Callaway Golf Debuts Shop-In-Shop Program
Callaway Golf recently worked with Entolo, the retail design and manufacturing firm, to develop a unique, branded store-in-store concept to showcase Callaway products and the Callaway Golf lifestyle, worldwide.
Callaway’s retail program debuted at the recent PGA Show in Orlando, FL. As part of its elaborate 14,000 sq. ft. tradeshow exhibit, also designed and produced by Entolo, five store-in-store vignettes were on display and then transported to various retail locations to launch the initial soft rollout of the program.
“The Callaway Golf concept is a revolutionary approach to traditional golf retailing,” said Mike McCormick, Executive Vice President, Global Sales, Callaway Golf. “The merchandise presentation, architectural design and communications package speak to the technological superiority of the product, while reinforcing our motto, Enjoy The Game.”
The Fitness Movement Remains Strong
Fitness manufacturers’ sales increased 6% in 2000 and will climb about an equal amount in 2001, according to the Sporting Goods Manufacturers Association (SGMA), North Palm Beach, FL. Aging baby boomers show no signs of abandoning fitness as they age. Baby boomers, now aged 36-55, increasingly have the disposable income and the inclination to join health clubs and to invest in home fitness equipment.
The home equipment market has been mainly fueled by enormous gains in sales of treadmills and lesser but significant growth in sales of home gyms and weight-training equipment. Health club facilities and memberships have grown steadily since the recession in the early 1990s.
Many in the industry believe the reasons for exercising have changed over the past two decades. The paramount reason has always been related to vanity. Now, manufacturers are targeting “functional fitness,” the idea of being healthy and strong enough to get more out of daily life.
Casting a shadow on the sunny outlook for the industry are the participation statistics from American Sports Data, which find no appreciable increase over the past decade in the number of people who exercise frequently. The figure was 51.5 million in 1990 and 50.4 million in 1999. The frequent exercise needle seems to be stuck on about 20% of the population.
Reebok & Clearly Canadian Launch Water Beverage
Reebok and Clearly Canadian have launched Reebok Fitness Water, an enhanced water beverage featuring essential vitamins, minerals and electrolytes. Reebok Fitness Water will compete in the $9.6 billion Alternative Beverage category, and will help pioneer a new concept: enhanced water beverages.
“Marketing this new enhanced water beverage with Reebok provides us a competitive advantage as we draw upon Reebok’s leadership in the fitness industry,” said Douglas Mason, President, Clearly Canadian Beverage Corp.
“Reebok Fitness Water meets our ongoing business objective to extend the Reebok brand into new lifestyle opportunities that meet the needs of our sport and fitness consumers,” said Jay Margolis, President, specialty business group for Reebok..
Nike Sports Murals
Nike Canada recently commissioned Segami Images, to develop lenticular mural images featuring high profile sports stars; Curtis Joseph, Toronto Maple Leaf’s goalie and Vince Carter of the Toronto Raptor’s. These murals were displayed in a busy walkway, located adjacent to Nike’s retail store in Toronto. By walking past the wall, pedestrians can see the image moving along with them.
For more information on Lenticular products, contact Segami Images, 119 Vanderhoof, Toronto, ONT, CAN M4G 4D4.
Safeway Runs ‘Eat Like A Champion’
U.S. Women’s Soccer Team stars Mia Hamm and Kristine Lilly recently kicked off Safeway’s national education program, “Eat Like A Champion.” Sponsored by Safeway in cooperation with the national 5 A Day program (co-sponsored by Produce for Better Health Foundation and the National Cancer Institute), the Eat Like A Champion program is targeting over a half-million elementary school children. The national effort will provide curriculum materials for 18,000 classrooms.
In addition to Hamm and Lilly, U.S. Men’s and Women’s Soccer Team members Eddie Pope, Ben Olsen, Josh Wolff and Joy Fawcett support the program through special recipe cards located in Safeway supermarkets.
Wilson Smart-Core Program
The objective of this program was to produce an integrated modular system which highlighted Wilson’s new packaging and helped consumers identify the right ball for their game. Wilson’s initial request was to design a counter unit for golf ball sleeves. The quantities for the counter unit pointed towards a vacuum formed tray. Once the floor stand requirement was introduced, an opportunity was identified to design an upscale injection molded tray with an integrated product guide. The textured molded tray became the cornerstone of the modular display system for golf balls and eventually utilized for golf gloves as well. This display, which won a Gold OMA in the Sports, Toys and Accessories Category, was created by Cormark, 1951 Touhy Avenue, Elk Grove Village, IL 60007.
Nike Footaction “Urban” Program. This display was designed to promote a dynamic departure from Nike's traditional sports image and to capture a new segment of the athletic footwear market. The display features powdercoated steel frames, wire, formed steel shelves and hangbars, acrylic graphic panels, injection molded graphics inserts, castors, graphics. Created by RTC Industries, Inc., 2800 Golf Road, Rolling Meadows, IL 60008. Silver Award.
Titleist 24 Dz. Tour Distance SF Intro Display. The display was designed to occupy minimal floor space in retail areas where space is at a premium. In order to solve both of these functions, the riser was extended down the side of the tray in order to maximize the billboard area. The riser was printed 8/colors and UV coated on foil to exactly match the packaging it displays. Created by Triangle Display Group, 601 East Erie Avenue, Philadelphia, PA 19134. BRONZE AWARD.
Etonic Virtual Inventory Tower. This display, which offers high-end golf shoes, requires virtually no assistance by in-store sales help. The tower allows smaller and mid-range golf pro shops to offer consumers a wide array of product without having to invest in inventory. Customers can select golf shoes, size them and order a custom pair without the inconvenience of waiting for sales help. Created by New Dimensions Research Corp., 260 Spagnoli Road, Melville, New York 11747. SILVER AWARD.
Heineken Inflatable Superbowl Trophy
This point-of-purchase inflatable is a 30" replica of the Superbowl trophy designed with Heineken graphics. The promotion objective was to relate Heineken with the very popular superbowl viewing. The unit was shipped deflated to the dealers, who inflate it to a large display. As always, Heineken was a popular choice for the many thousands of viewers that made that choice when viewing the Superbowl. For more information, contact Alger Creations Inc., 91-31 Queens Blvd., Suite 610, Elmhurst, NY 11373.
Minnesota Twins Cold-Air Inflatables
The 12' Bobble Head replicas of the Kirby Pocket Mascot are shown in Minnesota games and special events. The Bobbleheads were a real hit at the Twinsfest 2001, at the HHH Metrodome, where over 21,000 fans attended raising more than $100,000 for Twins Community Fund. For more information on Cold Air Inflatables, contact Landmark Creations International, Inc., 3240 County Road 42, Burnsville, MN 55337.
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