iFish. Retailers also have the opportunity to interact with market leaders and gain insight regarding trends and opportunities, which they will not be able to do if they do not attend.

More than 20% of SA retailers that stock fishing gear send representatives to the SAFTAD show. Nearly 40% of all Southern African suppliers exhibited “It’s a must for any wholesaler that’s in the fishing tackle trade to exhibit at SAFTAD,” says Andrew Wentzel from WET Sports. He enjoys the one-on-one contact he is able to have with customers at the show. “It is also a vehicle for launching our new product ranges and innovations and just making our clients aware of the ranges we have available,” he says.

Exhibitors come from all over the country and therefore may not have the time to see all their customers often, but this is an opportunity to get out there and meet their clientele.

Aside from the opportunity to showcase their product range they also get to enjoy quality time with the retailers away from their work places, says Mike Philip from The Kingfisher.

“Being based in Cape Town, the SAFTAD show gives us the platform to see our customers from up north face to face,” says Gerhard Terblanche from Adrenalin Fishing. Seeing shop

owners and buyers allow suppliers to market their products and brands directly, he says, while retailers get to spend some time with the wholesalers, and not only their reps.

“We get to meet all our out of town customers,” agrees Abdullah Mia from Mias Wholesale. This is the only fishing tackle trade show in the country recognised by SAFTAD and all retailers that are serious about their business make a point of coming to SAFTAD, he explains.

This year, the Mias stand will feature brand ambassadors from Pioneer Tackle that will be on hand to answer any questions and queries visitors may have.

The Kingfisher stand will also feature a number of brand ambassadors while representatives from Mako Eyewear Australia will be on the Mustfish stand.

The show is a great place to network, Lloyd Pereira from Mustfish, points out. “If you aren’t there, then you get forgotten! Out of sight, out of mind.” For retailers it is also important to keep up to date with new products as angling is a constantly evolving sport, he says.

Compare products The SAFTAD show is the best way of showing most retailers from across the country your products, adds Mike de Gouveia To p56

2014 July :: Sports Trader

p56 :: Trade shows

For Adrenalin Fishing one show saves time and money.Middle: For Gareth Adams of Stealth SAFTAD is a chance to showcase all his products. Right: Abdullah Mia (right) welcomed Heng Shoy Lee of Pioneer Fishing in Singapore on his stand. Below: SAFTAD chairman John Pledger says SAFTAD is the most economical show in the country.

SAFTAD cont from p55

from T-Line Pro. It is the one place where wholesalers get to showcase all their products once a year, explains Gareth Adams from Stealth. “It gives the retailer an opportunity to look and feel the whole range of products which they can't see just on reps visits.” It gives retailers a once off opportunity to source product that will work in their stores and grow their retail outlet.

Retailers can not only see all new products introduced in the market, they can also compare the features and benefits of similar products from different suppliers, says Wareham.

He feels that this show allows his company to display their complete range of products to both current and potential customers.

Retailers get the benefit of seeing — and comparing — the quality of the goods they would like to put on their shelves, says Viv Foster from Vivtek Fishing Equipment.

The retailer gets the opportunity to see the majority of suppliers under one roof and to compare apples with apples,” agrees Wentzel, who believes that the show’s specials and promotions are also an attraction for retailers.

Share news The show allows people in the industry to share trading news and to get a feel for how the retail trade is coping in the current economy.

Trading conditions over the last year have been challenging for many in the tackle industry. “In very difficult trading conditions it is even more important for the dealers to attend the show to enable them to budget correctly after having viewed all that is available from the various distributors,” explains Pledger.

Tough times require tough decisions and it is not the time for dealers to bury their heads in the sand and hope that things will come right.

They have to get out there and be competitive, he says.

“This is not only a South African trend, but a world trend, and in particular the recreational fishing industry has been affected quite badly,” says Pledger.

The general slowdown in the economy, ever increasing fuel prices and the volatile curren-

Sports Trader :: 2014 July

lin Fishing and they report good growth over the last 12 months and T-line Pro says they had a better year than the year before.

One show?

cy have all contributed to a tough year, says Mias. He remains positive and finds that people don’t stop fishing during tough times, but reduce their tackle spend.

In tough economic conditions, the recreational markets have been the first to suffer, says Pereira.

The economy, which was negatively affected by strikes, high unemployment and the devaluating rand, has led to a very to a very difficult trading environment for retailers as well as wholesalers, says Wentzel. “Tie into this the tendency in the fishing tackle industry to try and undercut your competition, you end up sitting with a situation where making profits is difficult!”

2013 was one of the tougher trading years experienced by retailers throughout the country, with most achieving little or no real growth, says Philip. This put pressure on the excessive number of wholesalers in the market who have to compete for the scraps, which resulted — in the midst of a weakening currency — in discounting and/or dumping of stock, says Philip.

“Carp is probably the only fishing discipline that's doing well,” adds Howard Joscelyn from Apex Walker Brands.

In tough trading conditions, it is up to wholesalers to adapt to the changes, says Adams.

“It is an ever changing industry, so if you don't change, you will sink.”

Others, however, have had a good year.

Vivtek Fishing Equipment has experienced a few record months, says Foster.

Trading has also been really good for Adrena-

Most suppliers agree that one venue, rather than several regional shows, is the most beneficial as it reduces costs, saves time, ensures that the key retailers attend, etc.

Hosting several shows around the country is more expensive, says Pledger. He believes that an annual show in one venue should attract competitive dealers, even if they have to travel.

With one show exhibitors can put all their efforts into it and ensure that all the retailers that are of any significance will be at the venue, says Wareham.

One show in one venue will save time and money, agrees Terblanche. “To do four or five shows around the country every year takes up a lot of time and costs the wholesale companies a lot of money,” he explains.

It would be ideal if all the coastal stores could be subsidized to attend the SAFTAD show, he points out. One big show also allows coastal stores the opportunity to see more suppliers than they would at smaller shows around the country, he adds.

“Regional shows are costly for the smaller players,” agrees Mia, who also feels one show in one venue is better than several shows.

“Several regional shows are too costly in the current tough economy and it will just water down wholesaler attendance,” adds Pereira.

“I believe that one show does work, but a lot of out of town retailers still don't get to attend because of work commitments,” says Adams.

He also suggests that a show in all the big cities would work, but wholesalers may object due the huge cost element involved in setting up booths, downtime at work, etc.

This is, however, a contentious issue, as some suppliers believe that although one show may be ideal, there are reasons why regional shows would be beneficial. Several suppliers point out that not all retailers can attend the SAFTAD show in Gauteng.

For example, many smaller coastal traders simply do not attend the SAFTAD show, points

Trade shows :: p57

T-LIne Pro finds SAFTAD the best way to reach retailers from across the country. Middle: Andrew Wentzel of WET Sports, here with Patrick Franck (left) and Darryl Wentzel (right) says SAFTAD gives retailers a chance to compare apples with apples. Lloyd Pereira (right) from Mustfish says if you don’t exhibit at SAFTAD, you’ll be easily forgotten.

out De Gouveia.

“Some can’t leave their business unattended and/or the cost of travel and accommodation is becoming prohibitive,” says Philip.

“As a result of this, satellite shows have been required, to make sure that all the retailers are kept in the loop,” adds Wentzel.

New show The new tackle show planned for June (con-

sumer) and August (retail trade) in Durban, will definitely have a negative impact on the SAFTAD show, says Pledger. Some coastal exhibitors may decide not to attend the SAFTAD show and opt to exhibit at the new show, to the detriment of retailers, who will not get to see what all these suppliers have on offer, as in the past.

Traditionally, there have been an informal coastal show every year for the past 20 years

— the only difference is that it will now be an organised show.

“The difference between this new show and the SAFTAD show is that ours is not for financial gain, but to benefit the members,” says Pledger.

While some suppliers have shown interest in attending the new show, Rapala VMC SA will not be exhibiting. “Rapala will not be touching that show at all,” he says.

Top electronics now for leisure boat anglers DUE TO Navico’s new three-brand strategy, sport fishermen and power boaters can now also enjoy the benefits of their Simrad electronics brand — originally developed for military and commercial use — Craig Santer of local distributor M-Rad, told dealers and boat builders in Cape Town.

Navico recently consolidated all their marine electronic brands into the three most popular: Lowrance (aimed at the recreational fishing market, available in South Africa from Bismonte), Simrad (now also for the sport fishing and cruising markets) and B&G, a dedicated sailing brand.

Products from all three brands will now be available in value (entry level), midrange and premium price ranges. B&G products will therefore be available for everything from small sailing boats (value) to the top racing yachts (premium).

All the yachts in the Volvo Ocean Race, for example, are fitted with B&G electronics. Similarly, Simrad will be available for small 25’ sportfishing boats to high-tech military vessels.

M-Rad therefore appointed Glynnis Daniels, with years’ of experience in consumer marine electronics, to look after the recreational market.

Navico have their own manufacturing plant in Mexico, where they are able reduce costs considerably

by manufacturing hardware used in products across all three brands — for example, 7” screens — in bulk. The brand-specific cosmetics, software and technologies — like the Broadband scan that is unique to Navico — can then be added. Each brand has their own directors and managers and own research and development departments.

Navico committed themselves to launching a new product every 20 days. The latest products introduced to dealers are: • Simrad’s new NS-Series multifunction navigation system, the NSS evo2, which “provides the ideal navigation solution for power boats and sport fishing vessel,” says Daniels. It has a sleek, modern lowprofile look with a maximum screen size.

It features TouchSensible multi-touch control with a keypad input and rotary control knob for precision in any sea condition, she adds. “The system offers quick and seamless multi-touch access to performance features with an intuitive menu. Charts can be moved, zoomed and personalised with familiar tablet-like gestures.”

• The new Zeus² chartplotter is packed full of B&G’s unique sailing specific features, says Daniels. “Additional benefits include an easy to use, highly intuitive and responsive user interface, multi-touch widescreen with pinch to zoom technology — all backed up by B&G’s signature

Craig Santer and Glynnis Daniels with M-Rad co-owner Eddy Elschott.

rotary controller.” An ultra-fast processor offers seamless chart redraw and super sharp graphics. It integrates seamlessly with any network, including Broadband Radar, AIS, CZone Digital Switching, etc.

• SailSteer is a composite sailing screen, which combines key sailing data into one clear display, showing navigation information like Heading and COG, Current Layline, Calculated Tide, True Wind Angle indicator, Rudder Angle Indicator and Opposite Tack Layline to name but a few. All data is shown relative to the boat, explains Daniels.

• The Enhanced Sail Navigation feature includes SailTime calculations, which removes the reliance on ETAs and distances that are only useful for powerboats and Enhanced Laylines, which shows the tacking angles on a chart, even without an active waypoint.

2014 July :: Sports Trader

p58 :: Trade events

Apparel & Footwear :: p58

Brands score as marathon sponsors This year Comrades sponsor New Balance and Two Oceans marathon sponsor adidas enjoyed great exposure “The Comrades was one of the most amazing things I’ve experienced. In my 20 years at New Balance. I’ve never experienced such an emotional connection between a runner and an event,” says Ricky Knight, a New Balance veteran who has been clocking up frequent flyer miles over the past six months since South Africa was added to his responsibilities as GM Pacific.

As official footwear and apparel supplier to the Comrades Marathon, the New Balance team had a close-up view at the finish line and crucial points along the way.

Outstanding, delighted, revelation and emotional are just a few adjectives Knight uses to describe their partnership with the event that has gripped the imagination

of the world’s ultra marathon athletes for nearly 90 years.

Apart from experiencing the camaraderie the Comrades is known for — “they come to the last 200m, 300m and just can’t make it and then to see how they are helped by other runners across the line, my eyes just welled with emotion…”

— he was delighted by the “great response” New Balance received.

“I saw more New Balance on feet than at any other international event I have seen,” he says.

Flying back from Durban to Cape Town the New Balance Comrades tees were to be seen everywhere.

“I came back so chuffed. The brand activation was outstanding, so many people connected with the brand,” says Knight.

Adidas, the official technical sponsor, had an enormous stand at the at the Old Mutual Two Oceans Marathon expo.

With demarcated areas for visitors to test their running gait, view the MiCoach fitness app, touch and feel the Boost foam technology, etc. adidas offered visitors a mini show in itself.

The displays were eye-catching: there were biomechanical running

Sports Trader :: 2014 July

“We had phenomenal sell-through at our expo store,” agrees New Balance Country Manager Craig Bowen. “It’s the ultimate compliment for a brand to be in that position and we’d look to do an even better job in the 90th event next year.

Runners are proud to wear the apparel associated with such a special event.”

Good expo sales This year New Balance decided to do a ladies-specific race tee, which was very well received. The ladiesspecific merchandise was especially popular, but the men’s and kids’ ranges were also well received.

“The special Comrades 890 shoe did especially well and sold out at the expo. We were very pleased

with the amount of FreshFoam we saw on the road considering the recent launch. We saw a lot 1080s, 880s, 860s on feet as well as the Comrades 890,” says Bowen.

The positive New Balance shoe count this year was partly due to the fact that they started their Comrades campaign very early, says marketing manager Katharine Tromp.

Retailers had been alerted to the fact that New Balance would be the new Comrades sponsor as early as July last year and as a result they were able to support this with marketing from November onwards.

“When people started training for the race at the end of last year, they were seeing our presence and were aware of our partnership.”

store dummies showing off running clothing and the adidas Boost running footwear, as well as Climachill t-shirt ice sculptures, offering visitors the chance to touch the frozen garments through a hole.

Sport scientist Ross Tucker was on the stand to give advice and also featured on the adidas Two Oceans running blog where he introduced the race routes and gave advice on what to do during the race.

Trade events :: p59

Running gear on show at the Two Oceans expo The Two Oceans Expo, held during the three days before the annual ultra marathon, is the running gear show in the Western Cape, attracting about 45 000 visitors

Evert Ferreira (left) and Du Toit Botes (right) of Brand ID, local distributor of Mizuno, Skins and Nathan, with SASCOC president Gideon Sam.

Brand ID help Play Fair Team run the Two Oceans marathon WORLDWIDE SKINS chairman Jamie Fuller’s name has become synonymous with anti-doping and fair play campaigns — and it was therefore logical for Skins in South Africa, as well as the other running brands distributed by Brand ID (Mizuno and Nathan) to become involved with the I Play Fair team of SASCOC president Gideon Sam. They supplied the Dry Tee shirts and shorts that the I Play Fair team ran with in the Old Mutual Two Oceans Marathon — with Madiba’s face on the front and Skins, Mizuno, Nathan, Play Fair, Drug Free Sport and SASCOC branding on the back.

Evert Ferreira, who worked with Elana Meyer at the Jag Foundation and ran the London marathon with her before becoming Mizuno and Skins' promotions manager, ran the half marathon with Sam’s I Play Fair team.

Among the Two Oceans team members were sports phycisian Jeroen Swart, cricketer Mkhaya Ntini, Cape Argus Cycle Tour organiser David Bellairs and former Springbok Ashwin Willemse. Sam wants to get prominent athletes and sports personalities to take part in various events to raise awareness of the dangers of doping. He said that he wants young athletes to ask “what are these old guys doing running in these team colours?”

He recounted how the first South African athlete he caught doping, a boxer, said “But my father said it was OK”. That made him realise how important it was to educate athletes about illegal substances and when they may take medication.

Ashwin Willemse told how injured players are targeted by agents wanting to convince them to use drugs that will help them recover sooner — and that he was able to resist the pressure because he knew how he had struggled to recover from a drug addiction as a youngster.

Puma offered visitors free Wi-Fi to download their Pumatrac app at their stand and had podiatrist Carlo Longano assessing visitors’ gait, which helped them select a shoe suited to their running style.

The Sweat Shop had a wide variety of brands such as adidas, Asics, Salomon, etc. as well as a wall dedicated to Saucony footwear. Saucony distributor Mia Goslett right) is advising a visitor about their brand that featured the tag: “The shoe mom would want you to date, if she wanted you to date a shoe.”

Above and below: Retail chains such as Sportsmans Warehouse and Cape Union Mart were among the stores offering visitors good deals on products at their stands.

Opposite page far left:: The full range of adidas running gear were on display at their huge stand at the Two Oceans expo.

Opposite page left: Mechanical running dummies showed of the adidas running clothing and Boost footwear.

Above left: Frozen statues demonstrated the adidas Climachill technology.

Above: Visitors to the adidas stand could experience their Boost running shoe technology through interactive displays and by trying on the shoes.

2014 July :: Sports Trader

p60 :: Trade events

Two Oceans marathon expo cont from p59 Asics not only introduced their latest running shoe, clothing and accessory ranges on their stand, but also inspired runners visiting the stand with their global marathon campaign.

Donovan van Gelder from Rebel Elite Fitness was on the Inov-8 stand, which featured their Trailroc range and triathlon running shoes, as well as other items, such as the Spibelt, which runners find useful for storing items during a run.

Brand ID’s Mizuno, Skins and Nathan brands were exhibited on a stand that featured biokineticist Sima Lunga. He offered visitors 360o foot scans to help give an idea of shoes that would best fit the runner’s style, and to advise on how to prevent injury that may be caused by a particular running style, as well as how to take care of injury if it has already occurred.

The Osprey running packs and Buff technical scarves that offer shade on the neck and head as well as moisture management properties, generated plenty of interest on the Adventure Inc. stand, which also featured their many other runningrelated brands.

Reebok’s open plan rustic stand invited runners to sit and try on their latest running offerings. Boxed sand and gravel helped them demonstrate how their running shoes can conquer any obstacle.

Distributors Michelle and Clive Chowles (above in blue) and their Western Cape agent Bradley Player (in red) were on the Brooks stand, where they explained the differences between their Float (Core) and Feel (PureGrit) ranges to visitors, which was also the theme of their stand.

Left: New Balance promoted their Fresh Foam 980 shoes as well as their Comrades Marathon shoe. The Fresh Foam 980 had a centre podium where visitors could view the brightly coloured shoe and its unique spray-paint finish, while there were smaller stands along the edges with the Comrades Marathon shoe in the colours of the South African flag. New Balance is the official sponsor of the Comrades, which was run on 1 June.

Sports Trader :: 2014 July

More trade show news Trade shows :: p61

New trend show at OutDoor in Friedrichshaffen

Navico brands Lowrance, Simrad and B&G will this year be among the exhibitors at the Durban International Boat Show held 18-20 July at the Durban Marina. The 2014 show will have more boats to see, a bigger exhibition space and a new grassed section where a marquee will be erected. Apart from fishing boats, monohulls, catamarans, safety equipment, navigation instrumentation and marine clothing, the Lifestyle section will feature camping equipment, off-road vehicles, adventure sports and leisure clothing.

A lot of fishing interest in China LACK OF space at the Weihai International Exhibition Center, China — where the 2014 CGC fishing show will be held 17-19 October — has resulted in more than 200 companies being placed on a waiting list to exhibit at the show.

CGC Yanthai — the first Chinese fishing, boating and outdoor show held in May in Yanthai — attracted more than 400 exhibitors, more than 1 000 domestic buyers and 156 international companies from 30 countries.

The 2014 Fish Guangzhou, also organised by the above exhibition organiser Li Jiang, has however, been cancelled.

A trend show will replace the daily fashions shows at this year’s OutDoor Show, held 10-13 July in Friedrichshafen, Germany. A survey of all the exhibitors will be carried out by international scouts, fashion specialists and trend agencies to identify the latest trends. Modern projection techniques, like video mapping and visuals, will complement the models showing the latest outdoor fashion trends.

The aim of the trend show is to help retailers with spotting the latest developments among the more than 900 direct exhibitors from 40 countries showcasing over 1,000 brands. Just under 80% of the exhibitors come from outside Germany.

Most major outdoor brands exhibit at this annual show, supported by the European Outdoor Group (EOG). Industry-related issues are discussed at conferences, and the EOG report gives an overview of the state of the industry.

ICAST to showcase latest fishing innovations THE INTERNATIONAL Convention of Allied Sportfishing Trades (ICAST) will be held from 15-18 July 2014 in Florida, USA, at the Orange County Convention Centre.

The world’s largest sportfishing trade show nnually hosts 10 000 members of the global recreational fishing industry annually. The trade show will be showcasing the latest innovations in fishing gear, accessories and apparel.

ICAST, which is owned by the American Sportfishing Association (ASA), helps to drive US recreational fishing product sales.

Eurobike Demo Day relocated MORE THAN 1 200 exhibitors and 40 000 trade visitors are expected to attend Eurobike 2014 on 27-30 August in Friedrichshafen, Germany.

The Eurobike Demo Day before the start of the show on 26 August, will feature more than 140 companies with more than 180 brands. It has been relocated to the exhibition grounds to make it easier to attend.

World Retail Congress held in France THE Second World Retail Congress will be held from 29 September to 1 October in Paris, France. The show’s main theme is Retailing in a distrupted world and topics such as the future shape of retailing, the next wave of technology, innovation, etc. will be discussed.

Additional attractions at the show include the Industry Awards, the outdoor party, nightly film shows, a lively showcase from the water sports industry, and sporting challenges like the climbing for the Bouldercup, slacklining,or fly 140m through the air with the Flying Fox.

600+ exhibitors at Asia Outdoor OVER 600 exhibitors are expected at the Asia Outdoor that will be held 2326 July in Nanjing, China. According to the organisers, the Chinese outdoor market is growing rapidly.

The show will feature a new Running Village, with running related events and more.

Well-known international brands like Asics, Columbia, Salomon, etc. will exhibit at the show for the first time.

GDS the global footwear destination THE GDS footwear trade show — held 30 July-1 August in Düsseldorf, Germany — will launch a new concept as the global destination for shoes and accessories. The show will be split into Highstreet (The Modern Pulse), Pop-up (The Urban Groove) and Studio (The Premium Note) sections, which will each have their own design and atmosphere. Tag it! by gds — the show for private labels in shoes and accessories — takes place 29 July-1 August and replaces the Global Shoes show.

2014 July :: Sports Trader

Company

p62 :: Industry

Mr Price Group continues to expand Mr Price Sport grew retail sales 14.2% and unit sales by 8% in the financial year ended March 2014.

Nine new Mr Price Sport stores were opened during the year and one closed, to bring the total number of sport stores in the group to 62.

In keeping with their new store strategy, six of the nine new Mr Price Sport stores are in the smaller format (<650m2).

All the stores that they have opened over the past two years feature the new design, specially commissioned from an international store design company.

Stores with the older format are upgraded where possible. The new store design is 30% more energy efficient than before.

The Mr Price Group‘s revenue grew by 15.2% to R15.9-bn. Operating profit rose by 22.6% to R2.5-bn. Over the past five years, operating margin has increased from 9.6% to 16.7% in 2014.

Mr Price Group grew retail sales 14.8% to R15 227-m. Their South African online sales more than doubled compared to the previous year to R45-m while the South African brick-and-mortar sales grew by 13.1% to R14 065-m.

Sales to non-South African customers accounted for 7.3% of group sales and sales in the key markets of Nigeria and Ghana grew by 98.2%.

The vast majority (80%) of the group’s sales is cash. “The impact of inflation in the market place has put a strain on consumer discretionary spending and this is unlikely to change in the short term,” says Clint Larsson, MD of Mr Price Sport.

The group opened 68 new stores during the past financial year (77

Sports Trader :: 2014 July

in 2013) and closed 18. At the end of their financial year, the group had 1 079 stores and online channels.

They wish to reduce their dependence on one primary market, by expanding the countries that they have presence in. The group aims to open 200 new stores in the SADC region over the next four years — half of this new space will be for apparel.

At the end of the financial year, they had 88 stores outside of South Africa (65 owned, 23 franchises). Among these is a Zambian franchise, and West Africa has reported double digit operating margins on a footprint of six stores.

The group plans to start marketing in Australia towards the second half of this year.

In April this year, Mr Price Group was the first international retailer to launch online in Nigeria with an in-country presence.

Their app, available on iOS and Android mobile and tablet, integrates with their brick-andmortar stores by locating the five closest stores that have stock.

The app is also supported internationally — it recognises the user’s Geo-IP location and uses this to information for the currency, catalogue and delivery costs.

If the user is in a store and the item is out of stock in a store, the app user can scan the barcode instore to locate the closest store that has stock or buy the item online. The app also has a clever wardrobe feature that allows the user to create a look by combining items from their own wardrobe with items in the Mr Price catalogue. This look can also be shared on social media.

Holdsport reports tough trading conditions THE HOLDSPORT Group (Sportsmans Warehouse, Outdoor Warehouse and Performance Brands) report relatively slow fiscal year growth, to difficult economic and trading conditions. Group sales grew 3.1% to R1 417.5-m and operating profit increased 2.8% to R250-m. Sportsmans Warehouse is still the largest source of revenue and also showed the most growth — especially in online sales. Revenue grew 4.3% to R1 042-m and like-for-like store sales grew 2.9%. Sportsmans Warehouse operating profits grew 9%.

Outdoor Warehouse barely grew, with a 0.27% increase in revenue to R323.1-m. This translates into a 3.9% drop for likefor-like stores. Operating profit is 6.6% down from the year before.

Performance Brands (Capestorm and First Ascent) sales dropped slightly (1.4%) to R52.459-m.

While external sales dropped 1.5%, intergroup sales were up by 26.9%.

Due to lower gross margin and ca-

pacity investment operating profit was 18.8% down from 2013. CEO Kevin Hodgson reports that lower consumer demand, especially for higher priced outdoor equipment items, resulted in relatively poor growth.

Two new stores were opened in the past year — Sportsmans Warehouse in Sea Point, Outdoor Warehouse in Rondebosch — and Sportsmans Warehouse stores in Rondebosch and Nelspruit were expanded. Sportsmans Warehouse in Amanzimtoti was closed. They now have 35 Sportsmans Warehouse stores and 20 Outdoor Warehouse stores.

Two more stores are expected to open in 2014, and three stores will be expanded.

An 11 000m2 retail distribution facility, a joint venture with Redefine Properties, was completed in July 2013. An 1 500m2 Performance Brands wholesale distribution centre had also been opened in February 2014.

Asics reports double digit growth ASICS GREW their 2013 revenues 26.6% to ¥329.5-bn ($3.99-bn). Overseas sales grew 37.9% to ¥229.1-bn ($2.77-bn) and their net income grew 17% to ¥16.1-bn ($195-bn).

European sales grew 37.8% to ¥85.2 billion ($1.03 bn), 10% in currency-neutral terms.

This growth is attributed to the solid sales of running shoes, walking shoes, Onitsuka Tiger shoes, expansion of directly managed sales venues, strong sales of running shoes and baseball equipment.

Industry :: p63

financial results Outdoor sales still challenged

The Foschini Group shows growth DESPITE INCREASINGLY difficult conditions The Foschini Group (TFG) released positive annual results for their financial year ending March 2014. Their analyst presentation and annual report makes no specific mention of sales and growth in the Sports Division, but sport is the group’s second biggest merchandise category — contributing 20% of total merchandise. Totalsports, Sports Scene and Duesouth are the sport and outdoor chains in the Sports Division.

At financial year end, TFG had 2 111 stores — a 6.1% increase in trading area — and they aim to open 180 new stores this year. The group opened 165 new stores during the financial year and closed 33.

Of their current stores, 120 are outside of South Africa and experienced a 26% turnover growth (15% same store turnover growth). The group aims to have around 300 stores outside of South Africa by 2018.

TFG also aims to launch their online trading platform towards the end of this year.

Their retail turnover grew 9.8% to R14.2-bn for the period ending 31 March 2014. The group experienced strong cash sales growth (15.9%) — cash sales represent 42.2% of the group’s turnover.Credit turnover grew by 5.7%.

Their clothing category reported a 9.5% turnover growth and 3.4% same store turnover growth.

Adidas profits drop due to weak exchange rates THE ADIDAS Group reported a 34% drop in profit and a 6% drop in revenues to €3.53-bn in the first quarter of 2014.

This is attributed to the negative impact of exchange rates and weak sales from their golf unit.

Group revenues in the EMEA (28%), China (5%) and Latin America (19%) increased on a currencyneutral basis. North America, on the other hand, reported a 20% drop in sales.

The TaylorMade golf sales dropped 38% due to increased discounting while the adidas (5.4%)

and Reebok (3%) brands grew sales on a currency-neutral basis.

The company’s retail sales improved 22% on a currency-neutral basis and comparable store sales also increased by 8%.

Adidas is considering offers from buyers for the Rockport comfort shoe brand, CEO Herbert Hainer said in a conference call.

In the first quarter, the brand’s sales dropped 12% to $53-m and 6.9% on a currency-neutral basis. Rockport became part of the adidas group in 2006, after they bought Reebok.

SALES LOSSES and single digit growth for major outdoor companies Jarden Corporation and Black Diamond indicate that the outdoor market has not fully recovered from the global economic slump.

First quarter sales in Jarden Corporation’s Outdoor Solutions segment dropped 1.6% to $684.1-m for the quarter ended 31 March, while earnings dropped 22.3% to $55.3-m. The segment also experienced a 35.4% drop in operating earnings to $36.3-m.

More than 20 outdoor and sport brands such as Campingaz, Coleman, Rawlings, and fishing brands Abu Garcia, Berkley, Fenwick, Greys, Hardy, Mitchell, PENN, Shakespeare, etc. are included in this segment.

The company’s consolidated sales for two other operating seg-

ments — focusing on household products — was $1.73-bn for the same quarter compared to $1.58bn in the same quarter in 2013.

Their net income grew to $3.7m compared to a net loss of $4.4m the previous year. The company reported an adjusted net income of $25.1-m compared to $33.1-m for the same period in 2013.

Black Diamond attributed their 7% sales growth to $54.5-m in the first quarter of 2014 to the launch of their spring apparel line and strong results in their ski helmet division. The brand grew sales in all geographic areas.

Adjusted net loss before noncash items in the first quarter of 2014 was $0.5-m.

Black Diamond expects full year 2014 results to be on track, with sales expected to grow 16-18% to between $235-m and $240-m.

Mixed results for fishing MAJOR FISHING companies Rapala VMC and Shimano reported widely different financial results for the first quarter of 2014.

While Rapala reported a challenging start to the year with net sales dropping 12% to €66.2m, Shimano sales grew more than 20% to ¥14 550-m.

Rapala’s operating profit dropped to €6.7-m from €8.1-m.

President and CEO Jorma Kasslin attributes this to abnormal weather conditions in many countries that delayed the start of fishing seasons, political unrest in Eastern Europe, and the negative impact of exchange rates, especially the ruble, South African rand and Australian dollar.

Sales in the Rest of the World

were 7% down in comparable exchange rates — with South African and Australian currencies singled out as contributors to the decline in sales.

They also report that “economic and political instability disturbed business in South Africa and Thailand.”

Their outlook for the rest of the year is cautious.

Shimano, on the other hand, attribute their 20.6% growth to the mild winter in Europe that resulted in more people going fishing. They have a positive outlook for the rest of the year and predict that the annual group net sales will be ¥287 000-m, compared to ¥280 000m in their previously published expectation.

2014 July :: Sports Trader

Company results

p64 :: Industry

Cautious footwear results in first quarter FIRST QUARTER results for international footwear companies indicate that they have not yet bounced back from the challenges of the economic decline in most markets.

Financial reports of multibrand companies VF Corporation and Wolverine indicate modest growth and slight decline, while Crocs income grew less than 1% in the first quarter of 2014.

VF Corporation grew total sales 6.5% to $2.8-bn for the first quarter ended on March 29, 2014. The company owns brands like Vans, The North Face, Timberland, etc.

Their operating profit increased

13% to $403-m.

The growth was the result of a strong performance from the outdoor and action sports section, which grew turnover 14% to $1.6-bn, they report.

Vans — the largest VF brand — reported a 20% sales increase and growth in all regions.

The North Face increased sales by 14%, but incomes in the EMEA region only increased in low single digits. Timberland grew global sales 12%.

Wolverine In the first quarter income of Wolverine Worldwide dropped 2.8% to $627.6m.

The company owns brands like Saucony, Merrell, Stride Rite, Wolverine, Hush Puppies, Sperry Top-Sider, Keds, and many others. They are also the global footwear licensee of brands like Cat, Harley-Davidson and Patagonia.

The company is aiming at growing their full year income $2.775bn to $2.85-bn compared to

$2.69-bn in 2013.

Crocs reported a 78% earnings decline in the first quarter ended 31 March 2014 to $6.4-m, but their income grew slightly 0.2% to $312.4-m.

On a constant currency basis, their income grew 1.5%. Operating income dropped from 37.7-m to 16.8-m.

They attribute the poor performance to a shift of the Easter holiday from March to April (in the 2nd quarter), negative currency impacts in Japan and Russia, and a change in their product mix. They expect income to grow to $370-m in the second quarter.

GoPro to list on Nasdaq Puma prepare to reposition the brand PUMA’S FIRST quarter sales remained stable at €726-m (currency adjusted) but dropped 0.5% in currency-neutral terms — an improvement on the 4.7% slide in the 4th quarter.

In the EMEA region sales increased by 0.3% to €337-m, currency adjusted, with strong sales in Russia, Turkey and the UK. 2014 will be a turnaround year for Puma, CEO Bjorn Gulden told investors, as the brand will be re-established in the market place, and they will reposition Puma as the fastest sports brand in the world. They will improve product, optimise distribution and increase “the speed within our organisation and infrastruc-

ture”, Gulden promised.

The brand will launch their biggest ever marketing campaign in August 2014, which will feature Puma athletes like Usain Bolt, Mario Balotelli, Rickie Fowler, Marta and Lexi Thompson in pursuit of their brand mantra Forever Faster.

Their new product ranges will be inspired by their sport heritage and roots in sports and will have a more commercial focus,

said Gulden.

This year Cobra Puma Golf athlete Lexi Thompson won her first major, and Lewis Hamilton of the Puma-supplied Mercedes AMG Petronas F1 team won his fourth race in a row at the Spanish Grand Prix. Puma is equipping the current top three F1 drivers, who wear the Puma evoSPEED II Pro. Italy, Uruguay, Ivory Coast, Ghana, Switzerland, Algeria, Cameroon and Chile are the eight national soccer teams that are wearing Puma at the 2014 FIFA World Cup Brazil.

Their kit feature Puma's new clothing technology PWR ACTV, which uniquely combines athletic taping and compression.

Mizuno’s annual sales grow 12% THE MIZUNO Corporation grew revenue 11.9% (to $2.22-bn) for the financial year that ended 31 March 2014.

European sales grew 38.4% (to $175-m) as a result of strong sales in the running and indoor sports footwear categories.

A global trend for adopting a healthy lifestyle resulted in good sales in the running shoes category, the company reports, while

Sports Trader :: 2014 July

walking shoes sales also grew.

Although their golf inventories improved, their golf category suffered as a result of difficult

economic conditions.

The company’s operating income improved by 57.9% to $68.9-m.

Mizuno predicts a 6.4% increase in revenues to ¥195.0-bn by the end of the 2014 fiscal year, while their operating profit is anticipated to rise by 40.5% to ¥8.0-bn.

The company also anticipates a 89.4% increase in net profit.

GOPRO HAS submitted documents for a public offering on the Nasdaq stock exchange, where the company expects to earn $100-m from the listing. The documents show that GoPro sold 3.8-m cameras last year, growing sales 88% to $985.7-m, with net profits growing 87.4% to $60.6-m.

The action cameras are sold in more than 25 000 outlets in more than 100 countries.

Man U revenues drop REVENUES FROM Manchester United retail, apparel and licensed merchandise, managed by Nike, dropped 9.5% to £8.4-m in the third quarter.

For the year so far their revenue grew 0.4% to £28.2-m.

Nike’s contract expires at the end of this season. The brand agreed to pay the club £303-m over 13 years, plus half of annual profits from merchandising and licensing operations, reports SportsOneSource Media.

Nike also runs the club’s stores in England, Singapore, Macau, Thailand and India.

Industry :: IBC

Retailer news South Africa’s competitiveness improves SOUTH AFRICA moved up one spot to #52 out of 60 in the latest World Competitiveness Yearbook by Swiss business school IMD. In the previous survey in 2010 South Africa was ranked #44.

In 2014 South Africa was ranked first for our Cost of Living Index, third for Effective Personal Income Tax Rate, Employer's Social Security Contribution Rate and Stock Market Capitalization.

South Africa was ranked last out of 60 countries for our Immigration Laws, Business efficiency: Labour Relations; Skilled Labour, Life Expectancy at Birth, Health Problems; Science in Schools and our Educational System.

They ranked us second last for Employment %, Labour Regulations, Entrepreneurship and Access to Water.

The Consumer Goods Ombud hard at work The Consumer Goods And Services Ombud (CGSO) Neville Melville (right) has reviewed 4 821 complaints against retailers and suppliers since his appointment in June last year.

The office has closed 3 049 (71%) of the cases between 1 June 2013-31 March 2014.

The clothing sector — with 208 complaints — received the fourth highest number of complaints. The main types of complaints were regarding the delivery of goods and defects in goods, availability of advertised specials, incorrect pricing, performance of services, lay-buy and contractual arrangements.

The number of complaints show the need for an independent mediator, outside the expensive court system, to seek fair resolutions for all parties, says Melville. Consumers are becoming more aware of their rights and also more demanding and he expects enquiries about service delivery issues to increase as awareness of the ombud scheme grows.

Advertisers index 2xU 7 adidas 35 Anton Fabi 8, 10, 12 Awesome Tools 53 Bertuzzi 1, OBC Brand ID 29, 43 Brooks 15 Canterbury 29 Crown Footwear OFC, 5 Designer Sports Marketing 7 Dunlop 43 Fruit of the Loom 1

Price is #1 reason SA women choose a store Price is the main reason why South African women in the LSM 5-10 group shop for clothes at a specific store. Geometry Global, in conjunction with WhyFive Strategic Insights, conducted a survey among a sample of South African 2 600 women to determine what affected their fashion shopping behaviour.

Among the top five reasons why they choose a specific store, price was the most important factor for 63% of the respondents. Having the best prices was the reason selected by 40%, while a further 23% said they shop at a store because it has fair prices. The best price is especially important to younger shoppers, with 49% selecting this as motivator.

• The next most important reason for choosing a store is a wide variety of styles and options (39% respondents).

• Location is the third most important reason for 34% of the respondents, who said that they shop at the most convenient store. This is especially important for 16-24-year-olds, with 48% selecting convenience as the reason they choose a store.

• Offering good quality is the 4th most important reason for choosing a store, chosen by 29% of respondents. Yet, 91% of the respondents say clothes have to last longer these days because I cannot afford to shop as often as I used to, but 82% of them believe that these days clothes are not made to last long.

• Fashion is an important factor for only 22% of all respondents, although 35% of the younger respondents choose a store because they think it stocks fashionable clothes.

Anti-trust body targets brands THE GERMAN anti-trust authority Bundeskartellamt has been investigating major European brands, including Asics, for allegedly breaking the terms around the pricing of items and supplying of retail customers. Several International brands have complained about online retailers who sell their branded goods at a very low price, making market competition difficult. Anti-trust laws, however, compel them to supply these retailers.

The Bundeskartellamt says its preliminary results show that Asics’ went too far in the selection of retail customers. Asics responded that their selective distribution system is in line with orders put in place in the European Economic Area. The brand believes this allows them to place restrictions on sales through third parties, like online platforms.

Hi-Tec 13 Inov-8 19 Intershu 29 Jordan 23 Jordan & Co 8, 9, 10, 12, 23, 32 Kakiebos OFC LED Lenser 53 Lite Optec 50 Maglite 50 Mille 3 Mitsuko 47 New Balance 21 Nike 17, 31 Nikwax 54

Olympic Opal Sports Puma Ram Mountaineering Rebel Elite Fitness Renegade Rock Spring Rocky Russell Athletic SBR Agencies Skye Distribution The Golf Racket Tonglite Wilson

32 47 33 54 19 9 11 5 OBC 15 3 44 50 44

2014 July :: Sports Trader

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