ISSUE 1222 MAY 28, 2012
The Weekly Digital Magazine for the Sporting Goods Industry
IT'S MORE THAN SPORTS
®Registered and ™Trademark of Spenco Medical Corporation. ©2005, 2006, 2012 SMC. All Rights Reserved
Men’s Siesta | Java
Only Spenco® TOTALSUPPORT™ Footwear has the Full-Contact Comfort™ Footbed. Based on the shape of our best-selling TOTALSUPPORT™ Insole, it’s the perfect combination of support and comfort from heel-to-toe. Visit spenco.com and see for yourself how TOTALSUPPORT™ Footwear improves alignment, helps reduce over-pronation and offers relief to those with high arches.
To find out more, visit us online at www.spenco.com or call 1-800-877-3626.
Editor In Chief firstname.lastname@example.org 704.987.3450 x104
ISSUE 1222 MAY 28, 2012
Managing Editor Thomas J. Ryan (917.375.4699) email@example.com Editors At Large Fernando J. Delgado Mackenzie Lobby Charlie Lunan Matt Powell
The Weekly Digital Magazine for the Sporting Goods Industry
Creative Director Teresa Hartford Graphic Designer Camila Amortegui Special Projects Manager Dao Huynh Advertising Sales Account Manager / Northeast Buz Keenan (201.887.5112) firstname.lastname@example.org Account Managers / Midwest Barry Kingwill Jim Kingwill 847.537.9196 email@example.com firstname.lastname@example.org Account Manager / Southeast Katie O’Donohue (828.244.3043) email@example.com Circulation & Subscriptions firstname.lastname@example.org Technology Chief Information Officer, Mark Fine VP Research & Development, Gerry Axelrod Manager Database Operations, Cathy Badalamenti SportsOneSource Publications SGB TEAM Business SGB Weekly SGB Performance Team Business Digital The B.O.S.S. Report Sports Executive Weekly SGB Update Footwear Business Update Outdoor Business Update Sportsman’s Business Update Team Business Update SportsOneSource Research SportScanInfo OIA VantagePoint SOS Research
2151 Hawkins Street • Suite 200 • Charlotte • NC • 28203 t. 704-987-3450 • f. 704-987-3455 www.SportsOneSource.com
8 Title Nine limited edition custom cycling jersey
BY THE NUMBERS UNDER ARMOUR Launches "WIN Baltimore" MOVERS & SHAKERS NOCSAE to Replace Youth Football Helmets
FEATURES 8 10
GIRLS RULE Title Nine and Oiselle Team Up for the 40th Anniversary of Title IX A SUPPORTIVE INDUSTRY The Sports Bra Industry Flourishes with More Options for Women
14 I AM...SGB Missy Park CEO, Title Nine
2 5 7 15 16
Spenco Implus Shock Doctor SGB Weekly Outdoor Retailer
Copyright 2012 SportsOneSource, LLC. All rights reserved. The opinions expressed by writers and contributors to SGB WEEKLY are not necessarily those of the editors or publishers. SGB WEEKLY is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in SGB WEEKLY may not be reproduced in whole or in part without the express permission of the publisher. SGB WEEKLY is published weekly by SportsOneSource, LLC, 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450. Send address changes to SGB WEEKLY , 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450
MAY 28, 2012 | SGBWeekly.com
BY THE NUMBERS 36.2%
Foot Locker, Inc. reported first quarter earnings jumped 36.2 percent to $128 million, or 83 cents per share, from $94 million, or 60 cents, a year ago. Sales increased 8.7 percent to $1.58 billion, as compared with sales of $145 billion for the corresponding prioryear period. Excluding the effect of foreign currency fluctuations, total sales for the first quarter increased 9.8 percent. Comparablestore sales, meanwhile, increased 9.7 percent.
Collective Brands, Inc., which in early May reached an agreement to be sold to Wolverine World Wide and a pair of private-equity firms, reported earnings jumped 25.8 percent in its first quarter. Earnings reached $33.2 million, or 54 cents per share, compared to $26.4 million, or 42 cents, in the first quarter of 2011. Net sales increased 5.0 percent to $912.1 million. This was driven by the company's 8.1 percent comparable store sales increase and sales growth of 8.3 percent in the Performance + Lifestyle Group (PLG) Wholesale segment, offset in part by operating 365 fewer stores.
Genesco, Inc. reported earnings from continuing operations rose 38.7 percent for the first quarter ended April 28 to $20.8 million, or 86 cents per share, compared to $15.0 million, or 63 cents, for the first quarter ended April 30, 2011. Net sales for the first quarter of fiscal 2013 increased 24.5 percent to $600 million from $482 million in the first quarter of fiscal 2012, reflecting the addition of sales from Schuh and a comparable store sales increase of 9 percent. The Lids Sports Group's comparable store sales increased by 4 percent, the Journeys Group increased by 12 percent, and Johnston & Murphy Retail increased by 4 percent.
Hibbett Sports, Inc. raised its guidance for Full Year 2013 after reporting net sales for the 13-week period ended April 28 increased 14.4 percent to $232.9 million compared with the year-ago quarter. Net income increased 23.5 percent to $26.4 million compared with $21.3 million in the year earlier period. Earnings per diluted share increased 29.0 percent to 98 cents compared with 76 cents for the 13-week period ended April 30, 2011. Comparable store sales increased 11.1 percent at the company, which operates more than 800 neighborhood stores specializing in athletic footwear. 4 SGBWeekly.com | MAY 28, 2012
UNDER ARMOUR LAUNCHES "WIN BALTIMORE" COMMUNITY PROGRAM Under Armour launched a local community-based empowerment program entitled "WIN Baltimore." The program aims to generate positive social change throughout the city and its surrounding communities by fueling the social, educational and physical advancement of local boys and girls. The program's first initiative is a comprehensive service project that will support and fund the development of athletic facilities, increase access to technology and introduce new after school programs for Paul Laurence Dunbar High School for Health Professionals. Under Armour Founder and CEO Kevin Plank and Baltimore Ravens great Ray Lewis revealed the plans to a small group of Dunbar administrators and students at a private event in mid-May. The brand will build the Dunbar Poets a state-of-the-art turf football field with new stadium lights, a first-rate scoreboard, wraparound track and more. In addition, the project will include the development of two new high-tech computer labs. Both projects are scheduled for completion by the start of the 2012-13 school year. Additional projects between Under Armour and Dunbar will be finalized in the coming months. They will focus on after school and mentorship programs designed to inspire and drive students to succeed in all areas of life. "We are thrilled about our latest philanthropic initiative focused on giving back to the city we call home. 'WIN Baltimore' is a reflection of our commitment to work with civic leaders and the entire community in an effort to make Baltimore a better place to live, work and play," said Amy Larkin, VP, Culture, Under Armour. "Dunbar has long been a staple of the Baltimore community and a place that shares many of the same values as our brand. We look forward to all the amazing things we will do together and the positive impact it will generate in Baltimore." Future "WIN Baltimore" initiatives will be announced in 2013.
ENGINEEREDFOR THEPERFECTFIT The Sof Sole® Fit Series was created to easily identify foot and arch types, resulting in an informed purchase of an insole engineered specifically for their foot.
HIGH-REBOUND EVA FOAM SPECIFIC DUROMETER DENSITY CHANGES WITH ARCH TYPE, OFFERING OPTIMAL SUPPORT FOR SPECIFIC NEEDS.
ANATOMICAL NYLON PLATE PROVIDES TORTIONAL STABILITY WHILE MAINTAINING FLEXIBILITY AND RANGE OF MOTION. THE NYLON PLATE’S DURABILITY OFFERS RESISTANCE TO CRACKING AND COMPRESSION.
ARCH HEIGHT TAILORED ARCH HEIGHT COMPLEMENTS BIOMECHANICS OF EACH FOOT TYPE FOR IDEAL STABILITY AND COMFORT.
CK MESH TOP COVER ABRASION RESISTANT MATERIAL WITH ANTIMICROBIAL PROPERTIES WHICH INHIBITS GROWTH OF BACTERIA AND FOOT ODOR.
SCAN WITH YOUR SMART PHONE FOR MORE INFORMATION
Or go to:
MOVERS & SHAKERS Foot Locker, Inc. has promoted Richard A. Johnson to the position of executive vice president and chief operating officer, effective immediately. Matt Hyde, who has directed much of REI's expansion in recent years, was named as the new president and CEO for West Marine, Inc. Gary Rich, with over 35 years in the footwear industry and former president of Brown Shoe Company - Wholesale, has formed Rich Footwear Group. Moji, a Glenview, IL company devoted to helping athletes recover through sports massage, ice and heat therapy, has hired Sheri Schiff as director of sales. Billy Casper Golf Chairman and CEO Peter Hill has been elected chairman of the board of directors of the National Golf Foundation. Evoshield has agreed to an endorsement partnership with Robert Griffin, III, the No. 2 overall selection of the Washington Redskins in last monthâ€™s NFL draft. Mizuno USA, Inc. signed a multiyear endorsement deal to be the official ball glove for Philadelphia Phillies shortstop, Jimmy Rollins. Footbalance has hired Robinson Outdoor Group to represent Footbalance sales in the Northeast.
NOCSAE TO REPLACE YOUTH FOOTBALL HELMETS IN UNDERSERVED COMMUNITIES The National Operating Committee on Standards for Athletic Equipment (NOCSAE) announced the upcoming launch of the Youth Football Safety and Helmet Replacement Partnership, an unprecedented initiative to replace 13,000 youth football helmets that are 10 years old or older and replace them with new helmets at no cost to benefit leagues in underserved communities. NOCSAE will join forces with sports organizations and sporting goods manufacturers as part of the effort. The program, overseen by the Consumer Product Safety Commission (CPSC), also strives to improve player safety by providing coaches with the latest educational information related to player safety such as concussion protection, assessment and management. The partnership's pilot program will launch in four markets in July - the Bay Area, Gulf Coast region, Northern Ohio and New York's tri-state area. NOCSAE will evaluate the helmets to both better understand the performance over time of youth football helmets, and also form a potential youth football helmet standard. "NOCSAE is pleased to participate in this unprecedented partnership that provides new helmets to young athletes in underserved communities," said Mike Oliver, NOCSAE executive director."This program also provides NOCSAE with a unique opportunity to leverage helmets collected from the field in our ongoing research efforts." Since 1995, NOCSAE has allocated more than $5 million toward concussion-specific research by experts in sports medicine and science to develop and advance athlete safety. The NFL, NFL Players Association (NFLPA), National College Athletic Association (NCAA) and NOCSAE have committed a combined total of about $1 million to the program in its first year. The partnership includes a substantial educational program from the Center for Disease Control (CDC) and USA Football that includes materials on concussion awareness, proper helmet fitting and fundamentally-sound football instruction with USA Football's Tackle Progression Model and Levels of Contact module. Participation in the program will require league coaches to complete USA Football's Level 1 coaching course. NOCSAE joins the NFL, USA Football, CPSC, CDC, NFLPA, National Athletic Equipment Reconditioning Association (NAERA), NCAA, Sporting Goods Manufacturers Association (SGMA), Rawlings, Riddell, Schutt and Xenith in supporting the program.
WE’RE PROUD OF THE COMPANY WE KEEP. AKEEM AYERS Defensive back Tennessee Titans
INTRODUCING THE NEWEST MEMBER OF THE SHOCKDOCTOR TEAM... Akeem Ayers proudly wears our Mouthguards, Core Protective Apparel and Accessories and Performance Sports TherapyTM products.
MAY 28, 2012 | SGBWeekly.com SHOCKDOCTOR.COM
Title Nine and Oiselle Team Up to Celebrate the 40th Anniversary of Title IX By Mackenzie Lobby
On June 23, 1972, Title IX was passed. Seeking to provide equality in every facet of education, the law states: “No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving Federal financial assistance . . .” While athletics weren’t explicitly referred to in the legislation, its greatest legacy has perhaps been the law’s impact on high school and collegiate sports. Since the implementation of Title IX, equal opportunity in sport has been afforded to girls and women, leading to a significant uptick in participation. According to Women in Intercollegiate Sport, a study out of Brooklyn College of the City University of New York, in 1972 about 16,000 women participated in intercollegiate athletics. Today, that number exceeds 200,000 women. Similarly, the National Federation of State High School Associations reports that in 1971, the ratio of young male athletes to young female athletes was 12:1. Today it is 1.4:1. The number of girls participating in high school sports has surged from only 300,000 to over 3,000,000. In celebration of the 40th anniversary of this groundbreaking legislation, women’s athletic apparel companies, Title Nine and Oiselle, have teamed up with designers from around the country to create limited-edition tees. Dubbed, the “Power of Nine,” these tops, designed by women artists, will be released one at a time during the seven months leading up to the London Olympics. The “Power of Nine” shirts were born when Oiselle’s owner, Sally Bergesen, approached Missy Park, Founder of Title Nine. Park, who was of the first generation to enjoy the benefits of the new law, loved the idea. “We wanted to come together to do a project that was separate from our companies to serve as a 8 SGBWeekly.com | MAY 28, 2012
who created the seven limited edition t-shirts to be released between February 2012 and the Summer Olympics.
A HEART FOR SPORTS
NANCY HARRIS ROUEMY CATHERINE LEPAGE
Resides and works in Montreal. She studied graphic design in Quebec and illustration in Strasbourg-France.
Principal at Go For It Design, a NY studio specializing in custom typography, book covers, packaging and branding. She lives in Riverdale, NY with her husband and three children.
REGINA VOLPE BAERWALDE Originally from Atlanta, Regina resides in Seattle where she works as a designer and illustrator.
An athlete, writer, mother of two and selftaught creative who believes all of life can be approached as a design opportunity. Sally resides in Seattle.
catalyst for conversation,” explained Park. “Both Sally and I want to get these tees out into the world to spark talk about the continued relevance of Title IX and the greater meaning of sport.” After putting out a call for women designers to show the power of sport through art, they received responses from Canada to Seattle to New York City. Together they agreed on color palettes and pretty soon they had a series of seven shirts featuring different designs, but all with the same message. They hope that these stylish tees may serve both fashion and function by spurring conversations about athletic opportunities, especially for the youngest generation. What’s more, they’ll be contributing 9 percent of sales to Title Nine’s Starting Block, which provides new opportunities to at-risk girls.
CAR & DRIVER
“It is awesome that girls today feel like they have a place on the sports field, but it’s also good to have an appreciation for where we came from. Conversations about history are important because they keep us on the right path,” said Park. “Title IX was part of an education amendment and it shows us that sports can be a part of education, with the field serving as a classroom.” With three generations of women and girls who have now enjoyed burgeoning athletic opportunities across the country, the 40-year-old legislation continues to prove relevant. The lessons learned in sport have shown a far greater impact beyond any court, field, or track. Park added, “These tees represent a time that has gone by but also the opportunities that continue to grow.” ■ MAY 28, 2012 | SGBWeekly.com
Photo courtesy of Icebreaker
Today’s Sports Bras Come In All Shapes, Sizes, Colors, And Designs To Fit The Burgeoning Women’s Running Market By Mackenzie Lobby
While selling apparel poses a challenge for many retailers, there’s one category that shows no signs of slowing down: sports bras. Moving Comfort’s Fiona Bra remains the number one selling apparel item in the running specialty channel. With each passing year, the sports bra business is growing as women are asking for more options and better technology. “We have many styles to choose from and believe, like with shoes, not everyone feels the same about any given bra,” said Susie Stein of Up and Running, a running specialty store in Dayton, OH. “Some like 10 SGBWeekly.com | MAY 28, 2012
underwire, some don’t. Some want padding, some don’t. The list goes on. Women are the fastest growing segment in the run market and therefore they can demand more variety in bras.” Heather Cvitkovic, senior product line manager for Moving Comfort said that women are participating in an increasing variety of activities, driving the need for greater options. “All of those elements require us to give the consumer plenty of choice,” she added. As more women enter the athletic ranks, there are a wider variety of body types to accommodate. “Every woman has a different shape
and needs a different type of support,” said Dave Welsh, owner of South Jersey Running and Triathlon Company. “The running bras we carry at our stores are band and cup size specific so you can get the perfect fit.” It is that level of comfort that every active woman seeks, inspiring companies to step up their game and provide something for everyone. Through state-of-the-art biomechanical lab testing, premium technical fabrics, and a stylish look, the 2012 class of sports bras are serving both fashion and function like never before.
LAB TESTED, WOMAN APPROVED “For women who run, a sports bra is their second most important piece of gear behind their shoes,” explained Lauren Wall, Brooks Apparel product line manager. As a result, more companies are testing bras the same way they test shoes, by employing high-tech labs, fancy high-speed cameras, and top-notch software. It’s no wonder all this is necessary when considering the fact that 56 percent of women experience breast pain during exercise, as reported by Moving Comfort. What’s more, they also have discovered that in one hour of aerobic exercise, an unsupported 34D breast moves about 300 meters (1,000 feet) vertically. It is in Moving Comfort's state-of-the-art biomechanics lab where these measurements were taken. According to retail point-of-sale data compiled by SportScanInfo, Moving Comfort has 58.9 percent market share at specialty retail for the market year-to-date period ended May 19, 2012, up from 49.9 percent in the prior year. This Spring, they will be releasing their highly anticipated Jubralee Bra, which is their first to be tested in the lab from prototype to production. Their lab has demonstrated that the Jubralee reduces vertical motion from 300 meters to 140 meters (450 feet). “Bras are one of the most complicated apparel items to design and produce,” explained Moving Comfort's Cvitkovic. “We’ve been utilizing biomechanics for quite some time and with Photo courtesy of New Balance
MAY 28, 2012 | SGBWeekly.com
the Jubralee were able to test through the whole process.” It was through this testing that they were able to determine everything from fit, to comfort, to support. Understanding the importance of this type of testing, other companies are starting to jump on the bandwagon. CW-X, for instance, does 3D digitized body mapping and fit testing to develop new sports bra constructions and patterns. “We also test various prototype iterations for motion control using high speed video analysis and can make adjustments to the product to varying degrees of motion control based on that analysis,” explained John L.A. Wilson, COO of the Wacoal Sports Science Corp. While their extensive wear-testing efforts have produced superior results to this point, Saucony is also looking to take testing to the next level by outfitting their footwear lab to accommodate bra testing. “For the brands that want to be strong players in the market, it’s becoming more important to back up the selling story with scientific methods and research,” said Leigh-Anne Zavalick, Saucony’s product line manager.
FABRIC DEMANDS As is with most athletic apparel in today’s market, technical fibers that control temperature and moisture have come to be expected. “The ability to stay dry and not chafe are two very key features,” said Welsh of South Jersey Running and Triathlon Company. Since the sports bra sits closest to the skin, this becomes especially important to maintain both comfort and performance. “Fabric technology comes 12 SGBWeekly.com | MAY 28, 2012
1. Moving Comfort Jubralee first bra tested from prototype to production in their in-house biomechanics laboratory. MSRP $54 2. Asics ARD combines soft and supportive nylon fabric with spandex for breathable support and comfort with reflective elements for increased visibility. MSRP $42 3. Icebreaker Rush offers soft support with an ergonomically-intuitive design for highly aerobic pursuits. MSRP $55 4. Saucony Ignite LT with racerback design and moisture wicking fabric. MSRP $35 5. Sugoi Verve offers a V-plunge silhouette and construction detail combined with a special palette of colors and subtle print details. MSRP $45
down to this: Will it keep them dry, pull the moisture away, and is it comfortable? That’s all we need,” added Stein of Up and Running. Moving Comfort utilizes S. Café, a poly-based fabric made of recycled coffee grounds in the cups of many of their bras. “Our bras also utilize DriLayer fabric with wicking, as well as quick dry features,” said Cvitkovic. Conversely, their Juno Bra uses Aerosilver Plus, a naturally acting anti-microbial and wicking fabric. Saucony’s new Ignite LT and Spark Bras sport a special exterior fabric, Power Knit LT, to wick away sweat and keep the runner cool and dry. “The Spark bra cups are made from spacer foam, a fairly new technology we’ve been working on that relies on air pockets knit into the structure of the foam to move air and moisture through the cups,” explained Saucony's Zavalick. Similarly, Sugoi uses Helix Power Mesh Light in their Verve Bra for both breathability and moisture wicking support and Enell prefers Naturexx, a highly effective moisture management treatment that works by transferring moisture away from the body. “It keeps you cool and comfortable during the most intense workouts,” added Enell’s Mara Bronson.
2XU High Impact Sports features Power X fabric to reduce movement, provide high impact, and wick moisture. MSRP $80
New Balance Tonic Crop is ideal for medium-to-high impact activities and features a stash pocket for a key or money. MSRP $30
Photo courtesy of Moving Comfort
SPORTS BRAS TOP SELLERS AT SPECIALTY RETAILERS* Moving Comfort Moving Comfort Moving Comfort Nike Moving Comfort Nike Moving Comfort Moving Comfort Moving Comfort Moving Comfort *For the fiscal year-to-date period Source: SportScanInfo
Rebound Racer Bra (Charcoal) Juno Sport Bra (Black) Vixen C/D Bra (Black) Pro Training Bra (Grey) Fiona Bra (Black) Pro Training Bra (Black) Alexis Bra (White) Fiona Bra (Flamingo) Fiona Bra (White) Rebound Racer Bra (Graphite)
$45.31 $46.77 $34.80 $27.66 $44.16 $27.37 $31.71 $41.73 $43.05 $47.72
While the technology of both fit and fabric continue to make leaps and bounds forward, style is not forgotten when it comes to sports bras. The year 2012 brings a host of new colors and designs to make these bras not only comfortable and performance driven, but also stylish. Brooks is a leader in creating eye-catching styles in their performance lines. This spring brings examples like the Glycerin Bra that offers new designs and bright colors. “Our color palette for the season is inspired by extensive trends research,” said Brooks' Wall. “For sports bras, you want to give women something that looks great if it is worn alone, so offering options in bright colors and fun prints is important.” Moving Comfort has also made a move in this direction. “In the consumer research we have conducted, 80 percent of women asked for color,” said Cvitkovic. “They requested bright, cheerful colors to make them feel great and give their basic wardrobe a boost.” Saucony’s injection of new hues and patterns into their spring line is inspired by a push to add a more personality to their offerings. “There are women who wear just the sports bra and shorts so you want it to feel like it can stand on its own, like you’re pulling together an outfit,” said Zavalick. It is that desire for a complete ensemble that is driving the women’s apparel market and sports bras in particular. Not only is performance and high technology requested, but also an influence of fashion. As companies have figured out ways to combine these elements, women have responded by buying more bras, more often. With the products being released this spring and summer, that trend is sure to continue upwards. ■ MAY 28, 2012 | SGBWeekly.com
I AM... SGB
MISSY PARK CEO, Title 9
WHAT ARE SOME OF YOUR EARLIEST MEMORIES PLAYING SPORTS? You name it, I played it. When I was growing up, a lot of opportunities were opening up to girls as schools came into compliance with Title IX, but society hadn’t necessarily caught up. Now the popular girls play sports, but that wasn’t the case then. I was always the only girl who played basketball. I saved up all my allowance money and had the nicest leather basketball so the boys would want me to play. It was good early preparation for business, learning not to take no for an answer.
Part of the trailblazing generation for women’s athletics, 50-year-old Missy Park, came of age in a time when Title IX compliance was just going into effect. Taking advantage of the new opportunities for girls, Park participated in multiple sports growing up, leading her to play collegiate basketball, lacrosse, and tennis at Yale. While her sporting endeavors started as a recreational muse, they fed into her eventual career path. Founding Title Nine at the age of 26, in 1989, Park discovered that the lessons she learned in athletics transferred to business. Now the largest U.S. retailer owned and run by women, her company works hard to keep the spirit of the 40-year-old legislation alive by providing women with the best athletic gear around, encouraging them to keep getting out and getting active. Having gone from a small catalog business to employing 265 people and opening 19 stores around the country, their message is coming through loud and clear with Park at the helm.
the inside of the order form I threw a few sports bras on there and every single one of the 13 orders I got had a sports bra on it. It told me what direction I needed to go. WHO HAS INSPIRED YOU MOST IN YOUR BUSINESS CAREER? The biggest influence on how to approach business decisions has been my father, who is a small business owner himself. Billy Jean King has also inspired me throughout my life. I have always been in awe of her willingness to risk her own livelihood for a greater purpose. Having that sense of mission for what you’re doing is what business is all about.
WHAT MOTIVATED YOU TO NAME YOUR COMPANY AFTER THE LANDMARK LEGISLATION? The name was a natural choice. It was the single most important outside influence in my life, in terms of both sports and career.
WHAT TYPES OF PEOPLE DO YOU RECRUIT FOR THE TITLE NINE TEAM? We are evangelical about women’s participation in sports, so with both the catalog and retail stores, we’re really trying to hire people who can preach that message. We also use real people models just like our customers. We are all just trying to get our workouts in alongside work, kids, and other responsibilities.
WHAT WAS INCLUDED IN THAT FIRST TITLE NINE MAIL ORDER CATALOG IN 1989? I figured that there had to be a lot of women like me who couldn’t find the equipment and apparel they wanted. Since the switch had just been made to a women’ssized basketball, that dominated the opening spread of the catalog. I didn’t sell one of them [laughs]. As an afterthought, on
DID YOU EVER DREAM THE COMPANY WOULD ENJOY THIS MUCH SUCCESS? Nobody is more surprised than I am. Yes, there has been a lot of hard work, but I also had the great fortune of the good timing of my own birth, allowing me to be on that leading edge of women’s athletics. I have been able to continue being a part of a great team through Title Nine. I look around and think, ‘Wow, I’m so lucky to be able to work with all these great people!’ I never had any idea it would be what it is today and with so much opportunity ahead.
14 SGBWeekly.com | MAY 28, 2012
FIND US ON FACEBOOK & TWITTER Plus SGB Weekly is now available on your iPad. Go to SGBWeekly.com to download the reader.
// t wit ter.com/SGB_MAG
THE RISE OF OUTDOOR “The energy at this show was tremendous and it rebooted everything for me as I head back to my store. Talking with the manufacturers I work with, their business results are up. Our sales are up. People are excited.” – Shelley O’Neill, Tooth of Time Traders
SHOW • AUGUST 2-5, 2012
Salt Palace Convention Center, Salt Lake City, UT
DEMO • AUGUST 1, 2012 Jordanelle State Park, Heber City, UT
To exhibit or attend, go to outdoorretailer.com/SGB ––– SUMMER MARKET –––