p18,20 Base Layers 11/17/08 11:02 AM Page 18
BASELAYERS - Sports Retail
SGB
Sports and Outdoor w w w. s g b - s p o r t s . c o m
Baselevel
Prostar Geo-T N
business
Former NBA star Dennis Rodman may be among the dwindling numbers still partial to a
string vest, along with TV character Rab C. Nesbit, but base layers of a different kind have
become one of the fastest growing sectors in sports retail. Robin Barwick reports
T
imes change, and the string vest, once synonymous retail, the base layer market has broken out into the
with the British working class man, is not even mainstream.
stocked by Tesco and Asda any more. Today’s base “The base layer market has grown massively over the
layer garments, certainly in the sporting arena at past three years,” says Paul Sherrat, country manager for
least, seem like rocket science in comparison to the dear McDavid in the UK and Ireland.“Under Armour are big
old stringer. in the US, then Canterbury and Skins have come into the
Today, the base layer is all about compression fit, market, whereas McDavid has had a base layer product
moisture movement, temperature regulation, muscle line for about 12 years. But now every man and his dog
support and recovery, and even padded protection for has a base layer range.”
contact sports. Once lurking in the shadows of sports “The base layer market is still growing,” says Mostyn
Thomas, marketing director of Canterbury, whose We doubled our target sales twice, and we still couldn’t
BaseLayer range is worn by South African rugby World keep it in stock. In particular the kids sizes were very
Cup winner Bryan Habana and former US Open golf popular, so much so that this year we have introduced two
champion, New Zealand’s Michael Campbell.“There are new colour-ways. That is a trend that will continue: more
an increasing number of sports that have never previously colours will be requested because they are being used as
benefited from technical apparel, that are now discovering integral parts of team kits.
the competitive advantages that can be gained, especially “We have ordered more stock this year and even now
from recovery wear. The more that professional athletes we are receiving more demand than we forecast.”
within these sports use base layer products, the more Prostar has found success with its long-sleeved GEO-T
serious amateurs will look to follow. In sports that have fitted top (RRP: £15) and Marino Short (RRP:
been using the products for a couple of years, £12), both with Pro-Cool technology to
base layer is now being viewed as an wick moisture away from the body
essential stable of an athlete’s kit bag, and flat-lock seams for extra
particularly within the kids market.” comfort.
Prostar, which specialises in Canterbury, whose BaseLayer
providing apparel to sports teams, products are worn by world-
has reportedly struggled to keep class athletes in rugby, golf,
up with demand since it football, hockey and cricket
launched its first base layer among other sports, has
products last year. recently added the Essential
“Last year we doubled our initial forecast Cold (RRP: £28.20) to its
Prostar Under shorts twice for base layer sales,” claims Shane Bray, BaseLayer collection. This is a skin-tight
sales and marketing director for Prostar.“We base layer designed to keep athletes
were quite conservative when we launched warm in the coldest on-field conditions
and we were targeting team while allowing full flexibility, which
purchases with a price point of also wicks moisture away from the
£15 for adults and £12 for kids. body.
18 NOVEMBER 2008
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48