June 2007

Score On and Off the Field

By Tonia Cook Kimbrough

Dutor Carla McHahon of Dallas-based BrandTenders scored big with her client, software maker Acquire, when she created a “Game Day” promotion that featured football jerseys for employees to wear while exhibiting at trade shows and while at the office. The effect was to rally the sales team and create a spirited, unified look that made prospects take note throughout the trade show season. The athletic shirts were one part of a multi-product campaign, including the ultimate incentive giveaways of playoff tickets, that made for a very successful program.

You needn’t have a client with a sports-themed promotion, however, to successfully sell athletic wear. This apparel segment is varied and
widening, with many performance features that appeal to athletes, office workers, students and moms on the go. Performance required “Continued advancements in moisture management and technical fabrics are huge and growing all the time. Every category – athletic and not so athletic – seems to be moving in that direction,” says Chad Trollinger, director of marketing for Augusta, GA-based Augusta Sportswear. “Lightweight, flexible, durable, antimicrobial and low-maintenance fabrics continue to be the trend.”

Those trends have been so strong that suppliers have been introducing performance lines exclusively dedicated to functionality and comfort from high-tech fabrications. In 2006, for example, Los Angeles-based Bella introduced a sister line of athletic wear for men and women, Alo, made up entirely of performance fabrications.

The garments range from a basic performance tee made of 100% polyester knit interlock with dry-wicking and antimicrobial treatments to polos, sleeveless tees and half-zip pullovers in 100% polyester circle knit jacquard. There are also compression tees, which keep muscles warm. And, in micro fleece, for cool-weather athletic wear, technology is equally important. Alo includes pullovers with anti-pilling technology, as well as water-resistant puffer vests and technical jackets.

Functionality doesn’t stop with the basics of keeping the wearer dry or adding stretch, says Sion Shaman, president of Los Angeles-based Expert Performance T Inc. Currently, he sees more demand for additional features with the environment in mind. “We’re seeing UV-protection, soil-release, water-repellent and thermal-regulating products that maintain the body’s temperature within a certain range when there’s a sudden change of temperature,” he says. “We also see a tremendous interest in performance products that are natural, such as bamboo and soy, and synthetic products that have a natural feel.”
When shopping for special features, Shaman advises distributors to be discerning and ask questions about how the technology is integrated into the product. For example, he notes the differences in moisture-wicking products on the athletic wear market. “The most important attribute associated with performance apparel is moisture wicking,” he says. “Distributors should know the difference between inherent moisture wicking, in which the technology is within the fiber or yarn that lasts for the life of the garment, and topical finishes that normally don’t last more than 30 washes; these aren’t as effective as the inherent moisture-wicking products.”

Understanding performance technology and the benefits that they provide will help you upsell these value-added garments, particularly if you’re addressing the needs of an athletic team that could gain a competitive edge on the field or an outdoor, active work crew.

You can even build a case for why your customer might prefer performance
activewear over typical corporate apparel. “Performance-wear polyester has a great hand and feel, usually has a surface texture like mesh or special jacquard textures, and is sleek and incredibly lightweight for multi-functional use,” says Brinden Asher, director of marketing for Bella. “It’s not just about performing in a sports activity. These garments are used daily for work or play and easily translate to any kind of setting. They’re great for travel and long-wear use.”

Athletic goes corporate
This apparel segment’s movement from athletic fields into corporate corridors has much to do with the commercialization of athletic wear. “More and more top tier athletes – PGA players, tennis pros and athletic coaches – have moved into technical fabrics with color blocking and accents,” Trollinger says.

“You see it on the field, on the sidelines and even in the stands. It seems the corporate/casual world has transitioned with them to feature those styles at retail and in the corporate setting,” he says. Also, as the casual lifestyle encompasses more and more personal fitness activities, these same fabrics and styles are being used for more than just unified team sports.

Sure, but are these garments office appropriate in styling? After all, most people prefer to look like they’re going to a meeting rather than a gym during their professional hours. No worries. Activewear has taken on a fashion-forward appearance. “It can easily be paired with denim, your favorite office khakis or even under suits,” Asher says. “These styles look updated and professional in office settings, so going from an early morning golf game into the office for a meeting with the same performance golf shirt is easy.”

Mark Hudson, spokesperson for Louisville, KY-based Team Apparel, says his company has seen a growing demand from distributors servicing corporate accounts for performance-driven warm-ups and wind suits that can be worn on a casual Friday. “We’ve seen a significant move in warm-ups from nylon to softer, less noisy or swishy fabrics,” he says. Specifically, peached
micro-poly and poly tricot fabrics have become very popular.

The combination makes these garments a seven-days-a-week option. “People are wearing performance apparel with their jeans at coffee shops or when they’re hanging out on the weekends,” says Shaman, adding that in response to this, his company now offers more fashionable colors and trendier body styling.

And, women are a significant force behind such product development. With the rise of promo women’s wear in general, the niche market of logoed athletic wear has increased as well. This, in part, is due to the increasingly active participation of girls through adult women now embracing sports of all kinds.
“Softball and cheer and spirit wear seem to be pushing the industry to bring to market styles and fabrics that are trendy along with similar characteristics to performance wear in general,” Trollinger says.

Brands make heads turn
Finally, when choosing an athletic wear line to offer your clients, consider whether their budget allows for – and if the audience requires – a high-profile garment. Big brand names such as Nike, Reebok and Seattle-based Cutter & Buck have made significant investments in their promotional products marketing and distribution because they know the power of brand association for corporate buyers. The value of top athletes wearing their logoed garments on the football field or golf course translates to an implied endorsement of whatever company chooses these branded garments for its apparel program.
Larry Ramirez, CEO and co-owner of Independence, MO-based Dunbrooke Apparel Corp., notes the power of buyers who see the Reebok brand on the sidelines of NFL games every Sunday. “It makes a statement,” he says.
But there’s more value to a brand-name product than just its associative effect. “The quality of the item is what really sets branded athletic wear apart from other garments,” he explains.

You might think that extra testing would make a branded garment much more expensive. But while a brand might have a higher price tag, it might be less of a difference than you’d assume when compared to generics. “Reebok corporate apparel from Dunbrooke comes in 15% to 20% under the price of what consumers see at retail,” Ramirez says. That means buyers familiar with retail prices will likely feel that they’re getting a deal via promotional channels.

Whatever branded or generic athletic piece you choose to sell, however, keep in mind that the key is focusing on function – athletes want to perform, executives want to look sharp and casual wearers want to be comfortable. The beauty of today’s athletic wear is that all of these demands can be satisfied in a single garment. Now that’s a value worth a touchdown.