Sporting Goods Industry Forecast For 2004
Two of the largest segments in the sporting goods industry, athletic footwear and fitness equipment, grew in the second half of 2003 and seem to be accelerating into 2004, according to the Sporting Goods Manufacturers Association (SGMA) in its State of the Industry Report. A decline of 3.7% in the sports apparel category offset the gains in athletic footwear and fitness equipment. Consequently, U.S. manufacturers’ shipments of sporting goods declined by 0.5% in 2003 to $49.8 billion. Sports licensed products had a banner year in 2003 and sports-related looks continue to be “in fashion.”
SGMA’s projection is for sales to grow by 1.3% in 2004. The drop in average selling prices, excess retail capacity, and consumers trained to “buy on sale” are constraining more robust sales growth.
In 2003, unit sales for athletic footwear rose 4.9%, while spending was up 4.5%. Despite the aging of America, teens and young adults remain the foundation of the athletic footwear market.
Consumers bought an estimated 24% more items of sports apparel in 2003 than two years earlier. Sports logo garments are back in style, especially “authentic vintage replica jerseys.”
Football Widens Lead As Favorite Sport
More than twice as many people now name professional football (29%) as their favorite sport as mention baseball (13%), according to the Harris Poll on American attitudes toward different sports.
Eighteen years ago, almost as many people chose baseball (23%) as chose pro football (24%) as their favorite sport. Since 1985, those who picked pro football as their favorite sport have increased to 29% while those who prefer baseball have slipped down to 13%. During this period those whose favorite sports are men’s pro basketball (now 10%), and auto racing (now 9%) have both increased by four percentage points.
This survey also asked adults which sports they follow, whether or not they are their favorites. The largest numbers continue to follow pro football (59%), baseball (52%), college football (47%), men’s pro basketball (40%) and men’s college basketball (39%). The biggest increases since 1985 are in those who follow auto racing (up 11 points, from 21% to 32%) and men's golf (up 11 points, from 20% to 31%).
HiStar Introduces Hands-Free Binoculars
HiStar has introduced a line of hands-free binoculars. The headset features an adjustable headband and focus-free, wide-angle binoculars. Optional radio headphones are also available.
“Our new T-8000 Series, with its hands-free capability reveals a new genre of binocular technology. This feature-rich binocular will be an asset to sports enthusiasts, nature buffs and surveillance users,” said Tristram Himmele President of HiStar.
Nike’s Nationwide Mojo Mania Tour Now in Full Swing
Nike Golf is bringing Mojo to golfers nationwide, actually Mo and Jo to be exact. Two Mojo vans, appropriately named Mo and Jo, are officially hitting the highways and byways of America as Nike Golf's nationwide Mojo Mania interactive tour shifts into full swing.
The tour celebrates the launch of the new Mojo golf ball from Nike Golf. Golfers will walk away with a sleeve of the new Mojo ball, t-shirts, posters and tattoos if they demo Nike Golf's new Slingshot Irons, take a spin on the Make Love, Not Bogey Trivia Wheel, play a Groovy Guitar solo or stir it up with the Hip Hoola-Hoops.
PUMA Hits The Streets In True Crime: Streets of LA
PUMA recently partnered with Activision, Inc. to take part in the driving and action game, “True Crime: Streets of L.A.” As part of the relationship, PUMA has “outfitted” various characters in the game, including the game’s star Nick Kang.
“Video gaming is a phenomena with a diverse appeal. From the skate kids, to the hipsters and fashionistas, gaming is the common denominator to a widespread audience, and a distinctive medium for PUMA to utilize to interact with consumers,” said Barney Waters, Marketing Director for PUMA North America.
PUMA is showcased in various avenues throughout the game. “True Crime: Streets of L.A.” features more than 240 square miles of a digitally depicted Los Angeles, including Santa Monica's 3rd Street Promenade, which is home to the PUMA store. Billboards displaying PUMA retail advertisements are dispersed throughout the virtual city where players are sent on various missions including the heist of a truck filled with counterfeit PUMA gear.
“The PUMA brand is well aligned with the urban lifestyle portrayed in True Crime: Streets of L.A.,” said Dave Anderson, Director of Licensing and Business Development for Activision.
Fans could get exclusive pre-release access to “True Crime: Streets of L.A.” in a special kiosk at the PUMA Flagship store in Santa Monica.
TYR SPORT GOGGLE DISPLAY. This display was developed specifically as a portable and compact tool for use by product sales reps presenting to retail locations. The display is unique to TYR. Created by Rapid Displays, 4300W.47th Street, Chicago, IL 60632-4476.
Aqua Sphere Swim Center
This center is a permanent merchandiser manufactured from rolled metal tubing, wire, routed translucent Plexi glass decorative panels, styrene side panels, laser-cut metal and silk screened graphics. Plexi glass panels are attached to the frame using decorative hardware. Leveling glides are provided on the legs of the unit for added stability. The primary market objective of the Swim Center was to market the water sports equipment product line and double the sales figures at large retail outlets and specialty stores. The Aqua Sphere Swim Center was created by Visual Marketing Inc., l54 West Erie St., Chicago, IL 606l0.
Back to Top
To See previous issues of Creative Sporting Goods Merchandising click here
To See Previous Issues of Online Weekly in Creative's Archives, click here.
To See other Creative Online Newsletters click here
