Volume 4 | No. 6 | November/December 2016
A PUBLICATION OF THE NATIONAL SPORTING GOODS ASSOCIATION
Big Bat Changes in 2018 Will Impact Retailers and Team Dealers NSGA Job Board is Your Go-To Resource
Scouting the Hispanic Market
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TABLE OF CONTENTS
4 5 8
6
CEO Corner
Seize the Opportunity
Association Now
Nominate someone today for consideration for the 2018 Sporting Goods Industry Hall of Fame
Insights Now: Scouting the Hispanic Market
Team Now
Big Bat Changes in 2018 will impact retailers and team dealers
10
Membership Now
12
Conference Now
16
14
Opportunity Now
18
NSGA Job Board — go-to resource for employers and job seekers in the industry
The third and final panel recap from the 2016 Management Conference & Team Dealer Summit
A look at product opportunities in Olympic sports
Operations Now
Video Marketing: Now, too easy and inexpensive to ignore
Locker Room Now
NSGA member news, official baseball of NCAA championships, illegal bats and more
NSGA NOWÂŽ
November/December 2016 | 3
CEO CORNER
NSGA OFFICERS
Kent Gart, former co-owner of Gart Brothers, located in Denver, Colorado, recently shared where he thought Sports Authority had gone wrong. He talked about a variety of reasons, including pressure from online retailers like Amazon and the private-equity owner’s mistake with business debt. However, Gart highlighted what he believes was the leadership’s abandonment of a “customer-first” focus. He then warned of the same potential fate for others in the sporting goods industry such as Dick’s Sporting Goods, Cabela’s and Bass Pro Shops.
Chairman of the Board David Labbe
Kittery Trading Post, Kittery, ME
Treasurer/Chairman-Elect Cathy Pryor
Hibbett Sports, Birmingham, AL
Past Chairman Randy Nill
Nill Bros. Sporting Goods, Kansas City, KS
BOARD OF DIRECTORS Dale Donaldson
Mallard’s Source for Sports, Castlegar, British Columbia, Canada
Pat Donnelley
Donnelley Sports, Twin Falls, ID
Rhett Johnson
Johnson-Lambe Co., Raleigh, NC
Jeff Miller
Scholastic Sports Sales, Ltd., Manlius, NY
John Oehler
Dunham’s Sports, Troy, MI
Rob Summerfield
MC Sports, Grand Rapids, MI
Jerry Williams
Schuylkill Valley Sports, Pottstown, PA
NSGA TEAM Matt Carlson
President & CEO
Meghan Beach
Director, Membership & Education
Katie Bruce
Director, Marketing & Communications
Dustin Dobrin
Marty Maciaszek
Director of Team Dealer Division/HDA Director
Larry Weindruch Director, Public Affairs
Dan Wiersma
Chief Financial Officer
Director, Research & Information
“All big-box stores with large footprints are at risk,” Gart said. “If you don’t stand for something, you are dead.” Is this really true? Is this an exceptionally harsh generalization of a diverse industry? Or are there macro-factors that doom our industry to experience greater constriction? Gart may not be all right. Unlike small retailers, bigger players such as Dick’s, Cabela’s and Bass Pro Shop enjoy a greater product mix and availability. Sports apparel and footwear customers are definitely brand conscious and that bodes well for those brands. In light of recent store closings, retailers of all sizes have the opportunity to move into those geographic-vacated-locations. Larger retailers who may have been competing with these businesses can seize this opportunity to grow their business. Maybe there is a larger picture here. Macy’s CEO Terry Lundgren describes retail as an overbuilt sector. He appeared on CNBC in August describing his company’s plans to close 100 stores, noting that the “U.S. has a ‘ridiculous’ amount of retail space, equaling about 7.3 square feet per capita. That’s well in excess of the 1.7 square feet per capita in Japan and France, and the U.K.’s 1.3 square feet.” Gart may also not be all wrong. All businesses should look for ways to improve customer service. Meeting and exceeding expectations breeds customer loyalty. Consequences can be severe when such a significant part of the business is neglected. Time and time again we hear that the in-store experience is important, but is everything being done to ensure a happy customer? NSGA’s Shopper Playbook tells us that 66% of sporting goods shoppers prefer to purchase products in-store rather than online. The number one reason was the opportunity to touch and feel the product in person. Capturing that consumer sentiment is key to retailers and dealers avoiding making Gart completely accurate. Providing knowledgeable customer service in a clean, bright, organized, well-stocked store is a winning formula for sellers of all sizes, big box to the smallest of single store operators. Accept that challenge and rise to the occasion retailers and dealers! We know you can do it. Best regards, Matt Carlson President & CEO Katie Bruce | Editor/Publisher NSGA NOW® (ISSN 1045-2087) is published bi-monthly for members of the National Sporting Goods Association, 1601 Feehanville Dr., Suite 300, Mount Prospect, IL 60056-6035; Phone: (847) 296-6742; Fax: (847) 391-9827. Subscription price of $50 per year is included in membership fee. Non-member subscription information available from publisher. Periodical postage paid at Mount Prospect, IL 60056 and additional mailing offices. POSTMASTER: Send address changes to NSGA NOW,® 1601 Feehanville Dr., Suite 300, Mount Prospect, IL 60056-6035. © by NSGA 2016. Printed in the USA.
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November/December 2016
ASSOCIATION NOW
Nominate an Industry Leader for the 2018 Class of the Sporting Goods Industry Hall of Fame Do you know a retailer, dealer or manufacturer who has made exceptional contributions to the sporting goods industry? Nominations are being accepted for the 2018 class of the Sporting Goods Industry Hall of Fame. The deadline to submit a nomination is March 17, 2017. Sporting Goods Industry Hall of Fame members are elected based on specific criteria. Nomination requirements for manufacturers include development and production of a product which significantly improves sports performance and/or introduction of significant safety factors for sporting goods products. All innovations must be substantiated. Criteria for retailers and dealers include a demonstration of innovation and leadership, as well as participation in industry-wide activities. Monetary success is not a determining factor.
Nominees chosen for induction will be honored in 2018 at the NSGA Management Conference & Team Dealer Summit. FOR MORE INFORMATION OR TO NOMINATE SOMEONE TODAY PLEASE VISIT nsga.org/halloffame.
NSGA NOWÂŽ
November/December 2016 | 5
INSIGHTS NOW
Scouting the Hispanic Market By Dustin Dobrin, NSGA Research & Information Director
Consumers are the basic foundational component of business and there are a wide variety of consumer-types in the United States. Overlooking or neglecting prevailing trends among consumer-types can result in missed opportunities for your business. In the previous edition of NSGA NOW,® Mara Devitt of McMillanDoolittle, LLP discussed the increasing importance and buying power of millennials (consumers who are approximately 18 to 39 years old). In this issue, NSGA is bringing to light another group of consumers who are comparable in size and buying power, the Hispanic segment. This summer, NSGA conducted a study among the U.S. Hispanic population and a complimentary report was distributed to NSGA members in November. The report provides insight into Hispanic cultural values, the role of sports within Hispanic culture, and the attitudes and behavior of the Hispanic shopper. The study provides sporting goods organizations with a knowledge base that will be beneficial as the potential for growing business among existing and/or new Hispanic customers becomes a greater possibility. The following are some highlights from the study.
The Hispanic segment represents a significant opportunity for the sporting goods industry. Rapid growth of the Hispanic U.S. population and their close relationships with sports and exercise in the culture make this segment a natural opportunity for the sporting goods industry. Hispanics make up 17% of today’s population, totaling more than 55 million people and representing $1.5 trillion in spending power. By 2030, they are anticipated to account for 22% of the U.S. population and more than 77 million people. By 2055, Hispanics are expected to grow to approximately 27% of the U.S. population, representing more than 112 million people. See Exhibit 1. EXHIBIT 1 | Hispanic Influence on the Rise Today
2030
2055
# of Hispanics
55+ million
77+ million
112+ million
% of U.S.
17%
22%
27%
The rapid growth among Hispanics takes on greater meaning for sporting goods businesses due to the emphasis that Hispanics place on participation in sports and exercise. When surveyed, 92% of Hispanics consider participation in sports and exercise as extremely or very important. This is significantly greater than the 76% of non-Hispanics that responded in the same manner. See Exhibit 2.
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Understanding core Hispanic values and implementing strategies to appeal to these values is key to maximizing potential for success. Core Hispanic values are the foundation that unify Hispanics as they evolve and adopt elements of the American value system. Today, four in every five Hispanics belong to either the Culturally Hispanic (diluted Hispanic heritage) or Bicultural (cultural duality is celebrated) segments and retain key Hispanic values. Despite the belief by some that many Hispanics will become “Americanized” and either inadvertently or consciously drift further away from their Hispanic heritage, projections point to a different story. By 2030, the environment will remain very similar; four in every five Hispanics will still belong to either the Culturally Hispanic or the Bicultural segments. In other words, Hispanic heritage and values will remain an integral part of the U.S. Hispanic population. See Exhibits 3 and 4. Hispanic sports interests, attitudes and shopping behavior are heavily influenced by their core values. Hispanic core values tend to gravitate toward the theme of collectivism. Connections with family, friends and other trusted sources tend to influence attitudes and behaviors towards sports, exercise and sporting goods shopping behavior.
EXHIBIT 2
Importance of Sports and Exercise % Selecting Extremely or Very Important
The importance of word-of-mouth, the view of shopping as fun and as a way to treat or reward themselves and family and the tendency to take fewer risks are examples of how Hispanic core values have significant influence. NSGA’s Scouting the Hispanic Market study provides further insights and implications into the reasons Hispanics participate in sports and exercise, the level of participation interest in a variety of sport segments, the sources of research used prior to purchasing sporting goods, the preference between in-store vs. online purchases for sporting goods, and the sporting goods purchase outlets that tend to resonate with Hispanics. The complimentary report is available for members to download through the NSGA website. (nsga.org/hispanicreport). For questions, contact Dustin Dobrin (847) 296-6742, ext. 1170 or ddobrin@nsga.org or Nick Rigitano (847) 296-6742, ext. 1080 or nrigitano@nsga.org.
EXHIBIT 3 | Today’s U.S. Population 65% | White Non-Hispanic 5% | Asian 13% | African American 17% | Hispanic • 19% | Culturally American: Diluted Hispanic Heritage • 44% | Bicultural: Cultural Duality is celebrated • 37% | Culturally Hispanic Traditional and Hispanic-Centered
92%
EXHIBIT 4 | Projected Segment Trends Among Hispanics 60% 50%
76%
49% 44%
40% 30%
37% 31%
20%
20%
19%
10% 0%
Hispanic
Non-Hispanic
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030 Culturally Hispanic
Bicultural
Culturally American
NSGA NOW®
November/December 2016 | 7
TEAM NOW
Big Bat Changes in 2018 Will Impact Retailers and Team Dealers By Marty Maciaszek, NSGA Team Dealer Division Director
Youth baseball will be hit with some big changes in bats in 2018. As a result, significant changes are coming for retailers and team dealers who are in the youth bat market. USA Baseball, the governing body for the sport in the United States, adopted a new bat standard (USABat) which applies to bats used at youth levels of play below the NCAA and NFHS (National Federation of State High School Associations). The new USABat standard will be implemented on January 1, 2018 and followed by USA Baseball National Member Organizations such as American Amateur Baseball Congress (AABC), Amateur Athletic Union (AAU), Babe Ruth Baseball/Cal Ripken Baseball, Dixie Youth Baseball, Little League Baseball and PONY Baseball. Mike Gaski, the President of the USA Baseball Board of Directors, said “other groups not necessarily affiliated with us have indicated they intend to use the new bat standard, too.”
“We think this will make our game more uniform overall,” Gaski said, “and it will be better for the game in the long run.”
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The new USABat standards will meet the goal of youth organizations achieving more of a wood-like standard with their bats. The new bats, which have a USABat licensing mark, will be permitted for use in the leagues and tournaments of the participating youth organizations. Current bats will be permitted for use in youth leagues for the 2017 season. Bats meeting the new USABat standards are expected to be available late in the summer of 2017. That will require some adjustments by retailers and dealers since fill-in orders will not be available and remaining inventory will be obsolete.
USA Baseball said the change was not made for safety reasons. It will bring the youth bats more in line with the NCAA and NFHS BBCOR standards, which reduces the “trampoline effect” of how quickly the ball comes off the bat.
But there is a sentiment the changes could have a detrimental effect on bat sales in the long run because younger players will have a tougher time hitting the ball as hard and far as they could previously. “The product will be worse and it will be a negative force for Little League baseball and for kids playing,” said Dan Burke, the owner of Burke’s Sport Haven in suburban Detroit. “With the newer product it will hurt the actual participation of baseball in my opinion. There will be a negative effect to the participation of the game if kids aren’t hitting as well.” And that is a big issue for a sport that has seen a decline of participants ages 7–17 from 10.7 million in 1993 to 5.7 million in 2015, according to NSGA’s Historical Sports Participation Reports. “You are probably going to have fewer kids have as much success as they have had in the past,” said Chris Champ, the category manager in charge of team dealer members for Nation’s Best Sports (NBS), “and you may have a lot less kids playing baseball.”
NSGA NOW ®
November/December 2016 | 9
MEMBERSHIP NOW
The NSGA Job Board: Your Go-To Resource in the Sporting Goods Industry By Angela Mennecke, NSGA Marketing & Communications Coordinator
The NSGA Job Board is an online career center designed specifically to connect employers and talent in the sporting goods industry. The NSGA Job Board is powered by YourMembership, a leading provider of job websites and career centers for organizations that serve niche audiences. The service is free of charge for job seekers and NSGA member organizations to post jobs. Similar to the nearly 1,500 YourMembership powered career centers, the NSGA Job Board distinguishes itself from generalist job boards in a number of ways; including:
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A highly targeted focus on employment opportunities in the sporting goods sector. T he ability for employers to easily post jobs, track activity on those postings, send job opportunities to NSGA members via email, generate brand exposure, expose jobs via NSGA’s social media channels and more. T he ability for job seekers to utilize anonymous resumé posting and job application — enabling candidates to stay connected to the employment market while maintaining full control over their confidential information. A ccess to industry-specific jobs and top-quality candidates — often not seen on the mass job boards.
How to Post Open Positions for Free on NSGA’s Job Board:
1 Login to your account on nsga.org. Click on the “Jobs” tab on the 2 homepage of nsga.org. 3 Click on “Post a Job.” Set the date parameters of your 4
5
NSGA member companies can post job openings free of charge. Other web advertising services charge more than $400 for a 30-day job posting.
job post. NSGA allows members to post a job for 30 or 60 days free of charge. To maximize views and responses to your job post, consider purchasing advertisements with memberexclusive pricing.
F ill out the job description, including job name, company name, position title, job function, location and job description.
Fill out your contact information 6 in the appropriate fields. 7 Preview your job posting. 8 Make any necessary edits. 9 Post your job!
NSGA NOW ®
November/December 2016 | 11
CONFERENCE NOW
“ In It To Win It: The Fight to Expand Youth Sports Participation” Recap By Katie Bruce, NSGA Marketing & Communications Director and Angela Mennecke, NSGA Marketing & Communications Coordinator
From left — Moderator Marty Maciaszek, NSGA Team Dealer Division Director; Bob Gardner, Executive Director of the National Federation of State High School Associations; Mike Hoyer, National Executive Director of the American Youth Soccer Organization; and Jim Thompson, the founder and CEO of Positive Coaching Alliance discuss the value of youth sports participation during the 2016 NSGA Management Conference & Team Dealer Summit
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During the “In It To Win It: The Fight to Expand Youth Sports Participation” panel discussion moderated by NSGA Team Dealer Division Director Marty Maciaszek on May 24, three leaders in the world of youth sports tackled questions regarding the current state of participation across the country. Bob Gardner, Executive Director of the National Federation of State High School Associations; Mike Hoyer, National Executive Director of the American Youth Soccer Organization; and Jim Thompson, the founder and CEO of Positive Coaching Alliance, discussed the value of youths participating in sports and expressed concerns about the declines they have observed. The panel acknowledged the top challenges in increasing youth sports participation, all three recognizing the need to increase parents’ participation in communities. With the increase in parents’ misguided expectations and the pressure from parents on the importance of their child
receiving a college scholarship, the need to reconnect kids to the love of the game is more important than ever. With the help of parents and coaches, kids need to be proud of being on a team and feel good about themselves, regardless of their skill level. Their message to NSGA members about how to keep kids in the game is simple. Be supportive, share the successes as a dealer or store owner with customers and the community and personally engage with customers. Gardner, Hoyer and Thompson also noted that encouraging kids to play more than one sport and experiment with different sporting goods equipment can help decrease sport specialization, a dangerous trend on the rise in America. With the end goal of creating less pressure and more fun for youth athletes, everyone needs to do their part and become better sports leaders.
SPORTS SANDALS MADE WITH
REAL SPORT LACES
COMFORT & CUSTOM
SALES@SUMMERSKATES.COM
WWW.SUMMERSKATES.COM NSGA NOW®
November/December 2016 | 13
OPPORTUNITY NOW
Olympic Opportunity By Katie Bruce, NSGA Marketing & Communications Director This past summer, fans all over the world watched as the 2016 Summer Olympics descended on Rio de Janeiro. They saw Michael Phelps return to capture five Olympic medals and Ahmad Amsyar Azman have one of the worst dives in Olympic history. You cannot help but think of the moments that define the games and the same moments that inspire young athletes to reach for loftier goals. The Olympics, in addition to inspiring us, remind us of the variety of sports that exist. It is an opportunity to learn about a not so traditional sport. It is also a reminder of the business opportunity that exists, well beyond the ordinary. The charts included in this article highlight unique apparel and equipment necessary for each Summer and Winter Olympic sport. Do you carry these items in your store? Is there potential to stock an entry-level piece of equipment that could encourage a new participant? Information from the chart can be used to think outside of the box, and look for new opportunities to grow your business in a sport you may not have considered. In addition to the equipment and apparel listed in the charts, participation in a wide variety of sports also requires sports medicine products for maintenance and training. Different activities present different challenges. Athletic tape, braces and recovery products are just a few items that may be a good fit to compliment a purchase of equipment and apparel. Hundreds of products exist for these sports and the opportunities could be endless. However, it may not be the right choice for you. Something to consider is whether or not selling this product is a good fit for your business. Check your local community’s sports programming. Are any of these sports offered through a park district, YMCA or other local organization? Consider utilizing the NSGA Sports Participation: Cross Participation report to get a better gauge of the variety of sports an individual may participate in. The Olympics come and go; but somewhere, someone is training, not just for four years down the road but maybe for 2032 and beyond. Hopefully these charts will get you thinking about the possible opportunities that might exist. 14 | NSGA NOW Ž
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Winter Olympics SPORT
EQUIPMENT AND APPAREL
Alpine Skiing
skis, ski boots, poles, gloves, goggles, helmet
Biathlon skis, gloves, hat, goggles, small bore rifle, ammunition and magazines Bobsleigh
helmet, specialty shoes, sled
Cross Country Skiing
skis, ski boots, poles, gloves, goggles, hat
Curling
special curling shoes, broom or brush, rock
Figure Skating
skates, uniforms/specialty outfits
Freestyle Skiing
skis, ski boots, helmet, goggles, poles, gloves
Ice Hockey helmet, neck guard, shoulder pads, elbow pads, hockey gloves, hockey pants, athletic support, shin guards, hockey socks, mouthguard, ice skates, hockey puck, hockey stick Luge
sled, gloves, boots, helmet
Nordic Combined
ski boot, ski helmet, skis, ski poles, ski wax
Short Track Speed Skating
specialty skates, helmet, glasses
Skeleton helmet with chin guard, spiked shoes, goggles, elbow and shoulder pads, sled Ski Jumping skis, specialty ski boots, helmet, goggles, gloves Snowboard
snowboard, snowboard boots, gloves, goggles, helmet
Speed Skating
specialty skates, helmet, glasses
Summer Olympics SPORT
EQUIPMENT AND APPAREL
SPORT
EQUIPMENT AND APPAREL
Archery bucket hats, light-weight and long sleeve shirts, pants, bows, arrows
Modern Pentathlon
wire-mesh mask, Épée, white suit, riding gear, laser pistol
Badminton racquet, shuttlecock, badminton shoes, shorts, short-sleeved shirt
Rhythmic Gymnastics
hoop, ribbon, clubs, ball, specialty leotard
Basketball basketballs, shorts, compression apparel, sleeveless shirts, t-shirts
Rowing
oars, boats (sculls and shells)
Rugby
mouth guard, head guard
Beach Volleyball tank top and shorts, top and briefs or one piece, cap, sunglasses, visor, volleyball Boxing shorts, sleeveless top, socks, shoes, hand-wraps, gloves Canoe Slalom
canoes, kayaks
Canoe Sprint
canoes, kayaks
Sailing RS:X, Laser, Laser Radial, Finn, 470, Nacra 17, 49er, 49erFX Shooting rifle (3-position and prone), air rifle (10m rifle), pistol (50m pistol, men’s 25m rapid fire pistol, women’s 25m pistol), air pistol (10m pistol), shotgun (trap, double trap, skeet), sights, shotgun cartridges, ear/eye protection, side blinders Soccer
goals, corner flags, ball, cleats, shinguards
Swimming
suits, goggles, caps
Synchronized Swimming
costume, speakers, gelatin, nose clip
Cycling — Road Bike riding apparel (shorts, top, shoes), helmet, protective eyewear, bicycle
Table Tennis
table, paddle, plastic table tennis ball
Cycling — Track Bike riding apparel (shorts, top, shoes), helmet, protective eyewear, track bicycle
Taekwondo uniform (dobok), trunk protector, headgear, mouthpiece, groin area protector, gloves, shin and forearm guards
Cycling — BMX specialized riding gear, helmet, goggles, BMX bicycle Cycling — Mountain Bike
b ike riding apparel (shorts and top), helmet, protective eyewear, mountain bike
Diving suit Equestrian Dressage
helmet, riding apparel, gloves, boots
Equestrian Eventing
helmet, riding apparel, gloves, boots
Equestrian Jumping
helmet, riding apparel, gloves, boots
Fencing
Tennis
tennis racquet, tennis balls
Track & Field discus, hammer, running shoes (different shoes for different distance and fit), hurdles, shot put, javelin, vaulting pole, relay baton and spikes Trampoline
trampoline, safety mats
Triathlon
swimsuit, bicycle, running shoes
wire-mesh mask, foil, Épée, sabre
Volleyball
volleyball shoes, volleyball, kneepads
Field hockey
stick, uniform, long socks, gloves
Water Polo
ball, bathing caps, lane ropes and buoys, goals
Golf
club set, golf balls, gloves
Weightlifting
weights, collar, platform
Gymnastics
leotard, pants and leotard uniform, grips
Wrestling Freestyle
singlet, shoes
Handball
handball, goals, gloves
singlet, shoes
Judo
judo suit, judo belt and judo mats
Wrestling Greco-Roman
NSGA NOW®
November/December 2016 | 15
OPERATIONS NOW
Video Marketing: Now, Too Easy and Inexpensive to Ignore By Joe Dysart, Columnist, Speaker and Consultant
While video marketing is already on the radar of most sporting goods stores, recent indications are that the medium will continue to explosively transform the Web for years to come. Instagram, a photo/video-based social media start-up, was a mere blip on the Web’s radar a few years ago and is now boasting 500 million users. Snapchat, another video-centered social media network is growing nearly as ferociously. And YouTube — the online video king — cruises along these days at more than a billion users. Plus, YouTube is reaching more 18 to 49-year olds than any cable TV network in the U.S., according to the company’s stats page.
“ We’re at the beginning of a golden age of online video,” says Mark Zuckerberg, Facebook’s CEO. Adds Brad Jefferson, CEO, Animoto, a video marketing service provider: “This represents one of the biggest marketing opportunities for small businesses in a long time.” Currently, 55% of consumers watch at least one video-perweek on a mobile device, according to a 2015 Animoto study.
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And 48% of millennials are viewing videos exclusively on mobile, according to the study. But perhaps most telling is a prediction from market researcher eMarketer: By 2017, businesses will for the first time spend more advertising dollars on digital advertising — approximately $77.4 billion — than on TV advertising. Fortunately, sporting goods stores looking to cash-in on the seemingly insatiable appetite for video on the Web have a cornucopia of tools they can use to put together marketing videos of all types: YouTubeDirector: Released this summer, YouTubeDirector is a suite of easy-to-use tools specifically designed for small businesses looking to make quick marketing videos from their smartphones. “We know that creating a video ad can be challenging,” says Max Goldman, product manager, YouTube Director. “To make it easier for every business to get started with advertising on YouTube, we’re launching YouTube Director.” The suite’s core product is a downloadable app featuring commonly used templates for video ads, which a business owner can use to quickly populate with his or her own video content.
Looking to put together an overview video of your sporting goods store? Want to get up-close and personal with a profile of the sporting goods store’s owner? Prefer to take your customers behind the scenes to show them how your sporting goods store works? YouTube Director has video ad templates for all those kinds of marketing presentations and more. The templates also all come complete with pre-packaged music that can be used to further polish the production.
Some of these sites include: • Pixabay (pixabay.com): This huge site has images that are 100 percent public domain. It offers not only images, but vector graphics, illustrations, and short video clips. • Unsplash (unsplash.com): This site offers a plethora of high-quality images. Photos are arranged in collections, or you can drill down for more specific needs using a search tool.
Moreover, for businesses willing to spend at least $150 to advertise on YouTube, the video goliath will send a local video producer right to your door to put your video together for you free-of-charge.
• Flickr: The Commons (flickr.com/commons): The Commons compiles images with no known copyright restrictions from museums, libraries, and individuals all over the world, including The Smithsonian, the New York Public Library and the British Museum.
For businesses that go this route, the entire video creation process generally takes less than a day, according to Goldman.
• Magdeleine (magdeleine.co): At this site, you'll be able to search for a photo by color, category, license type or simple keyword.
Live Video Streaming: Nothing engenders immediacy in marketing quite like live streamed video. And major social media networks are scrambling to provide this service to their users free-of-charge.
•V idevo (videvo.net): This is one of the world’s largest sources of free cinematic video clips and motion graphics.
Facebook, for example, is rolling out a live streaming service that is ridiculously easy to use on a smartphone. Users simply log in to Facebook, tap their “Update Status” button and choose the Live Video icon to start filming. While you are broadcasting, you'll be able to see how many people are watching and how many of your Facebook friends are in the audience. Plus, your viewers will be able to livestream comments to one another as they watch the video.
" Live is just one part of our overall video effort, but we think it has a lot of potential," Zuckerberg says. "Friends go Live because it's unfiltered and personal. Actors and news anchors go Live because in some cases they can reach bigger audiences than they can on their own shows.” Similar free, live video streaming services are offered by Periscope, a Twitter-owned company and YouTube Live Streaming. Free Stock Images: While online services such as Getty Images will happily charge you an arm-and-a-leg for stock photography, there are plenty of sites on the Web where you can currently grab tens of thousands of royalty free images for your videos, free-of-charge.
Free Background Music: As with images, there are a number of sites where you can download free background music for your sporting goods store marketing videos. These include: 33 Amazon Sites with Free Music for Videos; Free Stock Music (freestockmusic.com) and YouTube Audio Library. Free Video Analytics: You'll have a better idea of how well your videos are doing if you know who is clicking on links in your videos that lead back to your website or Facebook page. Buffer’s Complete Guide to UTM Codes (blog.bufferapp.com/utm-guide) will show you how to add special codes to your videos that Google Analytics can use to determine who is clicking where. And Google, YouTube and Twitter all offer free analytics tools you can use to further understand which marketing videos are working best for you. "If you put time and effort into creating a video that is easily shareable, you will reap the benefits," says Daniella Paolozzi, Marketing Director, DP Marketing Communications.
FOR SAMPLES OF NSGA VIDEOS, VISIT nsga.org/thisisnsga
NSGA NOW®
November/December 2016 | 17
LOCKER ROOM NOW
NSGA Member Al’s Sporting Goods Capitalizes on Carson Wentz Fever Philadelphia Eagles’ rookie quarterback Carson Wentz captured the attention of the National Football League with a phenomenal start to his professional career. The immediate success of the second overall pick in this year’s NFL draft also had a big impact on sales of his jersey. “I’ve never seen anything like this,” Bob Hart, the owner of NSGA member Al’s Sporting Goods in Wilmington, Delaware, told The News Journal. “Certainly not with one player.”
and platform tennis paddles and balls for USPTA members and programs. Wilson equipment and signage will be showcased at all official USPTA events, conferences and promotions. Serena Williams and Roger Federer are among the top pros who use Wilson racquets. “I was fortunate to be a part of the Wilson team 20-plus years ago when USPTA and Wilson were partners,” said USPTA CEO John Embree. “I feel like the USPTA has returned home. I am excited about what this endorsement will mean to our membership and to the tennis industry as a whole.”
Hart told the newspaper he sold nearly 12 Wentz jerseys in the two days after he led the Eagles to a 34–3 rout of the Pittsburgh Steelers. Hart said he sold the same number in the week after a victory over the Chicago Bears — an increase in the eight sold after a win over the Cleveland Browns. “Wentz is playing so well, he’s giving the fans something to root for,” Hart said. Hart said the last time jersey sales were this strong at Al’s was in 2008 when the Phillies made the World Series, but the purchases were for multiple players. Hart said he could not remember sales like this for one player.
Wilson to Relocate Headquarters to Downtown Chicago in 2017 Wilson Sporting Goods will relocate its global headquarters to downtown Chicago in late 2017 with approximately 400 team members moving into the iconic Prudential Plaza building. Wilson has been Chicago-based throughout its 102-year history and is currently located near O’Hare International Airport. “This move downtown is strategically important for us as we cultivate our people, brand and business for the next century,” Mike Dowse, President of Wilson, said. “For our team members, this relocation supports their professional growth by providing them with an exciting new work environment and greater access to all the creative inspiration, energy and resources of a vibrant downtown community. For our brand and business, it heightens the visibility of Wilson in the heart of the best sports city in the world, and the only city we have ever called home.”
USPTA Enters Three-Year Agreement with Wilson The United States Professional Tennis Association entered a three-year agreement to make Wilson the official supplier of the USPTA. Wilson will provide racquets, balls, strings, bags, 10-and-under tennis equipment, stringing machines 18 | NSGA NOW ®
November/December 2016
Brooks Gives Back by Assisting High School Running Programs Brooks Running selected 25 underfunded high school running teams as recipients of the 2016 Brooks Booster Club grants. Each team receives running shoes, uniforms and cash to help enhance participation in its track and cross country programs. “The Brooks Booster Club invests in the heart and soul of the sport of running, helping to eliminate barriers for young athletes looking to participate,” said Brooks Running CEO Jim Weber. “If we can help sustain these track and cross country programs at the high school level, there’s a much greater chance these athletes will stay active and lead healthier lives long after receiving a diploma.” Schools receiving grants demonstrated a compelling need for assistance. The grant each school receives includes training and racing shoes, racing uniforms and warmups for a 30-person team and $2,000 to help with expenses such as pay-to-play fees, meet entries and transportation costs. Brooks has invested more than $700,000 in cash and product since the program started in 2015.
Twin City Knitting Acquired by Sock & Accessory Brands Global
NCAA Strengthens Penalties for Illegal Baseball Bats
Twin City Knitting was acquired by Sock & Accessory Brands Global (SABG), a portfolio company of Huron Capital Partners. Twin City Knitting (TCK), a designer, manufacturer and wholesaler of performance athletic socks, was founded in 1961 and primarily serves the team sports market with products such as customized team socks. Twin City Knitting will continue operating out of its existing North Carolina facilities and owners Fran Davis and Joseph Lamb will keep their roles with the business.
The NCAA Playing Rules Oversight Panel approved stronger penalties for players who use illegal bats in a game. If an umpire can determine by inspection that a bat is illegal after the first pitch is thrown in a count, the batter will be called out and base runners must return to the base they occupied before the ball was put in play. The bat will be taken out of the game.
SABG is headquartered in Advance, North Carolina, and is a hosiery and accessories design, product development and distribution company. Davis will join the SABG Board of Directors. “We are thrilled to be partnering with SABG and Huron Capital,” Davis said in a statement. “TCK brings an established brand in the team sports market to SABG, and we are excited to begin working together to build on each company’s respective strengths.”
Rawlings Renewed as Official Baseball of NCAA Championships Rawlings renewed with the NCAA as the Official Baseball of the NCAA championships from the 2017 through 2021 seasons. The five-year agreement gives Rawlings exclusive rights to promote, market and sell the NCAA championship baseball through its retail channels. “We’re proud to continue our longstanding relationship with Rawlings and consider them to be a leading company and brand in the sports industry,” said Keith Martin, managing director of championships and alliances for the NCAA. “Providing student-athletes with top quality products contributes to their well-being and enhances their overall collegiate experience when they reach the championships, which is the pinnacle of their years of hard work.”
If the umpire can determine that a bat is illegal before the first pitch of a count, the hitter is called out and the bat is removed from the game.
Private Equity Firm Acquires Badger Sportswear CCMP Capital Advisors LP has acquired Badger Sportswear, a provider of team uniforms and performance athletic wear. No financial terms were disclosed. Badger CEO Jerry Carr will remain in that post and continue as chairman of the company’s board of directors. Established in 1971, Badger has become one of the fastest-growing companies in the wholesale athletic team sportswear market.
Study Shows U.S. Youth Near Bottom of Fitness Compared to Rest of World The United States ranked 47th out of 50 countries in a study of the aerobic fitness levels of children and youth co-led by an international research team from the Children’s Hospital of Eastern Ontario and the University of North Dakota. Tanzania, Iceland, Estonia, Norway and Japan were the top five countries, Canada was 19th and Mexico was last. “Kids who are aerobically fit tend to be healthy; and healthy kids are apt to be healthy adults,” said Justin Lang, lead author of the study. “So studying aerobic fitness in the early years is very insightful to overall population health. It’s important to know how kids in Canada or America fare on the world stage, for example, because we can always learn from other countries with fitter kids.” The study involved analyzing 20-meter shuttle data, also called the beep test, from 1.1 million kids aged 9 to 17 years old. The beep test is the most popular field-based test of aerobic fitness levels of children and youth. It is also standardized and commonly used around the world. Another key finding of this study is that income inequality — the gap between rich and poor as measured by the Gini Index — is strongly correlated with aerobic fitness. Children and youth from countries with a small gap between rich and poor appear to be more fit.
The NSGA Annual Management Conference & Team Dealer Summit is the place to boost productivity and insightfully focus on your business.
MAY 21–24, 2017
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MAY 21–24, 2017
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53rd Annual Management Conference & 19th Annual Team Dealer Summit
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