Sports Trader July 2016

Southern Africa’s business-to-business magazine for the sport, outdoor and leisure industries • Vol 37 No 4 • July 2016

Why everybody now wears a backpack Do’s and don’ts of Olympic Games advertising There’s more to selling socks than you may think!

Vol 37 Nr 4 July 2016 www.sportstrader.co.za

Regulars

On the cover The Grendha and Ipanema sandals, locally distributed

by Intershu Distributors, feature a variety of colours and styles. The Grendha sandals have classic summer footwear silhouettes with a stylish twist that will glisten round a pool during the day, and shimmer throughout the night. The Zaxy sandals not only offer comfort, but range in style from fashionable to elegant. Ipanema sandals stay in touch with current fashion trends and are sold in nearly 100 countries globally. For more information, contact Intershu Distributors on Tel: 011 345 8000.

Publisher: Nicol du Toit Editor: Carin Hardisty Managing editor: Trudi du Toit Proofreader: Liz Milburn Features: Carin Hardisty, Brendon Petersen, Chilton Mellem Gerrie van Eeden, Rhianah Rhode, Trudi du Toit Design: Carin Hardisty, Rhianah Rhode Photography: Nicol du Toit Advertising: Nicol du Toit Subscriptions: Carin Hardisty Printing: Novus Print Solutions Distribution: InsideData Sports Trader is published bi-monthly

by Rocklands Communications cc.

Reg. No: 1997/057165/23.

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

Contact details:

PO Box 12197 Mill Street 8010 22 Rocklands Avenue, Vredehoek, Cape Town 8001 Tel: 021 461 2544 Fax: 021 461 2549 Website: www.sportstrader.co.za Facebook: SportsTraderMagazine Twitter: @SASportsTrader Blog: sasportstrader.wordpress.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.

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People on the move

News about people in the industry.

Brands on the move

News about brand activity in the industry.

Footwear news

News from footwear brands.

Shop talk

Highlights: Tim Leatherman talks tools Technologies in new running shoes Meet Reebok’s new distributors

News relating to retailers and retailing.

24 28

Trade show news

Sport

The customer’s experience is the number one priority at Safari Outdoor.

Company results

International financial results.

Retail news

News about trade and industry shows.

The latest team boot offerings

What retailers can expect from new team boot ranges.

Technologies in new running shoes

The latest running shoes feature technologies that will benefit customers on the trail and tar.

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Interest in skateboarding growing

Will local and international interest in skateboarding translate into market growth?

Sport news

News relating to the sport market.

Who and what to watch at the Olympics

What you may, or not, tell others about products or athlete performances at the Olympics.

Socialising games

Table tennis, darts and snooker at the Olympics?

Wayde van Niekerk is one of the South African hopefuls competing at the Rio Olympics p36

Industry

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New home for Reebok in SA

What retailers can expect from Reebok, which is now distributed from Cape Town.

Exciting times for adidas SA

Events like Euro 2016 and the Rio Olympics will present new opportunities for adidas.

Brooks: a true running brand

Take a look at how the backpack market has grown p50

Why Holdsport holds its own

Outdoor

Brooks’ EMEA executives recently visited to update local distributors on their latest updates.

Holdsport CEO Kevin Hodgson explains how they trade through challenges.

Lean manufacturing

How Lean manufacturing can improve productivity for manufacturers.

Clothing & footwear

14 18

Wearable trends

The latest global clothing trends spotted by forecasters and international trade shows.

Selecting the right socks

How to help customers select the correct pair of socks for the situation.

44 46

Tim Leatherman talks multi-tools

During a recent visit to Cape Town Tim Leatherman talked about his favourite tools.

The story of tools that do everything

48 50 56

A history behind the multi-tool and designs from different brands.

Selling tips: sleeping systems

A top sales person gives tips on how to sell sleeping systems.

The backpack is the new black

We take a look at how the backpack market has developed into such a big industry.

Outdoor news

News relating to the outdoor market.

In Memoriam

Death of industry stalwart leaves a void

After 50 years serving the industry, the sudden and unexpected death of Haroon Baksa of Arons Sport has left a huge void in the lives of his family and many customers in and around Mokopane.

His career in the sports industry began at the age of 15, when he started working in his cousin’s Rand Cycle store in Mokopane. After learning the craft of selling equipment and serving customers for 27 years, he opened his own store, Arons Sport, in 1993. It was a family business, with his wife and two staff members to assist.

Originally they sold electron-

ics as well as sport equipment.

Haroon was a music lover and popular singer at weddings, with a fondness for base guitar and Beatles music and he therefore knew electronics, explains his son Mohammed, who has been running Arons Sport with his father since 2007.

But, his father decided to rather concentrate on his other passion: sport. A keen soccer and cricket player till he was 55, he always loved sport and enjoyed working in the industry, says Mohammed. Until a lung infection required him to be hospitalized, his father kept fit by walking 3km every night.

Over the past 23 years they have tripled the business and developed a wholesale side alongside their growing sport retail business. Apart from the family members involved, they also employ 12 staff members.

His father was a loving, easy going type of person with enormous generosity, who always made time for friends, of whom he had many, says Baksa. “He was a great father figure and mentor. He always had a smile on his face and never lost his temper and never made enemies.”

PUMA now has both the junior and senior fastest sprinters in the world among its brand ambassadors. The brand has signed Jamaican Nigel Ellis, the fastest 100m junior sprinter in the world.

With star Usain Bolt set to retire after the Rio 2016 Olympic Games, Ellis might just be the candidate who can take over from Bolt as the world’s fastest man.

The 18-year old athlete is coached by Reynaldo Walcott at STETHS High School and has personal best times of 10.16 in the 100m and 20.40 in the 200m.

This year he claimed both the 100m and 200m sprint titles at the Inter-Secondary Schools Sports Association Boys and Girls Championships in Kingston. Ellis joins the brand’s already extensive stable of Jamaican track and field athletes: Bolt, Asafa Powell, Natasha Morrison, Kaliese Spencer, Hansle Parchment, and Jaheel Hyde. “Signing with PUMA is a big moment for any athlete, and for me this is a big deal,” says Ellis. “I'm proud of the potential they see in me and the opportunity to continue my education.”

Sports Trader :: 2016 July

People on Former Zimbabwe Sables rugby player Cleopas Makotose (right in photo) has been appointed the African distributor of Rhino Rugby SA’s African distributor. His company, Shuba Investments is now the official distributor of Rhino products in Zimbabwe and other Southern African countries like Botswana, Kenya, Namibia, Uganda and Zambia.“We are looking forward to being able to provide equipment and teamwear into this market, and are confident that the territory has scope for phenomenal growth,” says Rhino Rugby SA director Albert Pestana (above left). He believes Zimbabwe has the raw natural talent to compete very favourably in Sevens and Fifteens formats and was impressed by the skills, strength and tenacity of the U17 and U18 players he watched playing trial matches when he visited the country to complete the agreement. As official supplier of breakdown and scrumming equipment to the Springboks, Rhino Rugby SA is well placed to assist African nations in furthering their rugby development, adds Reg Clark, CEO of the Rhino Group.

Team Featherbed Painted Wolf, which consists of Knysna outdoor retailers and event organisers Mark and John Collins (above left and middle), Hi-Tec sponsored Jeannie Dreyer and Darren Berry (right), beat 53 teams from across the world to win the gruelling 500km Expedition Africa 2016 adventure race in mid-May. The Collins brothers own the Earth Scout Store and Magnetic South events company.

Despite setbacks, like team mate Dreyer (right) suffering an ankle injury and missing a check point, the team completed the race in three days, 12 hours and 33 minutes — seven hours ahead of the second team.

They sacrificed sleep — only sleeping three hours in 3½ days — kayaked, cycled and trekked at a furious pace to help raise awareness for the National Sea Rescue Institute, which team mate Berry volunteers for.

“We did our best from the word go, constantly worried about who might be on our tail,” says Collins. “Expedition Africa has fast become one of the best adventure races in the world and is acclaimed to be so by the best teams in the world … well, we have won Expedition Africa.”

Black Diamond and First Ascent are among the sponsors of this event, which is part of the Adventure Racing World Series.

Images: AdventureLife SA.

Photo: Terence Vrugtman

p2 :: Industry

Industry :: p3

the move Durbanite Marc Lailvaux has been appointed sales manager for Jordan & Co brands Bronx Men and Woman and Olympic International.

He has a BA degree from Rhodes University, where he studied emerging markets and industrial relations.

Last year he worked in Gauteng, where he negotiated with residents of Killarney in Johannesburg to sign up for fibreto-the-home connectivity. In his free time he plays rugby and cricket for False Bay Club.

Adidas SA recently hosted local legend and former Manchester United player Quinton Fortune as part of the Football4All coaching clinic held in his home town of Cape Town. Quinton and Bafana Bafana legends Thabo Mngomeni, Andrew Tucker and George Dearnaley, who all form part of the coaching staff at the adidas sponsored soccer NGO called Football4All, coached 22 children from a local primary school.

Fortune said he was honoured to be on the same grounds where his talent, which later enabled him to become a professional soccer player, was groomed. The former soccer player also visited the adidas store at the V&A Waterfront the following day to meet fans and sign their jerseys.

Photo: Shawn Benjamin

Young athletes from Hi-Tec brand ambassador Martin Dreyer’s Change a Life Academy have been showing their strengths against other competitors, especially in the Hilton College Trail 22km and 12km runs, where they took all the podium positions bar one. In the 22km Hilton Trail Mthobisi Mzolo (right), Dumisani Shabalala and Syabonga Ngcongo came 1st, 2nd, and 3rd, and in the 12km Hilton Trail Phaka Gwala and Sphelele Gumede came 2nd and 3rd respectively. In the Pietermaritzburg MTB Festival team RMB Change a Life Zulu member Sthembiso Masango (left) won bronze. The team took part in the longer 65km race. The Change a Life paddlers also stood on the podium in the KZN Canoe Marathon Champs, gaining third place in the seniors division behind international Czechoslovakian marathon champion Jacob Adam and paddling star Andy Birkett.

The youngsters also didn’t disappoint, winning bronze in the U23 division, and silver and bronze in the U14 K2 marathon.“Hi-Tec is a proud partner and supporter of Martin Dreyer and his academy of athletes, because (put simply) they inspire,” the brand said in a statement.

Cape Town businessman and ultra-athlete Theodore Yach, who is known as the King of Robben Island, recently completed his record 100th swim between Cape Town and Robben Island in 13oC water.

Yach, who used to average seven swims a year, still plans to attempt at least two crossings a year to the island. These attempts will be weather and water temperature dependent, says the 58 year old, who swims exclusively in a Speedo costume, cap and goggles. Yach swims to raise funds for charity and highlight environmental concerns like the stigmatisation of sharks, and has already raised R6-m for these charities over the last 10 years. He currently mentors new swimmers, is looking to participate in overseas ultra-swims and wants to attempt a 35km swim from Hout Bay to Robben Island — which will include passing the seal breeding Duiker Island, which is known for attracting great white sharks.

Pop star Rihanna’s first collection as creative director for PUMA showed that sport and fashion can mix. “Rihanna is a style icon, that’s why she makes her own creations at our company,” explains PUMA CEO Björn Gulden.

“Sport and fashion blend for her, as they do for many women. Women today dress in such a way that you’d have no idea whether they were headed to the gym or the office. In this respect, leggings are the new jeans.”

Although the athleisure trend brings competition from other brands, Gulden believes that their uniqueness and focus on satisfying their retailers and customers are what sets them apart and will ensure future growth.

PUMA has shifted its focus back to the female target group in order to ensure success in the long term, says Gulden. In the past the brand has had great success with shoes and textiles for women and with the help of Rihanna it will start pushing the development of the athleisure trend.

2016 July :: Sports Trader

Brands on the move

p4 :: Industry

CEO on Skechers’ success SKECHERS HAS posted 14 consecutive quarters of double-digit revenue growth, bucking the downward retail trend, to become one of the bright spots in the US athletic footwear market. Skechers founder, chairman and CEO Robert Greenberg explained the reasons for the brand’s success in a recent video interview with Bloomberg Markets.

According to Greenberg Skechers is currently the #2 athletic footwear brand in the US in terms of size, and #1 in terms of comfort.

He told the interviewers that their recipe for success had been to provide retailers with a wide choice - 3 000 moderately-priced styles at one time, across 19 different divisions, catering for the whole family and all activities. “We’re America’s family brand and hopefully the world’s family brand,” he said.

The sheer volume of styles ensures that no two retailers offer consumers the same product.

During the past year the Skechers Performance division did more than a billion dollars of business and now not only have a presence in running, but also in other sporting codes like golf and soon in basketball.

South African retailers will soon be invited to view the next delivery of Skechers’ full range of footwear styles, from which they’d be able to choose as many, or few, SKUs they want to stock.

Skechers Performance has also extended its partnership with the Chevron Houston Marathon and Aramco Half Marathon, and will remain the official footwear and apparel sponsor of the Houston race until the end of 2019.

As part of the new agreement, the brand will have a larger footprint at the Memorial Hermann Ironman Sports Medicine Institute Expo and will use the expanded booth space to display additional footwear styles, increase apparel offerings and host fun engagement activities for participants.

As in previous years, the official Skechers Performance line of footwear and apparel will commemorate the Chevron Houston Marathon and the Aramco Houston Half Marathon with customised logos and corresponding colour pallets. It will also continue supporting the Houston Marathon Foundation and outfit 100 children in performance running shoes and tech shirts; design and provide the finisher shirts and outfit official race volunteers, staff and broadcasters.

Locally Skechers is distributed by Brand Folio LLC. They are inviting retailers to view more than 1 800 of their new lifestyle and performance ranges on 25-26 July at The Lookout in the V&A Waterfront, Cape Town, and 28-30 July at store H198 in Whitley Road, Melrose Arch, Johannesburg. “It’s Skechers like you’ve never seen it before,” says the brand. There are no minimum, or maximum, order numbers and retailers can decide for themselves what will do well in their stores.

Sports Trader :: 2016 July

Photo: Giovanni Giannoni.

FILA launches new campaign

FILA HAS launched a new global television, print, and online campaign, What’s Your Playground?, which builds on its previous Your Playground campaign.

The campaign features a video that follows a runner, who takes viewers with him to different playgrounds — in the video Toronto’s centre becomes a ski cross course, an old warehouse in Berlin becomes a tennis court, a multistorey carpark in Tokyo becomes a CrossFit studio, the streets of New York become a basketball court, and an old indoor pool in Paris becomes a football pitch.

The video is available in different formats, either full length or broken down into shorter segments for television use: each of these segments focuses on one of the main FILA product categories including running, training, fitness, basketball, football and tennis, and also features sporting talents like Iya Traore performing lifestyle sports on the international playgrounds.

Fila meets high fashion, was the message from Russian fashion designer and filmmaker Gosha Rubchinskiy when he showed his Spring 2017 fashion collection at the Pitti Uomo menswear fashion fair in Florence this week (right

top). He was the season’s guest designer at the fair. Fila featured strongly as one of the Italian heritage brands he collaborated with to create a limited menswear apparel and footwear collection.

Fila is locally distributed by Footwear Trading

Under Armour signs UCLA IN WHAT is said to be the largest shoe and apparel deal in National Collegiate Athletic Association (NCAA) history, Under Armour and the University of California, Los Angeles (UCLA), have signed a $280-m contract that sees Under Armour replace adidas as sponsor on 1 July 2017.

As part of the agreement Under Armour will design and supply footwear, apparel and equipment for training and match-day uniforms for the university's 25 men's and women's athletic teams.

Under Armour will also supply approximately $7.4-m worth of clothing, shoes and equipment each school year, and contribute $2-m over the next eight years for facility upgrades.

UCLA joins schools like Notre Dame, Auburn and Wisconsin, as well as athletes like Cam Newton, Stephen Curry, Bryce Harper, Carey Price, Jordan Spieth and Michael Phelps, who are already on Under Armour’s roster. It will also be integrated into the brand's social media initiatives, retail promotions and grassroots activations.

“With 113 NCAA Championships, UCLA is the most decorated athletic program in history, the benchmark for excellence in performance," said Kevin Plank, founder and CEO of Under Armour, in a statement.

The brand has also committed to opening new retail locations in the greater Los Angeles area — including on LA's Westside — and offers annual internship opportunities at its Baltimore-based global headquarters for university students.

COOL & DRY ONE SIZE FITS ALL PERMACURVE

021-706 2074 INFO@THEKARTAL.COM

Brands on the move

p6 :: Industry

Juventus and AC Milan kits benefit players

BOTH JUVENTUS and AC Milan’s adidas kits are designed to improve players’ agility and comfort on the field. They feature lightweight fabric that increases breathability and provides more freedom of movement and comfort, without sacrificing on flexibility and resilience.

The teams’ replica jerseys feature Climacool technology, which helps keep the wearer’s body cool and dry through the use of holes, breathable materials, fabrics and special stitching. These jerseys are also made from recycled polyester, which has a lower impact on the environment, and plays a key role in adidas’ programme to protect the environment and promote sustainability.

The new Juventus home kit (right) interprets the club’s spirit in a new way while maintaining their traditions. It features wider stripes on the club’s legendary black and white jersey, black shorts with white stripes on the sides and black socks featuring the traditional black and white combination. The jersey features a

crew neck collar and additional thin white lines on its black stripes also create a more dynamic look.

The new AC Milan home kit (left) for the 2016/17 season is inspired by the definition outlined by its founder and creator, Herbert Kilpin: “Our colours are red, because we're going to be a team of devils, and black, like the fear our opponents will feel.” Its design is inspired by this vision, which highlights a dripping graphic with bright red fading into black.

The V-neck collar jersey features thin red and black stripes on the front and has a plain black back.

The red shade used in the red and black stripes is brighter than last year's, and the adidas three stripes are now situated on the side rather than the shoulders to show continuity with those on the shorts. After a two year absence, the jersey once again features the club’s crest.

The kit is completed with black shorts and black socks with red elements.

Striped Bayern Munich kit

New kit for Brazilian FC FLAMENGO IS the Brazilian soccer club with the largest legion of fans.

It’s new adidas kit was inspired by the club’s Copa Libertadores da América title from 1981 and pays homage to their fans “who were always there on the Maracanã Stadium — the club still holds the record for the largest attendance in the Championship,” says André Xavier, product manager for adidas Brazil.

The kit features wide red and black stripes, a V-neck, and pinstripe finish on the sleeves — all inspired by the kit used by players such as Brazilian legend Zico.

The new shirt features Climacool technology, which identifies the areas where players produce more heat and uses specific fabrics to improve breathability in those areas.

The shirt now also features three stripes on the side instead of on the shoulder, as before.

BUNDESLIGA RECORD HOLDERS FC Bayern Munich’s new 2016/17 season adidas home kit (above) features the club’s traditional red and white, with darker red horizontal stripes that form a more lifestylefocussed look.

Another stripe-change: for the first time ever, adidas’ three stripes are featured on the side of the jersey, instead of on the sleeves.

The club’s motto Mia san mia (we are who we are) is printed on its stylish collar and players wear white shorts, and red and white socks.

Man U away kit MANCHESTER UNITED’S new 2016/17 away jersey from adidas is designed in a collegiate blue base and features dark blue detail with red accents. A Red Devils detail has also been added to the inside of the jersey (see more p27).

Apart from the replica jersey, fans can also buy shirts for children and women.

Top clubs’ kit launches from PUMA PUMA HAS launched the champion-worthy Leicester City and emotion-filled Borussia Dortmund home kits.

PUMA has launched the official home shirt of the newly crowned Premier League champions Leicester City. It will for the first time feature the new iconic gold Premier League embellishment that is reserved for champion teams.

The traditional and stylised collared jersey has an eye-catching design with a bold, geometric jacquard design on the body and sleeves. The shirt and shorts also feature a textured form stripe and contrasting piping that add a subtle flash of gold that further showcase the club’s champion status.

PUMA has launched its new Borussia Dortmund home kit, the design of which is inspired by the motto Pure Emotion and aims to inspire courage and confidence to draw on successes of the past and look to the future.

The shirt is designed in the team’s traditional yellow and has a fashionable eye-catching look with a dynamic black block stripe design and dotted pattern stripes. It features a modern round

Sports Trader :: 2016 July

Leicester City

Borussia Dortmund

neck collar and an extended back that ensures a better fit.

Its high-quality polyester material increases comfort while integrated side mesh inserts and dryCELL technology work to transport moisture outwards and improve breathability.

p8 :: Industry

Brands on the move adidas sustainable

LEDLENSER HAS been awarded the Industry Excellence in Branding award by German Brand Award, which aims to highlight successful brand management and the significance brands have for business success, in the Sport, Outdoor Activities & Leisure category.

The award recognises the best product and company brands among 34 sectors. Ledlenser impressed the jury in its degree of innovation, consistent brand management, and its suitable brand communication.

Ledlenser started focusing on the sport and outdoor market only two years ago, but has decades of experience in the lighting industry. Now the brand has its own PRO team of eight athletes, including Florian Neuschwander, (long-distance running), Darren Berrecloth, (freeride mountain biking) and Eric Hjorleifson (freeskiing).

Globally the German brand is part of the Leatherman Tool Group and locally it is distributed by Awesome Tools.

IN A MOVE to be more sustainable, consumers shopping at adidas Group’s stores around the world will now have their purchases bagged in paper bags, instead of plastic.

“Phasing out shopping plastic bags is part of our wider effort to constantly increase the use of more sustainable materials in our production, products and stores, as we recently announced with our newly launched 2020 Sustainability Strategy Sport needs a space,” says Roland Auschel, member of the executive board of the adidas Group.

The initiative to phase out plastic shopping bags started one year ago when the company partnered with Parley for the Oceans, which aims to end plastic pollution of the oceans. Since the collaboration, the adidas Group has stopped the use of plastic microbeads in its body care products as well as the use of plastic bottles for meetings at its headquarters in Germany.

The paper bag initiative will help the adidas Group eliminate approximately 70-m plastic shopping bags from more than 14 000 of its retail stores every year.

The adidas Group has also made its staff aware of the importance of taking their consumers on the journey with them, and will therefore ask customers if they really need a paper bag before giving one away, explains Auschel. “Reducing the number of bags we produce also means minimising our environmental footprint and helps us to become an even more sustainable company.”

The company’s efforts are regularly recognised by socially responsible investment rating agencies like the Dow Jones Sustainability Indices and the FTSE4Good Index. Last year, it was included on the Dow Jones Sustainability Indices for the 16th consecutive time and ranked fifth among The Global 100 Most Sustainable Corporations in the World, as announced by media and investment advisory company Corporate Knights at the World Economic Forum.

Photo: Bruce Viaene

Ledlenser receives brand award

Merrell tests the toughest The 90km Merrell Hobbit Journey in the Eastern Cape bears testament to the character and guts of the growing South African trail running community, says Graham Bird of organisers Mountain Runner Events. Weather conditions on day two were so bad that the route had to be changed for the 90km event, yet 300 runners attempted the course. The 38km course was cancelled due to the freezing cold that posed a danger along the route across Hog’s Back. “We marked the route on Thursday in glorious conditions,” said Graham Bird who has endured the worst conditions as part of the Merrell Adventure Addicts racing team.

Sports Trader :: 2016 July

Flexfit innovation FLEXFIT HAS been fixated on innovation, technology and service for more than 40 years to become the world’s premier headwear manufacturer.

The style variety that has been developed at the Yupoong factory in Vietnam has been endless, ranging from Flexfits, Fitteds, adjustables, snapbacks, camp caps, bucket hats and much more.

The brand also offers a range of other comprehensive services such as in-house design assistance, information on the latest trends, endless embellishment techniques and fabric, among other things.

p10 :: Industry

FOOTWEAR

Airwalk in action in SA

Footwear

SINCE ITS inception in 1986, Airwalk has been one of the brands that fueled the growth of the action sports community, says Mark Powell of local distributor Legacy Sport and Leisure.

Over the past 30 years, the brand sponsored a literal Who’s Who of action sports legends, including skateboard heroes like Tony Hawk, Lance Mountain, Mike McGill, Danny Way and BMX icons Matt Hoffman and Bob Haro.

While they have always been known as a market leader in skate and action sports, Airwalk has grown into a $400-m global youth lifestyle brand. But, it still remains true to its roots, says Powell.

The brand’s DNA has been built around four pillars: • Classic: Airwalk helped shape action sports and continues to epitomize a timeless SoCal lifestyle; • Youthful: even after 30 years, the brand remains fiercely young at heart; • Optimistic: “from sunrise to sunset, we enjoy life to the fullest every single day,” says Powell; • Adventurous: “we’re always looking for the next wave to ride and the next hill to bomb.”

Airwalk today embodies that rich history of performance across a range of products — from skateboards to apparel, to footwear, to protective gear — that are available in more than 50 countries worldwide.

“As we celebrate our 30th anniversary, we are thrilled to expand the brand into South Africa and are proud to demonstrate that our commitment to the action sports and lifestyle community is alive and well, as we push the boundaries of action sports now and for the next 30 years!” he concludes.

Levi Trucker ft. Comfort Tech GET READY for the Levi’s Trucker, which will be launched this July. Appealing not only to those who love fashion, this footwear delivers on comfort as well as price.

With its minimalist fashion style, toning down from its historical dunk style version, it still holds on to its roots with the classic Levi’s red tab and stitching. Coming in both Lo and Hi canvas, the Levi’s Trucker spoils both men and women for choice with colours such as black, white, dark denim, washed denim,

grey floral, washed black, washed stone and black and white mono.

Trucker is an affordable, washable, vulcanized sneaker that is available in canvas, synthetics and denim.

But what really sets the Trucker apart is the removable Comfort Tech inner sole. The lightweight memory foam that can be found in Levi’s key classic and heritage men’s styles is what ties style with functionality, and provides the wearer with that added comfort.

The original loafer PENNY LOAFERS might be something of the norm today but back in 1936, George Henry Bass took this simple idea and brought his dream to fruition.

Bass took a Norwegian farm shoe style and added his signature to the footwear, which was normally meant for loafing in the field.

With a playful quip, the world’s first penny loafers were dubbed as Weejuns. “From strolling across college campuses to doing the moonwalk, Weejuns have been found on industrious feet ever since,” says Danie Brink of Medicus Shoes, which have been distributing G.H. Bass since mid-April this year.

G.H. Bass & Co, established in 1876, began with a simple mission: to make the best possible shoe for the purpose in which it will be used. “A hard-won reputation for quality, comfort and durability is exactly what has

Sports Trader :: 2016 July

kept Bass in business for almost a century and a half,” states the company. “Personifying the American spirit, Bass shoes have been worn for generations, shaping them into an iconic symbol of discovery, perseverance and selfexpression.”

“This isn’t heritage for nostalgia’s sake,” it continues. “There’s a trusted and reliable way to make hard service footwear. GH Bass has perfected the technique over decades of development and innovation, adapting to meet modern challenges, proving that a true original is always in demand.”

news

Industry :: p11

FOOTWEAR

Jeep’s sandal variety WHAT STANDS OUT in the new Jeep s16 collection is the variety of sandals for both men and women.

The women’s collection consists of the Adventure Sandal Fern available in navy, Adventure Sandal Poppy available in grey, Iris available in light brown, Tulip available in red wine, and Adventure Sandal Violet available in both grey and lilac.

For the men, there is Chad which is available in chocolate, Togo available in black or brown, Cameroon available in chocolate, adventure sandal Anaconda available in navy tumble, adventure sandal Sahara available in grey and navy and trail sandal Denton available in grey.

Other footwear unique to this collection for women is the Gecko available in plum, Gecko lo available in white, Espadrille Pump Lilly available in black, Espadrille Wedge Aster available in black, and Aster available in khaki.

The Carson for men has now become available in a new colour this season. Apart from it being available in dark grey, it is also available in sand. But the colours are not the only choices to make when choosing one as it is also available in a high top as well.

Hands-free navigation with Hi-Tec FOOTWEAR THAT vibrates and navigates the wearer through the streets with the help of GPS technology. This is the Navigator, available from Hi-Tec in September.

The vibrations are used to guide the wearer, so that he can travel without holding a device in his hand, and their intensity and patterns can be customised.

This system is made possible by the Lechal insole, which holds the vibrating military-grade stainless steel pods, each of which weighs a mere 22gm and can large 15 days on one charge.

The raised logo on the insole doubles as the power contact for charging the pods.

The Lechal insole has a TPU heel cradle to improve posture and prevent arch collapse, a moisture-wicking PU footbed for comfort, cushioning and durability, Fabrix top cloth, and open lugs in the insole for light weight.

Navigator also boasts a leather upper with a tough ballistic leather protection for durability and comfort, a padded collar and tongue for comfort, gusseted tongue to keep the debris out, molded heel chassis for stability, lightweight and durable fork shank for flexibility and stability, an impact-absorbing XLR8 midsole for long lasting cushioning a n d comfort, and a high performance Michelin rubber outsole. The shoe is also designed to keep the foot dry, with a Dri-tec waterproof and breathable membrane, stain-

New Balance’s Q3 lifestyle NEW BALANCE has decided to appeal to two kinds of consumers for their Q3 2016 footwear range. Firstly for those who are steadfast on tradition and rely on a name that has been trusted throughout the years and secondly, for the consumer who is more free-spirited and thrives on the constant changes of innovation.

The season has been outlined into key silos, namely Made in USA, Classics, Omni and Court.

New Balance describes the Classics as continue to uphold the athletic mind-set but with a trend forward mind-set and Omni is that category in the expansion within lifestyle to establish us among the style seekers.

New Balance’s key product stories for Q3 2016 are: July will be the 999 Evolution pack, which showcases the 999 in a new-look deconstructed upper, but keeping true to their heritage with the classic 999 midsole.

This pack is combined with their 009 Omni pack, which is a new style inspired by the key iconic styles 999,998 and 997.

For August the key story will be the MRT580 Jacquard pack, this great Iconic Classic boasts a re-engineered upper with a gradient spray print. It is available in three colourways.

One of the key features of the 530 range, due in September, is the Omni 530, boasting a full leather nubuck upper with a classic timeless look. The Vazee midsole ensures a comfortable ride taken off New Balance’s latest running technology, a great addition to the Omni family, says John Andrew from New Balance.

The Traditional Classic 530 has an Oxidised washed out look in the forefoot that transcends to a darker overlay in the heel and saddle to give that oxidised look.

“Also in September we showcase forward thinking, but not forgetting our roots, in the traditional 530,” says Andrew. resistant i-shield that repels water and dirt, and the micro-fleece moisture wicking lining.

Arriving October this year, you can expect a world of adventures from HI-TEC. If you’re ready for the summer and over the cold winter vibes then get your adrenaline juices flowing in a pair of HI-TEC’s latest, the Lagoon Sandal.

HI-TEC has always excelled in providing adventure shoes and continues to ensure that your summers (and feet) are action packed and protected.

Designed and constructed with a durable suede and mesh upper that offers long lasting comfort and support. A protective toe-cap was added for durability, a bungy lacing cord and toggle provides a quick, secure fit and a removable EVA sock liner and compression moulded EVA midsole adds that extra comfort for today’s adventure. Keep your feet on the ground with a rubber outsole that provides superior comfort.

2016 July :: Sports Trader

p12 :: Industry

New home for Reebok in SA What changes can retailers expect from Reebok, which is now distributed in South Africa from Cape Town in a joint operating model with adidas?

Energetic new Reebok SA Brand Marketing Director PJ Morilly takes the brand’s fitness focus so seriously that he is threatening to conduct exercise classes for staff members in their new Cape Town office.

J

uly is a testing month for PJ Morilly and his Reebok SA team. Their first range is in retail and consumers are currently delivering their verdict on the repositioning of the brand that is now available from Reebok SA as a subsidiary, instead of a distributor.

From July 1 this year Reebok SA is following the joint operating model with adidas SA, employed in most countries. Although the adidas group had globally bought Reebok more than ten years ago, the local distributor agreement with Bruce Joubert and his Reebok SA team had continued. In June last year it was decided that South Africa will also follow the joint operating model and not renew the distributor contract that ended in June this year.

This means that joint functions like supply chain, finance, HR, sales, etc. are handled by the existing adidas structures, but Reebok and adidas each have their own brand teams.

Morilly, who has been with adidas as key accounts manager since July 2010, was appointed Reebok Brand Marketing Director in May last year, and was tasked with developing a new summer range and reposition the brand at retail in time for the range launch in July this year. To achieve that, they had to present the new range to key accounts from October last year.

The main change is that it is now a fully imported global range with good, better, best offerings and corresponding price differentiation across all categories, says Morilly.

With twelve consecutive quarters of growth, Reebok is on the move, and going forward there will be much clearer direction from global with a focus on three clear categories. These will be training, running and Classics.

Sports Trader :: 2016 July

They will be targeting more premium retailers with a more tiered Reebok range. They are reducing the number of accounts and making sure the product goes to retailers distributing other similar levels of product.

The brand’s CrossFit partnership will continue as it adds credibility in this functional fitness space, but “we also want to show the width of the brand in terms of other fitness categories,” says Morilly. They will therefore also focus on combat sports like boxing and MMA, yoga and dance.

Training products will be aimed at lifestyle as well as functional fitness for men and women — in other words, boxing as a fitness activity rather than as a blood sport in the ring. They also signed a partnership with Fight Club with twelve gym franchises countrywide, where a large percentage of the members are women.

In running, the emphasis will also be on training, targeting the 5-10km runner, trail runner and obstacle course competitor, rather than the elite marathon runner. They have signed a partnership to be the official footwear and clothing partner of the Jeep Warrior series, with the first joint event in Durban in mid-July.

Reebok has also created a new running event property in conjunction with Stillwater Sports called The Cell C Day of Races. There will be an event in Johannesburg on 28 August and

another one in Cape Town on 11 September.

Classics, aimed at the huge lifestyle market, will be a big category for Reebok going forward, says Morilly. The heritage and retro offerings reflect the brand’s American DNA. “For retailers there had to be a bit of a change in mindsets in terms of what they were used to from Reebok, and where we’re taking it now,” he says.

They will be targeting more premium retailers with a more tiered range. “We’re reducing our number of accounts and making sure the product goes to retailers distributing similar levels of product. We’ll look to making more of a statement within their doors,” he explains. “We will be selling more product through fewer doors, instead of selling a couple of products in many doors.”

They will try to make sure that the products offered to consumers will be the products that would appeal to the consumers who enter those doors, and sell through. As time goes on and business grows, we’ll open up more doors, adds Morilly. “But for the time being it is important that we are seen in the right doors.”

The large slides collection that previously offered many independent retailers a good commercial opportunity with Reebok, is no longer available from global. The new range that is now being introduced in line with the global positioning of the brand, is therefore no longer relevant to many stores on the previous distribution base.

They’ve been working closely with the previous distributor to make the transition as smooth as possible. Joubert and his team had been distributing Reebok in South Africa since 2003 and they have a lot of praise for what they had done in building the Reebok brand.

Industry :: p13 Roddy van Breda, adidas SA’s MD, talks about the impact of major events in 2016 on adidas SA. Photo: Carin Hardisty.

Exciting times for adidas SA

What do major events like Euro 2016 and the Rio Olympics mean for a brand like adidas?

I

t is an eventful year for adidas SA. In a good way. Their UEFA Euro 2016 sponsorship gave an energy injection to the soccer category, just as their Two Oceans and Caroline Wöstmann partnerships gave impetus to their running category. And then there is still the Olympics to look forward to, where their soccer ball and several brand ambassadors will feature.

South Africa’s Wayde van Niekerk and Akani Simbine will, for example, be among the top athletes the global team from adidas will be looking after to ensure they lack nothing to perform at their best.

“The Olympics is good for the industry, as it creates a lot of talkability and inspires people to participate, watch and get involved in sport,” says adidas SA MD Roddy Van Breda.

“For adidas sport is at the core of everything we do.”

They also have a few players in the sevens team that will debut at the Olympics this year.

The hype around sevens is incredible, says Van Breda, and they therefore consider rugby as a key sport, especially as South Africa stands a chance of winning a medal in Rio. Worldwide, soccer is a key focus and growth area for adidas. This year, for example the brand is expecting to grow their global soccer sales 13.6% to €2.5-bn on the back of added interest and new product inspired by Euro 2016 and the Copa America (see details p24).

In addition, adidas is supplying the ball for the Olympic soccer matches (more on p36).

the birth of her child has been inspiring many women. Her courageous finish in this year’s Comrades touched as many people as if she had won again.

Despite her record-breaking achievements she remains humble and an amazing person and “it is a massive honour to have an association with her,” says Van Breda.

Before the Two Oceans Marathon, which adidas sponsors, she came to the office to talk and interact with staff members — and inspire the 50-odd who were running themselves.

The start of their partnership with the Two Oceans Marathon coincided with the launch of the Boost technology and helped “authenticate adidas as a real technical running brand,” says Van Breda. “Boost is a phenomenal technology and has been an absolute game changer.”

The partnership does not only offer them brand exposure along the route, but a strategic position at the Expo, where 30 000 runners have to pass through and see and talk about the new products on display. “We can also get feedback from their side,” says Van Breda.” It is important to understand what runners want and think of our products.”

Authentic running brand

New Brand Centre

Between their Two Oceans Marathon partnership, Boost and inspirational performances

by Wöstmann, adidas SA has also established its credentials as a technical running brand.

Wöstmann’s incredible story of how she started running late in life to lose weight after

They are also finalising the revamp of their offices and Brand Centre in Cape Town. Apart from a classy showroom for each product category available from all brands — running, training, kids, women, team sports, lifestyle, etc. — staff and visitors can relax at chairs and

In challenging times you always have to do things better than you have been doing it in the past

tables in the foyer where refreshments are available. There is even enough seating for lectures and presentations.

Apart from the major key categories — soccer, running and training for men and women — they will also display products from what they call sport authenticator categories, where rugby is key, but also includes cricket, hockey, swimming, outdoor, cycling, etc.

In addition, their contemporary styled originals ranges have been “flying off the shelves,” he says.

Stay aspirational While acknowledging it has been a tough year for consumers, he believes that with everybody more focused on fitness and health the sports industry is in a good space, and growing.

“It depends on how we focus on building our brands and making sure that our brand is absolutely aspirational. We must make sure we are relevant when consumers talk about brands.

We must look at ways to become more innovative, ask what we can do differently.”

One kind of innovation is the conversation channels digital — especially mobile — opened between brands and consumers, creating a link between athletes and influencers talking to consumers about the brand and product launches and also allowing consumers to communicate with them by giving feedback.

“In challenging times you always have to do things better than you have been doing it in the past,” says Van Breda.

“A brand has to look innovative to appear to be doing things better.”

The fact that people are talking about the adidas Speedfactory in Germany where new styles will be made by robots at a much faster pace than was thought possible before, is an example how adidas positions itself as an innovative brand, he believes.

2016 July :: Sports Trader

Wearable trends

p14 :: Apparel & Footwear

It’s about more than just Millennials THERE ARE a number of opportunities to connect with all generations of consumers, not only Millennials, reports the Age Isn’t Everything study by A.T. Kearney and The NPD Group, which also highlights a number of purchase drivers within each generation.

Many retailers are targeting Millennials to drive growth, but, it is important to note that Millennials only make up 38% of the total apparel spend in the US, which is why the other 62% consumers should not be overlooked.

It is true that the generation surpasses other age groups in the number of items it purchases in key apparel categories like jeans, activewear, dresses, and bras, says the report.

Millennials are 1.5 to 2.4 times more likely than Boomers or Gen X to have purchased three or more items in a category during the past six months, but they spent relatively less.

Another risk in only targeting Millennials is that not all of them will like the same brands

and products, warns Marshal Cohen, NPD’s chief industry analyst.

Age is only one piece of the puzzle, says Hana Ben-Shabat, A.T. Kearney partner and co-author of the study. “By targeting Millennials as a cohort, retailers are missing the real drivers of purchasing. It’s important to target each segment and adjust your value proposition accordingly.”

Knowing a shopper’s life stage, fashion attitude, and whether or not he or she has an active lifestyle can help brands and retailers improve how they connect with consumers across generations. “Whether it’s breaking away from age-based merchandise in stores (no more Young Contemporary section) or using social media to create a personal mobile shopping experience, it’s important to cater to a certain life stage, rather than a certain age.”

Millennials’ life-stage differences in purchasing behaviours are the most significant

NYC menswear influenced by London styles AN EMERGING trend for menswear in US cities is that clothing now features more London-inspired looks, reports WGSN. Streetwear labels like Palace and brands like Stone Island, which are well featured in London’s casual and street culture are becoming more prominent in the States.

Stone Island has grown its footprint in the US by opening new stores in cities like Los Angeles and will soon be opening in New York City.

Sports Trader :: 2016 July

These labels and brands’ looks are further emphasised by musicians like A$AP Rocky, Travis Scott and Drake, who often wear Palace, Supreme and Stone Island products to concerts and events. These artists have also helped British slang to reach mass global audiences and it has become a part of American youths’ vernacular International designers have also incorpo-

for them. Married Millennials purchase more than their single peers, and those with children are far more likely to be heavy purchasers of comfortable clothes (jeans and activewear) rather than dresses and bras, the study revealed.

Other factors that drive purchases include parents of any generation who tend to buy more jeans and activewear compared to those without children; physically active consumers purchase more items, even if they are not activewear; and consumers with fashion-forward attitudes shop more for all brands and not only high fashion.

The survey got responses from 2 355 men and women in the US who provided information on purchasing across various clothing categories — with heavy purchasers defined as those who bought three or more items in the same category.

rated a touch of London youth and sportswear in their collections, which are stocked by New York stores. London trends come from looks like the roadman look of a young British insider. It is characterised by sporty staples including trackpants, technical outerwear, lots of logos and accessories including curved-brim baseball caps, beanies, branded socks and limited edition running sneakers.

Apparel & Footwear :: p15

Bolder and brighter colours COLOURS CONTINUE to advance with bolder and brighter shades, used in layered combinations and in a variety of ways, according to the WGSN report Chroma: The Power of Colour. Colour is entering a poetic state where it focuses on sensory appeal, the trend forecaster reports. Colours are once again becoming bolder and will feature highly saturated and contrasting combinations, used in colour blocks, which will be found in statement-making contexts and locations. They will be used in responsive and reactive ways to inform and engage wearers in more emotional ways, and designers create these colours by using new as well as old technologies to create immersive colour experiences.

Change the way you see the world THERE ARE a number of new glasses that enable the user to see things differently.

The EnChroma glasses feature lenses that enhance certain colours and can be used by red-green colour blind people to see without losing the accuracy or intensity of colour.

A design by Eric Parren mimics the effect of synthesthesia, which uses augmented reality to interchange the sound and visual sensors to create a hallucinatory experience for the user.

Bence Agoston’s Mood for Music sunglasses uses interchangeable combined layers of striped glass to generate a range of colour filters that one can view the world through.

Colour has been used in layered combinations by Chengxu Tian’s (right). He used riotous combinations of intense colour, including clashes between fluorescents and whites, contrasted with black.

Leopard prints acceptable

Textile trends for sportswear

ISPO SHANGHAI has revealed a number of global trends that show where the textile industry will be heading in 2018. These form the baseline for clothing fabrics and products shown at ISPO Textrends Summer 2016, which were influenced by films, music, social media, etc.

Sportswear textiles for the season feature energetic colours that fashionably liven up ranges throughout the sector, but still focus on performance aspects. The look is all about being seen

and making a statement, reports ISPO. Colours used will vary in lustre levels from semi-bright to mega bright in order to create new design direction. Fabrics, trims and accessories will not only be functional, but also offer an element of surprise.

Synthetic bases also continue to be a key feature in fitness ranges that will favour lightweight fabrics with various levels of performance characteristics like UV protection, moisture management and quick dry.

AMONG THE prints that make a passerby look twice, animal prints are at the top of the food chain — and leopard print rules them all. “We’d argue each one’s obsession with leopard print is partially to thank for their style icon status,” writes Vogue about icons Kate Moss, Anne Bancroft and Chloë Sevigny. “Moss has made the leopard coat the center of her de facto uniform, inspiring legions of aspiring Brit girls to do the same, including Georgia May Jagger, who favours entire outfits in the print. And Bancroft’s unforgettable wardrobe in The Graduate turned on a whole generation to the motif, a thread Sevigny picked up and ran with, from the ’90s to today.”

It is entirely up to your customer how much leopard print he or she wants to wear — because of the boldness of the print, it’ll make an impact even on the smallest of accessories. Topto-toe covered in leopard print is also an acceptable option for your more bold customer — provided, of course, that the print is not directly off a real leopard’s back (we want to keep the real fur on the real animal).

2016 July :: Sports Trader

p16 :: Apparel & Footwear

WGSN talk trends THE POPULAR soft pink and neutral colours from this summer will continue into the 2017’s season, with subtle tweaks and fresh colour combinations, Sara Maggioni told guests during the WGSN Trendtalk held at this year’s Source Africa (see IBC). A darker coral pink will also feature again.

Colour can also be used to highlight other products. “Coral is a good colour to lift your denim wear collections in-store,” Maggioni pointed out.

Warm orange tones offer an understated and more commercially viable option to the zesty oranges of previous seasons. Bold shades of red will also make its appearance, either in solid blocks or as accents.

Autumn’s golden yellow tones will carry through into summer 2017, and is an important colour accent for use on nautical ranges.

Military-inspired blends will also evolve into a more organic feel. “Shades include moss, deep forest, sunflower and golden yellow, which work well as both a core or fashion tone. These can also be used as alternatives to khaki on utility styles.”

Next season’s saturated blues have evolved from the cool tones of previous seasons. “In fact, blues in all shades, from navy through to pastels, are performing very well at retail and currently holds 20% of the new apparel mix in the UK,” she added. She suggested retailers stock these colours in the beginning of the season as a pallet cleanser, “but also take it through to high summer, especially as an accent or to lift tropical and striped ranges”.

Blues also work well on sport silhouettes and can be balanced against graphic black and white. There is a continuing shift toward softer whites, and away from the stark white of previous seasons.”

Key items The cross-pollination between casual and formal looks is key for styling during summer 2017, said Maggioni. This is seen in classic items, or innovatively in high fashion. “We’re seeing very simple graphic t-shirts paired with structured skirts, feminine dresses and heeled shoes.”

Skinny jeans remain popular and crop jeans are also coming through in more professional silhouettes. Skinnies will move further into the athleisure realm with the improvement of stretch denim technology balancing strength, flexibility and 360 degree contouring.

The popularity of frayed hemlines on denims and the bomber jacket will increase, with the bomber featuring a sleeker profile and a more contemporary look, she said.

Overall, unfinished and frayed looks are popular for summer 2017, as is shredding and laddering. Laddering is an understated way of updating items, not only giving a sassier and trendier vibe, but also adding structure and outlining contours when used with seaming.

For swimwear crochet is key. White crochet swimwear has retro sensibility and they can see how crochet details on sports silhouettes

Sports Trader :: 2016 July

Wearable trends

ISPO predicts cool fabrics for spring/summer 2018 THE RECENT ISPO Textrends jury meeting for spring/summer 2018, showed the trends that can be expected for the next six months. Summer sport garments featuring cool touch fabrics with wicking capabilities that are able to manage and disperse sweat, are a popular direction for the season.

A number of products are manufactured to generate a cooling effect, be cool to the touch — due to the combination of synthetics and cellulosics — and offer consumers additional benefits like moisture management and UV protection.

These characteristics are added in different ways: some have an inherent structure inspired by car radiators and makes the cooling performance permanent. Some use chemical-free fabric technology that combines fibers and cross-sections for specific functions like wicking, moisture transportation and controlling the garment’s moisture evaporation rate, thereby reducing the fabric’s surface temperature by up to 30% lower than skin temperature. The use of chemical-free fabric also means the performance benefits will not wash out.

Other fabrics feature moisture management and quick dry properties as a result of a finish applied at the fiber level — or cooling features applied at the padding process of the textile manufacturing. This gives fabrics a cool touch and is becoming a popular add-on as it gives fabrics a performance edge through layering technology.

The athleisure trend continues into summer and will be more prominent in urban sports.

Sportswear will also double as lighter summer outfits in the coming summer season. The athleisure trend has also reignited the denim trend, which sees the soft, but robust material being used for skateboarding. The fabric gives the idea that the wearer has the look.

Colours that occur in nature, like khaki, is also becoming a prominent feature for the season.

will look a lot newer, she said.

Net and mesh are used in sporty sweat shirts, all the way to string vests. Macro scales really stand out and work best as a layer for beach cover-ups. “Think of strategic placement or under layers to really broaden its appeal.”

Printing patterns Bloom print patterns with large unpainted roses and delicate sprigs of wheats on light beiges dominate the season and will be seen both as densely packed and freshly dispersed designs.

Tropical returns, but with digital renditions and high octane colour pallet updates. “You’ll see bright complex shades, against dark backgrounds.”

Checks is another print direction, with more greyscale and soft barely-there shades.

Leopard print will see a resurgence with designs moving away from the coloured animal print of previous seasons and back toward

natural colourways.

Black and white all-over print designs range from large-scale silhouetted flowers to abstract textural prints and cow prints.

Footwear The loafer silhouette is influencing footwear assortments by large, and sneakers remain key.

The slip-on skater continues to reinvent itself and features different updates from menswear-inspired fringes to satin uppers and frayed hemlines.

The rodeo boot will continue to impact the market with weather-appropriate updates, and sitting just below the ankle bone.

In sandals they are seeing colourful, handcrafted details for gladiators, strappy heels, etc. that have adopted a full rainbow spectrum opting for knotted materials, dyed raffia, intricate woven patterns.

p18 :: Apparel & Footwear

The right sock for the job Photo: Anja Koehler for the popular OutDoor trade show in Germany.

There’s more to recommending the right sock to your customer than helping him choose a colour he likes, writes BRENDON PETERSEN

I

t can be easy to forget how complicated choosing the right sock can be. The right technology, the right material, even the right length all work together to determine how good an experience the wearer of the sock will have.

The multitude of styles, materials, cuts and technology used in socks can be overwhelming. Yet, wearing the right pair of socks can make such a difference to the person’s overall comfort: it can protect the feet from abrasion, wick away moisture, provide additional padding, etc.

For your customers, purchasing a new pair of socks is not as easy as simply finding a pair in the correct size, in a colour that they like, and then buying them.

It now requires assistance from a knowledgeable in-store source to help find the correct sock for the correct situation. After all, wearing dress socks for his morning run might make your customer look classy, but it’s not going to help his feet stay dry and comfy.

The fit and make of the sock is very important — a bad fitting sock made from the wrong material for the activity can lead to blisters, corns, irritations, infections, athlete’s foot, or even pitted keratolysis — also known as toxic sock syndrome, which occurs in feet that have “suffered from excessive perspiration, occlusion, and moisture often in the presence of an increased surface pH. And as far as athlete’s foot goes, remember that a dark, warm, moist environment is fungous heaven. Let’s at least get rid of some of that moisture!” writes dr

Sports Trader :: 2016 July

Stephen Pribut, past president of the American Academy of Podiatric Sports Medicine (AAPSM), a past chair of the AAPSM Athletic Shoe committee, co-editor of AAPSM’s student manual, and a current member of Runner’s World’s advisory board.

• When your customer is trying on socks, he should take note of how they fit in the toe and heel: if a sock is too long, it will bunch up, and if it’s too short, it will slide down into the shoe.

• Heavily padded socks should be tried on with the shoes your customer wants to wear them with, to make sure that the socks don’t make the fit too tight.

• Typically, people with low-volume feet (narrow foot, low instep) will likely need thicker socks, while high-volume feet (wide foot, high instep) usually require thinner socks.

Materials Sock materials are broken down into natural fibres and synthetics.

• Natural fibres: o Bamboo is softer and more breathable than cotton and has a natural sheen to the surface, making it feel almost like silk or cashmere. Bamboo is hypoallergenic, naturally microbial, and very durable. o Cotton is lightweight, breathable, washable, and durable. > It is the most widely-used fiber in socks, because it is the least expensive natural fiber. A pure cotton sock is fine for everyday wear, but not recommended for

sporting activities. It absorbs moisture and doesn’t dry quickly, which means the wetness stays against the foot, which softens the skin, which in turn can lead to blisters. > Cotton is often blended with nylon, acrylic or rayon for enhanced breathability, to maintain loft, and for reduced friction. A cotton blend will have about 60% or less cotton. o Wool absorbs as much as a third of its own weight in moisture before it begins to feel damp, which makes it an excellent material to keep feet dry. It also holds its shape well, has temperature-regulating properties, and resists flame without chemical treatment due to the moisture in its fibres — it will self-extinguish itself when removed from the source of the fire. > Merino wool — a special, fine grade of wool — offers the added benefits that it does not itch and will hold its size and shape, even after repeated washing.

• Synthetics: man-made materials developed to provide increased benefits such as moisture wicking, breathability, stretch, etc. o Acrylic is a lightweight, quick-drying fiber that provides softness and warmth, and has a high durability. Acrylic’s inherent properties allow it to hold brighter and more brilliant colours than its natural fiber counterparts. It also provides good cushioning, as well as friction- and moisture management. Acrylic is often To p20

021 706 2074 info@thekartal.com

p20 :: Apparel & Footwear

Recommending socks cont. from p18 o

o

o

o

substituted for wool and finer acrylic deniers have the same feeling as Merino wool.

Nylon is a very strong, versatile, hardwearing fiber. It is often used with other fibres to give them added stretch or to improve durability.

Polyester prevents blisters by keeping the perspiration away from the feet thanks to its hydrophobic (water-repelling) fibres, and is also known for its durability and colourfastness.

Polypropylene, or Olefin, is extremely abrasion resistant and has very good moisture wicking properties.

Spandex is often blended with other fibres, because of qualities like elasticity, recovery, and offering a close fit. It is especially useful in the sock’s ribbed area to hold the sock in place, and in the arch and ankle for added support.

Construction Socks are more than just the materials used to make them: the construction also plays a huge role.

• Padding on the ball and heel of the foot provides protection and cushioning. Ensure that there is enough space inside the customer’s shoe so that the added padding does not make the shoe feel too tight.

• The height, or length, of the sock is usually a personal preference: o Ped/footie, also known as invisible socks: worn with fashion shoes when the customer doesn’t want people to see he is wearing socks. It covers the toes, sole and heel, but not the top of the foot. o Micro crew: ending below the ankle, the foot is covered, and protected, but only the top of the sock is visible above the shoe. Running socks are typically this length. o Mini crew: the sock reaches the height of, or just above, the ankle. o Crew: ranges in length between covering the top of the ankle and reaching to just below the beginning of the calf muscle.

Crew lengths are usually recommended for diabetics, as they often experience swelling in the feet. o Mid-calf: offers protection from boot tops as well as flora, abrasions and possible insect bites (when outdoors). o Knee-high: worn by sports people and fashion-lovers alike. o Over the knee: a longer fashion style, where the sock is pulled up above the knee or is worn scrunched along the leg. o Trouser socks, which are usually made from a thin type of material and could feature graphics, are worn by men and women. These should reach to at least mid-calf so that skin isn’t exposed when seated, which is a big fashion no-no.

• Support: generally the shoe holds the key to arch support, but the sock can also play

Sports Trader :: 2016 July

a supporting role. Some socks offer a reinforced weave in the arch to improve support, which is helpful for customers with high arches.

Socks made for specific activities Ensure that you ask your customer which activity the socks is needed for, as each has its own sets of demands — and often socks are made with a specific activity in mind.

Sports socks create a barrier between the foot and shoe, minimising the risk of chafing, irritation or rubbing. Many of these socks feature moisture-wicking materials, a light Achilles tab that will keep the sock in place, and a seamless toe that will further prevent rubbing and chafing in this area. They also tend to be lightweight and provide some sole cushioning.

• Cycling socks should be lightweight, lowcut and close fitting. Good arch support and moisture wicking are also essential. Because this is a non-impact activity, padding is not a necessity.

• Golf socks are lightweight and breathable,

It now requires assistance from a knowledgeable instore source to help find the correct sock for the correct situation and some feature light padding that’s woven into the sock.

• Running socks can range from thin liner socks with minimal padding to thicker socks with more significant padding. The thickness level chosen is purely dependent on the runner’s personal preference. o Road running socks tend to be low cut, with the sock barely visible above the shoe, if at all, to prevent the leg from overheating. These are lightweight, breathable, made from soft fabrics such as mesh, and feature reinforced seams in high-wear areas ensure added durability. o Trail running might require crew length, or even knee-high, socks to prevent scratches from shrubs or even harmful insect bites.

• Soccer, rugby and hockey are long to offer the leg extra protection during play. Youth socks sometimes feature integrated shin pads, while some adult sizes can feature compression fit for extra support and stability in the muscles, and added arch support.

Flatlock seams and lightweight fabrics will benefit the player and offer a more natural feel, while moisture wicking materials will keep the foot and leg dry.

• Yoga socks feature specialised grips along the sole for added traction in the studio.

Socks for outdoor activities: • Hiking, or backpacking, socks feature moisture wicking, extra thickness that provides

cushioning on the heel and toes, and have compression panels around the arches. It will also have cushioning on the top of the foot for comfort on long trails. A seamless construction offers added comfort and minimises chafing and bunching, while fortified soles add extra durability. The extra thickness offers a better fit for your customers who have more narrow feet or a low instep.

• Lightweight hiking socks: thinner than the above-mentioned hiking socks, they offer a good fit for customers who have wide feet or a high instep. These socks offer moisture wicking, and slight cushioning in the heel and ball of the foot.

• Mountain climbing: with extra padding and bulk for cold, rugged conditions, these are the thickest socks available. Woollen socks are great for warmth as well as wicking away moisture, however synthetics work just as well, if not better, at wicking away moisture. Flat seams are a must to reduce the likelihood of creating additional pressure points on the foot.

• Walking socks are available in a range of weights for various conditions. These offer cushioning in the sole and heel as well as moisture wicking capabilities.

A sock liner can be worn underneath another sock for extra protection and warmth in cold temperatures. It can also help if your customer needs added volume for a better fit. o It is typically a synthetic product that features moisture wicking. o Customers embarking on activities such as hiking or mountain climbing would benefit from this. o These liners are also useful, because they can be washed and dried quicker than regular socks.

Compression socks tend to be longer, reaching towards the knee, and will help improve blood circulation. It’s important that the sock should fit both your customer’s foot and his calf circumference, as a too tight sock will instead hinder circulation and a too loose sock will offer no benefit beyond that of a normal sock.

Compression socks Compression socks have gained much favour with athletes and runners, with studies that prove that these types of garments stimulate blood flow helping , and in the case of compression socks, help you recover faster after a run.

By compressing the surface veins, arteries and muscles, they force circulating blood through narrower channels. As a result of this, the arterial pressure is increased, which causes more blood to return to the heart and less blood to pool in the feet.

Compression garments are available in various gradient levels (these are measured in mmHG, millimetres of mercury, which is a unit of pressure equal to 1 torr or 133.3 pascals):

Apparel & Footwear :: p21 • 10-15mmHg (light support): Provides light support to help energize tired legs and feet, improve circulation and assist in the prevention of swelling.

The following gradients improve circulation and assist with tired, aching and fatigued legs, as well as with mild leg and ankle swelling: • 15-20mmHg — mild support • 20-30mmHg — moderate support.

• 30-40mmHg — firm support.

Socks in the workplace Socks have long been an integral, but often overlooked, necessity in fashion. In the past few years though, people have begun paying more attention to this unappreciated garment.

For men struggling to choose the right sock colour to wear in a formal situation like the office, the general rule of thumb is that the sock should match the colour of his trouser leg.

Another option is to match the colour of the socks to that of the shoes, but this can make the feet look big and can make your customer’s legs appear shorter.

Your more daring customer can also get away with wearing socks in a contrasting colour to that of the trouser — however, it’s important that this looks deliberate, for example suggest grey trousers with bright red socks that have a grey pattern running through them.

He could also match the colours of his sock and tie.

Technical socks in natural fibres from Cape Mohair AT THIS YEAR’S Source Africa, Cape Mohair exhibited a variety of the natural fiber socks and blankets, which it is capable of manufacturing locally.

The latest range of Mohair socks features styles created for a variety of sporting activities such as cycling, trail running, golf, hunting and hiking.

The manufacturer also showed off its Bamboo range. “It’s the newest addition to our range and features Bamboo from actual plants,” said Erica Robertson from Cape Mohair.

Since the company started in 1991, their range has shifted from featuring only Mohair and wool, to also including Mohair blends, cotton, and now also Bamboo blends.

Because the range uses natural fibres, it breathes really well, she said.

“After mastering the art of knitting, we established the Cape Mohair blanket factory founded in the sleepy coastal town of Plettenberg Bay and expanded into weaving,” states the company on its website.

Erica Robertson from Cape Mohair shows off one of their sock styles.

“As a company, we’re passionate about experimenting, developing and expanding our ranges. And while we continue to reach new heights in quality and innovation, our feet remain firmly on the ground, always welcoming suggestions and feedback from our loyal customers.”

Happy also available in athletic socks HAPPY SOCKS’ Athletic range of socks, which was first launched spring/summer 2015, features a “dynamic friendly product that was specifically created with light compression, arch support and cushioned sole,” says Rezia Cassiem, sales manager for local distributor The Kartal Distribution. It brings more comfort, no matter what activity your customer does, she adds.

“The core idea behind Athletic is that it

should be a new canvas for customers to express themselves, just as they do with the cotton socks, but through a more activefriendly sock. Skate, shoot some hoops or simply walk down the street in the comfort of Happy Socks Athletic.”

The athletic socks range is available in two sizes (36-40 and 41-46) and the products are unisex, so each style can be enjoyed by both men and women.

2016 July :: Sports Trader

p22 :: Sport

Skateboarding is enjoying a lot of attention, both locally and internationally. GERRIE VAN EEDEN investigates if this attention translates into growth for the sport

Skateboarding: Up or down?

E

ver since surfers in California wanted to hang ten when there were no waves and started fitting roller skate wheels to wooden planks in the 1950’s, skateboarding has appealed to people wanting to be associated with the lifestyle that has a walk and talk and attitude that sets those that have it apart from the mere wannabees.

But, now skateboarding has grown into such a popular sport, that pros are seen as celebrities and trendsetters. There is even talk about including it in the 2020 Olympics.

It’s no longer viewed as a reckless activity for rebels and young hoodlums, but rather as a wholesome activity that can build communities and empower the youth. Big brands with big money vying to host and broadcast international competitions and events have

Sports Trader :: 2016 July

With more skateparks and more local events than ever before, skateboarding has shown a definitive upward growing curve. also done loads to raise skateboarding’s profile. And in this regard, South Africa is not far behind the curve at all.

Local is lekker Locally skateboarding has grown a lot thanks to international events rolling over to our shores. The Maloof Money Cup that took place in South Africa in 2011 and 2012 left a worldclass skate park in Kimberley, with the inten-

tion that the facilities would remain as permanent parks in the community after events have been completed.

Since this landmark event, the Kimberley Diamond Cup as well as the Skateboarding World Championships in 2015 have also graced the park’s halfpipes and handrails.

Of course that’s not the only half decent skate park in Mzansi. The Boogaloos skate park in Johannesburg is famous among skaters from across the city and the City of Cape Town has long since embraced skaters, with an unused underpass being converted into a communityled, award-winning skate park.

Add to that the Wavehouse Skate park in Umhlanga Ridge, which was designed by the king of skateboarding, Tony Hawk, himself and you soon have a country teeming with possibilities for skateboarding to grow.

Sport :: p23

Skateboarding culture and the skateboarding look was well-embedded in popular culture during the mid 90’s to the early part of the new millennium. To a lesser extent, it still influences fashion, especially for teens and young adults.

“More skate parks, more local events, international events on television and international professional skateboard athletes visiting and doing demos in South Africa, as well as local television coverage of the sport, will increase skateboarding participation,” says Mark Powell of At Once Distribution.

Powell used to be part of the team behind the Boogaloos stores and skateparks, and today he is involved with the Airwalk skateboarding and lifestyle brand.

Over the past couple of years, the sport has shown constant growth due to products becoming more accessible and affordable. And it is a sport for everyone, with more and more women taking part, he says. There is, however, still room for growth in this segment.

“Something that can boost ladies’ participation is having regular ladies skate days at the local skate parks, with basic instruction on the day,” suggests Powell.

Olympic sport Skateboarding is certainly not a fading fad, but a sport that is bound to grow much bigger.

It is on the shortlist of five sports out of which the Tokyo Olympic Committee will choose two new disciplines for inclusion in the 2020 Games.

In his response to this news, the president of the World Skateboarding Federation, Tim McFerran, reiterated the point that skateboarding is an expanding global sport.

“The World Skateboarding Federation has grown from the idea of providing social development and leadership to skateboarders and governments on a global basis, to an organisation with almost 4 000 members representing 92 countries and sanctioning over 60 contests in all disciplines of skateboarding, including street, vert, bowl, slalom, park, downhill and freestyle,” said McFerran.

And it continues to grow. “In the short time since our establishment, we have been overwhelmed by the continuous stream of applications we are getting to join our group on a daily basis.”

Variety That there are almost more ways to practice skateboarding — think terms like vert, park, street, ramp and downhill — than there are different brands involved, has for years contributed to the mass appeal of the sport.

If a participant or someone new to the sport does not fit in with one discipline, there are others to try that are just as exciting.

And this variety is also evident in retail. You can buy a shoe or a deck specific to what you want to do with it from a brand that you like more than others, and it will automatically serve as a fashion statement.

The design and look of the equipment used, play a major part, and that is what retailers need to keep in mind. “The shape, performance and quality of the skateboard, the quality, comfort and durability of footwear and the unique point of difference in style of the apparel, is what is important to a skater,” says Powell.

Even though skateboarders have always been portrayed as happy-go-lucky individuals with no cares in the world, they will in truth be “alert to excellent product, performance and quality as well as cool fashion trends, brands and styles,” says Powell. “They won’t really notice or pay attention to the opposite.”

The look But, skateboarding is more than just wheels on a wooden board and a handrail to slide down.

The grease that keeps those wheels turning, is, and always will be, fashion.

Skateboarding culture and the skateboarding look was well-embedded in popular culture during the mid 90’s to the early part of the new millennium. To a lesser extent, it still influences fashion, especially for teens and young adults.

Shoe brands like DC Shoes, Vans, Etnies and Converse have spilled over into the everyday fashion of a whole subset in society.

The reason for this is that skatewear, apart from protective gear like helmets and knee pads, are mostly comfortable clothes that can be worn every day as a fashion statement.

Those who actively take part in the sport, pay a lot of attention to what they wear and how they look.

Wearing the right brand is important, but conversely, not wearing the right brand, is not a game changer. This opens the door for local manufacturers to get into the market and establish themselves, because if enough people can start wearing your brand, it is only a matter of time before it becomes the hottest one gracing South Africa’s halfpipes.

So whether it is for fun, fashion or someone who seriously wants to contend on the biggest scale, skateboarding kit and equipment is something that appeals to much more than just the local ruffians behind the mall. Skateboarding is a world-class sport that just keeps on growing, and will continue to do so.

2016 July :: Sports Trader

p24 :: Apparel & Footwear

Big tournaments like Euro 2016, the UEFA Championships, rugby test series, or the Castle Lager Rugby Championship and later this year the Olympics, inspire brands to develop new boot ranges that will attract the attention of millions of TV viewers. But, those are not the only selling points for boots in the local market. RHIANAH RHODE spoke to some suppliers about what retailers can expect from their new team boot ranges

Inspired team boots

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he signature boots the top brands develop for high-viewer tournaments like UEFA Euro 2016, or rugby test matches, are designed to stand out on TV in order to ignite the imagination of young players wanting to emulate their heroes.

It was, after all, not easy to look past the bright red and neon yellow of the latest Nike Mercurial Superfly Spark Brilliance boot Cristiano Ronaldo wore when he scored the winning penalty for Real Madrid in the UEFA Championships 2016 final.

But, while these ultra-modern designs, eyecatching colours and new technologies are aimed at firing the imagination, it is eventually the boot that provides the needed agility, stability, traction, speed, comfort, fit, etc. that is going to be the winner on the retail shelf. Especially if it offers good ball control and reacts well with the ball when kicked.

Soccer boot ranges Adidas’ Mercury pack (left) of striking-looking chrome soccer boots is aimed at players like Leo Messi, Paul Pogba and Gareth Bale, who want more agility, speed and control. The designs on the

Sports Trader :: 2016 July

three boots (ACE 16.1, Messi 16.1 and X16.1) were inspired by the trophies these players competed for in the recent UEFA Champions League, Euro 2016 and Copa America.

The X16.1 features a state-of-the-art Purecut sock system that gives it a more aerodynamic effect and an updated Sprintframe outsole that offers good traction and stability during high-speed movements. This was appreciated by a player like Bale, who wore the laceless version during Wales’ return to UEFA Europe after 58 years this year.

As the name implies, the MESSI 16.1 was created for the greatest footballer of all time and features an agility knit material that moulds around the wearer’s foot. It also has a Pureagility heel lining that improves its fit.

The ACE 16.1 was launched earlier this year, but has been updated with a Mercury pack treatment. It now features dynamic compression material and non-stop grip on its upper that result in a surface that is good for close ball control and ensuring that the player’s touch is flawless, no matter the playing conditions. Paul Pogba debuted the laceless version on home soil.

PUMA created special personalised Tricks boots for Atletico Madrid stars Antoine Griezmann, Diego Godin and Gabi (Gabriel Fernández Arenas) for the UEFA Champions League Final in May. Each of the players’ boots featured his name, national team flag, shirt number,

as well as the date and venue for the final.

The brand also launched special edition colourways of the King Top soccer boot, which are inspired by the colours and culture of Paris, Marseille (right), Lyon and Bordeaux that hosted the UEFA Euro 2016 matches.

The Parisian version is a traditional navy blue boot with white formstrip that pays homage to the flamboyant French capital, the Bordeaux city boot is an elegant bordeaux colour, inspired by the colours of the famous wine region, the cream and light blue colours of the Lyon boot represents the city that is famous for its ancient history and heritage, and the Marseille King Top (right) features the blue and silver colours found on the city’s coat of arms.

The King Top is designed for use on firm natural surfaces. Its thin, lightweight premium leather allows a glove light fit that helps maximise comfort and ball control, and prolong the life of the boot. Its conical stud configuration, aided by a PU injected bi-density outsole, aids stability and reactivity, and the fold over tongue helps prevent pressure from the ball on the lace knot.

PUMA’s Euro 2016 Marseille boot.

Paul Pogba plays in adidas boots. Photo: courtesy of adidas.

Apparel & Footwear :: p25

on the market for a year, and therefore the brand is focusing on showcasing its premium boots that tell the story of what it stands for, says John Andrew from New Balance.

They are using the range to build their credibility with retailers and consumers by showcasing it from the top.

By working very closely with soccer ambassadors like Wales midfielder Aaron Ramsey, New Balance addressed many details to make the player’s performance the best it can be. Ramsey wore the updated Furon, complete with new Euro 2016 colourways, in the tournament.

New Balance incorporated many of their running technologies into their soccer boot ranges, says John Andrew of New Balance SA. These include two of their top technologies: Vazee outsole for speed, and Revlite in the insole, their lightest cushioned technology that provides a lightweight and snappy cushioned feel.

Furon is designed for players who are quick on their feet and always accelerating at speed. The update offers them an improved fit and details like an additional stud at the front of the boot that improve their speed, feel and traction. The new upper features an ultra-light engineered hybrid mesh and delivers exceptional speed and feel that enables clean, precision striking in all conditions, says Andrew. Straight top line lacing gives a locked-in and precision fit for enhanced comfort, while an ultra-directional stud design improves straight-line speed, he adds.

Kappa’s new boot range features more advanced technology, and new fabrics, colours and patterns. It is also available in many different colour options, such as neutrals, or trendy bright, lumo colours — for example, combinations of orange and blue, pink and yellow, navy and purple, says Ricky Joseph from Kappa SA. They come in two main style categories for different player types: Helium is designed for the quick, light-on-his-feet winger or striker, while Starch will suit the stronger defender, or holding midfielder, well, he explains.

The lighter Helium has an extremely thin Kangaroo leather make-up and combines durability and light weight in a way that provides exceptional comfort and almost makes the player feel like he is barefoot — increasing his pace and ability to move on and off the ball.

It is also their best-selling boot as it is suitable for many different player types and positions.

The Starch features advanced technology in the grip and in the shape and positioning of its studs, which give players stability on the pitch. The 3D-type print technology used on its front also helps increase players’ ability to control the ball.

Mitre has added trendy new cosmetics and materials to its Power range, which has been extremely popular with the youth and adult markets, says Grant Stephen from local distributor Legacy Sport and Leisure.

Their prices have not risen sharply and

they have worked hard to make these the most affordable branded soccer boots on the market, he adds.

Their design team has worked hard to make the latest boots lighter than those of last year, as well as more comfortable, with the use of better inner soles and softer materials on the uppers, he says.

They have also updated the cosmetics on the Fluid boot, which has been selling with great success to all age groups for years.

Mitre soccer boot

New Balance’s soccer boots have only been

Olympic International blends exciting

and invigorating design with the best performance, seamless constructions, as well as advanced technologies and materials in their new bright and vibrant soccer boots, adds Stuart Hopwood from local distributor Jordan & Co. The new Attack, Force, Italia II, Foul, Rio and Off Side boots are very comfy and supportive, secure across the instep and in the heel, but roomy enough to wiggle your toes, he says. The materials are now also softer, which reduces the time needed for customers to break them in.

Other features include flexible and waterresistant synthetic uppers, light and flexible soles with colourful multi-stud designs that offer great grip, as well as memory foam inner socks, which help improve wearers’ comfort.

Premier Madrid.

Premier’s latest soccer boot range is focused on ball control. The range features a synthetic upper with 3D control web technology — a technically designed pattern that gives the player precise control on the ball — and new sole designs that maximise grip on uneven surfaces, which makes it easier for players to change direction of movement a lot faster, says Shahin Lalla of the distributor American Man Sportswear.

The brand continuously introduces new soccer boots in order to keep up to speed with market trends and keep products fresh, because end users don’t want to use the same boot models every season, he explains.

The latest range also features trendy new designs and technologies more often seen on expensive premium quality and branded products, as well as bright neon yellow, orange, pink and green colours.

Umbro’s pro soccer boot range features a variety of the latest technologies, To p26 2016 July :: Sports Trader

p26 :: Apparel & Footwear

2015 Community Cup young player of the year Garth April in action for champions Durbanville-Bellville. Photo: ImageSA.

New in team boot ranges cont. from p25 including lightweight Teijin synthetic in their Velocita, which helps improve players’ speed; a great fusion between performance mesh and k-leather in their Medusae, which improves its comfort; and poron inserts for control and power in their strong synthetic microfibre UXAccuro boot, says Tristan Karakashian from Umbro SA. Their new Kanu boot has been developed in association with the legendary Nigerian soccer player Nwankwo Kanu (who previously played for Arsenal) and has an entry level price point.

It and their Speciali silo comes in both boot and turf options across men’s, youth and kids sizes, in a wide variety of colours that provide a strong option for retailers and ultimately consumers, he explains.

The Kanu was added to the range to fill an entry-level gap after last season’s sales showed that good value is important to their customers. “We saw a gap with entry level boots, and felt that we could still bring our reliable quality to customers at the price point they were looking for. In addition to a solid boot and the right price point, we added an asset behind the boot for aspiration and to make it stand out on the retail shelves,” explains Karakashian.

Based on what they learnt from last season, they have kept and added more colourways to their Speciali Afriq and turf models, which are available in men’s, youths and kids sizes. These models proved to be great sellers among their own sales and compared to the market’s sales due to the great value they pro-

Sports Trader :: 2016 July

vided in terms of matching high quality and a competitive price point, explains Karakashian.

The adidas Crazyquick Malice, aimed at the rugby backliners.

Rugby boots Adidas’ new Superlight adipower Kakari Force and adizero Crazyquick Malice rugby boots are its lightest yet — 25% lighter than previous collections.

These boots were developed after thousands of hours of research, which included input from some of the world’s best rugby players.

The result is new state-of-the-art technology like a neoprene sock that has been designed to provide increased support and ankle stability, as well as an innovative breathable upper material.

The boots in the range are specifically engineered to help enhance performance in different positions and have also been split into two families: Kakari for forwards and Malice for backs.

The adipower Kakari Force is designed for the tight five. It features a brand new outsole developed through scrum-mapping analysis to deliver powerful support and help improve traction with its adaptable studs. It also has a unique lacing system that locks the foot in place and reduces heel slip.

The adizero Crazyquick Malice, designed for the backline, features a speed traxion outsole that enables controlled sidestepping. “adidas is constantly striving to create tangible on pitch benefits to players by ensuring our products are at the forefront of technological advancements,” says Adrian de Souza, the Busi-

ness Unit Head for adidas Rugby.

The Superlight range debuted in June in the Springboks series against Ireland. In the opening match the boots were worn by Pat Lambie, Siya Kolisi, JP Pietersen and PieterSteph du Toit. Bryan Habana, Handre Pollard and Jan Serfontein also wear these boots.

Olympic International has also introduced designs in their rugby boot ranges that will grab your customers’ attention, like a blend of bright, but masculine colours with detailed uppers, says Gassert.

Their top seller is available in two colour formats: a lime green with black trim and vice versa. It features a durable PU upper with aggressive lines and graphic detail that enhances its shelf appeal, and a removable insole, which is handy if it becomes wet and needs to be dried out or replaced. The sole mirrors the upper colour and features a moulded multistud make-up.

Their other two boot styles have similar features: a blue boot with an upper that is less busy and an attractive honey comb deboss print on the side of the upper, and a gun-metal grey boot with a removable insole, and a PU upper that features orange facing and counter detail, and deboss detail on the sides. Both feature an orange trim, and blade soles that match the upper’s colours.

Apparel & Footwear :: p27

Adidas has extended its outfitter contract with the German Football Association (DFB) until 2022 with a very high price. The brand is now paying between €65-m and €70-m for the rights — even more than it pays the expensive FC Bayern Munich. Adidas’ sales figures also reflect that it has already sold 1.3-m DFB jerseys in the first half of 2016, reports ISPO. Photo: courtesy of adidas.

Manchester United is still the most valuable soccer club brand in the world

Battle of the brands at Euro 2016

ADIDAS HAS won the kit race in the UEFA Europe 2016 tournament by supplying nine teams, or 37.5% of the 24 countries that competed in France. The brand was also the official technical partner of the event and supplier of the official ball.

Nike was second with six teams (25%), followed by PUMA, who supplied the kit of five teams (21%). Adidas kits were worn by Germany, Belgium, Hungary, Northern Ireland, Russia, Spain, Sweden, Ukraine and Wales. Nike sponsored hosts France, England, Croatia, Poland, Portugal and Turkey. The countries competing in PUMA kit were Italy, Austria, Czech Republic, Slovakia and Switzerland.

The following brands each supplied kit for one country: the Republic of Ireland plays in Umbro, Romania in Joma, Albania in Macron and Iceland in Errea.

Top earners Some of the players who are currently earning the most money from endorsements, according to Repucom’s new European Football Report, also played in Euro 2016, namely: • Cristiano Ronaldo of Portugal: Є19-m (Nike) • Gareth Bale of Wales and Paul Pogba of

France: Є4-m(both adidas).

• Wayne Rooney of England (Nike) and Mesit Ozil of Germany (adidas): Є3-m.

• Zlatan Ibrahimovic of Sweden: Є1.5-m (officially Nike — although he also wore adidas boots).

Ronaldo this year also tops the Forbes list of the highest earning sport stars with a total income of Є78.2-m, or $88-m. The world’s second highest earning sport start, Leo Messi, who according to the Forbes 2016 list earns Є72.33-m ($81.4-m), was representing Argentina in the Copa America that was also underway in the US last month.

Most valuable clubs Manchester United ($1.17-bn) is still the most valuable soccer club brand in the world after winning its first FA Cup in 10 years, according to the Brand Finance Football 50 report.

It is followed by Championship League winner Real Madrid ($1.15-bn). Leicester City (PUMA), which caused such an upset by winning the Premier League, is the fastest growing soccer club brand, with a 132% increase in its value to $237-m. Brand Finance calculates clubs’ brand value using combined data from commercial, broadcasting and match day revenues.

2016 July :: Sports Trader

Technologies in

p28 :: Apparel & Footwear

new

running shoes Bennie Roux, joint winner of the Addo Elephant 100 Mile Trail Run. Photo Karel Kapp

The latest running shoes feature a number of new technologies that will help your customers improve their experiences on the tar or trail, reports RHIANAH RHODE

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unning brands’ shoes feature a number of technologies that will help protect, provide comfort, stabilise, cushion, etc. runners’ feet on the trail or road. Suppliers offer a glimpse into the technologies in their latest running shoe ranges that will benefit your customers.

Outsole technologies The sole of the shoe is its most important asset, as it is the only thing that comes between the runner’s foot and the terrain.

Some runners prefer to be able to feel every crack and bump, while others want to feel like they are floating on air and prefer to forget about the hard terrain underneath.

Their experiences are all affected by the various technologies and designs implemented in the outsoles.

Adidas and Continental have collaborated to create Continental Traction Compound outsoles that provide excellent grip, on wet or dry surfaces. Each year since 2011 a new marathon world record has been set in adizero shoes featuring these soles.

“When an elite athlete speaks about the benefit of Continental helping them win the Comrades Marathon due to the grip in the Sports Trader :: 2016 July

wet and on corners, other top runners start to listen,” says Geoffrey Batcheller from adidas SA. “When you apply Continental to a StretchWeb outsole, ensuring an adaptive transition for every stride, every runner listens.”

The Stretch-Web outsole, first used in the Ultra Boost, is now used in other adidas ranges as well. It is designed to stretch in any direction, in order to support the foot’s natural movements and simultaneously provide an enhanced feel for the ground. “The traditional flex grooves in most shoes only move front to back. We made stretch web adaptable because runners strike the ground in a variety of ways,” Heiko Schlarb, a senior researcher at adidas, told Competitor.com.

Brooks’ Ideal Pressure Zones evenly dis-

perses impact away from the body for a comfortable and effortless ride, says Michelle Chowles from local distributor SBR Agencies.

The biggest impact happens when the runner propels himself forward — to help in this situation, Brooks has designed the outsole to include the ideal pressure zones, which help disperse pressure evenly along the entire foot from heel strike to toe-off. This technology has now also been incorporated into their Glycerin road running shoe.

The Brooks Mazama trail shoe features

a sticky rubber outsole with directional lugs that provide traction, no matter if the wearer is going up- or downhill. This rubber compound also provides traction on wet surfaces.

Hi-Tec’s Sensor Trail Lite features an aggressive rubber outsole that is designed to ensure that feet are stable, and offers good traction and protection for the wearer’s feet. The outsole is durable, performs on a variety of terrains and allows for excellent flexibility to reduce foot fatigue.

Their V-Lite Flash Force Low i features a super-lightweight, high-abrasion EVA outsole that provides comfort and protection, says Gordon Stokes of Hi-Tec SA. The Vibram rubber in the outsole further delivers traction, comfort and durability.

Karrimor’s D3O running shoes, which can also be used for trail running, feature a Run Specific tread pattern with flex grooves that enhance the foot’s natural movement. The outsole’s carbon high performance rubber inserts also provide extra durability and grip.

The D3O technology is used to create a soft and flexible material with high shock absorbing properties, known as smart material, says Carlyn le Maitre from local To p30

Advertorial :: p29

Inspiration from fans, innovation for performance ADIDAS drops the next generation of running greatness with UltraBOOST Uncaged

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he wait is over. The innovation experts of adidas Running introduce UltraBOOST Uncaged, a shoe inspired by an open source response from fans and engineered for maximum performance.

In 2015, global trendsetters sparked a craze for modifying adidas’ leading running shoe, UltraBOOST, cutting off its external support cage to show off the stylish Primeknit upper.

Taking a collaborative approach to innovation, adidas embraced the movement and invited partners including Sneakers n Stuff, Hypebeast and Solebox to join its consortium project and design their own stylised versions of the iconic shoe, still highly technical with the fan-inspired sleek new look.

Following this collaborative approach and in line with its dedication to delivering only the best for the athlete, adidas created its latest running innovation — a sleek new silhouette with the performance benefits that separate UltraBOOST Uncaged from every other running shoe.

UltraBOOST Uncaged is featuring a new adidas Primeknit upper, an internal support system and unique tiered lacing system. To transform the Uncaged look into a performance vehicle, adidas adapted an internal midfoot skeleton using technology developed for the world’s top track athletes, delivering highly technical support and comfort with a

rebellious look.

The re-engineered adidas Primeknit upper provides flexible breathability and natural movement through each stride to complement an adaptive knit collar, while specially-designed flat laces offer enhanced comfort and stability.

Alongside its new innovations, UltraBOOST Uncaged also maintains its signature UltraBOOST features. A supportive heel counter showcases the iconic embossed UltraBOOST name and keeps the foot locked in place for additional stability; a full length BOOST midsole provides industry leading Energy Return and a Stretchweb Continental Rubber™ outsole flexes naturally for superior traction with every step.

“UltraBOOST Uncaged is a perfect example of where performance meets style,” commented Mike Jaeggle, Senior Marketing Director, adidas South Africa. “adidas will continue to create high performance products that are cool, trendy and relevant for young urban runners — ultimately adidas is committed to make athletes look and perform better,” Mike added.

Join the adidas Energy Running movement by following @adidasZA on Twitter and Instagram using #UltraBOOST. For more information and orders contact adidas SA on Tel: 021 442 6200.

adidas co-creation adidas is dedicated to working collaboratively with athletes and fans to understand their needs and gain inspiration to shape the future of the brand. This collective approach is focused on four areas: • co-created product: adidas is committed to creating truly customised product, so that its athletes and fans can design and wear footwear and apparel that is perfect for their style and needs; • co-created content: adidas works collaboratively with creators and influencers to present its products and brands through their own eyes; • co-creation with partners: adidas welcomes the brightest minds, sporting experts and creative talent into the brand to co-create precision performance product that meet the needs of its fans and athletes; • co-created storytelling: adidas believes the best stories are told by those that love and wear its products every day. The brand supports and equips influencers from cities across the world with the tools to tell the adidas story in their words, to their communities.

Photo Anja Koehler. Supplied by Messe Friedrichshafen.

p30 :: Apparel & Footwear

Brands are constantly developing new technologies to enhance running shoe ranges, as demonstrated by Vibram at the OutDoor Show.

Running technologies explained cont. from p28 distributor Drimac SA. This material “has a unique molecular structure. In its normal state the molecules flow freely, allowing the material to remain soft and flexible for a comfortable fit. But on impact, they lock together to absorb and disperse the impact energy.”

This minimises injury-risk and equipment damage. Once the impact is over, the D3O material will return to its flexible state to start the process again.

This technology is used under the heel and forefoot to allow freedom of movement and provide great traction that helps your run feel smooth and reduces any impact from the ground, so uneven terrain or off road trails are no problem, adds Le Maitre.

Merrell treated the outsole of the Mix Master Flare trail shoe with their MSelect Grip, which delivers durable and highly slip-resistant traction on wet and dry ground, on a variety of terrains, releasing dirt and debris with its specialised lugs, says Daniel Brink from local distributor Medicus Shoes. The grey model in this trail running series is also suitable for road running.

Their All Out Peak, All Out Charge and All Out Crush Light trail models feature either MSelect Grip, or Vibram Megagrip on their outsoles.

Megagrip combines grip and durability to ensure the wearer does not slip in slippery or wet underfoot conditions.

New Balance’s Trail 910’s outsole features Rockstop technology, which protects the wearer from hazards on the trail, and HydroHesion that provides exceptional traction and durability on the trail, says John Andrew of New Balance SA. Multi-directional lugs on the outsole further improves its traction on all Sports Trader :: 2016 July

types of terrain.

PUMA’s range of Speed IGNITE road running shoes feature a Propulsion Zone for increased energy return. This is a free-floating band that is suspended over the forefoot flex grooves and provides reflex energy return when under tension. The band, combined with pyramidshaped rubber pistons, creates a powerful toeoff, explains James Mullen of PUMA SA. These outsoles also feature Evertrack+, an injected blown rubber compound that is 43% lighter and provides enhanced cushioning and durability for a smoother toe-off.

Skechers’ running outsoles feature Resagrip, which is similar to Resalyte (used in midsoles), but not as rugged and sticky.

All shoes in the brand’s Performance range feature M-Strike or a rockered sole that encourages a smooth midfoot or forefoot landing.

M-Strike creates an area in the middle of the midsole that is made from a slightly sturdier EVA foam than used in other parts of the shoe, in order to promote a midfoot strike that improves the wearer’s balance. The technology is also designed to encourage the completion of gait cycles.

The GORun Ultra trail shoe features 30 of the brand’s GOimpulse sensors, which provide good grip on rugged terrain. Under these lugs — bridging the gap between the mid- and outsole — there are subtle flex points, which dip slightly inward to enable flexibility that is sometimes not possible with shoes that provide a lot of cushioning.

The GOimpulse Sensors also provide flexibility and feedback to enable a more responsive running experience. These pods are independently placed on the outsole to allow responsive trac-

tion and good ground feel. They also provide flexibility and more feedback to the foot.

Midsole technologies The midsole is the heart of the running shoe that determines its personality: it is the midsole technology that will determine if the shoe will feel bouncy, cushioned, supportive, stabilised, flexible, etc.

Adidas’ Boost technology provides plush cushioning, without compromising energy return — in fact, it increases energy return dramatically, says Batcheller. “The secret of this game changing material is found in the energy capsule structure that is made from TPU instead of conventional EVA. Adidas then utilises Boost at varying degrees and densities across multiple molds to produce a unique sensation and feel in every range.

“The incorporation of Boost into the midsole of technical trail ranges has allowed runners to get the most out of every run, which should only stop due to cardio limits, not sore feet or injury!” adds Batcheller. The extra cushioning also need not add weight.

Extra cushioning also need not add weight.

Brooks’ PureFlow 5 road running shoe, for

example, now features their DNA LT technology — a lighter DNA material that allows adaptive cushioning to be injected into certain shoe models without increasing weight, explains Chowles.

Brooks’ Four-Point Pivot Posting System is a trail-specific technology that provides stabilising suspension on both sides of the heel and forefoot. It can be found in their Cascadia trail shoe.

The propulsion plate in their Mazama trail

Apparel & Footwear :: p31 shoe, which was launched at the Comrades Marathon Expo this year, helps propel the runner forward. The rigid forefoot plate provides a more powerful toe-off, and it also protects the wearer from hazards, says Chowles.

Hi-Tec’s Sensor Trail Lite has a midsole constructed from a light-

weight abrasion-resistant EVA that provides long-lasting cushioning and comfort. “The 8mm heel drop protects heel strikers from the tougher terrain, without forcing midfoot strikers to alter their gait,” explains Stokes.

The Vibram Rolling Gait System midsole supports the natural roll of the foot and allows the wearer to optimise his energy, increasing endurance and minimising fatigue — for example, in the V-Lite Flash Force Low i. The trail shoe also features an OrthoLite Impressions sock liner with slow recovery foam to provide good cushioning, adds Stokes.

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Karrimor’s D3O has a dual density construction with 55 shore D30 Lite EVA technology ride-line, which cushions the ride and provides increased feel and improved absorption and response, whilst offering longer term usage with minimum loss of performance, says Le Maitre.

The 45 shore heel crash pad also helps dissipate the heel strike.

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Merrell’s Mix Master Flare features their MBound specialised, resil-

ient, cushioning that provides immediate feedback from the ground to the foot, triggering an accelerated response time, which enhances the runner’s agility and stability. It also features an EVA removable footbed that is treated with MSelect Fresh, which naturally eliminates sweat and odour.

The Unifly midsole in Merrell’s All Out Peak, All Out Charge and All Out Crush Light trail running shoes disperses impact and stabilises the foot for a solid take off, says Brink. A Trail Protect pad offers underfoot protection, while a Merrell air cushion in the heel also helps to absorb shock and increases stability.

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New Balance’s Revlite and the lightweight responsive N2 technology combine to offer a speedy and durable ride in their Vazee 2090 running shoe.

The Rapid Rebound technology in the Rush road running model provides a much more responsive ride and covers the top level runner who is looking for a top-end product that can be used for speed and high performance training, explains Andrew.

The Vongo, under the Fresh Foam silo, uses data to design technology to create a supportive shoe, without the need for a medial post.

“It’s a very innovative design for us and something the Fresh Foam range didn’t cater for before,” says Andrew. They are also one of the first brand’s using a one-piece sole like this, he says.

New Balance has seen huge success in sales of their 1080 road running model due to the use of Fresh Foam technology in the midsole. “The use of this technology has resulted in double-digit growth for us,” adds Andrew.

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2016 July :: Sports Trader

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PUMA’s IGNITE dual layer midsole foam in their Speed IGNITE road running shoes offers a long-lasting energy return with a luxurious step-in comfort, says Mullen. It is used in all their speed models.

The 600S and 1000S models also feature an Engineered Stability Zone, which “eliminates over pronation and provides a more gradual transition through the gait cycle,” as well as a Moulded Eco Ortholite sock liner that is breathable, anti-microbial and improves the shoe’s step-in comfort, says Mullen.

A Lateral Release Groove and Decoupled Heel slow down the rate of pronation and provide a more gradual transition from heel-strike to midfoot stance in the Speed 600.

Articulated chevron grooves compress during landing and rebounds to provide energy return. The deep flex grooves of the Forefoot Flex Zone improve flexibility and freedom of movement.

Skechers’ Resalyte midsole technology is an injection-molded compound material with memory retention capabilities. The pliable, lightweight and durable material helps create a supportive midsole. Resalyte Power Pillar cushioning and supportive material has been added to the mid-foot strike zone of many running models. The material helps provide a soft and responsive ride.

The GORun Ride 5, the next generation of the GOrun Ride, features increased Resalyte cushioning that provides additional im- To p32

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p32 :: Apparel & Footwear

Running shoes

What’s needed in speed hikers

pact protection and response.

The 5GEN foam cushioning found in the GOrun 4 and 400 shoes is designed to deliver comfort and a good response.

BECAUSE OF the terrain, speed hiking shoes have similar requirements to trail running shoes – but not all is the same. “Speed hiking shoes are lightweight dynamic shoes for tackling the mountains, both on and off trail,” explains Deidre Pieters of Traverse Outdoor Gear, local distributor of Zamberlan. “Our collection incorporates hiking, Nordic walking and running at a pace you can enjoy, no matter the distance. These shoes are very comfortable and lightweight, yet robust stable and precise.”

cont. from p31

Upper technologies A running shoe upper does much more than providing pleasing aesthetics. Brands have incorporated several technologies that can benefit the runner.

Adidas’ Uncaged upper technology that was introduced in soccer boots, will now also be available in their latest range for road runners seeking a minimal, yet supportive, shoe, says Batcheller. “With a sockfit construction, fulllength Boost midsole and a Primeknit upper, feet are comfortable and supported as they celebrate every run.”

Their Primeknit upper technology has “continued to impress consumers with its incredible adaptability and overall comfort since 2012,” says Batcheller. The seamless knitted technology allows them to fine-tune the exact amount of flexibility and support needed in every part of the shoe. The result is lightweight comfort that wraps seamlessly around the foot, whilst fewer materials produce less waste. It combines innovation and style in the UltraBoost and PureBoost X and ZG ranges to provide a natural and breathable sock-like feel, says Batcheller.

Because trail shoes need to be tough, durable and aggressive without compromising on comfort, adidas’ trail running uppers feature Zoned Protection, which allows flexibility and protection where it is most needed in the upper, says Batcheller.

Brooks’ running shoe uppers feature their

3D Fit Print technology, which is an advanced screen printing process that applies strategic stretch and structure for a seamless fit.

The Hyperion, a new road running shoe that was also launched at the Comrades Marathon Expo, features a perforated stretch-woven upper that wraps the wearer’s foot in a seamless, sock-like fit that allows maximum ventilation. The Glycerin features a dynamic TPU saddle, which is designed to provide a secure midfoot fit, wrapping the arch and adjusting to the foot throughout the run.

Hi-Tec offers a tightly woven, lightweight, mesh upper, which provides breathability and comfort in the Sensor Trail Lite trail shoe. It also features an abrasion-resistant toecap for added protection from tough terrain, and uses detailed stitching and lightweight materials to further help improve its breathability and durability, says Stokes. “The lacing system is specially designed for support and performance.

It ensures that the heel is locked in the ideal position, providing ankle stability for protection against external impact.”

The high performance synthetic upper in the Hi-Tec V-Lite Flash Force Low I trail shoe offers

Sports Trader :: 2016 July

Zamberlan’s Crosser and Crosser Plus speed hikers each feature a dual density rubber Vibram outsole with a large contact toe and heel area for better grip and durability, a toe bumper for enhanced protection and a graded profile for an easy toe-off. These shoes’ big grooves reduce debris build-up and provide a self-cleaning function. Large multi-directional lugs are also specifically positioned for long wearing traction and stability.

The EVA wedge midsole provides comfort and cushioning while the TPU element adds stability and body support, says Pieters.

The uppers are made of Cordura with a Schoeller Kevlar or Cordura reinforcement round the shoes and a rubber toe protector.

support, durability and breathability. It incorporates i-Shield, which creates an additional layer of protection that helps keep footwear clean and helps it dry quicker.

Karrimor’s D3O features a Mono Shock Polyester upper that offers breathability, foot cooling, comfort and performance, says Le Maitre. The upper has an overlay Brace construction with sock-type fit. The tongue brace and saddle quarter brace technology also help to hold the foot firmly in place with additional counter and toe abrasion overlay panels.

Karrimor’s trail running shoes’ rip stop polyester upper with bellows tongue gives additional protection from extreme elements, says Le Maitre. The lightweight upper construction provides increased comfort and abrasion protection. It features 3D print overlays with textured toe abrasion panels; Blind Gillie lace loops for extreme weather protection; a moulded external heel cage for added support and protection; an outer fit cage that offers improved fitting; and Memory Foam collar for secure fitting, extra comfort and support.

Other features of the D30 shoe include a Hipoly inner sock that provides additional fitting comfort whilst offering greater breathability and increased moisture absorption with fast drying and deodorant comfort.

Merrell’s Hyperwrap 360 degree lacing system locks the foot in place, says Brink. It also enhances natural stability and agility. The system is found on several of Merrell’s trail running shoes. Other upper features in their trail range include reflective detailing and a bellows tongue.

For customers who are concerned about the environment, Merrell’s Mix Master Flare road and trail shoe upper is made of a vegan-friendly synthetic leather, as well as mesh and TPU. New Balance’s Vazee 2090 road running shoe has a dynamic upper construction designed to hug the wearer’s foot snugly while expand-

ing and contracting with his foot throughout the gait cycle. With this technology they have taken a more modernistic approach to upper construction, says Andrew.

The Fresh Foam and NBX silos now feature re-engineered mesh uppers that move with the different areas of the foot during the gait cycle. “They feature different design lines that help create an upper that fits snugly and lets the foot breath properly,” he explains.

New Balance’s Trail 910 features an updated upper with a fine mould saddle, which provides additional midfoot support; a bootie construction that protects against debris and increases comfort; and a toe protector that delivers protection against hazards the wearer may encounter on the trail.

The brand has also incorporated more woven textile uppers in Vazee road models like the Pace, as they are more appealing and hug the wearer’s foot snugly, says Andrew.

PUMA’s Everfit+ upper fit system locks the foot onto the platform by making use of freefloating support straps that span across the midfoot and around the heel, and is found on their Speed IGNITE range.

The seamless knitted mesh upper construction on, for example, the Speed 600S IGNITE, provides lightweight comfort, support, breathability and a personalised fit. This shoe also features a tight knit on the medial side that is designed to give additional support, says Mullen.

Several of PUMA’s Speed IGNITE shoes feature reflective overlays or prints, and other features include a water repelling coating (on the 500 Nightcat).

Skechers’ GOrun 4 features a Goknit upper, which is a soft seamless mesh with lightweight overlays that provides a soft sock like feel that conforms to, and supports, the wearer’s feet without hindering breathability.

The Quick-Fit Portal found in the brand’s running shoes is basically a hole in the heel area that makes it easier to put the shoe on and increases its heel stability.

p34 :: Industry

Brooks = Running

Bradley Fisher, senior footwear merchandising manager EMEA, local distributors Michelle and Clive Chowles and Lars Luermann, Brooks sales manager distribution EMEA.

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Brooks’ EMEA executives recently visited to keep the South African market up to date

rooks is a true running brand, says Lars Luermann, sales manager international trade and distribution EMEA. And this is probably best illustrated by the fact that their European headquarters in Amsterdam is housed in the Olympic stadium, from where employees had a birds-eye-view of the 2016 European Athletics Championships, contested in the stadium from July 6-10, and their environmentallyfriendly global headquarters in Seattle, which borders the popular Burke-Gilman Trail, making the offices a gathering place for runners.

Luermann and Bradley Fisher, Brooks senior footwear merchandising manager EMEA, were in South Africa to introduce the Run Signature research project, which is bound to revolutionise how footwear is sold in future (see May issue of Sports Trader), as well as the latest offerings from the brand.

Unlike other athletic footwear brands, Brooks took a decision in the 1990’s to only focus on running. “This gives runners a clear message and tells them what Brooks is about,” says Luermann.

While Brooks’ target runner market is 2145 years old — based on the fact that globally the majority of runners fall in this age group — they want to inspire everyone to run and be active, whether young or old, hobby or hard-core runner. They also want to inspire more people to enjoy running. Hence, their powerful Run Happy slogan that so strongly resonates with all runners, he explains.

SBR Agencies began distributing Brooks in South Africa in July 2012. “When we took on Brooks, we knew we had a tough time ahead of us with regards to rebuilding the brand here in South Africa,” says Clive Chowles. “We felt the best way to do this was through grassroots marketing — taking the brand to the runners.

We’re involved in-store, we’re at events, club

Sports Trader :: 2016 July

time trials, we’re educating the consumer, profiling the brand … all so that Brooks will be top of the consumer’s mind when it comes to their next running shoe purchase — and so that when they buy the Brooks brand, that they know they have done the right thing.”

This strategy paid off. Over the past three years, the number of Comrades participants running in Brooks has tripled (2012: 200; 2015: over 700). They pre-launched their first range at Comrades 2012.

“The first year we only had international runners coming up to us and talking about the products,” says Chowles. “The second year at Comrades we saw a few more locals. By the third year, however, people were coming to the stand mentioning shoe models by name.”

Over the past three years, the number of Comrades participants running in Brooks has tripled Overall, the brand visibility is growing and they see more and more runners wearing Brooks. Their estimated market share in South Africa is now 5% of the technical running market, and 5-30% market share of SRA (Speciality Running Account) business, depending on the SRA, says Chowles. They are stocked by 90% of SRA’s in South Africa.

“It’s because of the speciality running stores that Brooks SA has managed to be where we are today,” says Chowles, adding that Sportsmans Warehouse was committed to the brand right from the start and has partnered with Brooks SA on several events.

Product returns comprise less than 1% of their sales of footwear and apparel in South Africa, he says.

Apparel is about 10-15% of the Brooks business, and they want to grow that, says Luermann. “We want to work on our brand awareness and apparel is the gateway to get more brand awareness, and get more people into our gear.” This, however, causes seasonal challenges, because when it is spring in Europe it is autumn in South Africa, for example.

Globally, one of Brooks’ main strengths is the good service they provide — as a regular annual survey amongst US and European consumers attests. Brooks is always ranked #1 or #2 amongst the brands rated for service delivery, etc. “Other companies might have more marketing dollars, but we want to be better in service,” says Luermann Internationally, Brooks has also invested in ensuring their retail partners’ future by taking a business decision not to supply online stores that heavily discount products from the start. Instead, they enter into a signed agreement with their selected retail partners, essentially creating a club of retail partners with the same aims.

Due to the smaller South African consumer market for premium product, their objective is to get all retailers to buy into their core five models, namely the neutral Glycerin and Ghost, the Adrenaline GTS for support, Ravenna for guidance and the trail shoe Cascadia.

This is their evergreen range, of which they always have stock, says Chowles.

Sales of the Ravenna is one of the fastest growing in the Brooks range, both in South Africa and internationally.

In South Africa, there is a lot of focus on the Cushion me experience quadrant, says Michelle Chowles, who attributes this to the strong local focus on the Two Oceans and Comrades marathons. “PureFlow and PureGrit, which fall in the Connect me quadrant, are also being adopted well by retailers as an extension to our core range.”

Sport news

Sport :: p35

Running makes you creative

Non-athletes boost sports nutrition sales

RUNNING MAKES their day better, said nearly all the runners (97%) who responded to the fourth annual Brooks Global Run Happy survey, which was conducted in celebration of Global Running Day on 1 June.

Running not only gives runners sculpted legs and a healthy heart, but the miles offer a blank canvas for new and creative ideas, said more than half (57%) of respondents, who find they come up with their most creative ideas while running compared to in the shower (18%) or car (13%).

Although friends and family play a small role in inspiring respondents to start running (for 17% and 15% of respondents respectively), the majority of respondents (55%) indicated that they themselves were their own inspiration.

The survey also revealed that 35% of respondents see run selfies as a must — whether before, during, or after — and that 59% share their runs on social media. Facebook is the most popular platform for more than a third (40%).

The greatest concern for most respondents (33%) is a lack of support from their sports bra. Such is the concern, that when women

NON-ATHLETES BUYING products that were previously intended for athletes and body builders has grown the global sports nutrition market to $28-m in 2015, reports Research and Markets in its report Global Sports Nutrition Market Size, Share, Development, Growth and Demand Forecast to 2022. This trend is expected to continue and to increase the sports nutrition market by 8.4% by 2022.

The report shows that increased health- and body-consciousness among consumers promote the use of nutritional supplements.

Urbanisation, new product development, and the growth in the number of sales outlets, fitness centres, gyms and health clubs, have also contributed to the growth of the sports nutrition market.

Globally there has been an increase in people attending health

do find the correct fit, 49% of the global female respondents and 65% of the Americans will rather wear the sports bra than a regular one. Germans, however, are on the other side of the spectrum, with 63% saying they will stick with a regular bra.

In fact, nearly half (48%) of global female respondents indicated that they would, or have considered to, run in just their sports bra.

Chapped lips is the second greatest concern among respondents (22%).

The survey was conducted during January and February using a random online sample of 7 012 consumers from Canada, France, Germany, Italy, Spain, UK and US who are older than 18 years and run more than twice a week for exercise.

Gimtrac products in top events Gimtrac has introduced a new range of custom-made leotards for dance and gymnastics to their clothing offering.

The company has been supplying a wide range of equipment, manufactured in accordance with the international specifications to be used in top international events, for the past 20 years. Some of these events include FIFA World Cups, All African Championships, etc. The sporting codes that they make equipment for at this high level include gymnastics, soccer, handball, basketball, athletics, hockey, badminton and volleyball. Products include mats, goals, posts, electronic timing equipment, clothing, etc.

Does cycling help those with ADHD? SPECIALIZED BICYCLES has partnered with Stanford University to further research the positive impact cycling has on children with Attention-Deficit Hyperactivity Disorder (ADHD).

They will use collected research to better understand the effects of exercise on brain function and cognition in children with this disorder.

Specialized founder Mike Sinyard had ADHD as a child, and found that cycling helped improve his mood and concentration levels.

2016 July :: Sports Trader

clubs and fitness centres as a result of growing health awareness and the changing demographic in countries, where the proportion of young people has increased.

This change has also resulted in some manufacturers focusing on reinventing the sports nutrition category and including health, wellness and overall fitness aspects to attract this demographic.

The category is winning consumer trust and overcoming negative perceptions that they contain substances like anabolic steroids, stimulants and prohormones.

The market is steadily starting to develop more products in the form of powders, tablets, bars, ready-to-drink (RTD) beverages and gels, aimed at enhancing physical endurance, boosting muscle growth and body mass, or increasing recovery after exercise for mainstream customers.

Photo: Reg Caldecott.

p36 :: Sport

Caster Semenya showed she is back on track (literally) when she won the women’s 800m in 1min 58.26s at the Diamond League meeting in Doha. She has been suffering from injuries after winning silver in London in 2012.

Tuks student, 22-year-old Akani Simbine, will be in illustrious company

when he competes in the 100m and 200m sprints. Apart from the Jamaicans Usain Bolt and Yohan Blake, he’ll face Frenchman Jimmy Vicaut who recently ran the distance in 9.86s. Akani, who is the South African 100m record holder with a time of 9.96s, is sponsored by adidas global.

Cameron van den Burgh will face stiff competition from Britain’s Adam Peaty when he defends his 100m breaststroke gold medal. Last year Peaty broke Van den Burgh’s world record of 58.46s with a time of 57.92s.

All eyes will be on Chad le Clos with high hopes that he will repeat his incredible

performance of the 2012 Olympics in London when he won gold in the 200m butterfly in 1min 52.96s, beating the two-time defending Olympic champion and world record holder, Michael Phelps, by 0.05 seconds. He is currently the Commonwealth record holder in the 50m and 100m butterfly.

Who and what to watch at the Olympics

Which South African athletes have a chance of a podium place and can brands tweet and post about their performances? We give some pointers on what to expect from Team SA and what you may, or not, tell others about product or athlete performances

O

n 5 August South Africa’s Olympic squad of about 230 athletes and officials will walk onto the track in Rio during the opening ceremony of the 2016 Rio Olympic Games … again dressed in a Chinese brand without any representation in South Africa.

Despite the R31.5-m deal Erke signed before the London Olympics to be the official clothing supplier for South African national teams until 2017, this Chinese brand is no longer listed as an Olympic partner on the SASCOC website … but newbie 361 Degrees is.

Described as the 2nd largest sports brand in China, this young brand began expanding internationally in 2013 with a running, training, trail and lifestyle shoes, as well as a sports clothing collection. Its first global expansion was to the US and Brazil and recently they entered some European markets. But they do not have a distributor in South Africa.

Any products supplied by 361 Degrees to our Olympic team will therefore have to be sourced directly from China.

Sports Trader :: 2016 July

We asked SASCOC about the extent of the contract with 361 Degrees and the status of their contract with Erke, as well as whether South African-based brands were given the opportunity to bid for the technical supplier contract. We failed to get a response before we went to print.

South Africa’s athletes will be entering the stadium alongside teams like hosts Brazil, dressed by Nike, who is also the official clothing sponsor of the event. The huge contingents from the US and China will also enter the stadium in Nike technical clothing, as well as smaller teams from Estonia, Kenya and Canada.

The German team’s clothing was introduced by adidas with a stylish fashion show in Düsseldorf, where top model Lena Gercke joined some of the athletes on stage. The 75-part range will be sold in adidas stores after the Olympics.

Designer Stella McCartney will be the creative director behind the range adidas is supplying to Team Great Britain. Apart from the

innovative technical apparel, she will also supply a supporters’ range.

The Jamaicans will be dressed by PUMA — including superstar Usain Bolt, who recently renewed his contract with the brand — as will the Cuban athletes.

While athletes have to participate in the clothing supplied by their federation’s official partner, shoes are considered to be part of their equipment. They are therefore allowed to participate in a shoe brand of their own choice. The same rule applies to the racing suits worn by swimmers.

Balls that will be seen The international federations governing the different sporting codes select the balls used in their codes’ matches.

The official FIFA soccer match ball is the Errejota from adidas, launched at the end of last year, which is a re-design of the symmetric sixpaneled Brazuca ball they developed for the 2014 FIFA World Cup, also held in Brazil. The 3D surface further helps to deliver To p39

p38 :: Sport

Rules on ads during the Games The IOC is very strict about using athletes for promotional purposes during a blackout period around the Olympics.

Even a tweet from a brand could cause trouble, reports CHILTON MELLEM

T

he International Olympic Committee (IOC) is very protective of their sponsors, or as they call them partners, because the millions they pay for the right to associate their brand name with the Olympics pay the officials’ salaries and cover their contribution to hosting the Games. The budget for the Rio 2016 Games was, for example, $7-bn, which had to be privately sourced from their sponsors. The IOC and Rio organizing committee therefore have very strict rules about advertising around the Olympics.

The IOC also don’t like the sug-

gestion that using certain brands/ products might give an athlete an advantage, and have compiled guidelines for using athletes in advertising referencing the Olympic Games, known as Rule 40. The guidelines on the use of athlete images in the blackout period from 27 July to 24 August, which is 9 days before the start of the Rio Olympics until 3 days after the closing ceremony, have been published by the World Federation Sporting Goods Industry (WFSGI).

Rule 40 is in addition to the other ambush marketing rules that prohibit a brand from creating the impression that they are associated with the Olympics in some

way. It specifies that during this “But, if they do a specific conperiod no images of participating gratulatory message targeting the athletes may be used in any mar- German market, in German, that keting material, which includes would be a problem.”

They do, however, recommend social media posts, congratulatory messages, press releases or that a national committee sponas part of a generic advertising sor rather congratulate the team than an individual athlete. For campaign.

It is therefore important to be example, New Balance should careful in the wording of any ad- rather congratulate the Irish vertising during the period. Words team, which they sponsor, rather than a specific such as gold or Rio athlete. might seem uninEven when reEven family volved, but will tweeting from a members of an still be assessed for their context newspaper, make athlete have by the IOC. sure that the con- to be cautious Even when trytext is for editorial when sending messages. ing to retweet purposes and not A key point to from a newspafor commercial gain keep in mind in per, one should a congratulamake sure that tory message is the context is for editorial purposes and not for to keep it factual. Even Athletes commercial gain. Failure to do so have to adhere to the IOC guidemay contract a reaction from the lines.

When launching a campaign, it IOC or local Olympic committee.

An athlete may mention a brand is important to be clear whether that is his uniform supplier, but he the campaign is national or Interwould not be permitted to make national. Advertisers would have any suggestion that would seem to consult the NOC if it is a nathat he associates a product with tional campaign and the IOC if it is an international one. For examhis performance in the Olympics.

This relates to social media as ple, an advert featuring a South well. If an athlete posts some- African athlete will have to be thing on social media that may submitted to NOCSA for approval.

It is also best to cover all basbe interpreted as advertising, he may be called by his Chef de Mis- es by checking with the IOC or sion for a disciplinary hearing. An the national committee when it athlete may post a picture of him- comes to product launches. When self wearing a brand, but he may submitting a generic product, it is best to state so. not promote it with a caption.

Always remember to substantiSharing a post on social media has to follow the IOC social and ate this by informing the IOC that the commercial would have been digital media guidelines as well.

If a brand would like to send a made, even if the Games had not congratulatory message, it would been on. When submitting a comhave to be careful not to infringe mercial provide as much informaon the rights of the national team tion as possible for the IOC to assponsor. For example, because sess if it is infringing their rights.

PUMA sponsors the Jamaican Keep in mind, the closer to the team and if they congratulate Us- Games an advert or campaign is ain Bolt on social media or their flighted, the harder it becomes to website, “no one is going to run prove that it is unrelated to the after PUMA,” says the WFSGI. Olympics.

Sport :: p39 Spar ladies 10km and SA 5 000m champion Irvette van Zyl and her husband LJ, SA 400m hurdles champion, will be the third married couple to represent South Africa at the Olympics. They were engaged when they both competed in the 2012 London Olympics, where Irvette ran in the marathon. LJ also competed in Beijing, where he came 5th. He is currently in good form and in Ostrava he won in 48:67s — which is also his best time in five years. Photo Reg Caldecott for hpc/Tuks.

Olympics

PUMA ambassador and Duathlon World Champion Richard Murray says one of his personal strengths is that he can just keep going. “Setbacks don’t get me down,” he says.

He trains in the Faas 500 and races in Speed 300S Disc.

Photo: Reg Caldecott.

from p36

Carina Horn (Tuks/HPC) improved her season’s best time when she won the 100m in 11:18s at the Liese Prokop Memorial in St. Pölten, Austria. It was the first time for the season that she had a time of less than 11:20s. At the first ASA Night Series meeting at Pilditch she won in 11:23s.

Wayde van Niekerk is almost a medal certainty in Rio. Although he is the first man ever to beat the 10-, 20- and 44-second marks in the 100m, 200m and 400m events, Van Niekerk says he will only focus on the 400m in the Olympics. He wants to repeat the gold medal performance he gave in the 2015 World Championships in Beijing.

His 9.98s win in the 100m in Bloemfontein earlier this year even elicited an admiring tweet from Michael Johnson, the 400m world record holder whose long standing 200m record was broken by Usain Bolt in 2008.

HPC athlete Lebogang Shange is leading on points in the IAAF Race Walking Challenge series, a first for South African athletics. He came second in a time of 1:21: 23 at the 20km IAAF Race Walking event in Rio Maior, Portugal and third at the Circuito Internacional de Marcha in Mexico.

The possibility of a couple of medals from SA rowing teams is very much alive.

Ursula Grobler and Kirsten McCann (Tuks/HPC) won silver in the women’s lightweight double sculls at the recent World Cup Regatta in Lucerne, Switzerland.

James Thompson and John Smith finished third in the final of the men’s lightweight double sculls in the same event. South Africa’s Shaun Keeling and Lawrence Brittain as well as women’s pair Kate Christowitch and Lee-Ann Persse narrowly missed out on medals by coming 4th in their respective finals.

cont.

aerodynamic movement and a better grip.

Mikasa supplies the balls that will be used in Olympic volleyball matches — beach and indoor — as well as the water polo ball.

The Mikasa MVA200 in blue and yellow has been the official competition ball for all international volleyball matches since Beijing 2008. Mikasa asked some of the world’s best volleyball players to give input when they developed the ball that will be used in Rio. The embossed double dimple cover and eight panels offer a more stable flight, and it has improved adhesion and visibility. The softer ball is not so elastic as older models, which ensures more effective defensive play.

The FINA approved Mikasa W6000W had been the official water polo ball of the 2012 London Olympics as well as all the most important FINA international competitions for men.

The colour combination — yellow, blue and pink — makes the ball very visible to the audience.

It has a top quality rubber cover with a professionally buffed surface and a nylon wound with double laminated butyl bladder.

Socialising games want to go Olympic

p40 :: Sport

We may consider table tennis, darts, snooker and billiards as recreational games, but in many other countries they are considered serious sporting codes, competing in the Olympics, or with serious Olympic aspirations, reports CARIN HARDISTY

G

lobally, table tennis is a serious Olympic Sport and professional darts and snooker players earn more than a decent living from playing the sports.

In South Africa, however, sporting codes like table tennis, darts and cue sports are wellknown, and supported, as socialising games.

Played in bars, social clubs, at home, etc. the games attract attention from young and old and provide entertainment among friends.

To what extent has the social aspect taken South African attention away from the competitive side of these sports? Almost completely, say local suppliers.

In his experience, a lot of table tennis products are bought for social use rather than for competitive use, says Steve Gallienne of Brand ID, local distributor of Dunlop table tennis.

“Most consumers buy these products for social and recreational purposes,” agrees Glenda Babaya of Day Motion, manufacturer of pool, table tennis and darts equipment. “All these products are often found in pubs, hotels, homes and other recreational environments.”

It is generally accepted that sports-mad South Africans pride themselves on knowing the important players in sports. Do they at least know who the top players are in table tennis, darts, and snooker or billiards?

The average South African consumer has no clue who the top players are, says Babaya.

“Only the real fanatics would be in touch with

Sports Trader :: 2016 July

To water down darts as an Olympic sport with strict regulations, would destroy the whole infrastructure of the game. There is more entertainment in darts than perhaps any other sport out there. It is quite unique. what is happening at this level of competition.”

“In South Africa, the top players don’t make a difference to sales — neither consumers nor retailers associate the players with the brands.

Especially since darts isn’t shown here on TV,” says Nigel Prout of Opal Sports, local distributor of Unicorn Darts and PowerGlide cues.

In England, the players are big names due to the television exposure, he explains. “There, everyone also knows which brand sponsors the dart board, because the camera zooms in on the brand name when showing where the dart landed.”

As a result, local buying decisions for these recreational sports are influenced more by what the consumer wants from a utility point of view, adds Babaya. The quality of the product and finishes play a big role.

Locally darts are sold more on price than anything else, adds Prout.

Olympic codes Among these sporting codes, table tennis is probably the one that’s regarded by most South Africans as a sport. It is certainly considered more of a sport for schools these days than, for example, snooker, says Gallienne.

The South African Table Tennis Board (SATTB) is a member of SASCOC and runs competitive leagues countrywide. Several South African teams have been selected to compete in the Commonwealth Games, various regional international competitions and even the Olympic Games over the years … but alas, without achieving much success.

Played at the Olympic Games since the 1988 Seoul Games, table tennis globally has benefited tremendously from television coverage.

In 2004, table tennis attracted the 5th highest worldwide television viewing audiences during the Athens Olympic Games.

This could be due to the sport’s popularity amongst millions of Chinese viewers. Their players have dominated the sport at Olympic, as well as World Championship and World Cup, level since the 1960’s. The current Olympic gold medal holders are China’s Zhang Jike and Li Xiaoxia and they expect to have at least one contender on the table tennis medal podium at every Olympics.

But, there are also professional table tennis players in other South East Asian countries and Europe.

To p42 The competitive side of the

p42 :: Sport

Socialising games cont. from p40 sport is governed by the International Table Tennis Federation (ITTF), with 220 members — considerably more than the international rugby and cricket federations!

There had been support for table tennis to be added to the official Olympic sport list long before is was accepted in 1988. The ITTF’s minutes show that interest was expressed as early as 1931. Interestingly, however, ITTF President Ivor Montagu strongly opposed this move in 1946, because he believed that the Olympic Games should be restricted to individual athletes competing against each other.

“Second, I think sports that do not have their own world title competitions need the Olympic Games,” he said. “We, and similarly lawn tennis with the Davis Cup, do not need the Olympics. For us they are a duplication.

He was also concerned that their application would be unsuccessful. “If we were refused it would be a rebuff and a humiliation to the game.” The Koreans were, however, happy to accept table tennis at their Olympic Games.

Table tennis isn’t the only social sport/game that has shown interest in being included in the Olympic Games.

Billiards and snooker miss out The World Professional Billiards and Snooker Association made a bid to be included in the

2020 Tokyo Olympics, but missed out from being included on the short list — to surfing, among others! The association is not lying down, however, and will bid again — this time targeting the 2024 event, whose host still has to be announced.

“We know we are a strong sport, we will come bouncing back. We think we deserve our chance,” Jason Ferguson, World Professional Billiards and Snooker Association chairman, told BBC Sport.

“Like any athlete, we will dust ourselves down, regroup and start again. We understand what we need to do and will be a lot stronger next time,” he said. “We know there are some areas we need to work on — our (lack of) female participation was probably one of the reasons we lost out.

“We are already accepted in the 2017 World Games in Wroclaw, Poland. The IOC will be there and will be judging the sports that will go through to 2024. That is a golden opportunity for us to showcase what we’re made of.”

With eight out of the current top ten ranked snooker players in the world from the UK, it is no rocket science to predict who’ll dominate the medal table. That is, if the high earning top snooker players don’t go the golfer route and decide to compete in their own major tournaments, rather than in the Olympics.

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Darts is also trying to make an entry into the Games, with former Team GB director of elite sport, Sir Clive Woodward, joining calls for darts’ claim to be awarded Olympic status.

Despite the support, darts won’t be able to become an Olympic sport before 2024 at the earliest, the IOC had told the Daily Mail newspaper in 2011. This is because the sport was, and is not yet, recognised by the IOC. “I think we’ve got every chance of being an Olympic sport and, if they did put us in, I know they’d sell a lot of tickets and the atmosphere would be fantastic,” Phil Taylor, one of darts’ greats, told the newspaper at the time.

Last year, the IDF (International Darts Federation) met with the IOC to discuss possible recognition, and agreed that IOC observers would attend one of the next big darts world championships to decide if it will qualify as a possible Olympic sport.

Not everybody is happy about this prospect, though. “I can’t see the IOC ever joining forces with a crowd of people having a great night and a few beers. It just doesn’t seem to fit,” says Barry Hearn, chairman of the Professional Darts Corporation (PDC). Their televised community tournaments attract a wide audience.

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• Ultra-slim segmentation system — 30% thinner than conventional round wire boards • Increased target area, especially in Doubles and Trebles • Completely staple-free construction BRISTLE

Darts make Olympic bid

STRIKER

BRISTLE

The industry-leading dartboard, seen by millions of viewers on TV. The only dartboard used by the Professional Darts Corporation in all their tournaments.

DB180

With annual earnings of £678 124 (R1.5-m) from snooker, a player like top ranked Mark Selby might not want to play in a tournament where his only payment might be a medal.

XL

PAPER

• Full size double sided playing surface • Complete with 2 sets of darts • Top quality coiled paper dartboard

Opal Sports is the exclusive Unicorn distributor in South Africa Tel: 011 695 9640 Email: anne@opalsport.com

Sport :: p43

Unicorn commits to developing youth

Black butt & shaft, 8-ball-on-fire decal & rubberised wrap.

Fire Ball

Black butt & shaft, 8-ball-on-fire decal & rubberised wrap.

Fire Ball II

Enhanced grain Ash shaft, with decorative red, orange & yellow decal.

Dynamite

Black shaft, Samurai decal & rubberised wrap on butt.

Slickstick

Brown painted butt, black & brown linen wrap.

Rogue Original

Black 4-point butt, hardwood butt & natural hardwood shaft.

Target Cosmic

Matt metallic blue butt with silver metallic splice decal.

Vibe

Composite effect fibreglass. Resistant to atmospheric conditions & protected against dents, the elements & warping.

Distributed by Opal Sports Tel: 011 695 9640 Email: anne@opalsport.com

Silver 4-point butt design, hardwood butt & black painted hardwood shaft.

Hardwood butt & shaft painted red with white sportstyle stripe decal the length of the butt.

UNICORN DARTS recently signed a new five-year contract with the Professional Darts Corporation (PDC) to continue to be the official dartboard supplier in all PDC competitions. The brand has a solid history with PDC and its events, stretching back almost 20 years.

The renewed contract between Unicorn Darts and PDC sees the dart brand continue to sponsor PDC's second-tier Challenge Tour, the Development Tour (players aged 16-23) and the World Youth Championship (the final of which is shown live on TV).

“We’ve always been very keen investors in the future of our sport,” says Unicorn Darts MD Edward Lowy in a statement. “We’ve always been about giving people opportunities, and now going forward we’re looking to launch a Unicorn investment to help younger players to get on the tour.”

Through its Next Generation player search, the brand will sponsor three players between the ages of 16 and 23 to take part in the 2017 PDC Qualifying School and will support them on the circuit during next year.

They are also very excited about the new Eclipse HD dart board they introduced with some key new features. “Unicorn Darts’ new HD2 dartboard features ground-breaking technology and sets a new standard for dartboards — in terms of look, performance, and quality,” says the brand. “Using the finest Grade A sisal, the dartboard also features the new Spider2 radial wires and Super Thin Bullseye that provide for a seamless playing surface, improved playing areas around the bullseye, and the most visually-stunning dartboard ever.”

With no radial intrusions around the edge, and a new bullseye with thinner metal means that they are freeing up quite a significant bit of the bullseye, says Lowy. “We’re now using an invisible number ring and clear, rotatable numbers — even in different colours if customers want them!” This will allow the players just to focus on what they are so good at doing, which is scoring, he adds.

The HD2 board was used for the first time in a competition environment during the Betway World Cup of Darts in June 2016.

Power

Mizano

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Chequered flag on blue with black/blue linen wrap.

Senator

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Cirrus

Grain Ash shaft.

4-point butt design.

Thuya Burr & blue decal.

Aero

Machine spliced Rosewood butt with Rosewood front splice & maple inlay.

Enhanced grain ash shaft, 4-point butt design, with red & white elliptical decals.

White fibreglass. Resists atmospheric conditions.

Protected against dents, the elements & warping.

“To water down darts as an Olympic sport with strict regulations would destroy the whole infrastructure of the game that we have built up. There is more entertainment wrapped into darts than perhaps any other sport out there. It is quite unique.

“Everyone says to me when they come, I’ve always wanted to go to the darts. The moment they come (to enjoy a PDC match in a community hall), they’re hooked and they come back again. And, while you can continue that, you’re in good shape. One of darts’ big secrets is that it is working-class sport performed by world-class performers.”

The fun, razzmatazz and possibility of high earnings that came to be associated with the PDC also resulted in the formation of the SA Pro Darts Organisation in 2008. This was after league players were sanctioned by the amateur darts federation, Darts South Africa (DSA), for taking part in the first South African PDC tournament that was staged in Montecasino, Johannesburg, in 2007.

Top world darts stars like John Lowe, Phil Taylor, Eric Bristow, etc. played exhibition matches and South Africans competed for prize money worth thousands of Rands — and the chance to compete in England for even more money.

Several of our top darts players therefore passed on the chance to represent South Africa (without compensation) as part of Darts SA, and turned pro.

p44 :: Outdoor

Tim Leatherman talks multi-tools

Tim Leatherman (centre), before signing tools in Cape Town. Left is local distributor Bruce Woodroffe and International Sales Manager Stuart Theobold, is on the right

During a recent visit to Cape Town Tim Leatherman talked about his favourite multi-tools, which of the Leatherman tools retailers should stock and why the 25-year warranty is a profit centre

T

im Leatherman takes out the Charge TTi tool he has been carrying in his pocket for the past eight years. “I suppose the owner of the company has a license to carry the deluxe version of the Wave,” he says with a self-depreciating smile.

All the most requested tools in the Charge, with slight upgrades which sets it apart from their most popular tool, the Wave, is one of the few luxury trappings Leatherman enjoys. He has a gentle, measured way of talking and in his casual shirt and pants he looks much more like the young mechanical engineer who 40 years ago began designing a tool that would eventually bear his name, than the owner of a company earning about $100-m revenue a year.

Although he officially retired as president of the Leatherman Tool Group Inc. he and college friend Steve Berliner had registered in 1983, he is still a part-time employee who happens to chair the board and own the company.

Part of his employment duties include travelling to some of the 70 countries where Leatherman is now sold. He agreed to an interview while preparing to face the many Leatherman owners who would flock to the Cape Union Mart store to turn their tools into collectors’

Sports Trader :: 2016 July

items with his signature.

The Leatherman team has just been to the Nampo Show where he signed about a thousand tools for about ten hours per day over four days. As customers have come to expect, they also repaired damaged tools, many of them from use beyond their capabilities.

South Africans are the hardest on tools of all the users world-wide, confided Stuart Theobald, Leatherman’s International Sales Manager from the UK, who joined his chairman on his fourth South African visit. This is probably because South African farmers take the American saying seriously that you can fix anything with a Leatherman and duct tape and use their tools for everything, including cutting bloudraad.

“A man came up to me with a Skeletool and said this tool saved me a fortune,” Leatherman recounts an experience at Nampo, where they repaired the wire-cutter on this particular farmer’s tool. “He said I have a game farm and had a valuable sable caught in a snare. It would have died if I couldn’t cut it free. He freed the animal, but used the tool beyond its capabilities.”

While many companies might consider a 25-year warranty a cost centre, Leatherman

considers it a profit centre that “really assures you a customer for life. There is a saying that if you have an unpleasant experience, you’ll tell 25 people. If you have a pleasant experience, you’ll tell seven.”

The vast majority of tools are sent to their service centres not because of poor workmanship or because there is a problem with the tool, but because it has been used beyond its capabilities, he stresses. “We never charge anybody for fixing a tool and they just can’t believe that a company would actually honour their warranty. So they tell seven other people about the good outcome.”

Apart from the fact that the tools have been manufactured to last 25 years, when a customer is happy with a tool he bought, he will want to buy an updated version that is even better than the previous tool, he says.

This is probably why the brand is so popular in South Africa, their fifth biggest market after the US, Germany, Australia, UK, and France, confides Theobald.

Since the first Pocket Survival Tool (PST) was brought to the market in 1983, suggestions from customers who “told us this tool is 98% perfect — just add this little thing and it would be 100% perfect”, resulted in a plethora of tool designs

Outdoor :: p45 that should appeal to customers fore logical to design a tool aimed from all walks of life. These in- at women, he explains. It is also clude hunters (the MUT), women often bought as a gift for their (Micra), children (Leap) or skate- wives by husbands who feel guilty boarders (Jam). And of course, no about spending a lot of money on store should be without the Wave, their purchases. advises Leatherman, because The Rebar is another of his “everybody loves a Wave”. personal favourites, which he In fact, it was Leatherman’s sometimes carries instead of the willingness to accept advice from Charge TTi, when he feels like others that enabled him and his a smaller tool. “I like it so well partner Steve Berliner to make because it reminds me of the a marketable tool. The patent original PST design, with more granted in December 1980 for the updated features and designs.”

Mr Crunch plier tool looked consid- He also wears the innovative Tread erably different — and much more on his wrist. complex — than the PST, which The Rebar was also successfully eventually exceeded their sales combined in a gift box with a Led expectations more than seven-fold Lenser torch after Leatherman within the first year. They were acquired this German lighting hoping to sell 4 000 tools per mail manufacturer. order, but sold 30 000. Nowadays Like any successful invention, they sell about 2-m tools per year. Leatherman had to contend with Mr Crunch was like a wish list of cheap copies from the East. “The everything the young Leatherman price was a tenth of ours, but the would have needed to fix the $300 quality a 20th,” he says.

Fiat and fixtures in the cheap hoThey initially prosecuted the tels he and his wife stayed in dur- American importers of the knocking their much-documented Euro- off products, but eventually depean trip in the cided that the mid-1970’s. He cheap copWe never charge started designies were of ing a portable such inferior anybody for fixing tool that can fix quality that a tool and they just everything in his disgusted cuscan’t believe that a garage after the tomers would company would acLeathermans’ actually be tually honour their return to Portmore likely to land, Oregon, in go and buy a warranty. So they tell 1976. But, “it proper Leathother people about took eight years erman tool the good outcome before the idea that could do was accepted,” the required he explains. job once they It was only after they followed discarded the copy. advice to simplify the design and While the tool designs are condiscard many of the tools and fea- stantly updated, one thing that tures in Mr Crunch — which halved has stayed the same is their the production costs — that they pledge to provide employment to could interest customers in buy- the people of Oregon by manuing a PST and started their own facturing the tools at home. They company to produce them. Before do, however, have some features that, knife companies said they manufactured elsewhere — for were not interested in making example, some tweezers are tools, while tool manufacturers made in Switzerland and corksaid they didn’t make gadgets. screws come from France.

A mere 27 years later, in 2010, They also acquired the PocketTime magazine listed the Leath- ToolX company in 2013 and subseerman tool among the 100 most quently produced various simpler influential gadgets of the previous tools aimed at action sport enthucentury. siasts like surfers, skateboarders, While the Wave has been their snowboarders and even archers. most popular tool, Leatherman While they from time to time says the compact Micra, also make other products, like knives available in pink, has been the — even garden shears! — none subest selling product in the his- perceded the popularity of their tory of their company. Although multi-tools, which has been the most tools land up in the hands Leatherman Tool Company’s main of men, they are often bought as business for more than thirty gifts by women, and it was there- years.

2016 July :: Sports Trader

p46 :: Outdoor

The story of tools that do everything There are nowadays more than hundred multi-tools with a wide selection of implements for various activities on the market. But, contrary to popular belief, this product category wasn’t invented in the 1980’s ... the concept was in use at least nearly a century earlier

I

t is commonly assumed that multi-tools entered the market around the 1980’s and that Tim Leatherman was the inventor. But, that version of history depends on how one identifies a multi-tool.

It is certainly true that Leatherman’s first patented design for the Mr Crunch multi-purpose tool was so unique that he battled eight years for it to be accepted by the market – and then only after it was considerably simplified into the Pocket Survival Tool (PST) (see previous pages).

It is also well-known that knife companies weren’t interested in the concept because they labelled it a tool, and tool companies said it was a gadget that wouldn’t sell.

So, yes, Tim Leatherman certainly brought something unique to the market.

But, it was by far not the first knife with tools attached — the famous Swiss Army Knife, a compact pocket knife with tools like

Sports Trader :: 2016 July

Victorinox was slower to come to market with a multi-tool because the owner, Charles Elsener, did not want to introduce a tool that might be unsafe and would require constant updates a screwdriver, bottle opener, can opener, wire stripper, etc. folding into the handle, dates from the 19th century. Over the years, various handy tools were added to this pocket knife, like tweezers, toothpicks, nail files, pliers, etc. so that some of them have as many implements as a large multi-tool.

Victorinox got the contract to manufacture these multi-purpose knives for the Swiss army in 1891, and two years later split the contract

with a Swiss cutlery manufacturer that later became known as Wenger. Both these companies had the right to manufacture these knives for the army until 2013 when Wenger, which was bought by Victorinox in 2005, ceased producing knives under the Wenger name.

Swiss army knife had become a world-wide generic name for a pocket knife-tool combination after World War II when American soldiers, who could not pronounce the official name Offiziersmesser, coined the name.

The multi-tool introduced by Leatherman in the 1980’s was much bigger and sturdier than the Swiss Army knife, says local Victorinox distributor Stan Gordon of Cutlery Distributing Group. “Multi-tools, for example, have a much heavier-duty plier head than the one featured on the Swiss Army knife.”

Ironically, several multi-tool models have come full circle and are now available as pocket tools the same size as the Swiss Army

Outdoor :: p47 knife — and some are even small enough to be carried on key chains.

In 1997 Victorinox announced that they would also be entering the multi-tool market. The following year they introduced the Swiss-Tool, which is still highly regarded today (as indicated by all online reviewers we consulted).

The reason why Victorinox took their time to come to market with a multi-tool was because the owner, Carl Elsener, did not want to introduce a tool that might be unsafe and would require constant updates, explains Gordon.

The company was named after his greatgrandmother Victoria and Elsener was careful to protect their famous and respected brand name. He would not produce a product that was not of the highest standards and had an unique design, adds Gordon.

“Victorinox pioneered a locking mechanism that is easy and safe to operate,” he continues. “All implements opened to the outside of the handle, making the tool more comfortable and safe to use under heavy working conditions. It is only necessary to open the tool when one wants to use the pliers. They also pioneered round smooth edges on the handles.”

All the implements were made of top quality stainless steel and mirror polished, so that one item could be opened smoothly and on its own, which was also a unique feature at the time, says Gordon.

The next version of the SwissTool, introduced some years later, was the more ergonomic and

lighter Spirit, which “is not as heavy duty as the original, but is still exceptionally robust,” according to Gordon.

Victorinox offers a lifetime guarantee against defects in material and workmanship on all their products. “The slogan companion for life is something appreciated by millions of satisfied clients around the world, who recognise the ingenuity and craftsmanship of Victorinox products,”says Gordon.

Enter Gerber Like Leatherman, Gerber Legendary Blades come from Portland, Oregon, where they began making handcrafted cutlery sets as gifts in 1939. Today they are one of the biggest knife manufacturers globally and make anything that cuts — knives, axes, handsaws, and since 1991, also multi-tools.

This was after the company became part of Fiskars. All their multi-tools, from the first — now almost legendary — Multiplier, have been produced as part of this Swedish group.

Their design was unique because the pliers slid up and down in the body and their Safe-TLoc system lock each tool in place.

Gerber now supply a very wide selection of multi-tools, from key-chain sized to the robust and highly regarded Diesel, each with various combinations of components.

Their collaboration with the adventurer and TV show host Bear Grylls also resulted in a multi-tool that bears his name.

Tools selected by reviewers Tool name Leatherman Wave

Nr times selected 10

Leatherman Charge

8

Leatherman Skeletool

7

Victorinox SwissTool

7

Gerber Diesel

7

SOG PowerAssist

6

Leatherman Squirt

5

Victorinox SwissTool Spirit

3

Leatherman OHT

2

Leatherman Super Tool

2

Leatherman Surge

2

Leatherman Tread

2

Leatherman Wingman

2

Gerber Bear Grylls

2

Gerber Cable Dawg

2

Gerber Dime

2

Gerber Shard

2

There are currently hundreds of multi-tools on the market from various manufacturers. There are, however, just a few stand out models. We looked at ten internet sites where reviewers discussed what they considered to be ‘the best’ or ‘their favourite’ multitools and counted the tools that were the most often mentioned by these reviewers. The results above show that Leatherman, Victorinox, Gerber and SOG are the most rated manufacturers.

p48 :: Outdoor

Selli n

en

les m

Sports Trader :: 2016 July

credible I will come across, and I also know it helps the customer and ensures he walks out of the store with good advice.

For her, every interaction is a learning curve and she believes that assisting customers with products she is unfamiliar with, gives her a chance to expand her own knowledge and can then use that new information in other interactions with customers.

Charles finds when meeting and greeting clients, she has a natural style and manner. For her approaching customers is not just about making a sale. “I believe in being genuine with customers and actively listening to their needs, and not just selling them a product because it’s a high value item.” Sales people should sell according to customers’ needs and must also be friendly and approachable in the way they come across, which will make customers feel comfortable and feel that they can strike a conversation with them, and from there they are able to give them the knowledge they need or make a sale effectively, she points out.

Product knowledge is a large part of being

sa

“M

y love for technical products and people has made me successful,” says Charles from the Cape Union Mart Canal Walk Adventure Centre. She loves working with, understanding and figuring out technical products and, on the other end of the scale, working with customers and helping them is a rewarding part of her job, she explains.

A good sales person must be passionate, conduct himself in a professional manner and deliver excellent service from beginning to end, says Charles. She is very passionate about delivering excellent service, and employs these traits in her own sales skills and finds it works very well.

Even though sales people should try and develop a relationship with customers, they should not forget that there should be a professional distance as well, she reminds.

You should be in a position to give customers expert knowledge. “For me, the more knowledgeable I am about the products, the more

m top

Selling more... sleeping systems

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Lindsey Charles from the Cape Union g tips f Mart Adventure Centre Canal Walk was nominated as a top salesperson by Gavin Forbes, who is the 17 area manager for Cape Union Mart. “Lindsey’s personality and laugh is infectious. Vibrant, energetic and well-liked by colleagues and customers, we had no alternative but to promote her to product specialist. She is one of Cape Union Mart’s brightest stars, and our stores are a better place to shop when Lindsey’s laugh can be heard.” She started her journey at the company 10 years ago as a casual, but was offered a permanent position within a year, he says. At first Charles worked in the clothing department, but later found that she had a passion for working with precision product like GPS, Go Pro, multi-tools and sleeping bags. She also had a short stint in Cape Union Mart’s learning and development department where she was responsible for training and development programs, but customers are her real passion, he explains.

We’re looking for top salespeople We’re asking successful sales people in the industry for tips on how they clinch that sale in this series on Sales tips from top salespeople. Please nominate yourself, or a staff member, to share your sales philosophy by contacting Trudi du Toit on Tel: 021 461 2544, Fax: 021 461 2549.

Email: trudi@sportstrader.co.za. good at making sales and for her this has been a collection from day one of stepping into the Cape Union Mart store, says Charles.

The store trains staff every morning, which helps broaden staff members’ knowledge base and, in the past, these training sessions have helped her gain a lot of knowledge, says Charles. The store also has very strong relationships with its suppliers and often receives training from them to help brush up on their products.

A good sales person should be self-motivated and ready to learn things as it will enable them to cope in their environment, be passionate and enthusiastic about learning new things, be conscious of their surroundings and people in it, and should be able to accept feedback and change what can be improved, and not be resistant as it can help improve their sales experiences, says Charles.

Listening is a key factor in sales and once a sales person has greeted a customer he needs to engage by asking open-ended questions and listen to his needs before advising on a product.

This helps prevent him from selling the wrong

Outdoor :: p49 product to him. “You don’t want to sell just any sleeping bag, which is not actually ideal for the area or conditions he is going into — if you haven’t listened to the needs the customer has mentioned, this can happen,” she warns.

Knowing the customer’s needs also helps in gauging how long you need to speak to him,

adds Charles. Once you have assessed and advised according to the customer’s needs give him space to look around, but stay within reach in case he needs anything else. “Don’t just let customers wander, because once you have them it’s your opportunity to sell to them and give them the information they need in

oculars, fitness units, knives, etc., she explains.

Charles has always had a natural interest in the outdoors and participated in athletics (running) during her school-going years.

“Cape Union Mart attracted me, because it is very outdoor-related.” She never used to hike much until she joined Cape Union Mart, which has exposed her to more experiences and developed her love for hiking, she says.

Although Kili is still on her bucket list, Charles has participated in a number of store-organised events, which has helped her gain knowledge about a variety of products that she works with in store. A slack packing event like the Donkey Trail, which is a multi-day hike, has helped her learn more about how to pack for hikes of that length, she says. Other Table Mountain and Cederberg trips have also added to her knowledge.

More about Lindsey Charles WHAT STARTED as a short-term casual job in 2006 has become a career for Lindsey Charles from the Cape Union Mart Canal Walk Adventure Centre. Over the last 10 years Charles has held a number of positions at a number of the store’s branches and its head office, including sales, administration, learning and development, and product specialist and facilitator – a role she fulfils in her current position of trainer and senior product specialist.

Charles studied a marketing course for two years while working at Cape Union Mart over weekends and holidays, but found that her real passions drew her back to the store. “I enjoy technical products and working with people,” she says. Although her job requires her to be an all-rounder and specialise in everything, the key area is precision products such as bin-

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order to make an informed decision about what they should buy,” she explains.

Every sales experience should be about making the customer happy and having them leave satisfied and not feeling bombarded or overwhelmed when they leave the store, adds Charles.

Tips for selling sleeping systems

hen selling customers items to sleep in or on you first have to discover their needs, says Lindsey Charles from the Cape Union Mart Canal Walk Adventure Centre. This is achieved by asking relevant, open-ended questions like where will you be going?, where will you use the sleeping system?, what time of the year will you use it?, how long will you be away for?, etc. so that the customer can elaborate, she says. The customer may think a sleeping bag would be best, but you can then use his responses to determine if a mattress, other product, or even both would be more suitable for his needs.

Closed-ended questions can, on the other hand, result in customers not giving enough feedback for the sales person to make a suitable product selection from, which can reduce the likelihood of a sale, she explains.

It is important to consider where the customer is going and the conditions of the environment he is going into because it will affect the type of sleeping system you recommend or whether an additional item like a liner would be needed etc. as it can increase or decrease the warmth ratio or insulation the sleeping system gives off, she explains. “If your cus-

tomer is going to Kili or to Everest, you’re not going to sell him a Hollow Fibre sleeping bag, which is better for camping in summer conditions. You’re going to sell a down sleeping bag because it is your best insulator and will trap heat more efficiently.”

Inflatable mattresses can add warmth and therefore, if conditions are really cold when sleeping outdoors, using one of these as a ground mat will keep the user warm from the bottom up.

The temperature ratings, fillings and the amount of insulation required for the environment he’ll be staying in will determine which sleeping system is best to advise or whether an additional liner or mattress will be required, says Charles.

A liner is a great add-on that adds value to a customer’s purchase as it has a dual purpose: to either add warmth to your sleeping bag or help the user maintain his sleeping bag: because he won’t have to wash his sleeping bag all the time, he can just remove the liner and wash it separately.

Sleeping bag liners are usually used in addition to a sleeping bag and not really on their own, says Charles. They make life simpler for your customer who often does multi-day hikes, for example, and doesn’t always want

to wash the sleeping bag afterwards. Some fillings, like down, require special care and takes long to dry, — having a liner will allow the customer to avoid this and cause less wear on his product. Sales people can also market the liner as an investment to the customer and explain how buying it will add value to his experience and purchase, she says.

Sleeping bags on their own are more suited to an area where there is accommodation and mattresses are provided. They are also useful when hiking for a few days, due to their portability and the fact that they are like beds that can fold away small enough to pack into a hiking bag without adding too much weight or bulk.

When sleeping outdoors or doing more expedition-style trips, however, she would recommend adding either a self-inflating mattress or ground mat that will help keep the heat locked in, or a liner for additional heat.

Self-inflating mattresses are convenient for travel as they are smaller, lighter and more compact than an ordinary mattress. The fact that they inflate themselves in minutes also means less time wasted and the user does not need to overexert himself when setting up camp for the night.

2016 July :: Sports Trader

p50 :: Outdoor

The unassuming backpack has become a must-have accessory reports GERRIE VAN EEDEN

The backpack is the new black

Photos used above and on the next page by Anja Koehler for the OutDoor show, which takes place 13-16 July in Friedrichshafen, Germany.

A

few years ago a school kid carrying a backpack — rather than the standard school suitcases — was viewed as a renegade and a rebel.

These kids spearheaded the backpack trend in the school halls. But it wasn’t in school that the backpack market first boomed … outdoor adventurists, hikers, cyclists and campers had been using backpacks in various shapes and sizes for years already.

The history of the backpack starts in 1938 with a guy named Gerry Cunningham, credited for two of the biggest innovations in the modern-day backpack — the use of a zipper and nylon to make the pack.

Despite being a popular mode of transporting gear for outdoor activities, it took nearly 40 years for this industry to start catching on in other markets. Only in 1975 did it become commonplace for students on campuses all over America to use backpacks to carry their books around. Naturally it took some more time for this backpack use to become com-

Sports Trader :: 2016 July

The demand for fashionable backpacks contribute to as much as 70% of their overall sales. “The sales of non-outdoors and less technical backpacks are more than the ones specifically designed for hiking, for example.” monplace in South African schools.

In the UK, the value of backpack sales has grown every year since 2008, Euromonitor, a market intelligence firm, found in 2013, reports The Guardian. In the US, in the same period, the market grew by 44%. And the trend is showing no signs slowing down.

The youth with their backpacks are inspiring adults to also make use of this handy companion, says Dada Segwe of Bontsho Bosweu Shop.

Nowadays, backpacks of all shapes, sizes and functions are worn by a wide variety of people. You will find a businessman in a suit and tie, commuting to work with a backpack, next to a student in flip-flops, also carrying one.

But do the backpacks we use today serve only a fashion statement, or as a functional piece of gear? And what are people looking for when considering buying one?

Why are backpacks so popular?

We asked retailers for their opinions on why the backpack market has developed to the massive industry it is today. The general consensus is that backpacks’ ease of use and the fact that using one frees your hands, are major factors when determining why the accessory is so popular.

Also, a backpack is designed to be comfortable, and consumers enjoy the many smaller pockets, Warrick Kernes of Action Gear points out.

Internal storage pockets with zips for small things such as money, cellphones, To p52

The best use the best Advertorial :: p51

K

arrimor understands the Backpacking collection importance of having With four levels of customised the correct equipfit, the Karrimor backpacking ment and how relirange for 2016/17 offers load able it needs to be. balancing systems, hip belts, Since the 1950’s Karrimor has harnesses and the Karrimor been supporting the best explorsize-adjustable back system, ers and climbers in the world with allowing for greater comDon Whillans, Dougal Haston and fort to enhance your Chris Bonington all using Karbackpacking exrimor. Today this is continued perience. Whatwith climber Bonita Norris and ever the level of serial adventurer James Crackperformance or nell using Karrimor in some of the budget, KarriMetro 30P in world’s harshest and most testing reflective dark mor provides unenvironments. (above) and rivalled levels of Bonita Norris has used Karrimor Metro 30 in comfort across to help her summit Ama Dablam navy (right). its backpacking Lhotse, and Everest — in 2009 she range. became the youngest British woman to sumBobcat 65 mit Everest. At only 24 years of age Bonita is is new for the one of climbing’s most exciting talents.

2016/17 range Serial sportsman and adventurer James and features the Cracknell has been using Karrimor throughout his hit Discovery Channel show World’s Tough- brand’s windtunnel back system, which keeps the weight close to the back and stable. With est Expeditions. Using Karrimor as he travels in the footsteps of its fixed side pockets, lid pocket and wand some of the world’s pockets, it offers the user an assortment of greatest explor- storage options. Additionally, it features a rain ers, James has cover, pole lood, a fixed lid, bivi closure, a used Karrimor zip that provides access to the base compartto conquer the ment, a zip-out compartment divider with a rapids of the pole slot, and coolmesh — the entire backpack Zambezi, the weighing a total of 1 400g. Bobcat 65 is availjungles of the able in hedge, black or blue.

Amazon, the Day trekking harsh desert environment The Karrimor day trekking range uses of the Ameri- all of Karrimor’s experience to deliver can gold rush comfortable, durable and functional as well as packs in a range of sizes suitable for the shark-in- most active lifestyles.

The Metro 30 and 30P, and U-Bahn fested waters of the South 20 day packs are created with the urPacific. ban jungle in mind, while the Trail 35 Bobcat 65 in hedge Tested to the is designed for the outdoors. All four extremes, Karrimor has are new in the 2016/17 range. proven time and again to be the brand you Both the Metro daypacks feature a can trust and depend on. pole loop, are water resistant, have a Trail 35 in hedge

padded laptop compartment, organizer pocket, separate main compartment and makes use of coolmesh. They also both weigh 520g.

The difference between the two is that with Metro 30 sports a front elastic bungee, which offers external storage space, while Metro 30P doesn’t. There is also a difference in available colours, where Metro 30 is available in navy, black, khaki, or grape, and Metro 30P in dark reflective, hi visability yellow, green, grey or brown.

U-Bahn 20 features a slimming profile design with zip and a stripe almost forming a v-shape in a contrasting colour to the main colour on the day pack. It features a pool loop, is water resistant, has an organiser pocket and a separate main compartment, makes use of coolmesh, and weighs 360g. The pack is available in dragonfly, black, khaki or grape.

Trail 35, the only day pack among these four not to cater for a laptop, instead offers extra storage in the form of fixed side pockets and a lid pocket, convenient access areas such as zip access to the base compartment and a zipout compartment divider, and it also features Karrimor’s windtunnel back system design.

The pack comes with rain cover, a pole loop, is water resistant, has a fixed lid, bivi closure, is made from coolmesh, and weighs 850g. It’s available in hedge or black.

South Africa Locally, Karrimor’s technical backpack range is distributed by Drimac Trading, which also distributes the brand’s activewear and footwear.

Drimac Trading can be contacted on Tel: 011 061 0712 or email: carlyn@ drimac.co.za.

U-Bahn 20 in dragonfly

Since 1946 Karrimor has been a leading figure in the outdoor industry.

At home in the United Kingdom, throughout Europe, and in the rest of the World, Karrimor has pioneered new technologies and been at the forefront of design and innovation.

p52 :: Outdoor

The backpack is the new black cont. from p50

flashdrives, etc. are popular among consumers, agrees an Outdoor Warehouse buyer.

“Also, organisational compartments!,” adds an anonymous respondent.

“Daypacks offer the commuter an alternative to a plastic packet,” says a respondent from Bush & Bundu Traders. “This person is not necessarily an outdoor adventurist, but a person who uses public transport to and from home.”

In fact, 92% of respondents indicated that their customers buy backpacks for non-outdoor use.

Urban packs are popular, adds one anonymous respondent. “Anyone from university students to businessmen look for a pack that can house electronica. Onboard-compatible travel packs are also very popular. And then the bicycle-specific daypacks have a healthy following.”

The convenience of being able to carry dayto-day items to school, varsity and around town is a big factor, says one respondent, who adds that the backpack has also become a fashion statement.

A third of respondents indicated that they sell backpacks that are designed for use as a fashion item, as opposed to for the outdoor, and half of these indicated that fashion backpacks are their top sellers. Some retailers, like Outdoor Warehouse, have found that the demand for fashionable backpacks contribute to as much as 70% of their overall sales. “The sales of non-outdoors and less technical backpacks are more than the ones specifically designed for hiking, for example.”

This is not to say that those packs can’t handle the punch, but the design and look of a pack can sometimes sway a customer to choose one over the other.

Also, keep in mind that the retailers who gave these answers are sport and outdoor retailers — not fashion stores.

Most respondents did say that the purpose of a backpack is to be functional, however there were a few that claim that their customers put the brand of the backpack first before looking at the function. “It’s all about the brand, brand, brand,” says Anton Momberg of Sege Sport.

“Customers are very brand conscious,” agrees an anonymous respondent. “The colour

Sports Trader :: 2016 July

and aesthetic appeal is also important. Features take third place.”

Of course, fashionable products can also be functional.

Functionality plays a major role in the products that most retailers stock. A backpack that looks the part, but cannot carry the load of all the valuable electronica that users lug around, will not be a good investment.

In addition to the functionality, the strength of the fabric and stitching, overall appearance, as well as the price are all features that Bush & Bundu Traders’ customers look at in a backpack.

Another fact to consider is that these days people carry more stuff around than they did 10 or 15 years ago. Laptops, tablets, portable hard drives and cell phones are all things that don’t necessarily fit into pockets or handbags anymore. This is especially true in the city, says an Outdoor Warehouse buyer, where people walk a lot more to shops, gym, etc. and need to carry their personal belongings with them.

Technology is so much part of our everyday lives, that consumers want it with them all the time. Including when using their backpacks – a third of respondents indicated that their customers won’t even ‘consider’ a backpack if it doesn’t feature a dedicated space for a tablet or laptop.

The majority (58%) of respondents, however, indicated that their customers are a bit more forgiving and that this feature is nice to have, but not crucial for them.

“For sport and outdoor activities, a backpack allows you to comfortably carry your gear and water supplies. For everyday use, it serves as a replacement for the laptop case,” explains Kernes.

There is also a rise in the LSM profile of commuters with the cash to purchase higher end daypacks, another respondent points out.

Who buys them?

So schoolkids and students were the pioneers when it came to backpack usage in an urban environment, but according to more than 40% or our respondents, it’s shoppers between the ages of 30 and 50 that today make up the majority of their backpack sales, with backpacks for students and schoolkids a top seller for a

third of respondents.

Only a quarter of respondents indicated that the age group in between, the 20-30 year olds, is their best buyer. This might indicate that those starting out in life with less expendable income, sees a backpack more as a nice to have, than a necessity. Or perhaps those in their 20’s still use their backpacks from when they were students or at school. Either way, only a quarter of respondents indicated that the 20-30 year age group is their top backpack customer.

The school bag, however, is only the top selling type of backpack for a sixth of retailers ... the same percentage as those who indicated that the fashion backpack is their top seller among backpack sales.

Not surprisingly, the majority (58%) indicated that of all their backpack sales, they sell the daypack the most. What with all (100%) of respondents stocking daypacks.

When asked what types of backpacks they stock, half of respondents indicated that they sell school bags, half sell technical backpacks, and a third sell fashion backpacks.

The right bag for the job The fact remains that backpacks, daypacks or any other type of rucksack, are remarkably versatile. There are so many different options: schoolbags, urban packs with sleeves for laptops and tablets, packs for day hikes, and travel-friendly packs aimed at the commuter. “A plethora of alternatives, each with a different design element and even a hint of trendiness,” says one respondent.

According to the website Carryology.com, which takes bags as seriously as the name suggests, there are eight different types of backpack shapes that link between shape and functionality. These can be divided into three categories: outdoor, work and everyday.

• The outdoor shapes include hiking backpacks, snow/ski/surf backpacks and bike backpacks. These are all geared towards a very specific activity, and because of this would hardly suffice for the urban user.

• The work shapes, the office and school packs, have a more square appearance to accommodate books, folders, files, laptops or tablets.

• The last category is backpacks for everyday use. This includes the urban-use backpack, which is the most common and most functional, with the shape suggesting that it is suited for a variety of uses, with a laptop sleeve and a water bottle holder among the common features. Lastly you get the fashion heritage, which looks the part of a technical backpack, but will not fulfil the functions of one, and the pure fashion backpack, with no main shape, except one main compartment.

Function is a by-product.

In the end, it depends on what the consumer wants from a backpack. The fact that after nearly 80 years there is such a large variety of backpacks available on the market, in such a large variety of shapes and sizes, means only one thing: consumers will keep on looking for the backpack that fits their specific needs, and they are bound to find it somewhere.

Advertorial :: p53

The Oregon Scientific brand has a new home in South Africa with distributor Lite Optec. The brand is already a household name among discerning local consumers and is bound to be a top seller in your store

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regon Scientific has a new South African distributor, Lite Optec, which has a successful history with other top worldclass brands and is very excited about its latest agency. The new Oregon Scientific stock has landed and is already available to retailers in South Africa.

The Oregon Scientific brand, which is no stranger to local consumers, is especially well known for its weather stations. The PRYSMAchrome weather station was first included in the range in 2014 and has since achieved overwhelming market success. The latest model features the chic and stylish lines of the original range, but with added features and functions, including in- and outdoor temperature and humidity readings, ability to offer a weather forecast … and a display that changes between seven colours, based on the temperature of its surrounds: • • • •

Purple: <6oC Blue: 6-10.9oC Pale blue: 11-15.9oC Green: 16-20.9oC

• Yellow: 21-25.9oC • Orange: 26-30oC • Red: >30oC

In addition, it features an atomic clock, daily alarm and a calendar.

It’s not only the display that comes in different colours: the outer case is also available in a variety of colours to suit your customers’ tastes (it doesn’t change colour though).

PRYSMAchrome Weather Station

BAR292 • 7 LCD display colors; change with the current temperature • Indoor & outdoor temperature • Indoor & outdoor humidity • Weather forecast (sunny/partly cloudy/cloudy/rainy/snowy) • Atomic clock • Daily alarm • Calendar

The PRYSMAchrome weather station would work equally well as an own-purchase for your customers or as a gift. Oregon Scientific recommends that it would be equally welcomed by life-connoisseurs who want a clock that looks great and provides essential information throughout the day, trendsetters who want to keep up with the weather forecast without compromising their personal lifestyle, homeowners who love good-looking décor that also serves a practical purpose, as well as by trendy urbanites with limited space at work or home who need accessories that are both stylish and multifunctional.

Another weather-related item is its wireless rain gauge that also features an outdoor thermometer. “Rainy days just got better,” says the brand. “Our favorite rain gauge just got better too.”

It measures rainfall every day in inches and millimeters, with the memory storing rainfall history for up to nine days, has a high daily rainfall alarm, an automatic self-emptying rain collector, and has a transmission range of up to 100m.

“Sit back and enjoy the rain and check weekly to find out if your garden needs additional watering,” the brand recommends to your customers.

The product includes the main unit as well as rain and temperature sensors.

Wireless Rain Gauge with Outdoor Thermometer

RGR126N • Measures daily and cumulative rainfall in inches and millimeters • Records rainfall history up to 9 days • High daily rainfall alarm • Automatic self-emptying rain collector • Outdoor temperature • Wireless transmission range up to 100m (328 ft) • Includes main unit, rain and temperature sensors

For more information or to place an order contact Lite Optec Tel: 011 462 6986 | sales@liteoptec.co.za | www.liteoptec.co.za

alk T op h S

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Safari Outdoor has a large selection of arms and accessories.

Safari Outdoor:

The store offers a variety of products.

Retail experience second to none

The customer’s experience is the number one priority for Safari Outdoor

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he opening of the Stellenbosch Safari Outdoor store in 2008 was the launchpad for five friends’ shared dream of providing customers a retail experience that is second to none. They set out to offer customers a full range of premium hunting products at competitive prices in a setting that displayed their passion for retail and the outdoors, as well as offer expert advice.

The opening of the first Safari Outdoor store was more a result of timing and opportunity, as opposed to a carefully researched option, says Willem Immelman, one of the five founders and the only one still actively involved in the business (the other four are shareholders).

The next two stores, Johannesburg and Pretoria, were however chosen for “visability from major access routes, safe parking and access, and the available size to carefully craft the experience we want to offer customers.”The Rivonia store in Johannesburg is their flagship, and covers 2 000m2.

The stores cater primarily for a higher LSM customer, who is educated and passionate about hunting and the outdoors, explains Immelman.

Today, the three Safari Outdoor stores form part of a group of companies owned by Outdoor Investment Holdings, a decentralised vertically integrated business. The other companies are Formalito, an arms and ammunition distributor that has been in business for 50 years, and Inyathi Sporting Supplies, which distributes products for the shooting, hunting and outdoor markets.

“We are always looking to expand, but our

Sports Trader :: 2016 July

immediate focus is to ensure that the experience we offer customers in our stores is consistent and remains at a level that exceeds expectations,” says Immelman.

Beyond the store door Not only do they do their best to provide top service to their customers in-store, Safari Outdoor is also involved in several initiatives that promote and further the enjoyment of hunting and the outdoors.

Safari Outdoor has started their own shooting club, which allows members to “enjoy a rapid rate of sport shooting, an adrenaline rush, and training beyond compare”. The club hosts Practical (SAPSA), Defensive (SADPA), Educational (IFTASA), Long Range (SAWS), and Tactical (TACSA) sport shooting events, with accreditation to obtain Dedicated Sport Shooting Person status (Sect 16).

Through Hunters for Charity — a partnership with Uitkyk Vleismark — hunters can donate their excess deer or pig meat, which is distributed by around 40 feeding schemes to orphans, the elderly and families in need.

Safari Dogs is an initiative between Safari Outdoor and Matthew Berry, which aims to create awareness about and cultivate the tradition of gun-dog hunting by offering advice on breeds, bloodlines, and training solutions. Berry is an ex-SADF tracker dog handler, and is currently a gun dog breeder and trainer with 25 years’ experience. He is the chair of the KwaZulu Natal HPR club, a founding member of SAVHDA (South African Versatile Hunting Dog Association), and a member of Wingshooters.

The outside of the Stellenbosch Safari Outdoor store.

Reasons for their success • Employees pride themselves on being able to offer customers expert advice.

• The stores offer extensive ranges in all their product categories.

• All the stores are in easily-accessible locations.

• They offer products at competitive prices.

• Safari Outdoor has developed a near cult-like following among its customers, because of staff’s personal involvement in their customers’ purchases and the relationships that have been built as a result.

Outdoor :: p55

New in packs

WHEN IT comes to carrying items, backpacks are favourites second-tonone. As can be seen in the article on the previous pages, there is also a demand for a very wide variety of packs.

Karrimor’s latest Back To School series now offers a comprehensive range of bags catering for all sizes, colours and requirements, whether for use in public or private schools, says Steve Gallienne from local distributor Brand ID. The series also includes a range with wheels/trolley systems, for those scholars wishing to pull rather than carry their bags to school, which will take the weight off their shoulders and is a healthier option.

Drimac Trading distributes Karrimor’s technical range of backpacks (see more on p51).

Black Diamond offers a wide range of backpacks for every adventure, from daily urban commuting to summiting the world’s biggest peaks, says Simon Larsen from local distributor Ram Mountaineering.

The range is extensive and boasts some unique features, like Black Diamond’s unique Swing Arm technology, which allows the shoulder straps on the pack to move while keeping the load centered and stable. “This enhances ease of movement and comfort for the user,” says Larsen.

The range can be broken down into five broad categories: small urban day packs, ultralight trail packs, trekking packs, climbing packs and expedition packs.

The Creek Series offers three different size options — 50L, 35L and 20L — in the form of a cavernous top-loader that is ideal for gear-intensive cragging sessions. The series is inspired by their haul bags and built with easy access and durability in mind, says Larsen. “With ultra-durable, waterproof shell fabric protecting equipment from the elements and a thermoformed back panel safeguarding the body, the Creek’s haul bag-style bottom, full-length side zip and rain hood that doubles as a helmet/rope holder round it out as a crag pack to rule all crag packs.”

The Pipe Dream 45 Crash Pad Pack is purpose built for the crag. It carries your customer’s entire kit, gives him a place to spread out his gear, and provides a comfortable spot to chill between climbs. Some of its features are a padded shoulder straps and waist belt, a three-point closure system for easy and secure volume adjustment, a removable lid, a zippered top pocket, a zippered internal mesh pocket with key clip, and two internal gear loops.

GoPro finds a new partner GOPRO IS now Red Bull’s exclusive partner for point-of-view cameras, as part of a new agreement that will give viewers exciting first person perspective views of Red Bull athletes and racing teams. The energy drink brand is also gaining shares in GoPro. “Unique pictures from the first person perspective, breathtaking angles and innovative footage are the characteristics of Red Bull Productions and live broadcasts,” says Red Bull founder Dietrich Mateschitz.

“As partners, Red Bull and GoPro will expand not only our collective international reach, but also our ability to fascinate people. As a result we will also be able to shape content in an even more thrilling way.”

The films will be available on

both companies’ media channels.

GoPro sales were 49% down to $185.5-m in the first quarter of 2016. They also reported a net loss of $107.5-m.

International sales contributed more than 50% of their revenue. The company says that consumer demand for GoPro remains good, explaining that sellthrough was close to Q1 2015 levels when the launch of the Hero4 drove sales up. Unit channel sell-through also exceeded unit sell-in by approximately 50%. According to the NPD research group the Hero4 Silver remains the best-selling digital image camera in North America.

But, sales of the end-of-life Hero products during the quarter were much lower than originally estimated.

2016 July :: Sports Trader

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Bersa Thunder Pro 4.5mm BB-R555

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Cz SP01 Shadow 4.5mm BB-R670

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Outdoor news p56 :: Outdoor

Travellunch and Fire-Maple now in SA

Travellunch is a range of very tasty freeze dried meals and desserts which only require water to re-hydrate.

Fire Maple is a range of well-priced high performance trekking and travel stoves and cooking gear.

021 532 0549 info@traversegear.co.za www.traversegear.co.za

“WE ARE very excited to announce the introduction of the Travellunch brand to the South African market,” says Simon Larsen of Traverse Outdoor Gear (TOG).

“Travellunch is a range of very tasty freeze dried meals and desserts that only require water to re-hydrate. They are ideal for hiking trips and any other activity that requires good, lightweight food with minimal preparation.” Travellunch is made in Germany and will be a standard offering in the TOG stable.

The first shipment has received such incredible support that it has almost sold out already, adds Larsen. “A follow-up shipment is already in the works — so if you are interested in stocking this range — please place your orders right away.”

Providus Gas is well known to the South African market as it has been available previously. It is now available from TOG in the following can-

ister types: 190g pierce-able, and 100g, 230g and 450g of the resealable/screw-on variety.

“We have added Providus to the TOG stable in order to support the arrival of another brand — Fire Maple — an offering of wellpriced high performance trekking and travel stoves and cooking gear,” explains Larsen.

For the past 13 years, Fire Maple has manufactured their range of gas stoves, pot sets, cutlery sets, etc. for a number of brands under the relevant brands’ private labels. They also distribute under their own label in the East and into the smaller emerging markets.

“The stoves are impressive — most of them put out around 10 000 BTU, so power is not a problem,” he says. “They also have a fine simmer and are solidly constructed — yet lightweight and compact. We are offering four models of gas stove and one liquid fuel (benzene) stove.”

Global news from Hi-Tec

HI-TEC HAS opened a flagship store, The Easy Walking Store (above), in Amsterdam that showcases the brand’s ranges from the past 42 years, for example the Squash Classic (1974), Silver Shadow (1978) and the Badwater (1984). Another highlight on display is the original blue and white sneakers worn by president Nelson Mandela after his release from imprisonment on Robben Island.

While its contents display a rich history, the store itself has a modern interior and features a coffee bar, where customers can enjoy a coffee and a snack, that overlooks the Vondelpark. Staff in-store can also offer fitting advice and use the RS Footscan to measure feet and pressure points.

“We see that the popularity of hiking is increasing among younger people and the awareness of consumers about the many benefits of the sport is increasing too. What was

Sports Trader :: 2016 July

missing was a place where you can purchase the right equipment, get tailor-made advice and get inspired by enjoying the outdoors,” says Frank van Wezel, Hi-Tec founder and chairman. “We have created that place with the opening of The Easy Walking Store.”

The Vierdaagse Walk of the World in July, sponsored by Hi-Tec, is a four day walking event — the world’s largest, with 45 000 participants arriving from all over the world to walk 30-50km per day around the vicinity of Nijmegen, Netherlands.

Hi-Tec created a walking shoe, the V-Lite Sphike Nijmegen Low specially for the event.

The lab tested sports walking shoe features the V-Lite design that makes it as lightweight as possible without compromising on performance, as well as i-shield, OrthoLite and a heel crash pad that helps reduce impact on the wearer’s foot.

Company results

Industry :: p57

SA misses recession by a heartbeat SOUTH AFRICA was NOT in a recession in 2015 … by a mere 0.3%.

Stats SA’s revised GDP data for 2015 shows that growth in three of the four quarters was lower than previously reported: growth in Q4 was 0.4% (previously 0.6%), Q3 was 0.3% (from 0.7%), Q2 declined -2% (previously -1.3%) but in the first quarter GDP growth was 1.9%, higher than the 1.4% previously reported. Full year growth was 1.3%.

A recession is identified as two successive quarters of negative GDP growth.

For 2016 the IMF predicts 0.7% and the World Bank 0.6% growth for South Africa, but the SA government anticipates growth of 0.9% for the year.

South Africa now has the third biggest economy in Africa and according to IMF predictions it is unlikely that we will reclaim the #1 spot from Nigeria or Egypt, which moved past us into second place in 2015, within the next five years.

According to the IMF’s latest update on Africa, the Nigerian GDP in 2015 was $490.2-bn, Egypt $330.8-bn and South Africa $313-bn.

The weak Rand is expected to slow down the SA GDP to $266.2-bn in 2016, which will remain the third biggest economy on the continent until at least 2021. The IMF predicts GDP growth of 0.6% for South Africa in 2016, which is among the lowest in Africa.

There is hope for fishing brands DESPITE OVERALL sales decreases experienced by major fishing and sporting goods companies in Q1 2016, Rapala VMC Corporation still reported a sales growth in South Africa, Shimano’s fishing tackle sales increased, and Pure Fishing had a strong first quarter.

Pure Fishing reported 5.6% growth in sales — and increases in all five of its business segments in all four of its regions. Pure Fishing now forms part of the Newell Brands stable after the company bought Newell Rubbermaid and its parent company Jarden Corporation — which includes brands such as Coleman, Campingaz, Rawlings, etc. in addition to the Pure Fishing brands Abu Garcia, Penn, Greys, Hardy, Berkley, Shakespeare, etc.

While Shimano’s first quarter fishing tackle sales grew 5% to ¥16 796-m, its bicycle components business experienced a 20.3% sales drop to ¥65.3-bn. This resulted in a 16.2% drop in sales to ¥82 169-m and 30.7% operating income decrease to ¥16 080 for the brand.

Rapala VMC Corporation reported a 6% drop

in sales to €69.7-m in the first quarter of 2016.

Net sales of group product dropped by 7% and by 3% for third party products — both of which were negatively impacted by valuation of currency nominated accounts receivable, which supported the sales last year, reports Rapala VMC Corporation.

South Africa, however, reported a sales growth — the strongest of their Rest of the World region, which excludes the US, Europe and Nordic areas.

Sales in the Rest of the World were negatively impacted by currency exchange rate changes. This region reported a 10% drop in net sales, but in currency neutral terms overall sales were only 1% behind those of the previous year.

Fishing product sales were negatively affected by lower sales in North America and a drop in sales of lures overall.

Shimano and Rapala VMC are both locally distributed by Rapala VMC SA.

Good financial year for adidas ADIDAS IS forecasting 13.6% growth — to record high sales of €2.5-bn — for its global soccer business in 2016. It is also the market leader in Western Europe’s top five markets and key cities London, Paris, Barcelona, Milan and Berlin.

Adidas also hopes to sell 1.3-m German team replicas this year, 300 000 more than in 2012, which was a record year.

Crocs sales improve in Q1 DURING THE first quarter of 2016 Crocs Inc. increased sales by 6.5% (9.2% currency neutral), to $279.1-m, with the company outperforming analysts’ predictions.

The sales growth was driven by positive response to the company’s spring/summer 2016 line and operational improvements, as well as strong growth in its e-commerce business.

The company is back in the black with earnings of $6.4-m for the quarter.

Expected revenue for the second quarter is between $340-m and $350-m (2015 Q2: $345.7-m). It also foresees mid-single digit revenue growth on a constant currency basis for the first half of the year.

ASICS Europe improves sales in Q1 ASICS Europe reported strong growth across the EMEA region and an overall 7% increase in net sales to €248-m for the first quarter of 2016. South Africa reported double-digit sales growth.

The increase in sales was driven largely by the brand’s running, indoor footwear, and ASICS Tiger categories. The brand’s key strategic category, running, experienced sold sales growth with footwear increasing by 7% and women’s performance running apparel by 14%. Indoor footwear sales improved 15% overall, with the most growth among volleyball, squash and badminton

footwear. ASICS Tiger almost doubled its business in 2016 compared to the first quarter last year, by giving iconic ASICS running shoes from 90’s a new lease on life and attracting sneaker heads.

EMEA markets did well, with Russia recording triple digit sales growth and South Africa,

France, Germany, Sweden, Austria and Poland reporting double-digit sales growth for the period. ASICS’ own retail store sales also increased 15%.

Globally, the company’s net sales only improved 0.3% to ¥ 117,769-m.

In the Americas (South, Central and North), ASICS sales dropped 8% to $288.1mm. This was due to some dynamic shifts in retail, including the shift from brick-andmortar to online sales, and overall weakness in the performance footwear category, ASICS America said in a statement.

2016 July :: Sports Trader

p58 :: Industry

CEO tells why Holdsport holds its own Retail is not for sissies, says Holdsport CEO Kevin Hodgson, while explaining how the group comprising of major retailers Sportsmans Warehouse and Outdoor Warehouse, as well as distributor Performance Brands, achieved double-digit growth in a period when the South African economy has been teetering on the brink of a recession.

I

t is not necessary for Stats SA to tell us how close we are to a recession for retailers in the industry to know how tough trading conditions are. And yet, the Holdsport group managed to achieve double-digit (11.8%) sales growth over the past financial year and increased their operating profit 15.8% to R308.9-m.

There is no doubt that the South African macro-economic picture is bleak, acknowledges CEO Kevin Hodgson. There are question marks over our GDP growth, we are not creating jobs, we are losing jobs, there are issues in the mining industry, resulting in people being laid off … all factors that have a ripple effect on consumers’ ability to spend at retail.

Yet, the group’s retail sales grew 12.4% to R1.68-bn (like-for-like 9.4%). In the Sportsmans Warehouse division sales grew 12.8% (10.7% like-for-like) to R1.28-bn and operating profit increased 20.2%. They opened three new stores in George, Hillcrest and Secunda, expanded one and the Springfield (Durban) store was closed, bringing the number of Sportsmans Warehouse stores to 37 at the end of March 2016.

The sporting goods industry has been relatively lucky, explains Hodgson, as there are still good participation levels from South Africans who are sports-loving people who enjoy the outdoor lifestyle. The government is also promoting sports participation at schools, still the main source of sporting goods customers.

In addition, sports retailers cater for a more affluent, upmarket, consumer group “and

Sports Trader :: 2016 July

Kevin Hodgson in the historic Mill House building, headquarters to Holdsport in Cape Town. Photo: Nicol du Toit.

There is overall far too much retail space in South Africa, and yet new malls are continually opening.

The mall space allocated to sport stores, is far more than the actual size of the sports retail industry. there is a degree of resilience among these consumers. They seem to have survived the economic downturn,” he says. The lower LSM consumer is, however, under pressure.

But, the number of participants in that traditional sport group is not growing, he cautions.

Schools still have roughly the same number of sports teams as a few decades ago and sports clubs are less vibrant than they used to be.

“People have less time, and clubs are suffering as a result. Therefore you see growth in individual sports like running, trail running, cycling — sport in which you can participate in your own time, without all the things that come with structures and rigidity. Those seem to be growing at a greater rate because of changes to our lifestyles.”

Sporting goods trends Another change has been the plethora of products available to sports participants. A few

years ago your average a club runner would wear a cotton t-shirt he probably got as a handout at an event, a pair of shorts, and shoes.

Now he will wear compression socks and shorts, arm warmers, moisture management technical clothing, activity trackers, a music player, a running belt with water bottle and pouches to hold his energy supplements … it will still be one guy participating, but his spending on equipment would be so much more.

“If you take a snapshot of a Sportsmans Warehouse store today and compare it to five years ago, and compare that to five years before that, it would look very different,” says Hodgson. There are constantly evolving trends in the sporting goods industry — for example, new wearable technologies, gadgets, nutritional products, technical fabrics, all types of product trends that change the make-up of a store.

“In the sporting goods industry your challenge is to make sure that you anticipate the trends. You must see them coming and then go and procure a good range of branded merchandise to offer your customers a good selection to choose from.”

Customer demand for specific brands drive purchases, he says, and you can’t force them to buy a specific product. Their stock selection is therefore driven by what customers view as the most desirable brands. “It is our duty to offer the widest possible choices, but there is a limit. If there are a hundred brands in a category, it is not possible to stock all.”

Factors that will influence their selection

Industry :: p59 are the quality of the products and if the suppliers made good decisions in terms of marketing and distribution to create a demand for their products, which can include other retailers. “If they do that well, their brands will continue to be in demand. But, if they don’t, and another brand is doing better, we’ll have a duty to stock that brand in lieu of the nonperforming brand.”

They are constantly being approached by people offering new brands and products and their buyers will look at them because it might just be the next big thing. “You have to watch what’s happening in other stores as well.”

Outdoor more conservative The outdoor industry is very different, Hodgson explains. “Outdoor retailing revolves around camping furniture, tents or sleeping bags that basically stay the same from year to year.” Equipment represents the bulk of the product mix in Outdoor Warehouse and new trends and brand names play much less of a role than in sports. An exception was the high demand for outdoor lighting products – to which manufacturers responded by introducing innovative LED products – during the power outages in the previous financial year.

While the 4x4 camper will probably be as — or more — affluent than the sports customer, he will be more conservative in his purchases of goods that he will expect to last a long time. The challenge is to find local manufacturers that will produce the good quality he’ll want at a reasonable price.

They were therefore satisfied with the 10.9% growth in Outdoor Warehouse (5.3% like-forlike) sales to R400.2-m reported for the past financial year, says Hodgson. Outdoor Warehouse opened new stores in Woodlands (Pretoria East) and Pietermaritzburg, relocated the West Rand and Alberton stores and expanded their stores in Centurion and Pretoria East.

They had 23 stores at the end of March.

The camping-dominated South African outdoor market is very different to Europe, he points out. There winter sport products sell on brand names, product trends and seasonal launches — similar to sporting goods.

Performance Brands “When you look at quality, well-regarded, retail businesses across the world, they share one common denominator: they have significant influence over the products they sell,” says Hodgson. “The ones that stand out in the long run have had influence over the procurement process and offer a lot of merchandise that is exclusive to them.”

He therefore considers a significant exclusive product offering to be of strategic importance to business growth as it allows you greater control over product and attract customers to the one store where they can find this brand.

They would also like their own brands — Capestorm, First Ascent, OTG and most recently, Second Skins — to be seen in the same light as international brands. “We make them available to other retailers, they are not exclusive to us, and we position them as bona

fide brands.”

While the independent market is still very much big part of the industry, you are not seeing much growth and new entrants, believes Hodgson, especially in outdoor. “The owner of an independent store is a formidable sales person and formidable competition. They are a very important part of the industry,”

Challenges for industry “There are not many industries where retailers have to compete with their suppliers,” says Hodgson. Brand stores have become a significant part of the retail industry since the 1990’s, and in malls this often means that the retailer has to compete directly with his suppliers’ own stores, he says.

While the brand may consider the concept store as a marketing exercise to showcase their ranges, the retailers they compete with trade to show a profit. Since they are all competing in a retail space where he believes there are too many sporting goods stores already, this has implications for the whole industry.

There is overall far too much retail space in South Africa, and yet new malls are continually opening, Hodgson continues. “Look at the mall space allocated to sport stores, it is far more than the actual size of the sporting goods retail industry.” Sport constitutes about 1.5% of actual South African retail, but he believes the space allocated to sport retail in shopping centres is far more than 1.5% of the

In the sporting goods industry your challenge is to anticipate the trends.

You must see them coming and go and procure a good range of branded merchandise to offer your customers a good selection to choose from available space.

In contrast, sports retail occupy about 1% of total retail space in the US. “If you go to North America retail is well structured, and the tenant mix is well thought out — you have some hardware, food, apparel and sport — and they plan so that all tenants can trade well. It is very well thought out and landlords respect the rights of tenants.”

Regard for tenant mix In Australia they go even further: the local council can zone an area for a set number of retail stores of a certain type and “a new entrant may not just go and open there, by law,” Hodgon explains.

“Here the landlord has no regard for the tenant mix,” he continues. “Or they think they’ll create this sporting node and group all sport stores together — but do not think to ask what we think about it.” The result is a fragmented approach to the tenant mix.

The new format Sportsmans Warehouse store they opened in the Mall of Africa was an experiment because they felt that they had to have a presence in a mall that was considered to be such a significant retail event. The focus in this smaller (800m2 compared to the traditional 2000m2) store is mainly on apparel and footwear, as opposed to the 60 (equipment):40 (footwear and apparel) mix in the other Sportsmans Warehouse stores.

Because of the high rental in the mall, they knew they had to do something different. “It is, however, still early days to judge the success of the experiment,” says Hodgson, who believes it will take years before the residential areas around the mall take root to provide a significant customer base.

Online trading In modern retail you have to provide an online channel as customers expect this, but your customer base does not really grow due to online shopping, believes Hodgson.

In the sporting goods industry customers want a degree of touch and feel: cricket bats from the same manufacturer could have a different pick up and feel that will appeal to different players. “Online can never replace the magic of a 10-year old going into store and trying the different products,” says Hodgson, who does not believe online will replace brick and mortar sport stores.

Online retailing is also much more complicated, expensive and labour-intensive than what new entrants may anticipate: you have to photograph and present all goods, write a description — and do it again as the ranges change. Once sold, products have to be packaged and distributed by courier, which can be more expensive per item sold than store rental and sales staff salaries.

An online presence is therefore no shortcut to retail riches and many new customers.“Retail is a hard game,” says Hodgson. “It is not for the faint-hearted, and it is not for sissies.”

Holdsport buys Second Skins South AfricAn activewear brand Second Skins has been wholly acquired by Holdsport on June 17th this year, just before our print deadline.

“We have every confidence that this transaction will bring exciting new energy to Second Skins, backed by the assets of a large group that will be leveraged to further achieve our vision and improve our ranges, service and marketing,” said Second Skins MD Brett Trollip in a letter to customers.

He will continue to manage the company under the new ownership, supported by their existing executive management team, which will remain in place.

He assured all customers of their ongoing commitment to providing the best possible value and service “as we have done for the past 30 years. We look forward to bringing you many more cutting-edge products.”

2016 July :: Sports Trader

Retail

p60 :: Industry

SA online shoppers older and better educated

Retail chains grow despite the economy DESPITE THE South African economy teetering on the brink of a recession, industry chains like Mr Price Sport and TFG Sports managed to grow during the past financial year.

Sales in Mr Price Sport stores grew 13.8% to R1.27-bn — but comparable sales grew only 5.3%. The comparable sales were, however, improving towards the end of the year with 8.8% growth in the 4th quarter for a total sales increase of 6.8% in the second half.

Growth was especially strong in their own Maxed branded products.

Sales of their technical running shoe, for example, grew more than 30% and Comrades winner David Gatebe, as well as three of the gold medal winners in the Two Oceans Marathon, ran in Maxed.

During the period Mr Price Sport opened three sport stares and closed four. They have also experimented with opening fitness only small format stores. Their weighted average trading pace grew 5.4%.

The Foschini Group (TFG) unfortunately does not report the sales performance of their Sports Division separately — except that sport clothing and apparel contributed 18.8% (or R2.9-bn) of the group’s total retail turnover of R21.1-bn, which was 32% higher than the year before.

During the period the company invested in the sports division by opening 74 new stores, to bring the total to 610. At the end of the previous financial year there were 283 Totalsports stores (more than 50% of the division), 207 Sportscene stores (nearly 40%) 46 Duesouth stores (less than 10% of the division’s stores).

The sports division online trading platform was also successfully launched during the trading period.

XOTB expanding THE POPULAR Xpressions On The Beach (XOTB) surf and SUP store in Muizenberg has expanded to the space next door to double its previous size when it reopened on July 1st. The original shop showcases a new state-of-the-art retail concept, with store-in-stores of Hurley, Billabong, Under Armour, Crocs, GoPro, Havaianas, etc. products complementing their full range of Coreban stand up paddle (SUP) boards. In addition, there is a rental and wet board area, a health bar and coffee shop.

THE BIGGEST single age group of online shoppers are people older than sixty. What’s more, half of South African consumers between 20 and 34-years old are offline, rather than online, shoppers. These are some of the surprising findings in the 2016 South Africa eCommerce Report compiled by Effective Measure and sponsored by Visa.

The report, which can be downloaded free, gives interesting insight into the habits, demographics, preferences, etc. of South African shoppers who prefer online or offline shopping.

The fact that such a high percentage of young people do not shop online can be attributed to the fact that these consumers don’t have ready access to the credit facilities needed for online shopping, the researchers concluded.

The South African online shopper is generally better educated, earns a higher salary and is more likely to be employed than the offline shopper. It is therefore not surprising that more mature consumers shop online.

Most (60%) of the offline shoppers access the internet per mobile phone, mainly to check emails, for social media, or instant messaging and 43% would prefer to pay cash for their shopping.

Decathlon now in South Africa THE FRENCH discount sports retail chain Decathlon tentatively entered the South African market in May with a pop up store in the Maponya Mall in Soweto and an online shopping portal that opened mid-June.

Estimated to be the world’s 10th biggest sports retailer with more than 1 000 stores across the world, Decathlon had a turnover of €9.1-bn in 2015. Known for their massive warehouse-style stores (on average 4 000m2), they concentrate on providing their own twenty brands across about 60 sporting codes, although they do also stock international brands. They refer to the brands that they developed as passion brands and register about 40 patented products per year.

Since the first store opened in Lille in 1976, they have grown their French footprint to more than 300 stores, followed by 169 stores in China, 139 in Spain and 107 in Italy. They have a presence across Europe, the Middle East and in BRIC countries – but not in the US, from where they withdrew in 2006.

The South African MD is Arnaud Gauquelin, who worked for Decathlon International in France.

Sports Trader :: 2016 July

Online shoppers, on the other hand, mainly access the internet via desktop computer (59%), compared to 27% who use a mobile phone and 14% a tablet. More (48%) of them want to pay by credit card and only 14% prefer to pay in cash when shopping.

The online shoppers mainly bought books (29%), tickets for events (28%), travel tickets (28%) and hotel reservations (22%).

Only 7% shop online for sport attire, although 16% shop online for other clothes and accessories.

The main motivations to shop online are convenience/time saving (58%), access to reviews (55%), special offers (42%), price comparisons (42%), convenience/location (40%), and because it is perceived to be cheaper than physical stores (27%).

Unfamiliarity with the online shopping experience is the reason given by most consumers (41%) who only shop offline. This is followed by those who prefer to touch and feel goods (37%), do not trust online payments (23%), do not trust online sites (17%), are afraid that the products might not suit them (11%) and those not confident using the internet (8%).

The survey was compiled from 13 975 responses by South African shoppers between December 2015 and March 2016.

news

Industry :: p61

4-Star Green rating for Menlyn Menlyn PArk shopping centre in Pretoria has been awarded a 4-star Green Star Retail Design rating by the Green Building Council of South Africa (GBCSA).The centre is undergoing a R2-bn redevelopment, which should be completed at the end of November this year. It will then be the largest shopping centre in Africa with more than 500 shops and a trading area of 170 000m2.

Once completed, the centre will encourage the use of low-carbonemission alternative transport with, amongst others, dedicated parking bays and shower facilities for cyclists. They source construction materials from within a close proximity to the site and used timber from environmentally responsible forests, recycled reinforcing steel, and repurposed more than 70% of building waste.

They implemented a waste and recycling management plan with the end goal of recycling 57% of waste generated.

Water performance was optimised by using a rain water harvesting system and water wise landscaping. They also exceeded the SABS minimum regulatory fresh air requirements by 150%. Paints, sealants, and adhesives with low or no volatile organic compounds were used.

Global retail leaders talk Africa and digital data AfricA’s 1.2-bn potential consumers (14% of the world’s population) are beckoning you, and if you’re not implementing forward-thinking digital strategies you’ve missed the retail growth train. These were two of the recurring messages from CEO’s of global retail leaders speaking during the 60th Consumer Goods Forum (CGF) Global Summit held in Cape Town in June — the first summit to be held in Africa.

The focus of the summit was on consumables, and therefore also included prominent messages about food security and more healthy food on shelves, but there were many lessons applicable to our industry as well.

In our next issues Sports Trader will report back on some of the relevant themes.

The summit was attended by 800 highpowered retailers and suppliers from across the world — think presidents and CEO’s. The theme was Seizing opportunities in the face of disruption and some of the research papers presented showed just how to do that.

The latest retail study from Nielsen, for example, dispels some commonly-believed myths, said Steve Matthesen, Nielsen’s Global President of Retail. Instead of emerging markets slowing down, as is often believed, consumer purchasing power in emerging markets is growing faster than in developed markets — in sub-Saharan Africa the growth is 7% compared to the 3% in North America.

Another myth is that consumers want bigger stores, while they actually prefer smaller, more convenient stores. Promotions drive sales is another myth their study disproved, as low prices is only the fourth factor motivating consumers to make a purchase.

Fully digitally integrated businesses is the way of the future, according to a KPMG International and CGF survey of 400 retail and manufacturing executives in 27 countries.

This goes beyond just having an online sales channel — it includes the full retail cycle from manufacturing to marketing and delivery. But, the KPMG and CGF survey of 7 100 consumers across 19 countries show that despite the investments in sophisticated analytical tech-

nologies, the majority of retailers and manufacturers still don’t understand their customers’ basic expectations — industry executives thought return policies and payment options were the least important factors to motivate customers to buy online, while consumers rank them #2 and #3. Competitive pricing was #1 motivator for customers.

Omni business is the new buzz word, which

Deputy President Cyril Ramaphosa greets CocaCola CEO Muhtar Kent.

includes using advanced data analytics and smart technologies to track and anticipate consumer behaviour in near-real time and delivering personalised products and experiences while customers are still in the store.

The Harry Potter generation believe any digital magic is possible and expect digitalized experiences that would baffle an older generation, said Mark Curtis, co-founder of Fjord.

Personalised digital living services are becoming a reality with smart wearable technologies, but these experiences could diminish the power of a brand. Brands can gain visibility on a different platform than where they normally operate by forging new digital relationships. He used the example of adidas that became visible on a digital platform by offering consumers a new communal interactive service with MiCoach.

We’re clearly travelling to the future and back with detailed analyses of — and attempts to influence — consumer preferences and behaviour. This was the message from speaker

after speaker. “If you want to win, think of the shopper: match the attributes of a product to the attributes of the shopper,” says Jose Carlos Gonzalez-Hurtado, IRi President of International.

“The customer is the new point of sale. To compete in a global marketplace with shifting demographics, even today’s best-in-class consumer goods retailers and manufacturers require a deeper, multidimensional understanding of their customers,” KPMG Global Chair of Consumer Markets Willy Kruh says.

One of the key trends in international retail is that the big players are becoming more international and operate in more markets, with Africa and the Middle East attracting the most new market entries, according to the annual report on trends in international retail by the Consumer Goods Forum and Planet Retail.

Opportunities offered by Africa — or not — were addressed by several speakers, including Deputy President Cyril Ramaphosa who made a surprise appearance and passionately extolled the benefits of investing in Africa. “Over the next two decades, our government will spend more than R4-trillion to alleviate the constraints and bottlenecks in energy, transport, water and communication infrastructure,” he promised. Ramaphosa was a former board member of summit sponsor Coca-Cola before joining the Presidency.

“I’m an Africa optimist,” said Shoprite Holdings chairman Christo Wiese, explaining that to succeed in Africa you have to be in for the long haul – like the 20 years that they have been trading further North on the continent.

And investing in a country can literally mean building roads to get supplies to your store.

“Africa is about people, not spreadsheets,” “The danger is seeing Africa as an investment case,” said Pick n Pay CEO Richard Brasher. “I like to see Africa as a place where 1.2-bn people live, work, sleep and live lives full of hopes and ambitions.” He believes investors have to be aware of realities, for example that a quarter of the South African population live on less than $2 400 per year.

2016 July :: Sports Trader

p62 :: Industry

Lean manufacturing improve productivity Several changes occurring in the global apparel industry like the needs of the new consumer, the move towards customisation and the fast-changing fashion cycle, has forced manufacturers to adapt and transform their production methods accordingly, a recent manufacturing webinar was told. RHIANAH RHODE reports back

T

he new fashion consumers are mostly Millennials, who want more personalised and customised products with a better fit, that get to them faster, and cost the same as mass made products, Francoise Replumaz, senior manager of marketing for apparel and fashion at Lectra, told a recent manufacturing webinar organised by the online publication just-style.

The fashion cycle has become so fast-changing that retailers are pressured to be on trend and have products available at faster rates than the previously acceptable two to four collections per year, says Replumaz.

The new consumer is all about speed and novelty, and have a see-now, buy-now attitude. He wants the products immediately after seeing it on the runway, not at the regular six month cycle rate, she explains.

The new consumer is also less forgiving of defective goods and will be more likely to purchase products from a brand multiple times if they are happy with the fit they received from the products they previously bought.

The shifting market demands of the consumer, the need for production of more customised products, rising wages in emerging markets (where manufacturers source from), increasing raw material costs, etc. are some of the reasons why manufacturers need to start looking at a new manufacturing paradigm that includes looking at innovative plant models, new supply- and valuechain approaches, and a new human capital model, says Replumaz.

Lean for operational excellence In response to these changes, Lean apparel manufacturing means that companies can reduce operational cost by eliminating waste in

Sports Trader :: 2016 July

different forms like using excess equipment, time, material, space, etc. and derive more value from products. This helps manufacturers to achieve operational or product excellence.

Implementing Lean to improve operational excellence means cutting out unnecessary waste, for example, eliminating fabric waste, ensuring overall equipment efficiency and improving the flow and layout of the manufacturing process, says Replumaz.

The new consumer is all about speed and novelty, and have a see-now, buynow attitude Manufacturers can reduce fabric waste by using automated processes that help save them time, for example, by improving their needs analysis to avoid over-purchasing of fabric, and implementing an efficient cut plan that will further help reduce material wastage. The equipment used in the manufacturing process must also perform well and be of a good quality.

Manufacturers can look at where in the process time is wasted and improve the production layout and flow to optimise space to develop the end product faster and more efficiently.

In order for Lean to be successfully implemented, each manufacturer has to create a list of key performance indicators (KPIs) related to its own business model and apply Lean in response to it, says Replumaz. The methodology works best when applying multiple techniques, but this will change from business to business as the requirement for each will most likely be completely different.

The Lean methodology is also very much about inclusiveness, says Replumaz. From the cutter, to the person who handles sewing, to the management team, everyone needs to be aware of the Lean principles and included in the process. The human component is just as important as the other components in the manufacturing process in order for the implementation to be successful, she explains.

An example of best practice Lean implementation is an undergarment factory that refined bad processes. During the manufacturing process material pieces were constantly going missing between cutting and sewing, which led to wastage of fabric when new pieces had to be cut, as well as time wastage when employees either had to search for the lost items or production had to be halted to wait on new pieces to be cut. Addressing this issue with Lean methodology helped the manufacturer increase its productivity by 20%.

Lean for product excellence Using Lean in product development means manufacturers should focus on their consumers throughout the development process, taking into consideration things like the right fit and consistency required by the end user.

In order to create products that suit the end user well, designers should ask themselves: who am I designing for? and not stray from the intended target market. They should also consider the type of fit that will make the consumer happy, says Replumaz.

Their research shows that 62% of consumers arenâ&#x20AC;&#x2122;t happy with how their clothing fits, 85% would buy a brand again if it fits well, one in every five garments are returned as a result of poor fit, and one in every three garments purchased online is returned as a result of

Industry :: p63

The K-Way factory in Cape Town practices Lean manufacturing. Photo: Carin Hardisty.

poor fit.

Manufacturers should focus on improving their performance by implementing fast product cycles and processes that ensure products get to the consumer as fast as possible. They can do this by shortening development cycles, streamlining development processes and improving team collaboration, says Replumaz.

An example of best practice Lean implementation for product excellence is a garment manufacturing business that improved productivity and profitability by using 3D prototyping visualisation in order to decrease miscommunication regarding how products should look.

This cut down the number of physical prototypes the company had to make, consequently saving them the fabric and time it takes to make them.

Successes & failures Approximately 90% of companies fail to reach their targets through implementing Lean within the first two years, because their focus is on improving cost, rather than the bigger picture, which includes other areas like delivery, manufacturing, lead times, quality, etc. she explains. When manufacturers focus on the bigger picture, they are more likely to succeed, she says.

In order for Lean implementation to work, companies must define their KPIs, which should be closely related to their business model, and how they need to improve them.

Although measuring the achievement of Lean will not be the same for every company, if companies have compiled their list, it will be easy for them to see if Lean implementation has improved the problematic aspects.

The investment return rate on implementing Lean will depend on how many areas the business has decided to address. Generally, where a small number of issues had to be changed, improvements could be seen in approximately two years. But, if there are many areas that have to be addressed, it will take longer.

Tough US and EU laws for importers Government laws and NGO’s are some of the challenges manufacturers have to contend with when it comes to the production and import of textiles, softlines and footwear into the European Union and the US, said Christian Gerling, GM of consumer and retail services EMEA LA at Underwriters Laboratories. He delivered a seminar on Textile, Apparel and Footwear: the main challenges for manufacturers and retailers at Source Africa 2016, held in June in Cape Town.

While these governments have manufacturing regulations for imported products, manufacturers also have to comply with state laws in the US. This can make it rather complicated to sell products into the US. Federal laws like the Consumer Product and Safety Act (CPSA) of 2008, “which has been the biggest breakthrough in the area of consumer product safety in the last decade, requires the manufacturer to be able to trace the product back to the point of its raw material in the supply chain,” he said.

Products manufactured for children all fall under the CPSA. The US Consumer Product Safety Commission (CPSC) therefore has the power to set safety standards and recall products that place the consumer at risk — or ban products if there are no other alternatives.

All children’s products have to be independently tested by a CPSC accepted accredited laboratory and must have a written product certificate, which provides evidence of its compliance, as well as tracking information, affixed to them, said Gerling.

Other Federal laws require that the label of all imported textiles must specify the fibre, the country of origin, and the manufacturer or dealer identity, as well as the care instructions. Footwear product labels must also specify the composition of the product, including the raw materials.

Some state laws go beyond federal require-

ments, Gerling, said. For example, Washington State bans the use of lead, cadmium and phthalates in children’s products.

In California, Proposition 65 requires the importer or distributor to alert customers if a product contains chemicals that are known to cause cancer, birth defects or any other reproductive harm. Even if there is doubt about the possibility of harm, the label has to carry a warning. “These warning labels, however, will affect the sale of your products.”

Rules in the European Union In EU countries a rapid information exchange system called Rappex is used by 31 countries and the European Commission to warn about dangerous products. A member state can put an alert into this system, which is open to anyone, to warn consumers in all member countries about a risky product. “You need to avoid ending up with any product in Rappex because if it is there it will stay there forever,” warned Gerling.

Last year 2 000 consumer products were entered on Rappex — 72% of them clothing, shoes and fashion articles. Sixty percent of the risky products came from China.

NGO’s and their part Non-governmental Organisations like Greenpeace and ZDHC are watching the use of chemical substances during the production process, and serve as another watchdog over manufacturers, said Gerling.

Greenpeace hopes to eliminate all hazardous chemicals from the supply chain and products by 2020, as reported in the article on water repellent chemicals used for softshells in Sports Trader of March 2016.

ZDHC is a voluntary association of 22 leading brands who did not want to join the Greenpeace initiative, but also want to eliminate hazardous chemicals in their products by 2020.

2016 July :: Sports Trader

Trade show news

p64 :: Trade shows

Record exhibitors at Asia Outdoor

New dates for OR Winter Market

THE 11TH ASIA OUTDOOR trade show showcased a record number of exhibitors (650) on about 48 000m2 of exhibition space. The increase in exhibitors underscores the Chinese outdoor market recovering and gaining confidence for the future, says Stefan Reisinger, head of OutDoor and Eurobike, which are both also organised by Messe Friedrichshafen.

The show took place Thursday 30 June to Sunday 3 July on the Nanjing International Expo Centre in China, with the 2nd COA (Chinese Outdoor Association) Outdoor China Summit held the day before (29 June) and covering topics such as brands expanding their influence through events, cooperation between the outdoor industry and the tourism industry as well as the further development of the industry.

This year featured the Outdoor Club Village for the first time, which combined the outdoor travelling sector, events and sports, as well as the Self-driving and RV Village, which reflects a fast-growing sector of the outdoor industry and connects campsite operators, construction businesses and RV clubs. Asia Outdoor also featured several other themed villages, such as the Running Village with its more than 40 running brands, the Water Sports Village with its testing area for kayaks, diving equipment, etc., and Tent City.

THE 2017 OUTDOOR RETAILER WINTER MARKET has been rescheduled and moved forward to 10-12 January in Salt Lake City, US, and the All Mountain Demo will take place the day before the show on 9 January.

The move addresses retailer concerns to have the show in the week and shortened. It will now be held from Tuesday to Thursday as many retail visitors complained that they needed to be in their own stores on Saturdays and Sundays, and will only be held over three days, instead of four. The new schedule also avoids having to compete with the CES show taking place 5-8 January.

The Outdoor Retailer Summer Market 2016 dates will remain the same (3-6 August) and the Open Air Demo day will take place 2 August.

Exhibitors increase support for OTS EXHIBITORS ARE showing their support for OTS (Outdoor Trade Show) in the UK by repeating stand bookings, some even taking bigger stands than before.

OTS, which takes place 7-8 September at Stoneleigh Park in Warwickshire, expects around 1 300 retail visitors who are keen to see what outdoor footwear, clothing and equipment exhibitors have to offer.

Deliver to the home THE HOME DELIVERY WORLD 2017 show aims to inform retailers about innovations in home delivery, click & collect, and ecommerce, covering the entire delivery cycle — from warehouse to the customer’s doorstep.

It will take place 14-15 March at the Atlanta Convention Centre in the US, and the 2017 show is expected to feature more than 80 exhibitors, attract more than 2 000 visitors, and offer more than 30 seminars.

Manufacturers show their best at Source Africa SOURCE AFRICA 2016, held 8-9 June in Cape Town, demonstrated African manufacturers and suppliers’ ability to compete on price, quality, standards and reliability. The show, which attracted more than 1 500 regional and international visitors, featured more than 180 African textile, apparel and footwear exhibitors from countries like South Africa, Egypt, Kenya, etc.

Among them were also South African exhibitors active in the sporting goods and athleisure industry.

The Bolton Footwear divisions — Jordan & Co., Barker and Watson Shoes — shared a stand near the entrance of the show this year and showed off the latest in their footwear brands like Bronx, Crocket & Jones and Grasshopper. The new Bronx range features a lot of suede combinations, new colours and soles. Sasso is currently their most popular style, with the Hunter boot a close second.

Gelvenor Textiles recently partnered with MB Workwear, and as such mainly focused on generating brand awareness during the show, said Sefton Fripp. They now have two new facets: Opin360, which does all the research and development, and MB Workwear, which does the manufacturing, said Carin Bartz.

The Apparel Manufacturers of South Africa’s (AMSA) stand focused on informing local manufacturers about the benefits of membership. They aimed to make manufacturers aware of the fact they are the voice of the clothing industry and speak to government on its behalf, said Ralph Roytowski, president of AMSA. They get involved with trade and industrial policies, customs tariffs, imports, etc., but have found that there are parts of the industry that

Sports Trader :: 2016 July

Second ISPO Shanghai THE SECOND edition of ISPO Shanghai, which took place 6-8 July at the Shanghai New International Expo Center, featured 393 exhibitors (2015: 354 exhibitors) with 470 brands on its 33 000m2 exhibition grounds.

Products and services showcased represented categories like action sports, sportstyle, fitness, running, functional textiles, outdoor, paddling and watersports.

This year Adventure Travel, which provided extensive information about sport tourism, was featured for the first time.

OutDoor emphasises running THE OUTDOOR SHOW taking place 13-16 July in Friedrichshafen, Germany, will offer visitors a number of attractions, including viewing goods from more than 900 exhibitors from 40 countries.

This year’s show will have a greater focus on running and will for the second time feature the Dynafit Wake Up Run, which brings together leading international athletes, retailers and media representatives to participate in an 8km or 17km run. The Running Village will be centrally located in the West Open Air Grounds, while manufacturers from the water sports sector will assemble and show their new canoeing, kayaking and stand-up paddling products in the West Foyer.

This year’s Trend Lounge will follow the theme Trend and show where the outdoor industry is heading with regards to materials, colours, textures, cuts and topics. It has been moved to the Foyer East with the styles for 2017 shown in the Trend Windows.

Left to right: Timothy Vermeulen (Jordan & Co.), Brent Maron (Watson Shoes) and Gary Gilder (Barker) manned the Bolton Footwear stand.

are unaware of their existence. “Our relationships are extensive - literally from the beginning of the chain right through to the retailers. We are the voice of that pipeline, and the more manufacturers that come on board and talk to us about issues, the more we can be representative of the industry.”

Trade shows :: IBC

Customers could have a photo of themselves taken on the New Balance stand at the Comrades Marathon Expo, with their name, occupation and how long they think they would take to finish the race.

Clive and Michelle Chowles of SBR Agencies showed and explained Brooks’ Run Signature to customers on their Comrades Marathon Expo stand, and also used the opportunity to showcase their new styles.

Brands at Comrades Marathon Expo

NEW BALANCE, the official technical sponsor of the Comrades Marathon, received a lot of interest in the Comrades products sold on their stand at the 2016 Comrades Marathon Expo (26-28 May). “We are very pleased with the reception of the range and volume of merchandise purchased,” says marketing manager Katharine Tromp. “Results from the merchandise sold was outstanding.”

As part of their Made for Comrades campaign activation on their stand, members of the public had the opportunity to take and load pictures with their name, occupation and time they planned to complete the race in directly to their Facebook page. They also received a hard copy of the picture to keep.

New Balance was also very visible along the route, with banners showing runners the way.

As part of their

pre-race offerings, they held a last minute tips seminar with Comrades coach Lindsey Parry on 19 May. Parry, who coached both women’s winner Charne Bosman and runner-up Caroline Wöstmann, gave guests tips on the race route, how to prepare for race day, and much more.

New Balance made a video of the event, which took place at their new Mall of Africa Lighthouse Store, and it can be viewed on their Facebook page.

Visitors had another opportunity to learn something new about running on the Brooks stand at the expo, where they introduced the public to their Run Signature concept.

Apart from showcasing the range within the four experience quadrant’s and highlighting styles that will be introduced in July this year, they also used the opportunity to show two brand new styles: Hyperion and Mazama.

These running shoes received great interest and attention from runners, says Michelle Chowles from local distributor SBR Agencies.

The Hyperion, built for speed, features a perforated stretch-woven upper that wraps the wearer’s foot in a seamless, sock-like fit that

still allows maximum ventilation.

The Mazama trail shoe features a propulsion plate that creates a stable platform for powerful and aligned toe-offs, and protects from hazards. A sticky rubber outsole with directional lugs provides traction when the wearer is going up- or downhill.

Their neutral Glycerin 14 and Ghost 9 in the Cushion quadrant, and PureGrit 5 trail shoe that falls in the Connect quadrant have also been given an update.

GDS shows what’s new in shoes THE GDS footwear trade show, which runs concurrently to the private label purchasing show tag it! will show the latest shoes, accessories, attachments and support brands and products when it takes place 26-28 July in Düsseldorf, Germany.

It will once again be split into: Pop Up, which presents brands and collections with a distinctive image; Highstreet, which features fashion-forward collections and big brands; and Studio, which presents premium brands.

New Balance’s Fresh Foam 1080 is Made for Comrades.

Advertisers index adidas Aero Airwalk American Man Sportswear Awesome Tools Bersa Brand Folio LLC Brand ID Brooks Cape Mohair Cutlery Distribution Group Dan Wesson Drimac Trading Dunlop Fire-Maple Flexfit Footwear Trading Gimtrac

29 40 23 27 45 55 33, OBC 41 31 21 47 55 51 41 56 5 8, 10, 11 39

Grendha H.G. Bass Happy Socks Intershu Distributors Ipanema Jeep Kakiebos Karrimor Leatherman Legacy Sport and Leisure Levi's Lite Optec Medicus Shoes Mikasa Mitre New Balance OBO Opal Sports

OFC 7 19 OFC OFC 10, 11 17 51 45 23, 25 8 53 7 37 25 9 38 42, 43

Oregon Scientific Pat Wiltshire Sports PowerGlide Premier Quad Rocky Marketing R&S Traders Rider Rocky SBR Agencies Skechers The Golf Racket The Kartal Distribution Travellunch Traverse Outdoor Gear Unicorn Victorinox Wilson Zaxy

53 37 43 27 1, 17 55 OFC 1 31 33, OBC 35 5, 19 56 56 42 47 35 OFC

2016 July :: Sports Trader

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