o_18thitrba1dr417tbpqe1soiuvva.pdf

Southern Africa’s business-to-business magazine for the sport, outdoor and leisure industries • Vol 35 No 1 • March 2014
State of the South African cricket market
Running products for low light conditions
What do retailers say about holiday sales?

Vol 35 Nr 1
March 2014
www.sportstrader.co.za
On the cover
New Balance’s Fresh Foam
980 features a lightweight and
breathable construction with a
simple plush upper that keeps
the wearer’s feet feeling comfortable
and protected.
The midsole offers cushioning
properties and stability in
a more minimal package. It is
engineered to bring natural underfoot
geometries alongside
a cushioned ride with a blend
of soft, responsive foam. Its
blown rubber outsole is durable,
flexible and has a 4mm
natural drop last that provides
a light and stable ride. This
shoe has a unique spray paint
finish with a fresh eye-catching
design.
Contact New Balance on Tel:
021 705 6224.
Publisher:
Nicol du Toit
Editor:
Carin Hardisty
Managing editor: Trudi du Toit
Proofreader:
Liz Milburn
Features: Johann du Toit, Nicol
du Toit, Rhianah Fredericks,
Trudi du Toit, Yamkela Mkebe
Design:
Carin Hardisty,
Photography:
Nicol du Toit
Advertising:
Nicol du Toit
Subscriptions: Carin Hardisty
Printing:
ABC Press
Distribution:
Tunleys
Sports Trader is published bi-monthly
by Rocklands Communications cc.
Reg. No: 1997/057165/23.
Members: N. J. & G. C. du Toit
Contact details:
PO Box 12197 Mill Street 8010
22 Rocklands Avenue, Vredehoek,
Cape Town 8001
Tel: 021 461 2544 Fax: 021 461 2549
Website: www.sportstrader.co.za
Facebook: SportsTraderMagazine
Twitter: @SASportsTrader
Blog: sasportsindustry.blogspot.com
Advertising: nicol@sportstrader.co.za
Editorial: trudi@sportstrader.co.za
Subscribe: carin@sportstrader.co.za
Publication information: The
title and contents of Sports
Trader are protected by copyright.
It is a business to business
publication compiled to
inform, entertain and educate
retailers, distributors and manufacturers
of sports and outdoor
equipment, footwear and
clothing. It is available only to
members of the sport, outdoor
and activewear industries and
is published bi-monthly.
© Rocklands Communications.
Industry
12 Super-Brands
Brand ID has bought Super-Brands’ sports
brands.
Holiday sales
20 How did retailers find the holiday season?
Retail trends
22 Consumers prefer brick-and-mortar stores to
buying online.
24
Cape Union Mart
How the chain became so successful.
28 Skins
Chairman Jamie Fuller explains how the brand
grew to be so popular.
30 Puma
The transition from Ronald Rink to Luke Barrett-
Smith as Puma SA MD was seamless.
32
42
76
New Balance
The new management team is one of many
changes at New Balance.
Responsible sponsorship
Sponsors should use their financial power to
ensure better governance and accountability.
Company results
Companies’ trading results.
Sponsors should take responsibility for the
ethics of the companies they sponsor p42
Clothing & footwear
34 Running
What to recommend to runners who run in low
light conditions.
Running range information
What’s new in running brands’ ranges?
40
Regulars
2People 6Brands 14
18
on the move
News about people in the industry.
on the move
News about brand activity in the industry.
Companies on the move
News about companies in the industry.
Shop Talk
Jackson Sports
Highlights:
Sport
44
50
57
What is the state of the South
African cricket market?
Sponsors should be responsible
for those they sponsor.
We provide more information on
the insides of sleeping systems.
Sport development
What are the sport federations doing to keep the
grass roots numbers high?
Team sport news
News from team sport brands.
Product knowledge: Inflatable ball outers
The ball outer affects more than the look of the ball.
60 Cricket
The state of the South African cricket market.
68
Cricket range information
What’s new from cricket brands’ ranges?
Outdoor
70 Fishing
There are various problems that SACRAA can
help with.
Outdoor news
72 News from outdoor brands.
Product knowledge: Sleeping
73 systems
The insides explained.
Outdoor range information
What’s new from outdoor brands?
75
Trade shows
77
Trade show news
News from local and international trade shows.
New Balance has experienced many
changes recently p32

BletchleyPark/5280/ST
A shoe born long before it takes its f rst step
Ramos
Tan
Granero
Black
Ramos
Brown
GAUTENG 082 552 8988, 082 446 7572 | KWAZULU-NATAL 083 270 0256 | BLOEMFONTEIN 072 346 6045
EASTERN CAPE 083 647 6091 | WESTERN CAPE 083 265 6264 | CAPE TOWN 082 677 4098
BOTSWANA (00267) 713 03138 | NAMIBIA (0026461) 081 124 4675
Appearing in Daily Sun & Soccer Laduma in April

p2 :: Industry
People on the move
Jirka Vymetal has succeeded retired
Paul Theron as executive director of
the SA Footwear and Leather Industries
Association (SAFLIA).
Vymetal returned to South Africa in
January 2014 after three years as Jordan
& Co’s Technical & QA Manager
in China. He has more than 30 years’
experience in the footwear industry —
25 of them with Jordan & Co.
He joined the industry in 1982
through Eddels Footwear, which was
part of the Calan Group, before it became
Conshu. During this period he
was trained to understand each facet
of footwear manufacturing, and apart
from studying related courses, he also
spent time to learn suppliers’ businesses.
Conshu bought Sportshoe and Jordan
in 1988/9, and the latter two companies
merged to become Jordan & Co.
Vymetal had specialized in buying raw
materials for Eddels and he continued
to do this for the new merged company.
During his career, Vymetal has been
Dean Gee, CEO of SNT Sports, started
his career in the industry at D.G.
Sports Agency in the early 90’s importing
Talon hockey sticks, Paax golf
clubs and a range of cricket and other
sporting equipment. After he sold the
brands and licenses to Totalsports,
Gee spent time at a Johannesburg
clothing manufacturing business and
thereafter he gained experience in the
wholesale and retail business through
dealings with the Massmart group, before
joining SNT Sports.
purchasing manager, QA manager (implementation
of the then SABS 0157
QA system, now ISO 9001-2000),
production manager and sales admin
manager.
He had also been managing several
brands for Jordan & Co since 2000.
Before his promotion to China, he had
been brand manager for the Jordan,
Fleetwood and the company’s international
brands division.
Brian Kerby will become the GM of the
Asics subsidiary that will be opened in
South Africa some time during 2014,
confirmed Stefan Heinrich, Head of
Emerging Markets for Asics Europe.
Asics and their current distributor, Jordan
& Co, are still in discussion about
the exact timing. Kerby has extensive
experience in the industry with many
top brands.
Hi-Tec SA appointed Mike Farrer as national sales manager. Farrer, (above with
father Buster and wife Janet) grew up in the sports industry in the Eastern Cape
and had been involved in all aspects of selling and promoting sports brands and
products — from retailing, to representing brands like Patrick, New Balance, Canterbury,
etc. as sales agent. His family has been involved in the sports industry for
more than 50 years.
Farrer is a son of the legendary multi-sport Springbok Buster Farrer, and he and
his brother Colin (of LGB Distributors) worked in his father’s King William’s Town
store during holidays while still at school. He still remembers his father selling
the first Hi-Tec models in his store 40 years ago, when he was just a 10-year old
youngster.
After completing his university education in Cape Town, Farrer joined the family
business full-time.
When Morné du Plessis wanted an agent to represent the Patrick footwear
brand, he decided to join the supply side of the industry. Mike Farrer Agencies subsequently
represented various other companies and brands in the Eastern Cape
— like Maxmore, Power, WET Sports, Canterbury and New Balance. He was a regular
winner of the Agent of the Year trophy for the latter brand and has been New
Balance key accounts area manager in the Eastern Cape for the past 13 years.
The Farrers will be relocating to Cape Town, where both their children are at university.
Farrer replaces Sean van Wyk, who joined adidas as national sales manager
after Roddy van Breda was promoted to GM.
After 9½ years with Jordan & Co,
Wayne Stanford, previously Bronx
brand manager, will be taking up a new
position as sales agent for the company,
representing Bronx, Bronx ladies,
Jordan and Bronx Safety shoe sales in
the Eastern Cape and Namibia.
Until a new Bronx brand manager
is appointed, Jordan & Co MD Brian
Pollock will be responsible for the
Bronx men’s and ladies’ ranges.
The sales as well as design teams
will report to him. Before he became
Jordan & Co MD in 2007, Pollock
was brand manager for Bronx
and Olympic.
Morne Strydom has joined Adventure
Inc where his focus is on marketing,
with a role in sales.
He has extensive experience as a
marketing and sales manager in the
Southern African outdoor industry,
most recently as Group Marketing
Manager of Jarden SA.
Strydom joined Beyond Fishing in
2010, which became Jarden SA in
late 2011. He also held previous marketing
and sales management positions
with First Ascent from 2007-
2010, as well as with Capestorm from
1998-2007.
The Kartal Distribution has appointed Kyle Hartman of In2Africa Agencies to represent all their brands (including Flexfit,
Mr Lacy, Blanks, etc.) throughout Africa. Hartman has four years’ experience of introducing sports brands into the African
market.“If done right, the African market is the next avenue for growth for International and local brands,” he says. Hartman
was appointed African business manager for New Balance in 2010. He had joined the brand in 2005 in their outlet stores
and “quickly worked my way up to apparel agent and then footwear and apparel agent.” He had joined the sports industry
from a commercial diving background “so it was a very different industry coming into.”
Ian Wheelwright is the new Hi-Tec sales
agent in Limpopo. He has 10 years’
experience as a sales representative in
the FMCG industry. He graduated from
Capricorn High School in Polokwane in
1999 and has been working as a sales
representative in Gauteng and Limpopo
for Combined Marketing Services.
“The Limpopo region has won area of
the year for the last four consecutive
years,” he says.
Sports Trader :: 2014 March

p4 :: Industry
People on the move
THERE HAVE been staff changes at
Sports Trader with Nelle du Toit joining
Iziko Museums to further her online
publishing career and Yamkela
Mkebe joining as our newest journalist.
Du Toit (above right) was responsible
for Sports Trader’s online
publications for the past two years.
Mkebe (above left) holds a journalism
diploma from Cape Peninsula
University of Technology and
has work experience as a journalist
for a community newspaper and as
a researcher for a fi lm and television
production company.
Rhianah Fredericks (below right)
has taken over the responsibilities
for our online publications and she is
supervised by Carin Hardisty (below
left), who is being groomed to manage
all Sports Trader publications.
Hardisty has been “in training”
Sports Trader :: 2014 March
at Sports Trader since high school,
when she assisted with the publication
of the Retail Directory during vacations.
She obtained a B.A. Drama
(technical and management) degree
from the University of Stellenbosch,
after which she joined Sports Trader
as a writer and designer nine years
ago. Since then, she has become responsible
for the design of the magazine
and many of the adverts we’ve
published, as well as writing in-depth
articles.
Fredericks has an honours degree
in English from UWC and
taught in rural Limpopo before joining
Sports Trader as an intern in
the beginning of last year. She has
become a valuable staff member,
responsible for most of the online
newsletter copy and several interesting
in-depth articles.
Reebok has signed
champion obstacle
racer Claude Eksteen
who will be wearing
their technical apparel
and performance
shoes in all future obstacle
races.
Before starting obstacle
racing in 2013,
Eksteen competed on
the international triathlon
circuit, achieving
various international
and local victories. He later switched to trail running, where he reached
elite ranks and became one of the best trail runners in the country.
World record holder and adidas
running ambassador,
Wilson Kipsang, will be coming
to Cape Town in April to
support this year's Old Mutual
Two Oceans Marathon participants.
Kipsang competed in and won
every race in which he ran last
year in adizero adios Boost —
including the NYC Half Marathon
(1:01:02) and the Berlin
Marathon (WR 2:03:23).
Dunlop’s Dominika Cibulkova
(#13 in women’s tennis at time
of going to print) created an
upset in the Australian Open
by beating some of the world’s
best players to reach the fi nal,
where she was beaten by China’s
Li Na. Cibulkova is the fi rst
Slovakian woman tennis player
to reach the fi nal of a Grand
Slam.
She plays with a Dunlop Biomimetic
M4.0 racket.
Wilson players, Grigor Dimitrov and Simona
Halep are up-and coming tennis
stars, who are improving their rankings
in the ATP and WTA singles.
Inov-8, locally distributed by Rebel
Elite Fiteness, has signed
two of the world’s fi ttest athletes:
Anna Tunnicliffe (Olympic
gold medalist in the laser radial
class and two-time World Sailor
of the Year) and Dan Bailey
(a former track and fi eld star at
Ohio University).
Tunnicliffe (left) made her debut
at the CrossFit Games last
July and reached ninth position,
while Bailey placed eighth.
They will wear shoes from inov-8’s
F-Lite and Fastlift ranges
in 2014.
New Balance SA has signed Protea
Cricket player, David Miller, who will
be using their bats and other items on
the pitch.
Miller made his debut in 2010, when
he replaced Jacques Kallis in a game
against the West Indies and scored
tops in the T20 (his fi rst).
By the 2011/2012 season, Miller averaged
68 with the bat and was contracted
to the Kings XI Punjab. He also
plays for Yorkshire England in their
C
domestic league.
In the 2013 IPL, Miller hit 101 off 38
M
balls in a game against Bangalore, the
third fastest ever recorded in the Y history
of the IPL.
Dimitrov has won
his fi rst career ATP
World Tour title (in
Stockholm) and has
reached a new career
high of #19 on
the ATP singles rankings.
Halep has beaten
former US Open
Champion, Samantha
Stosur in Moscow
to claim her fi fth WTA title of the
year. She is now ranked #10 on the
WTA singles table.
Skechers, locally distributed by Footwear
Trading, has renewed their sponsorship
of Olympic Silver medallist
long distance runner, Meb Kefl ezighi.
The athlete will remain the offi cial
brand ambassador of the GOrun line
till the end of 2016 and will also continue
working with the Skechers Performance
Division, testing and developing
new products. Skechers is also
launching a GO MEB running shoe line
in his honour.
CM
MY
CY
CMY
K

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For more information visit www.fruitoftheloom.co.za
Authorised Distributor

p6 :: Industry
Brands on the move
New Balance Klum collaboration
Lite Optec distributes True Utility
LITE OPTEC is the new local
distributor of True Utility,
a comprehensive range of
practical, high quality pocket
tools.
The minimalist products,
which include windproof lighters,
LED Torches, multi-tools,
knives, pocket tools, key ring
accessories, etc. have been
available in the UK since the
brand was founded in Bournemouth
in 2000.
It has grown into one of the
UKs biggest pocket tool suppliers
and is currently available in
more than 3 000 UK stores and
more than 20 other countries.
All products in the True Utility
range come with a one year
guarantee.
“We are extremely proud and
excited to announce that as of
January 2014 we have added
True Utility to our portfolio of
quality brands,” says Aiden Romanis,
sales director of Lite Optec.
NEW BALANCE’S latest collaboration is with
Heidi Klum, who has designed a footwear and
apparel range called Heidi Klum for New Balance.
The footwear consists of both lifestyle and
performance styles and is designed with floral
prints and open mesh fabric.
The apparel line features items from hoodies
to capri pants.
The range aims to capture Klum’s appearance,
which is a mixture of sport performance
and elegance. “I live an active lifestyle and
love running around whether it’s outside on
the streets of New York City or in the canyons
with my dogs,” says Klum.
Gear up Get out with K-Way and VOB
Reebok partners with Les Mills
REEBOK HAS partnered with world renowned
group fitness programmer, Les Mills, to
strengthen their Studio Fitness Category with
a younger, more contemporary feel and approach.
Since its creation by New Zealand-born Les
Mills in 1968, studio fitness has become popular
in the global fitness industry, with millions
of people (globally) participating in Les Mills
classes weekly.
Reebok and Les Mills products will soon be
available through selected retailers.
New TomTom app
Fittest competition
Photo: JH de Beer
THE FITTEST in Cape Town event, sponsored
by Reebok and hosted by Cape CrossFit, took
place at the beginning of February and saw
300 people participating. For the first time,
the event was a two-part competition with a
qualification round for the main event.
Photo: Pierre de Villiers
CAPE UNION Mart’s K-Way and VOB Running
Club — the largest running club in the Western
Cape — have signed a partnership.
VOB hosts 20 weekly events, including morning
and evening runs, time trials, track sessions,
trail runs and social events and members
and non-members alike are welcome.
They also have a talented development squad
of committed development runners.
“The spirit behind the K-Way brand is for customers
to Gear up. Get out and that’s why we
decided to extend our athletic relationships to
include VOB Running Club. Runners and walkers
can Gear up with K-Way and Get out with
VOB,” says Nick Bennett, marketing manager.
TOMTOM HAS introduced their MySports app that allows users to automatically upload performance
information — such as distance, time and calories, etc. — from their TomTom Runner or
Multi-Sport GPS watch via bluetooth technology. Users can also download the latest QuickGPSFix
satellite data to these watches. Activity and training histories, as well as TomTom MySports,
Runkeeper and MapMyFitness are instantly uploaded to community platforms — allowing runners,
cyclists and swimmers to keep track of their fitness goals.
The app is free to download and available to iPhone and iPad users with iOS 6 and above.
An Android version will also become available at a later date.
TomTom’s local service — operated by Regenersis — offers customers
a local repair centre, pick up and drop off services
to anywhere in the country, 48 hours of turnaround time
(excluding transportation) as well as a two year warranty
on repairs has been improved. It now includes a walk-in
service where customers can have products serviced while
they wait. If the item takes longer than expected, they will
courier it back to the customer’s address within 48 hours. The
local service centre is situated in Midrand, Gauteng.
Sports Trader :: 2014 March

MUST-HAVE SNEAKERS
®
Levi’s Dunk and Pitch Mono Canvas Sneakers are available from Footwear Trading 011 630 400

p8 :: Industry
Brands on the move
Black Diamond clothing
BLACK DIAMOND Equipment, locally distributed
by Ram Mountaineering, is well known
for their quality climbing, skiing and mountain
sports equipment. Now they have launched an
apparel range, which will live up to the expectation
people have of Black Diamond products.
The apparel line is built around three primary
focus areas:
• Fit: the shape is slim and athletic and cut to
ensure a close, but comfortable, fit.
• Form: the lines are clean and simplistic.
• Function: the materials and features are
decided based on the benefits that they add.
The range launched with a winter range in
the northern hemisphere in August. Now in
2014, the range has almost doubled in size,
with a focus on summer alpinism and modern
cragwear. A small tight range will launch
in South Africa in the first half of the year,
featuring climber-inspired casual shirts and
pants, and some market leading soft shell gar-
ments created in Schoeller textiles with Nanosphere
technology.
More apparel will be launched during the
year, and retailers can look forward to an expanded
range for men and women, which feature
Polartec, Primaloft,
Gore-Tex and Gore
WindStopper.
Reebok distributes New Era
REEBOK HAS obtained the rights to distribute
the New Era headwear brand in South Africa.
New Era has its heritage rooted in sport, as
the official on-field cap of Major League Baseball,
but the brand also has a
strong fashion following.
The brand was
founded in 1920 and
produces more than
35-m caps each year.
New Balance launches Runnovation
Adidas sues Under Armour US
ADIDAS IS suing Under Armour, claiming
they violated at least ten of their
patents related to their miCoach fitness
concept and related electronic devices after
acquiring Map My Fitness last year.
Adidas says the UA Armour39 products
violate their patents and Under Amour
gained knowledge of their products after
hiring a former adidas product manager.
The Simpsons Chuck Taylor All
Star collection
CONVERSE HAS announced a new collaboration
with The Simpsons, the longest running
scripted show in television history. Converse
is locally distributed by Skye Distribution.
The Simpsons Chuck Taylor All Star collection
features custom graphics of Homer,
Marge, Bart, Lisa and Maggie that were specially
chosen for the collection.
The men’s Homer sneaker has a blue and
black background with a print of Homer exclaiming
D’oh! on one side and Woo Hoo! on
the other side of the shoe. The Bart sneaker
is available in children and adult sizes and
features Bart writing I will not waste chalk
on a black background, which resembles
the notorious Springfield Elementary School
chalkboard. The Family sneaker features all
the members of The Simpsons’ household.
Sports Trader :: 2014 March
Kappa’s slim fit
team wear
KAPPA WILL be
delivering their
new range of slim
fit fleece tracksuit
pants and hoodies
to retailers in
March.
The brushed fleece
range is made of 60%
cotton and 40% polyester
and features an embroidered
Omni logo.
Andrew Kallis, head of product and marketing Taylor-
Made Golf, hands Altus Kapp from Scratch Golf the
fi rst prize of R10 000 and a chance to play in the
2014 Mauritius Open he won in the TaylorMade Staff
Invitationals — a series of golf tournaments across
the country to reward loyal customers and thank oncourse
professionals. They also raised R100 000 for
the Red Cross Children’s Hospital and donated R25
000 to various other charities.
NEW BALANCE has launched a global brand
campaign — Runnovation — which documents
New Balance athletes and ordinary
people pushing their limits in search of
excellence.
Runnovation is a new word that describes
the act of running and how it has evolved.
It has become more social, interesting and
unpredictable.
The campaign will follow three story
lines: how running is evolving into a more
social and participatory sport (through
focus on grassroots training group), how
athletes are challenging the limits of sport
(through New Balance athlete Anton Krupricka)
and looking at the latest innovative
technologies that continue revolutionizing
running from a product and design standpoint
(through the innovation studio at
New Balance Lawrence, MA office).
The Runnovation campaign will also highlight
fall 2014 New Balance footwear and
apparel products such as the Tri-Viz collection
that highlights athletes in low light
conditions, as well as an update to their
880V3, neutral cushioning shoe.

p10 :: Industry
Brands
on the move
Shaun Pollock designs a sports hat
WITH A light skin and a love for
sport that keeps him in the
sun for long hours, Shaun
Pollock knows how crucial
it is for a sportsman to
have a hat that keeps him
protected, but does not
interfere with his sport.
Now that the former Proteas
cricket captain has retired
as fast bowler and
batsman, Pollock spends
hours on the golf course.
“The serious side to this is that
your skin takes a hammering in
the sun without the right protective
gear,” he says. “I had to find
a more stylish alternative to the
practical, but bulky ,cricket floppy
and the peak cap, which
offers no protection to
the ears and neck.”
He therefore designed
a peak type hat with a
narrow rim that does not
cause any obstruction
while playing sport, yet
offers maximum protection,
including anti-UV, is
light, and also looks good.
“It allows your head to move
without feeling restricted, allows
maximum sight and has a waterproof
element,” he says.
The Polly hat is distributed by
Co-Lab Industries.
New Hi-Tec launches
HI-TEC’S LAUNCHED several
new products for
the outdoor fan.
The Altitude Vi
(right)men’s
and ladies’
hiking boot
is an update
of the original
Altitude, which was created almost
a decade ago. The updates
include improved durability and
performance, and a new patented
i-shield technology, which
renders the boot hydrophobic,
yet breathable. A new addition
to the Altitude series is the Sport
i, which also features the i-shield
waterproofing technology.
For the ladies, Hi-Tec has
launched the Satomi 3L softshell
and Pour Off shell.
The Satomi 3L ladies
softshell features
a
flattering,
feminine cut in
peach,
docker
or black. The
100% polyester,
4-way stretch
3-layer fabric
has waterproof
breathable
lamination.
The Pour Off is a multi-purpose
lightweight shell, available in
blush, with a 100% polyester Dri-
Tec ripstop shell, and a
wicking polyester and taffeta
lining.
The 3-in-1 Storm Parka
jacket is available in a
men’s and ladies’ style. It
has a 100% polyester Dri-
Tec ripstop shell, and
a polyester mesh and
nylon taffeta lining.
The 3-in-1 has fully taped
seams and a three-way adjustable
attached hood, with an integrated
stand-up collar.
The jacket features pit
zip venting,
a zip out
fleece lining
and a single
hand draw
cord ad-
justable
hem.
The
Calipso
baselayer, for
men and women, is 75%
nylon and 25% polyester
and is available in black.
The Herman baselayer
is made from Coolmax
fabric (70% polyester,
22% nylon and 8% elastin).
It has been specially
constructed for improved
comfort and better moisture
management.
Sports Trader :: 2014 March

p12 :: Industry
Brand ID buys
Cuan Chelin
Super-Brands
Some of South Africa’s most iconic sports brands have
found a new home and owner, but will keep the same
management teams. Story & photo: Nicol du Toit
In a mere six years, Super-Brands had
established themselves as a major distributor
of sporting goods in South Africa,
supplying leading brands in most
sporting codes. From April 1 this year,
this division will become part of the Seardel
Investment Corporation.
Just before we went to press, Cuan Chelin,
CEO of Super-Brands, confirmed that an
agreement was reached to sell their sports
distribution business to Seardel Investment
Corporation. He explained that they had been
in discussions with the Seardel Group for some
months, because they targeted Speedo as a
brand that they would have liked to distribute
in Southern Africa. They identified Speedo as
a perfect fit with their other sports brands.
Same strategy
Sports Trader :: 2014 March
There is a huge opportunity
to leverage each other’s
strengths
It transpired that both companies had embarked
on the same strategy and they considered
other options, but eventually Seardel
made them an offer to take over their sports
brands. Both parties agreed that this is the
best deal as far as doing justice to the brands
is concerned.
The Super-Brands brands will be housed
within Brand ID Ignite, which is a full subsidiary
of Seardel. Du Toit Botes and Steve Gallienne,
who head the two Super-Brands sports
divisions, will report directly to Wayne Bebb,
CEO of Brand ID Ignite. The brand management
teams will move to the Brand ID offices
in Wembley Square and the logistics and supply
chain team will be housed in their operational
centre in Epping, Cape Town.
The Handicap Network Africa, SportingBet
and Toy Kingdom divisions will remain with Super-Brands.
Chelin said that they will continue
to seek other acquisitions in the retail, online,
interactive and technical industries.
Super-Brands bought Dunslaz in 2008, obtained
the Canterbury distribution rights in
2009 and subsequently also acquired global
sports brands Skins, Mizuno and Nathan and
Everlast in 2013.
Same management teams
Gallienne will remain responsible for the
Dunslaz division, which includes brands like
Slazenger and Dunlop (tennis, squash and
cricket), Karrimor (outdoor), Opro (mouthguards)
Ashaway (strings), Karakal (racket accessories)
and Swingball (garden toys).
Botes will continue to manage the division
that consists of brands Canterbury (rugby and
teamwear) Skins (compression), Mizuno (footwear),
Nathan (running accessories) and Everlast
(boxing lifestyle).
Business will continue as usual for all orders
placed with Super-Brands for after 1 April,
says Chelin. Orders will be transferred, along
with any reserved stock, but invoiced by Brand
ID, who’ll be contacting all Super-Brands customers
who don’t have an account with them
to open one.
Brand ID will, however not, be acquiring the
Super-Brands outstanding debtors book and
these amounts should continue to be paid into
the same accounts as usual, says Chelin.
“It’s definitely been an emotional week for
me,” he says. “I am saddened to be moving
away from an exceptionally talented team,
mixed with fond memories of the industry and
relationships I have formed, and yet feel great
excitement about the Super-Brands Group
with additional capital resources to grow and
acquire new businesses.
“Disposing of this part of our business was
no easy decision, but we think now is the right
time to join forces with Brand ID, because
there is a huge opportunity to leverage each
other’s strengths and move even faster towards
what was my long term vision for the
brands,” he says.
“Wayne (Bebb) assures me that they plan to
continue to run the businesses the way we always
have — continuing to do what is best for
the brands, our culture and our customers.”
New Xtri sponsors
CANTERBURY, MIZUNO, Nathan and Skins
— locally distributed by Super-Brands —
are new technical and sportswear sponsors
of Xtri-Series South Africa, which took
place in November.
“Xtri is perfectly aligned with regards to
the high end technical performance our
brands have to offer, from the novice to
the off road warrior athlete!” says Paul
Copson, brand manager.
Mizuno and Skins have signed SA Womans Hockey
player Quanita Bobbs, a student at the University of
Stellenbosch. She was awarded provincial colours
(WP) when she was U14 and has been a regular in
national and provincial youth teams since then. .
Photo: Terry February Photography .

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get involved at facebook.com/bronxmensshoes
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p14 :: Industry
Companies on the move
Lyle & Scott celebrates 140 with
heritage range
THIS YEAR Lyle & Scott, locally
distributed by Skye Distribution,
celebrates their 140th
trading year.
The brand’s heritage dates
back to 1874 when William
Lyle and Walter Scott founded
a knitwear company in
Hawick, a small town hidden
in the Scottish Borders.
In 2003 Lyle & Scott sharpened
up its fit and expanded
the horizons of the brand,
attracting a new generation
of young, talented music, TV
and film stars. The Golden Eagle proved particularly
popular amongst the noughties indie
pop scene and could be regularly spotted on
bands like Arctic Monkeys and Bloc Party.
Deeply entrenched within the trendy global
market — including a collaboration with Christian
Dior — Lyle & Scott grew to dominate the
fashion forward individuals’ wardrobe.
Nevertheless, locally, there was still a demand
for the bygone classic argyle knits.
It is because of this demand that this year Skye
Distribution decided to design a range catering
to the requests of local customers and retailers.
All products were produced using 100% lambswool,
and manufactured in Madagascar and Mauritius.
Centenary year for Brooks
BROOKS WILL be celebrating their centenary
this year by moving into two new headquarters:
in the US they are moving into a new
green building on the Burke-Gilman Trail
in Seattle, while the EMEA (Europe, Middle
East and Africa) headquarters are moving to
Amsterdam, which is centrally situated and
within easy reach of Europe’s biggest running
markets.
They will this year be targeting sales growth
in the EMEA region, where Brooks’ sales grew
27% in 2013. David Bohan, current Brooks
COO and president, will become president
of Brooks EMEA. In South Africa — part of the
EMEA region — Brooks is distributed by Clive
and Michelle Chowles of SBR Agencies.
“We have been very pleased with the growth
shown in Brooks since we were appointed the
South African distributor in late 2011 (product
in-store from July 2012),” says Michelle
Chowles. “Our focus and success in Speciality
Running Stores (SRAs) is aligned to the international
strategies and we continue to grow our
distribution points in South Africa, making the
brand more accessible to all runners.”
Despite tough economic conditions, the
brand grew their global sales by 17% in 2013
— since it became a standalone company in
Warren Buffett’s Berkshire Hathaway Group
Sports Trader :: 2014 March
Adidas World Cup kit
ADIDAS HAVE launched the 2014
FIFA World Cup Brazil kits of seven of
the teams that will be wearing the
three stripes: Argentina (pictured
right), Colombia, Germany, Japan,
Mexico, Russia and Spain
(pictured left).These eyecatching
kits are the lightest adidas has ever created.
Adizero technology produces lighter kits
and an improved fit, enabling players to be
faster and more comfortable on the pitch.
The 2014 FIFA World Cup federation kits are
more than 40% lighter than equivalent 2012
kits. Weight has been removed from the main
jersey, collars and sleeve cuffs, as well as the
national federation crests — even from the
adidas three stripes. The shorts are now also
made with a new woven lightweight fabric for
increased breathability and a lighter waistband.
These innovations will give the players
extra freedom of movement and comfort,
while retaining resilience and durability.
The design of the kits are based on feedback
from the next generation fans in each country,
after adidas asked young people to explain
what made them proud of their country. This
was translated into the kit designs for each
country.
For the Russians it was the inspirational
feats of Russian cosmonauts in the 1960s,
and for the Argentinians, independence. The
Argentinian kit takes its inspiration from the
in 2011, Brooks reported sales growth of 34%
in 2012 and 34% in 2011. Brooks’ results were
formerly reported in the annual Berkshire
Hathaway report as part of Fruit of the Loom,
which includes Russell Athletic, the Brooks
owner since 2004. Brooks became part of Warren
Buffett’s assets when Fruit of the Loom
bought Russell Athletic in 2006.
Brooks has been focusing mainly on specialist
running products since Jim Weber became
CEO in 2001 and has become a market leader
in specialty running stores (SRAs) in the US.
According to market research company Leisure
Trends they consolidated their position
as the brand with the biggest market share in
US specialty running stores (SRAs) with a 29%
dollar share.
According to their 2013 annual report,
Brooks’ neutral running shoes account for
46% of all running shoes sold at SRAs. Sales of
their more cushioned running shoes Ravenna,
Glycerin, and Ghost, grew 72%, 53%, and 52%
compared to last year. Apparel sales grew 16%.
“In South Africa Glycerin, Ghost, Adrenaline
and Cascadia remain the key footwear styles,”
says Chowles. Brooks received several awards
during the past year:
• Ghost 6: Editor’s Choice award from Runner’s
World for the fourth year in a row and
flag created by general Manuel Belgrano, one
of the main liberators of Argentina and a great
hero in South America. The Colombian kit reflects
the traditional hat sombrero, vueltiao.
"#unidosporunpais", meaning “united for our
country”, is written on the back of the colourful
shirt.
The new German kit is inspired by the value
placed in quality and hard work, personified
by the leading industrial architecture.
An engine graphic theme represents the
power of the Japanese team and is inspired
by a turbine with 11 lines, representing the 11
players on the pitch.
The Mexican kit is inspired by Mexican artistry,
wrestling icons and the give it all attitude
of the Mexican country. The new kit is bold,
creative and features a disruptive superhero
style design.
The red colour of the home jersey unites
Spain, while the gold flashes symbolise the
current golden era of Spanish football.
Clive and Michelle Chowles of SBR Agencies
2013 Shoe of the Year award from the Independent
Running Retailers Association;
• Cascadia 8: Editor’s Choice award from Runner’s
World and Best Trail Shoe award from
Women’s Health;
• PureConnect 2: Best Buy award from Runner’s
World;
• 2013 Vendor of the Year award from the
Independent Running Retailers Association
(IRRA) for the third year in a row.

p16 :: Industry
Companies on the move
Makro energy-wise
MAKRO SA has received an award
from Eskom for excellence in its energy
efficiency initiatives. Makro aimed to
save energy in their stores in terms of
lighting, refrigeration, air conditioning,
building envelope and domestic heating.
They also implemented a switch
the lights off campaign and installed
various energy management systems
and technologies that allowed them to
decrease demand by 36% and save 219
000kWh’s of energy.
Specialized stores
SPECIALIZED RECENTLY joined
forces with three stores in the
Gauteng area. The West Rand
Cycles and Concept Cyclery Cedar
Square stores act as concept
stores, while the Complete Cyclist
Bryanston has opened a Specialized
elite store (store within a
store). The stores feature a dedicated
Body Geometry Fit studio
for their customers.
At the opening of the Complete Cyclist Bryanston concept store: Peet le Roux (retail services manager of Specialized
Bicycles Africa), Mike Hewan (partner and manager of Complete Cyclist Bryanston), Cherise Stander
and Scott McKenzie (founder of Complete Cyclist). Photo: Cherie Vale/Newsport Media
W.E.T. Sports’ 30th year sees new faces
THIS YEAR W.E.T. Sports celebrates
being on the SA sports map
since 1984. They have recently
also added a few new faces.
The latest addition to the team
is Lorraine van Heerden (right).
Van Heerden is the friendly face
and voice customers first get to
see and hear. Along with running
the front desk, Van Heerden also
looks after the debtors and creditors
functions.
“On reaching our 30 year milestone,
I want to thank all W.E.T
Sports customers for their support
over the years and acknowledge
the vital role our agents have
played in growing the business,”
says Patrick Franck, marketing
and sales manager.
Leon Lotter has been looking
after the Free State area
for 20 years, Jeff Harman
Kwazulu Natal for the last
seven years, Darren Wentzel
the Western Cape and Namibia
for seven years, Colin Muir
the Eastern Cape for the last
six years and Darryl Dickerson
came on board last year for
the Northern Provinces.
W.E.T. Sports Importers
Celebrating 30 Years
For a wider range of products shown, please consult the latest W.E.T. Sports catalogue. Available NOW
839 Arm Sling
Cool mesh supports the
arm while distributing the
weight across shoulder and
back. Sizes S, M, L, XL.
754 Shoulder Support
Provides compression and
support to the shoulder and
elbow joint. Ideal for rugby.
Sizes S, M, L, XL.
709 Knee Stabiliser
Provides even compression to injured
or recovering knee with ligament and
patella support. Sizes S, M, L, XL.
528 Ankle Support with
Plastic Stay
Re-inforced criss-cross support
ideal for netball, soccer and
rugby. Sizes S, M, L, XL.
725 Wrist Splint
Splint in left and right for carpal
tunnel syndrome and wrist
injuries. Sizes S, M, L, XL.
321 Silicone Innersole
Medical grade silicone for
cushioning and stability.
Sizes A, B, C, D.
330 Cushion Cups
Advanced shock absorption
for heel and achilles.
Sizes S, M, L.
829 Cold Spray
Magic spray in a can that cools
skin fast and relieves pain
quickly. 8oz (225g).
Tel: 021-948 8150 • Fax: 021-948 8084 • sales@wetsports.co.za • www.wetsports.co.za

BletchleyPark/5281/ST
jordanshoes.co.za
Contact : +27 21 590 7005
APPEARING IN DAILY SUN IN MARCH

Shop Talk
p18
Left: Peter Jackson retired after 47
years in sports retail and sold his
iconic store to Poobie Naidoo, whose
impressive Pietermaritzburg store
(above) is as large as 2½ rugby fields.
Poobie Naidoo, right with his son
Gavin, is a former shoemaker and
top class runner who has become
one of South Africa’s most successful
retailers.
New era for landmark store
One of the stalwarts of the sports
industry, Peter Jackson of Pietermaritzburg,
has retired after
47 years in the trade. Jackson
Sports, Pietermaritzburg’s oldest
sport retailer, closed its doors in February
after 81 years and the business has been incorporated
into Poobie Naidoo’s impressive Sports
Wholesalers in Boshoff Street.
The Jacksons have for many years been leading
figures in Pietermaritzburg sporting circles
and Peter is planning on using his free time to
catch up on golf.
He played league hockey, tennis, squash
and golf, as well as cricket for Old Collegians
under Jackie McGlew. His wife, Pat, played
hockey for Natal, went overseas with the Proteas
hockey tour and played tennis for Natal
University. Their three children all excelled at
hockey, representing their provinces and country
at either tertiary or international level.
Know their sport
His father Tim, who founded the first sport
store M.T. Jackson, in 1933, was president of
the SA Golf Union, represented Natal in golf
and badminton, played first class cricket and
was chairperson of the Pietermaritzburg country
club. The AB Jackson hockey field near
Maritzburg College is named after his brother.
Throughout the years, KwaZulu Natal’s
sports people have come to rely on the advice,
quality merchandise and sporty chats
provided by the people at Jackson Sports who
played the sports and knew the equipment —
for example, cricketers Jackie and Robin Mc-
Glew, SA hockey player Greg Nichol and more
recently, Springbok rugby’s Butch James. Bob
Foss (who played SA Country Districts Cricket)
also worked for Jackson Sports and he became
a well recognised figure at polo fields around
the country.
Tim Jackson’s business partner, Dare Osborne,
was a longstanding secretary of the
Sports Trader :: 2014 March
One of the stalwarts of
the industry, Peter jackson
Sport, is now part of Poobie
Naidoo’s top store
Maritzburg and District Football Association
(MDFA). He ran the store while Jackson went
to North Africa to fight in the Second World
War in 1939 and again after his death in 1964.
Peter Jackson, who joined the business when
he was 20 in 1967, took over the store after
Osborne retired in 1975. He was joined by
his brother Tony and Bruce Baxter, and they
changed the store’s name to Jackson Sports.
Five years later, Tony opened a branch in
Durban, followed by another outlet in Westville.
In the beginning of the 1990’s, they
consolidated the businesses, with the Durban
branches trading as Tony Jackson Sports and
Peter running Jackson Sports in Pietermaritzburg.
In 1996 Bruce Baxter opened another
Jackson Sport branch in Victoria Road, and due
to changing shopping patterns, they moved
the Church Street store to these premises.
Later years
In 2011 Jackson moved the store to revamped
premises in Victoria Road, which was closer to
the CBD. His son, Dave’s, Brand X clothing and
promotional gift business moved with him.
Like many other independent retailers Jackson
Sport found trading conditions very tough
over the past few years. They battled with
the economic downturn, rising trading costs,
electricity and other price hikes, and growing
competition from mass discounters and big
chains. Therefore, with both their sons following
their own careers, when Jackson and his
wife reached retirement age, they decided to
sell to Naidoo, who owns one of the biggest
independent sport stores in the world.
All the Jackson Sport staff members will be
incorporated into the Poobie Naidoo business –
with certain sections, like cricket, tennis and
hockey, still branded as Jackson Sports. The
knowledge, dedication to service, and good relationships
with many schools in the area of the
Jackson staff will enhance his business, Naidoo
believes. Over the years Jackson Sports had
formed strong relationships with schools in the
area and they stocked several shops at schools
like Michaelhouse, Treverton, Hilton, Greys, etc.
The Jackson Sport staff will also continue
to offer a racket stringing and repair service,
which includes ball and tennis net repairs.
Naidoo is one of the most successful independent
retailers in the country - his impressive
6 000m 2 sport store in Pietermatritzburg
is the size of a large hypermarket. Apart from
athletic footwear, clothing and sports equipment
from just about every brand, the state
of the art store has a 50m athletic track for
runners to test shoes, and a High Performance
Assessment centre houses a number of specialists
to assist runners with problems.
Biggest independent
The Naidoo’s are also a sporting family: Poobie
is a top class runner who has completed more
than 25 Comrades marathons and is therefore
sought out by other athletes for advice when
selecting new shoes or clothing. His eldest
son, Gavin, who is being groomed to take over
the business, has Natal colours for javelin and
is a good swimmer and athlete. Sharuven, responsible
for their online business, is a swimmer
and his other son, Huban, a cricketer.
They also employ top performers in many
other sporting codes, who know exactly what
equipment or footwear an athlete needs — for
example, a former professional soccer player,
and top rugby, hockey, cricket, etc. players.
Poobie Naidoo is also involved with the development
of community soccer through sponsorship
of the Poobie Naidoo High School’s Cup
for soccer.

p20 :: Industry
Holiday sales
better than expected
Retail sales during the past holiday season were slightly better than last year, although the weakening
currency and worrying economy are cause for concern. JOHANN DU TOIT reports on the results
of the annual Sports Trader survey of holiday sales in the sport, outdoor and lifestyle retail industry
Despite a very tough year, 2013
holiday sales in most sport, outdoor
and lifestyle retailers were
better than expected, responses
to the annual Sports Trader Holiday
Sales survey* showed. Sales were largely
as expected, with no nasty shocks in terms of
sales. While sales haven’t grown exceptionally,
they haven’t been exceedingly bad either,
and have increased slightly since the 2012
holiday season.
The worsening currency value and poor economic
forecasts, however, affected consumers
negatively, which prevented strong holiday
sales figures.
December sales figures
The average response to our survey shows
that December 2013 sales where slightly better
than last year’s, with 50% of respondents
reporting better sales, and 15% saying that
sales were about the same. Slightly more
(15% compared to 10%) respondents claimed
much higher sales, with 20% or more growth.
However, the number of respondents reporting
drastically lower sales (decreasing 20% or
more) than last year has increased by 3.3%.
This would suggest that the gap between retailers
having a good year and retailers having
a bad year, is increasing.
The average responses to our survey over
the last four years concerning pre-Christmas
sales indicate that the growth of sales between
2010 and 2011 was followed by a sharp
decrease in sales growth in 2012 (See Fig 1).
2013 was a better year, with a slight recovery
from last years’ recession.
Retail respondents are not overly positive
or negative about their December sales.
About a third (30%) of respondents had better
pre-Christmas sales than expected, while
30% reported lower sales than expected. The
majority (40%) of respondents say that the
pre-Christmas sales were about the same as
expected. Taking an average of theses results,
it seems that retailers had a fairly predictable
pre-Christmas period.
Taking into account that retailers considered
2012 a particularly bad year, this could mean
that retailers have come to expect the worst
for the holiday season. This is excusable when
looking at the holiday sales expectations of
retailers over the past four years (See Fig 2).
After 2011 largely exceeded respondents’ expectations,
2012 was exceedingly worse than
expected. It seems as if retailers could predict
Most South Africans expect
their spending power
to increase in the next year
how sales would be in 2013.
Although sales were as expected, several retailers
and suppliers within the industry have
told Sports Trader that this year was an especially
tough year, some even stating that it was
their worst year on record. Most respondents
(45%) had fewer customers than expected,
25% had more customers than expected and
30% the same number.
International expectations
According to a Deloite survey** of consumers
in 18 European countries, as well as South Africa,
consumers in many countries are optimistic
about the current state of the economy for
the first time since 2008. Consumers in most
other countries are more optimistic about the
current economy than last year, South Africans,
however, are more pessimistic with an
overall negative outlook of the economy.
After years of considerable growth, retailers
in the European Union (EU) have probably
reached a plateau, according to a report published
by IFH, the Cologne-based institute for
retail research. This could mean that in 2014,
European consumers might be less optimistic,
which could influence South African markets.
Spending trends
In our survey, 75% of retailers stated that
items sold at the middle range of prices were
popular during the holiday season. Functional,
yet expensive, items were also very popular,
with 45% of respondents stating that these
products sold well. This is likely due to formally
employed consumers being less affected
by economical woes and having more cash in
their pockets. According to the latest BankservAfrica
Disposable Salary Index (BDSI) disposable
income increased by 7.6% throughout
the year, up to September 2013.
Lower priced products did not sell very
well, with only 20% of respondents saying that
it sold well in their stores. This could either
mean that South Africans are starting to spend
more on their gift purchases — or that low income
consumers simply didn’t have the money
to buy sport, outdoor and lifestyle items.
The Deloite survey determined that the
average budget per gift for South Africans in
2013 was R310. It should be noted that the
Deloite survey was an online survey, so most
of the respondents would be representative
of the upper and middle class customers. The
relatively high average budget per gift means
that functional sport and outdoor products,
such as clothing and footwear, were within
December sales growth 2010-2013
0.61
0.6
0.59
0.58
0.57
0.56
0.55
0.54
0.53
0.52
0.51
2010 2011 2012 2013
Expectations of December sales
0.6
0.55
0.5
0.45
0.4
0.35
0.3
2010 2011 2012 2013
Fig 1 (far left): The December sales growth
reported by respondents to the Sports Trader
survey improved in 2013, after a sharp
dip in 2012.
Fig 2 (left): In 2013 retailers responding to
the Sports Trader survey expected that pre-
Christmas sales would improve.
Fig 3 (right): The import value of sporting
goods in the 3rd quarter, when most Christmas
and January goods will be imported,
have been rising steadily since 2011.
Sports Trader :: 2014 March

Industry :: p21
Most products bought December
the gift budget of the average South African.
This seems to be in line with international
trends. UK-based OCC outdoor conducted
a survey among 30 UK outdoor retailers and
found that the highest selling products, by far,
were outdoor clothing.
The Deloite survey also evaluated which
marketing strategies convinced customers to
buy certain products. On a scale of 0-3 on how
influential loyalty/reward programs are in
purchasing decisions (0 = not at all, 3 = very
influential), South Africans averaged a score
of 2, which is higher than the 1.7 average of
the 19 countries surveyed. Most South Africans
prefer immediate discounts on purchases, instead
of earning points offering gifts.
Online shopping is becoming a popular tool
for South African consumers. According to the
Deloite survey, South Africans spent 21% of
their gift budget online in 2013. This is substantially
higher than last year’s 13%, but still
lower than the European average of 28%.
Even though online shopping has grown,
South Africans still prefer to compare prices
by visiting stores, rather than online on websites.
When buying gifts in store, South Africans
prefer to buy in specialty stores, instead
of supermarkets and shopping malls, which is
good news for independent retailers.
Of the 19 countries surveyed by Deloite,
South Africa has the second highest (after Ireland)
number of users of smartphones and tablets
with which to buy products, with 38% of
surveyed smartphone and tablet users claiming
to have purchased a product in the past.
Millions
48%
13% 10%
luxury
29%
January 2014 vs 2013 sales
16%
funconal
yet
expensive
mid-price
lower priced
450
400
350
300
250
200
150
100
50
0
2010 2011 2012 2013
15%
30%
10%
21% a lot higher
32%
Q3 Sporting goods imports
21%
Main retailer challenges
(>20%)
a lile higher
(20%)
alile lower
(

p22 :: Industry
Retail trends for 2014
Retailing is constantly changing —
but, luckily, not as much as the
annual trend forecasters would
like us to believe … although it’s
always good to know what the distant
future has in store.
Several international studies, however, give
a better indication of the direction retailing is
moving in. These surveys look at expectations,
or what happened in the past.
But, because our consumers usually take a
few years to adopt the latest international
retail trends, we have the benefit of learning
from these reports.
The good news is that brick and mortar retailing
is still very much alive — and is likely to
be for many years to come. Even in America,
where consumers have been buying online for
many, many years, consumers still prefer buying
from an actual salesperson in a store, especially
when buying footwear and clothing,
or specialised sports or outdoor equipment.
Customers prefer store to online
The majority of American retail customers still
prefer to make purchases at a physical store
instead of online, respondents to a 2013 US
holiday shopping survey told research company
accenture (www. accenture.com).
When shopping at specialty retailers, like
footwear and clothing stores, 81% of customers
expect to make the majority of their purchases
at a store instead of online.
The number of consumers exclusively purchasing
items online has decreased by 6% since
2012. An online presence is still important for
retail stores, as 65% of shoppers are likely to
view products online and go to a store to view
and purchase a product.
The major advantages that stores have over
online purchasing are that customers don’t
Sports Trader :: 2014 March
like to pay for shipping costs and they like to
physically see and feel a product before purchasing.
Most US customers prefer to make their holiday
purchases at discount retailers (Walmart,
Target), with 76% of customers surveyed stating
that they will be doing their holiday shopping
in these stores. Customers doing holiday
shopping in specialty retailers seem to be increasing,
from 32% in 2012 to 35% in 2012.
But, while shoppers don’t mind going to a
store, they don’t want to waste time once inside
the store, a ten-year multi-country study
on shopper behavior in retail outlets, showed.
An online presence is still
important for retail stores,
as 65% of shoppers are likely
to view products online
and go to a store to view
and purchase a product.
Quick in and out
The study, conducted by dr. Carl Driesener
from the Ehrenberg-Bass Institute for Marketing
Science at the University of South Australia,
found that shoppers are busy people
who want to spend as little time as possible in
store, buy very few items per trip and are not
particularly swayed by in-store promotions.
This study of consumers shopping in 42 stores
in the US, UK, Australia and China between
2003-2013 showed that:
• Customers visiting supermarkets, usually
buy one item at a time, usually cigarettes,
a phone card or newspaper, while 50% of
visits result in the purchase of five or less
products.
• The average basket size is 11 products and
75% of customers purchase less than 15
products at any given time.
• Generally, approximately 50% of shoppers
visiting supermarkets spend around 18 minutes
shopping. Half of the shoppers visiting
hypermarkets spend approximately 36 minutes
in store, despite the larger store size.
Shoppers visiting specialty stores spend less
than four minutes in store.
• On average, customers only cover 25% of
the floot area of the store they visit. The
larger the store, the smaller percentage of
it will be visited by customers.
• 68% of customers surveyed did not notice
any promotions or in-store advertising. Even
though customers buy products on promotion,
they do not necessarily return to make
the same purchase.
• Consumers buy items they are familiar with,
and although in-store promotions can significantly
influence sales, they are not a substitute
for mass media.
But, if one wants to look into the future,
what will retailing look like in a few years’
time? According to trend spotters, retailing is
going to become much more interactive and
reliant on digital technologies.
Future developments
While some of these hi-tech developments are
already possible, there have been few earlyadopters,
even internationally. But, it is interesting
to see what the future could look like.
• Consumers will be able to see on a screen
what they will look like in a specific clothing
item, and try on accessories to create a
look, without having to seek a change room
to try on the items. Once this technology
becomes commonly available, it could be

Industry :: p23
Despite predictions that online shopping will kill stores, consumers
still prefer to shop where they can see and feel the merchandise
and ask a live person for advice — but they are impatient and
want to spend as little time as possible in a store, some of the
international surveys on consumer behaviour show
a way to lure customers back from online
shopping as the in-store shopping experience
will become more fun, personalised
and interactive.
• Consumers seeking an unique shopping experience
would be engaged in fun activities
and invited to play games in a store, for example
by searching for promotional items.
• Store windows will become touch screens
where customers can play around and email
themselves items from product catalogues,
even when the store is closed at night. This
was already introduced at the adidas Neo
store in Nuremberg, Germany.
• A few of the big brands already offer consumers
the opportunity to personalise or design
their own shoes in their own colourways
or styling. With 3D-scanning and printing
expected to become more prevalent after
the 3-D printer patent expires this year, this
could become a future service offered at
retail.
• It is predicted that show-rooming will in
crease, where consumers will search for
goods online, but just go and try on the
items — especially shoes and clothing — in a
retail store, before buying online. The store
thus becomes a showroom. Although the US
shopper survey shows that this is not as big a
threat to stores as predicted.
For the time being, crime is sadly much more
of a reality for South African retailers than interactive
windows and digital showrooms.
Retail armed robberies increase
Over the past year armed robberies reported
by Consumer Goods Council (CGCSA) members
increased 37% to 209, but burglaries decreased
slightly from 243 to 241, report the
Consumer Goods Risk Initiative (CGRI) business
unit of the CGCSA.
There was also a substantial increase in reported
financial losses due to armed robberies
from R8.2-m to R13.7-m, but financial losses
due to burglaries dropped from R8.9-m to
R8.4-m. Armed robberies in shopping centres,
which include retailers that are not CGCSA
members, showed a similar trend.
Interventions the CGCSA use to help retailers
to reduce armed robberies include providing
advice on CCTV camera minimum standards
and best practice, sending out monthly alerts
on crime trends and syndicates, and a new initiative
to combat shoplifting.
The CGRI is a business unit within the CGCSA
and specialises in retail crime prevention.
Protecting customer information
The POPI act will this year have an impact on how companies
treat information gained from their customers
ONCE THE Protection of Personal Information (POPI) bill becomes law, retailers have
to be aware that there are legal limitations on what customer information they may
gather, store, and how they may use it, says Jana van Zyl of Dommisse Attorneys. As a
rule of thumb, any business should only collect what is necessary for them to achieve a
specific purpose — which should be communicated to customers or potential customers.
And you may only use that information for that purpose.
The provisions of the act can be summarised as follows:
Consent: Organisations may only collect, use and disclose personal information with
the knowledge and consent of the individual.
Limited use: The collection of personal information is limited to what is necessary for
the identified purposes and must be collected by fair and lawful means.
Accountability: Retailers are accountable for protecting the personal information under
their control and must ensure that adequate safeguards are in place.
Access: An individual has the right to access his/her personal information in your possession,
subject to legislated exceptions, and has the right to seek correction of information
or the withdrawal of permission.
Purpose: The purposes for the collection of personal information must be identified
prior to or during the collection.
In practical terms, a retailer would be affected in the following ways:
• Making a copy of a customer’s ID document: “The retailer has to justify why he should be
entitled to collect the information. Do they really need a copy of a customer’s ID
document or is it sufficient for that customer to merely display the document?” says
Van Zyl. “If they don’t need a copy, why keep it?”
• Even if you can justify why you need a copy of the document, you may only use it for
that purpose you collected it for, namely to verify identity. “Should they wish to use
the information for any other purpose, retailers will need to notify the customer.”
• For example, if you have a lucky draw box where customers could place their till slip
with a phone number, you will only be able to use the information for entry into the
draw. Any other purpose will need to be specified explicitly, and permission obtained.
• If a customer has signed up for a loyalty program, the retailer is entitled to track their
purchases and use it to promote products in the future based on buying behaviour —
provided that they received consent to do so when the customer signed up or notified
the customer that the information would be used for that purpose, says Van Zyl.
• If the company wishes to collect data via their Facebook page, they would still have to
limit their use, disclosure and retention of that information in line with the purpose
for which they collected it, she says.
Retailers and their staff will also become responsible for safeguarding sensitive customer
information, for example, credit card slips. “Retailers would need to review their
current processes and educate their staff about the importance of safeguarding personal
information. They would need to ensure their staff understand that items such
as credit card details can’t be left in full view of anyone, but should be locked away,”
says Van Zyl.
“Most retailers understand that the misuse of customer information will have serious
reputational consequences. And it is necessary to create awareness around staff
members to focus on how they use personal information. The majority of retailers are
eager to safeguard their customers’ information and upgrade their security measures
and policies accordingly.”
2014 March :: Sports Trader

p24 :: Industry
Cape Union Mart chairman Philip Krawitz and CEO Andre Labuschagne explain why they are optimistic about trading through the recession.
How a mom & pop store
became a major chain
Fifty years ago, when asked to identify
a typical mom and pop store,
Capetonians would most likely
have pointed to the Cape Union
Mart store, nestled between the
huge OK Bazaars and Woolworths headquarters.
Here, customers would feel right at
home, rummaging through the clothing and
gear, from anchors to toothpicks, stacked on
rustic shelves, because they were assured of
personal service.
Nowadays, when asked to identify a worldclass,
cutting-edge, South African retail chain,
consumers will most likely name Cape Union
Mart. The stores, and spin-offs Poetry and Old
Khaki, are now found in most shopping malls
... but still aim to create that at-home, personalised
shopping experience.
How did this mom and pop store become a
leading retail chain, carrying the top brands,
over an 80-year period, when many other independents
closed their doors?
Current chairman Philip Krawitz, the founder’s
grandson and namesake, is a raconteur
who explains business and personal philosophies
with parables that provide fascinating
answers to the question: how did they bridge
the gap between a single army and navy type
store to a 140-plus store empire, which employs
2,000 people, and achieves double-digit
growth every year?
For the first 50 years, the Krawitz family
owned one store. By 1990 it had grown to
eight, and at the turn of the century they had
18 stores. Then the floodgates opened. In the
Sports Trader :: 2014 March
past two years they’ve opened something like
20 new stores across the three brands — in
the last quarter of 2013 they opened ten new
stores, and another ten opened in the first
quarter of 2014. And there’s more to come.
In 2011 Krawitz appointed Andre Labuschagne,
a CA with extensive retail experience,
as CEO, while he became chairman. “I
wanted to bring in some fresh thinking, without
losing the company’s sense of family. We
needed an entrepreneurially-minded person
who had a very strong track record in retail,
who was passionate about a family-like business
culture, and who was equally committed
to the notion of leaving a legacy of doing good
business.”
While they previously mainly opened stores
in shopping centres in cities, Labuschagne saw
new opportunities in smaller towns — and was
proved right by the success of their new Cape
Union Mart stores in Brits and Upington.
While he believes this expansion into smaller
towns works well for a general outdoor store
like Cape Union Mart, the population of smaller
towns does not always warrant the expansion
of specialist stores like Poetry and Old Khaki.
Poetry, which they aim to make the favourite
store of the sophisticated lady, and the
Old Khaki brand stores, were the brainchild of
creative director Ken Lazarus “He is our ideas
guy, delightfully nutty, a creative genius,” says
Krawitz.
Launched in 1999, the Old Khaki leisure
brand became so popular that it now has more
than 40 stand-alone stores. The first Poetry
store, launched in 2008, has grown to 20.
The beauty of the Old Khaki and Poetry
stores are that they are small, and therefore in
high demand by shopping centre landlords who
often need to fill the space vacated by small
stores that closed down, says Labuschagne.
Opening new stores in close proximity to
existing ones don’t affect foot traffic, he
found — but, not having a presence in a new
shopping centre, will affect sales. “Retailers
always overestimate the effect of cannibalisation,
but underestimate the effect of a new
shopping centre opening,” he says. “The shopping
centre is the destination — if you’re not
there, you can’t draw the shoppers.”
For a single store to become a destination
requires something extraordinary, says Labuschagne
… like the huge Canal Walk Adventure
Centre, which became a destinational
store because it offers a truly unique shopping
experience, as well as family entertainment.
Trading in recession
While most South African retailers look back
on 2013 as a very tough year, they are optimistic
about trading conditions, especially since
South Africa has a growing population whose
salaries are increasing, creating a better educated
middle class, with aspirational values.
Trading in a recession actually has several
benefits, says Krawitz, citing their Triple-S
strategy. In a recession they:
• find the very best staff because in boom
times you have to compete very hard to find
decent staff;

Industry :: p25
The current Cape Union Mart
chairman and CEO explain why
the retailer, founded 80 years ago
as a single store, became such a
successful retail chain and local
manufacturer
If you treat people like they
ought to be, they become
what they ought to be. If
you treat them like they
are, they stay as they are.
• look at stores — where a store is closing
down, open a new store and negotiate good
rentals;
• put the right structures in place — this is the
time to fix and upgrade your systems
“So, a recession is actually a very positive
time for us, because we open a lot of stores,
employ some absolutely brilliant people — we
have better people now than I recall having in
any other time in any category — and we’ve
got better systems in place than ever before.”
That is why they outperform their competitive
peers, he says: even though they are a
private company, they can compare their performance
to the listed companies and see that
they are ahead in turnover and profit growth.
“In a recession people never stop buying, but
they want value,” says Krawitz. “The heart of
Cape Union Mart, Poetry and Old Khaki, is Value
with a capital V. The garment you buy today
must look good over the next five years. Our
garments are not going to self-destruct, will
not lose waterproof ability, will not curl up,
and the seams will not come adrift. “
Optimism in diversity
“South Africans talk ourselves into a depression,”
he adds. “This country is too good to
fail, no matter what government we have in
power. One of the greatest strengths of South
Africa is our diversity.”
The same applies to the company, where a
diverse group of people are employed. “That
diversity has enabled us to handle tough times
pretty well by having some damn good arguments,”
says Krawitz, who has a sign that proclaims:
If two people around the table agree,
one of them is unnecessary. He encourages
constructive disagreements because the dialogues
lead to better conclusions.
He cites the PAEI Method, developed by prof
Ichak Adizes of California, as an example of
the four archetypal types of characters needed
for a business to function at its best:
P = the producer, the guy that gets things done
on time. “He’s the engine driver, but like the
driver of a train you’ve got to point him in the
Family business with a difference
PhiliP Krawitz’ founded Cape Union Mart in 1933 and was succeeded by his son,
arthur, in the late 1940’s. when he died of a heart attack in 1970, his son Philip had no
choice but to leave university to run the family business. today, Cape Union Mart is still a
true family business — but, with a twist.
they follow the recommendations of a harvard Business School Programme for family
businesses they attended: no family member may be appointed unless they first gained
work experience elsewhere, and have the skills advertised – and they may only apply once.
therefore, when the Krawitz daughters became involved in the business, they brought the
necessary experience, qualifications and skills to add value to the business.
the eldest, Martine Vogelman, has a B.Bus.Sci degree from the University of Cape town
and managed portfolios at investec Private Bank, before joining the family business to help
with strategic planning. She is also involved with range selection. “we gave her the family
portfolio to administer and she got pretty good returns,” says Krawitz.
lauren Gez, the middle daughter, studied at the Fashion institute of technology in New
York and then went to work for top end brands like Kenneth Cole and J-Crew. after returning
to South africa she told her father “it’s a disgrace that you don’t have any clothes for
women and you have three daughters”— and proceeded to style ladies garments for Cape
Union Mart.
the youngest, amanda herson, is a high achiever: at school she was head girl, the first
white junior mayor of Cape town after democracy, got seven distinctions in matric and
graduated cum laude as best student of her year in B. Sci Econ at the wharton School,
an ivy league college in Pennsylvania. after working for the Boston Consulting Group and
Victoria Secret, she completed her MBa at harvard and joined highland Capital Partners in
the US before being invited by her father to visit Cape town during the 2010 FiFa world
Cup tournament.
the hersons — her husband Marc, who she met at harvard, is a fellow South african —
predictably became homesick and when the person who ran the new business division at
Cape Union Mart left, she applied and got the job. after the birth of her two sons she took
on a new challenge, and now heads up their online business.
the next generation — the grandchildren — inspired the kids’ range, which has been tremendously
successful, says Krawitz.
right direction to get him to the right station.”
A = the accountant, who wants everything
done precisely and correctly.
E = the entrepreneur. “He is your dreamer, full
of ideas, who lights fires all over the place.”
I = the integrator, or a human resources type
of person “who’ll wait for everybody else to
put up their hands before they vote.”
Unless you can get those four types of people
into a similar space and create conflict,
your company will be dead, says Krawitz. The
leader’s role is to build a team.
“After 43 years I learnt something very important:
the smartest thing in business is to
realise you are not the smartest guy in the
realm. Rather employ people who are much
smarter than you and ensure that they play
nicely together.”
At Cape Union Mart it is Labuschagne’s job
is to make sure that “the brilliant people we
employ play nicely together”.
Local manufacturing
Another strength is that they are one of the
few retailers who started manufacturing locally
by opening their own factory. And despite
the job losses suffered by many other local
manufacturers, they are proud that they never
needed to retrench an employee.
“Our factory has grown enormously and we
turned out close to 450 000 garments in this
financial year — high value, highly technical
garments,” says Krawitz. “We are producing
better garments than what you will find in any
other factory in the world.”
The greater flexibility and speed to market
offered by their factory gives them a competitive
edge. But, raw materials are a challenge,
he admits and says “it is absolutely ridiculous
that at this stage South Africa still has high
import tax on textiles that are not available
here.“ It’s essential that any fabric not produced
locally should be imported duty free.
“We have the ability to create quite a viable
manufacturing market here,” adds
To p26

p26 :: Industry
Cape Union Mart
cont from p25
Labuschagne — provided we get the supplies.
While the K-Way factory has already doubled
in size, it is not impossible that it will double
again in five years’ time, they predict. Over
the years they received a number of awards
— most recently,for their commitment to best
practice in world-class manufacturing as part
of the government’s Clothing and Textile Competitiveness
Improvement Programme.
Future is online
While he strongly believes that the South African
online shopping experience still makes it
much more attractive for shoppers to rather
visit a mall, Krawitz also believes that the
shopping behaviour of South African consumers
will change in the uture.
For example, they will make decisions about
what to purchase, and who to purchase it
from, before entering a store. “They will go
online and decide what they need, and where
they will get the best price, without the need
for a half-trained shop assistant to tell them
what they should buy.”
They have already anticipated and addressed
some of the other digital age challenges.
No store in a chain will ever have every
style, every colour and every size in stock —
but, some store in the chain is bound to have
the exact item a customer is looking for. By
going online, a shop assistant can find the item
in another store and have it delivered.
Shopping experience
A successful retailer must create a pleasant
shopping experience. “We want to have
the most beautiful stores, and therefore we
revamp existing stores before they are no
longer the most beautiful. We want to create
unequalled shopping experiences in all our
stores,” says Krawitz.
They aim to have the most knowledgeable
and friendly staff, who offer exceptional service.
Labuschagne introduced a mystery shopper
programme to ensure that the shopping
experience in all their stores is as good as
they expect. The stores are scored with, and
without, the taped video evidence — which is
also shown at the annual conference to demonstrate
good and bad practices. “They must
be on their toes all the time,” he says.
“Our test of exceptional service is when a
customer turns around to the sales person and
say: gee, you didn’t have to do that. We’ve
got guys who’ve driven 100km to deliver a GPS
to a customer,’ says Krawitz.
Training new employees to reach that level,
is a challenge, admits Labuschagne.
“We are verskrik about training,” adds Krawitz,
who still loves to serve customers. Or,
as he says, engages in MBWA: Management By
Walking About.
“Nothing tells you more than serving customers,
because while a computer can tell you
Sports Trader :: 2014 March
CEO Andre Labuschagne brought fresh thinking.
what you sold and for how much, it can’t tell
you why the customer bought. “
Inspiring staff
“Andre has brought inspirational leadership to
the company, he has brought an absolute passion,”
enthuses Krawitz.
A bugle to announce when sales targets have
been made (or exceeded), a company song sang
with gusto, and quizzes on product knowledge,
are just some of the examples of this passion
he introduced. He also introduced a staff incentive
programme and “you have to be at the
annual function when we give the best sales
person an award of R50 000,” says Krawitz.
Another incentive is a monthly draw into
which the names of all the stores that make
their targets are entered. All staff members in
the lucky winner store receives R1 000.
“If you really care for your staff, you’ll give
Trading in a recession has
several benefits when following
a Triple-S strategy
them guidance, but come up with a strap line
that tells them what you want them to do,”
says Labuschagne. The strap line Dare to Lead
with Team IQ Tip therefore became part of the
company song.
He explains it as follows: DARE = Delivery of
an Awesome Retail Experience; LEAD = staff
should Learn, Earn, Add value and Develop;
TEAM = Team, Empower, Accountable, Measure;
IQ = Incentivise and Quality. “We not only
want to be the best employer, we also want
people to queue to join us,” says Labuschagne.
TIP = their value system: namely, Trust, Innovation
and Passion.
“I believe that strapline says it all, so that
every staff member understands what is required,”
says Labuschagne.
The store managers are also empowered to
make decisions, without having to doublecheck
with head office every time. “Our staff
members are so aware that service is everything,
that they can make the right decisions
on their own.”
He believes that when you place trust in
people, they would do much more. “If you
treat people like they ought to be, they become
what they ought to be. If you treat them
like they are, they stay as they are. “
That is why the manager of a Johannesburg
store without a rain chamber, who demonstrated
the waterproofness of a jacket by
pouring a bucket of water over a customer,
won a trip to Kilimanjaro. He felt empowered
to use his own initiative to do what it took to
show the customer what the product could do.
“Our people really live the outdoor lifestyle,”
says Labuschagne. “Every week we
have a staff member going off on a trail bike
ride, climbing Kilimanjaro — we encourage
them to live the outdoor lifestyle and to use
our products while doing that.”
About 80 staff members have climbed Kilimanjaro,
and several had been to Mount Everest
Base Camp, all equipped with K-Way
products.
Guarantee excellence
No matter how happy the staff members are —
the test of a successful retailer is how happy
they make their customers by providing a good
shopping experience and quality products.
“Our products offer exceptional quality and
extra features that you won’t get elsewhere,”
says Krawitz. “We never take anything out of
a product to make it cheaper — if you want
to make it cheaper, find better suppliers and
better ways of manufacturing. We can make
better products than anybody else anywhere
in the world.”
This belief is under-written by their 5-way
guarantee. “This is the best guarantee any
South African store can offer,” says Krawitz,
who summarises it as follows:
1. We guarantee the best price on any product
currently available in a brick and mortar
store;
2. We guarantee every product to give fair
wear and tear. You’ll never hear we’ll ask
the manufacturer and hear what he says.
We sold it and we take responsibility. The
store manager is empowered to decide
whether to repair, replace or refund on the
spot;
3. Any product you buy from us you have the
option to return it within 12 months and
get a refund, provided you have a sales slip
and the goods are still in good condition;
4. We guarantee a foreign exchange rate that
is the same as FNB — we take no commission,
even though we pay the bank commission;
5. If anything you buy from us goes on sale
within 30 days, we’ll guarantee you the
difference between the sale price and the
price you paid for it.
They offer this because they want to be
trusted by their customers, staff and suppliers,
and they know they can deliver on promises,
he concludes.

p28 :: Industry
Meet Skins
the
naughty schoolboy
Skins chairman Jaimie Fuller explains how marketing campaigns that gave it a unique
identity grew the compression brand from an Australian therapeutic product for elite
athletes to a global brand popular with all athletes across most sporting codes
Words: Trudi du Toit. Photo: Nicol du Toit
Agood brand is a living thing and
has a personality, says Skins
chairman Jaimie Fuller. Skins
would be the naughty schoolboy:
funny, interesting, intelligent, not
afraid to challenge the teacher, but with an understanding
of traditions and values ... as personified
by the outspoken, witty and straighttalking
chairman known for his crusades against
doping and bad governance in sport (see article:
Responsible Sponsorship on p42).
Fuller was in Cape Town at the end of last
year as a speaker at the I Play Fair Sports Law
Conference. He took time off to talk about
how Skins grew from a single therapeutic product
sold through physios and doctors to elite
athletes, into an international brand with mass
appeal and more than 100 products across
most sporting codes.
When Fuller bought the Australian brand
in 2002, Skins was making one compression
tight in three versions with different coloured
stitches. “My involvement came as a fluke,”
he recounts. Skins needed an investor to help
them expand into the US market. Fuller, who
was in the printing industry, reluctantly attended
a meeting on request of a friend of a
friend who used to manage the Australian soccer
team. While listening to the presentation,
he paged through a file with about 100 testimonials
praising the benefits of the compression
tights worn by elite athletes since 1998.
“These were not just testimonials from athletes,
most of them came from people like the
doctor of the Australian cricket team, doctors
of other top teams, coaches of top teams.
They were all serious guys,” he says.
While realising that it was pretty obvious
that the brand owners had problems with running
the business, it was also clear from the
testimonials that the product they developed
worked and had huge potential. Fuller therefore
decided to invest in the whole company
(he bought 49%) instead of just buying the US
rights. He didn’t want to run the company, but
knew he could make a business contribution.
But, he soon realised that guys who are
Sports Trader :: 2014 March
When we sit down with
retailers, we want them to
say we got to have Skins.
When they only have room
for three brands, Skins
must be one of the three
creatively brilliant, are not necessarily good
at running a business. After it became obvious
that he would have to continue to invest
money, Fuller bought all the remaining shares.
In 2003 he embarked on the eventful journey
from the printing industry, where everybody
just sold on price, to brand building. They expanded
the product range and registered some
technological patents.
They pay us
The first couple of years their main customers
were elite athletes in Australia and the UK.
“None of the hard-core group in management
came from the sports industry and none of us
knew that you didn’t sell products to top athletes
and elite teams (instead of sponsoring
them — ed). We just gave them 10% off the
retail price,” he says.
“These athletes were saying that when they
trained hard and wore Skins after training,
they felt great. The coach would say, we’ve
got to have this for the whole team. We’d give
products to teams to try and within a day we’d
get calls: ‘I need 100-150 units’.”
At one stage 15 of the 16 teams in Australian
Rules were playing in Skins. Cricketers Steve
Waugh and Brett Lee were early adopters.
“In the 2005-6 Super 12 series there was a
strong relationship between Skins and South
African rugby players who bought our products,”
says Fuller. Cricket players like Sean
Pollock, Morné Morkel, Mark Boucher and others
bought Skins during Australian tours.
Word of mouth about the benefits of compression
spread the demand for Skins from the
elite, to serious amateurs, and eventually the
mass market.
Building the brand
By September 2004 the brand was in 120 outlets
in Australia and Fuller promised his sales
manager a AUS$1-m advertising campaign
if he could show him a client list of 300. In
June-July 2005 they aired their They pay us
TV campaign.
The cheeky ads set an irreverent tone with
lines like: To all those baby-faced, multimillionaire
sports stars that get paid too much,
live in huge houses, have ridiculous haircuts
... We ain't gonna pay you a penny to wear our
product, you can carry on paying us.
This was followed by a print campaign featuring
a grumpy-looking guy with an upside
down Nike swoosh where his mouth would
have been, above the tag line: We don't pay
sports stars to wear our product. They pay us."
Nike was unhappy, but the Australian advertising
authorities didn’t share their concerns.
These and subsequent marketing campaigns
set the tone for the Skins image they wished to
portray: humorous, edgy, challenging beliefs,
but delivering on performance promises.
Sales skyrocketed. In Australia Skins currently
has 70% of the compression market share. A
major Australian retail chain, Rebel, sells up
to 13 000 units of Skins per week. “We created
that market in Australia, because we were the
first to produce compression with a therapeutic
aspect to it. “
The high visibility of the brand also turned
the spotlight on them in other ways — which
resulted in valuable lessons for the marketing
team, Fuller admits.
During the Tour de France in 2006 Skins was
offered an opportunity for cheap TV airtime
and they decided to rerun the They pay us ads.
But, in the interim, about ten of their 100-
odd relationships with elite athletes and teams
had been converted into sponsorships. Skins
had given them some products in exchange
for equal-value marketing rights, although the
athletes and teams still bought product from
them. The Australian advertising authorities,

Industry :: p29
however, considered this to be false advertising,
and fined them.
“The ad campaign was right — what we did
wrong was to run it in the second year when
the situation had changed,” says Fuller.
In another incident a sales agent asked a
retail customer to remove the 20% discount
sign from Skins garments. Because they were
selling so fast, it was not necessary to offer
customers any enticement to buy. A competitor
reported Skins to the Australian Advertising
Authorities for price fixing.
“A lesson I learnt was that I was accountable,
no matter who did wrong. Legally, we did
make the statement, but it was a question of
intent. If I had said sorry, I’ll put a programme
in place for our sales staff to prevent this happening
in future, and offered to pay the difference
in sales price, I would have been fined
something like Aus$25 000 instead of $1-m.”
World brand
He wildly over-invested in the Australian media
campaign, Fuller freely admits. But, he needed
to build a brand and considered the Australian
market as a testing ground. “I thought that
if I’m investing in the Aussie market, I’m actually
investing in the world. If the model worked
there, I could take it anywhere.”
The campaign did set a solid platform for
launching a global brand. Skins’ international
headquarters moved to Switzerland, which not
only has a government that is inviting to and
understanding of international business, but
has a cosmopolitan culture and some of the
most spectacular scenery in the world, says
Fuller. Which makes it a pleasant place to live.
They also have offices in Australia, the UK,
US, France, Germany and China as well as 14
distributorships in other countries.
In 2010 they expanded East and partnered
with Li-Ning in China with a range of co-branded
products. “They had over 7 000 stores in
China, and it looked like a good opportunity,
but it became clear that the relationship was
never going to work because we represented
such a small percentage of their sales,” he
explains.
After a false start in South Africa — a bad
fit with the first distributor and a challenge to
their trademark registration, which the court
overturned with a ruling in Skins’ favour after
a 5-year delay — the brand has been distributed
locally by Super-Brands since 2012.
“I feel very comfortable with what they are
doing. These are great guys, they are really
good,” says Fuller. “I haven’t done a formal
analysis of numbers yet, but I believe we are
going to see really big growth for 2013 (in
South African sales).”
When selecting international distributors, he
believes it is very important to partner with
the right guys, who share their vision and not
only have an understanding of their own market,
but also understand the Skins brand identity
— “especially the humour and wit”. They
will also have to deliver on sales.
“My job is now to ensure that we maintain a
professional standard across the world. When
we sit down with retailers, we want them to
say we got to have Skins. When they only have
room for three brands, Skins must be one of
the three,” he says.
Sponsorships
The majority of UK Premier League clubs,
including Manchester United, Chelsea, Arsenal,
etc. had been playing in Skins for years,
without marketing contracts, but in 2006 they
launched the brand into the UK retail market,
which required bigger market exposure. Especially
when they moved into the US the following
year.
Subsequent sponsorship partnerships with
the Australian Rugby Union, Australian soccer,
Cycling Australia, USA Cycling, PGA UK, Rory
McIlroy, cycling’s Team Europcar, the International
Triathlon Union, NSW Athletics, Netball
NSW, etcetera, etcetera introduced the brand
to athletes and their supporters in just about
every sporting code.
But, while he enjoys straight-talking, Fuller
is also uncompromising about straight-dealing.
Shortly after they signed a contract with the
#1 Rugby League team in Australia, it became
known that they had been involved in cap
cheating. Skins immediately ended the relationship.
“It was such a good relationship to be in —
they were the top team with a massive following
— and I wondered if this was the right
thing to do,” says Fuller. “But then I thought,
no, these are our values, this is what we stand
for, no matter how good the opportunity, we
can’t continue the relationship.”
The same applied when players who said
they loved the product so much that they
would endorse it for nothing, but whose values
didn’t fit, approached them. “We told
them where to go.”
New structures
Their global expansion in 2007 created the
need for private equity investment, and this
briefly changed the brand, says Fuller. The
board demanded a much safer approach, especially
in advertising, which convinced him
to raise money to buy back the brand in 2012.
“We wanted to focus on building consumer
demand, not change the culture of what and
how we do it. We want investors who can buy
into it.”
Had he not bought back the brand, he
wouldn’t have been able to embark on his
new role, travelling the world and blogging
to advocate responsibility in sport governance
through campaigns like the Skins-sponsored
Pure Sport movement. He also wouldn’t have
had the freedom to play a role in toppling the
former world cycling regime (See p42).
Never happy with the nitty-gritty of the dayto-day
running of the business, Fuller began
looking for someone with strong operational
abilities to take over his role as CEO in 2010
— and eventually found the right person in Nic
Versloot in April 2012.
While still involved with some operational
functions and using his experience and high
profile to contribute towards brand building,
he says he’s now doing what he loves: bringing
accountability to sport.
2014 March :: Sports Trader

p30 :: Industry
After preparing for three
years, the transition from
Ronald Rink to Luke
Barrett-Smith as Puma SA
MD was seamless
Words: Trudi du Toit
Photos: Carin Hardisty
The leadership change at Puma SA
is probably the smoothest the industry
has seen. They have, after
all, been preparing for it for the
past three years. Luke Barrett-
Smith started the new year with the title MD
— but he has been MD Designate since July last
year and has been learning the ropes from retired
MD Ronald Rink since March 2011.
That was when Rink knew that he would be
stepping down at the end of 2013 from running
the Puma subsidiary in South Africa, which he
started in 2001.
“For the past six months Luke has been running
the company and making all decisions,”
Rink said at the end of last year.
If anything, says Rink, Barrett-Smith will now
have an easier time: for the past six months
he also had the responsibility of being national
sales director, a work burden new sales director,
Derick Freemantle, will take over.
There will, therefore, be no surprise changes
in direction or policy.
Sustainability
“We don’t compromise on ethics and we don’t
compromise on sustainability,” says Rink.
“Sustainability is not a lofty ideal, we live it in
this company. Sustainability and ethics are not
just key issues for Puma, it’s key to life and
how we live our lives.”
They run as close as possible to a paperless
office and have reduced their paper use by
more than 60% over the past two years — while
growing the company by more than 30%. They
haven’t used paper invoices or statements for
more than a year. ID access to track the usage
of printers and scanners not only counts the
Sports Trader :: 2014 March
In South Africa, Puma had
always been about performance
first
paper use of employees, it also ensures less
wastage from double or overprints. Even the
storage of files have gone virtual.
South African focus
Following a tough 2013, Barrett-Smith is looking
forward to building on their strengths in
2014. “The past year we’ve faced some of the
most challenging times in the thirteen years
that Ron and I had been working together. I
think it’s the unpredictability ... you never
know if there will be a strike tomorrow.”
They do, however, have a strong base.
“We’ve had huge growth,” says Rink, who
believes one of their strengths is that all the
original management team members are still
with the company.
“We have one of the strongest teams in the
country, our balance sheet must be one of the
strongest in the country.”
With the World Cup in June, soccer will be a
main priority for 2014. Puma’s signing of English
PSL league-toppers Arsenal, will also generate
welcome replica shirt sales.
Eight of the 32 World Cup teams will be playing
in Puma — four of the five African teams.
Although their focus for the first half of
2014 will be soccer, and running will remain
strong, they are very happy with their position
in rugby from a sponsorship perspective and
are in the process of consolidating rugby into
a central hub.
“The Bulls are, without question, one of the
strongest rugby franchises in the world, outside
national franchises. We have a wonderful
relationship with them, as with the Cheetahs
and the Southern Kings. “
Motor racing, a focus area for the brand
since 1978, is still a significant part of their
business. The sale of Ferrari, BMW, Mini, etc.
lifestyle product is doing well, says Barrett-
Smith, with South Africans considering the
branded items as very fashionable, whether
they drive the vehicle, or not.
They are also involved with extreme sports
like skateboarding, rallying and the X-games.
The Social Club they ran in Johannesburg
was such a success that they extended it six
months beyond the original timeline. There
was a disappointed fan base when they eventually
closed, says Barrett-Smith, but they will
be replacing it with something new. “It gave us
the opportunity to interact with our consumers,
and to understand them.”
At the club, close to their store in the trendy
Braamfontein, young people got the chance
to join in all kinds of unusual activities — like
playing table tennis with their phones.
Performance year for Puma
Worldwide, 2014 will be a big year for Puma as
new CEO Björn Gulden will introduce a manifesto
in July, which will indicate a new direction
for the brand.
When he was appointed in July 2013, Gulden
said his priority would be to improve the company’s
performance by focusing on their roots
in football and athletics, rather than concentrating
on fashion-led sports lifestyle.

Industry :: p31
Puma’s
new
MD
upbeat
for 2014
Ronald Rink and Puma come a long way
Ronald Rink’s history with Puma dates back 34 years to the early
1980’s, when he was GM of Jag sports, owned by Roy Eckstein,
that was selling Puma in south africa. after a disagreement with Eckstein,
he moved to Canada, where he started a Hi-Tec distributorship,
which he sold to the company after ten years.
after a short stint at Hi-Tec international head-office, he returned to
Puma’s international division, which was essentially the EMEa region.
When the south african Puma distributor, Buccaneer, went into liquidation
in 1998, he had to find a new distributor, who was Eckstein,
who subsequently also bought the south african rights for Reebok.
Rink opened the Puma subsidiary in south africa in 2001, which he had been running for
the past thirteen years. He sold his shares in the company a few years ago and after renewing
his contract several times, Puma eventually said that his contract would be renewed for a final
time until the end of 2013.
“Ron has been my mentor,” says Barrett-smith. “With Ron you know you are in the presence
of an ethical individual who doesn’t compromise on what he stands for. in business,
those are the things you look up to. “over the years we’ve become friends ... how would
you summarise something that is so big (his influence) in a few words? i don’t think i could.”
Born in Bulawayo, Rink was schooled at durban High, matriculated at Westerford High in
Cape Town and thereafter graduated from the University of Cape Town. He’s an avid tennis
player and top surfer. “i’ll surf, go to the bush, spend time in Zimbabwe on the Zambezi ...
i’ll get involved in something, but i will not be working nine to six,” are his future plans.
While he hopes that he’ll still be invited to the Puma rugby box and the odd party Rink says
he will not be coming back to the office. “The last thing luke’ll need is me looking over his
shoulder and telling him what i would do. When i’m gone, i’m gone.”
But, he will miss the Puma family. “it’s a life. it’s a family.”
A former pro footballer, the Norwegian businessman
has nearly 20 years’ experience in
the European sporting goods and footwear distribution
and retail industries, with previous
management experience at, among others,
Helly Hansen and adidas. He was appointed
after a 70% drop in profits resulted in a reshuffle
of Puma’s top management.
Although Puma still has one of the strongest
balance sheets in the industry, the shareholders
expect Gulden to revitalise the brand and
a strong focus on performance can therefore
be expected, says Rink.
“Gulden believes that lifestyle comes from
performance,” adds Barrett-Smith. He mentions
the shoes that athletes like Boris Becker
wore while delivering top performances,
which would today be considered to be fashion
lifestyle shoes. “The brand’s credibility comes
from there. We’ll keep our focus on performance,
without jeapardizing lifestyle.”
The fact that certain performance styles became
so popular amongst a large number of
lifestyle buyers, didn’t detract from their performance
heritage, they argue.
“In 1999 we brought out styles, like the Mostro,
which revolutionised the image of a sports
brand,” says Barrett-Smith.
In South Africa, Puma had always been about
performance first, although consumers might
have considered them a lifestyle brand. In
the World Cup the teams who’ll be playing in
Puma will be seen by 4.8-bn viewers, he predicts.
“This exposure will show we are definitely
a serious performance brand.”
But, with a shareholder like Kering, owner of
top fashion brands like Gucci, Saint Laurent,
Stella McCartney, etc., Puma will be exposed
to many more fashion lifestyle co-labs — and
it would only be natural to make the most of
this benefit.
Winning awards
Over the past thirteen years, Puma SA has won
many awards — one of the most cherished the
Puma Subsidiary of the Year award they won
when they were only three years old ... an unprecedented
achievement. “It was for market
penetration, profitability, market share, etc.”
says Rink. “We win awards all the time,” he
adds nonchalantly.
Their most famous award was the Mickey
Mouse hat they won for beating the Puma Holland
team in an impromptu swimming race in
a fountain during their sales conference at Disney
World.
With an Olympic swimmer and a navy seal
on their team, the Dutch were confident that
they would win the challenge — and that the
South Africans would end up paying the forfeit
of 400 liters of beer for everybody still awake
at that time of the morning.
The South African team of Rink, Brett Bellinger
and Alex Hulley (who was pulled out of
bed) were about half a length ahead when
Barrett-Smith, a champion lifesaver, had to
swim the last length against the Dutch Olympic
swimmer. He decided to give her a sporting
chance and waited until she was 5 seconds
ahead ... and still beat her by half a length.
After a memorable party, they were awarded
the Mickey Mouse hat the next morning ... and
Barrett-Smith promptly thanked Puma Denmark
for swimming against them.
No wonder Rink says: “We’ve had a helluva
lot of fun along the way.”
A natural choice
lUkE BaRRETT-sMiTH, who started his
working career in
hotel management
in Johannesburg,
joined the sports
industry when he
wanted to return
to Cape Town. His
father, Mr speedo
Paul Barrett-smith,
first employed him
in the factory “to understand the brand
from grassroots, and then i had the opportunity
to join the agency as agent.”
He also got the Puma agency in 1999,
and in 2002 Ronald Rink offered him the
position of Puma sales director. He became
part of a small management team of
eight – all of them still with the company.
Barrett-smith was a natural choice as his
successor, says Rink. “He has the background,
he understands the entire business,
he’s got the passion, he’s got the
knowledge, he’s got customer relationships
and he’s got the relationship with
our operational side.”
He had been in the succession plan as
early as 2005 – but was only made aware
of it in 2011, says Rink.
Barrett-smith has WP colours for lifesaving
and in 1996 he came 6th in the
World Championships held in durban.
2014 March :: Sports Trader

p32 :: Industry
It’s all new for
New Balance
New campaigns, new sponsorships, new product and a new
management team with a new structure ... New Balance SA
is looking forward to an exciting 2014
2014 is going to be an exciting and
interesting year for New Balance
SA. They will be working flat-out to
maximise the benefits of being the
new Comrades Marathon technical
sponsor — starting with the launch of a special
Comrades shoe to offer visual bragging rights
to the athletes who’ll run the 2014 marathon.
The NB Comrades 890 running shoe, available
in men’s and lady’s, is designed for high
mileage training, race day running and will be
available as a limited edition from March 2014.
Then there is the change in top management,
giving practical meaning to the phrase
the world’s a village. Ricky Knight is overseeing
New Balance in South Africa from his base
in Australia, where he has been managing the
Australia, New Zealand, and lately the Pacific
Islands region, for more than ten years.
In line with their policy to act local, think
global, they appointed former New Balance SA
sales manager Craig Bowen as a country manager,
after former GM Gary van Rooyen left to
owner-run the global surf brand Coreban.
But, as they explain, with the advances in
communication, distances shrink to the size
of a computer screen. Knight and Bowen keep
contact with regular Skype sessions — and
probably see as much of each other as other
general managers working in the same city.
They will also be working hard to achieve
New Balance’s international goal of becoming
a top three global athletic brand.
New Balance is currently the fastest growing
sporting brand worldwide — and they have
the figures to prove it, says Darren Tucker, appointed
New Balance vice-president Asia Pacific
in November 2012. Even though they are a
privately-owned unlisted company whose sales
figures are not in the public domain, they can
compare their growth with that published for
competing big brands.
Knight and Tucker visited South Africa at the
Sports Trader :: 2014 March
The inclusion of South Africa
in the Pacific region
was prompted by New Balance’s
policy of looking at
similar customer profiles
end of last year to attend the sales conference
and introduce Knight to the local staff.
They became New Balance colleagues twenty
years ago when Knight joined the Australian
team headed by Tucker. Before that Knight got
to know the other side of the industry from
a retail and sales agent perspective. He followed
in Tucker’s footsteps as general manager
Australia — and later Pacific — after the
latter became general manager of the brand’s
Asia Pacific region in 2001.
Despite his laid-back demeanour, Knight has
done a lot to grow the New Balance business in
Australia and New Zealand, says Tucker.
The inclusion of South Africa in the Pacific
region was prompted by New Balance’s policy
of looking at similar customer profiles when
grouping areas together, Knight explains.
South Africans, Aussies and New Zealanders
share an interest in popular sporting codes like
cricket and rugby, our retail market is fairly
similar and our seasons correspond — our consumer
markets therefore have much more in
common than with the American or European
markets with their different seasons.
Together these markets are big enough to
warrant the development of unique products
best suited to our market needs in the Singapore
R&D centre. And importantly, to develop
the ranges at an appropriate time.
When Bowen was appointed national sales
manager in the middle of 2013, the intention
was that he would have about three years to
learn from MD Gary van Rooyen, before becoming
head of the regional office. When Van
Rooyen left New Balance to run the Coreban
brand globally, Bowen was “propelled into the
hot seat only three months after joining the
company,” says Tucker.
Bowen gained insights into the South African
athletic footwear industry as head of
sports footwear market research at GfK South
Africa. He was responsible for setting up the
GfK Sports Panel after a major sports brand
approached the global research company in
2008 to monitor the sports footwear market
in South Africa.
Bowen had joined GfK six years before as
a product specialist for consumer durable
goods and therefore had ample experience
of convincing brands to sign up to receive
reports and retailers to give them access to
sales information. It helped that many of the
big retailers had already signed up for GfK’s
other consumer product panels. By the time
retailers started selling soccer boots before
the 2010 FIFA World Cup period, they were in
place to track the effect of the tournament on
local boot sales.
Bowen gained further insights into the local
retail market when writing his MBA thesis
on The effect of mass retail buying practices
on competitiveness in the retail value chain,
which he completed at the end of 2012. He
explored what the main retail competitiveness
and sustainable drivers are and how certain
factors and strategies can affect everybody in
the retail value chain.
His work at GfK mainly centred around market
and trend analysis, forecasting and strategic
merchandising, which was valuable when
he joined New Balance. But, being on the inside
is very different from dispassionately analysing
a brand’s performance from the outside,
Bowen admits with a rueful smile.
Now, he is responsible for the performance
of the New Balance SA sales and marketing
teams, whilst support structures (e.g. finance

Industry :: p33
GM Ricky Knight, country
manager Craig Bowen and
VP in charge of the region
Darren Tucker talking policy.
and HR) report directly to global structures.
Their partnership with the Comrades marathon
is going to be a major marketing focus
this year, with several events planned for their
Road to Comrades campaign leading up to
race day on June 1. For example, New Balance
will support the Unogwaja Challenge — a 10-
day cycle trip from Cape Town to Pietermaritzburg,
followed by the Comrades Marathon run
on the 11th day — as apparel sponsors. This
event raises funds for charities and hopes to
raise R1-m next year.
Running innovation
The New Balance’s global Runnovation campaign
will further reaffirm them as a running
brand. They define this as a noun describing
running as follows: from Boston to the Canary
Islands, from the science lab to the city
streets, running is becoming more social, interesting
and more unpredictable. Runnovation
seeks to inspire people to think about the
sport in exciting new ways.
The campaign, launched in December 2013,
features New Balance athletes, as well as real
everyday people in three storylines: how running
is evolving into a more social and participatory
sport through focusing on a grassroots
training group; how athletes are challenging
the limits of the sport through focusing on New
Balance athlete Anton Krupricka, two time
winner of the Leadville 100 race; looking at
the latest in innovative running product technologies
produced at the innovation Studio at
New Balance Lawrence, Massachusetts, office.
Key innovative Fall 2014 New Balance footwear
and apparel products will be featured in
the campaign, including the new Tri-Viz collection,
which helps highlight athletes during
all types of low light conditions. An important
update to the popular 880V3, a go-to neutral
cushioning shoe, offered exclusively at speciality
running shops, will also be featured.
While running remains at the core of New
Balance, the brand is flexing muscles and
growing their footprint across sporting codes
like tennis, baseball, cricket and through subsidiary
brand Warrior, soccer, rugby and lacrosse.
This is a two-pronged advance, driven
by innovative product as well as high-profile
endorsements.
Athlete endorsements from the brand that
ran an Endorsed by no-one marketing campaign
in the 1990’s?
With a difference, explains Tucker. It is true
that New Balance always steered clear from
high profile athletes who could harm the brand
by becoming embroiled in unethical practices,
but, in line with New Balance co-owner Anne
Davis’ motto whatever you do, do good, they
require all sponsored athletes to give back to
their community through involvement in some
kind of charitable work.
They are therefore very careful about the
athletes they sign, while recognising that
when fans admire certain qualities in an
athlete, they transfer this admiration to the
brand they represent.
Young role models
Therefore, young, energetic, achievers like
hard-hitting cricket pro David Miller or world
#1 bowler Dale Steyn, world #11 Canadian tennis
star Milos Ranic, and 2013 MVP Award winner
Miguel Cabrera, introduce young consumers,
who might not be familiar with the brand,
to New Balance in a positive way.
“We do not necessarily believe that the
fact that David Miller uses a New Balance bat
will sell more products, but it shows cricketers
that New Balance is seriously involved in
cricket,” says Tucker.
Likewise, when Heidi Klum appears in New
Balance Classic adverts — especially when
dressed in her signature HKNB range — young
trendsetters take note. This inspires young
fashionistas to run in cool New Balance shoes.
While the region has the freedom to develop
products for all relevant sporting codes,
New Balance will not compete with Warrior
to produce soccer and rugby product. High
profile club signings like Liverpool and Seville
FC created a replica market in the European
leagues, while players like Belgian and Manchester
City captain Vincent Kompany or
Argentine’s Jonas Guttierez, show off their
colourful Skreamer boots on-field.
In South Africa, Warrior also made in-roads
in rugby, with EP Kings’ Jacques Engelbrecht
and four 7’s Springboks wearing the Skreamer
boot.
Warrior, bought by New Balance in 2004, has
an edgier image and strap lines like We Come
not to Play or Play with Fire set a different
tone to New Balance’s inspirational Make Excellent
Happen or Light just got Lighter campaigns.
Despite being a global brand, at heart New
Balance is a family-owned brand promoting
solid family values. The New Balance Foundation,
established by owners Jim and Anne
Davis in 1981, bears low-profile testimony to
this philosophy. It supports a wide range of
worthwhile initiatives, especially programmes
aimed at preventing childhood obesity.
The company also promote an environmental-friendly
policy, aiming for more sustainable
product design, choice of materials and
manufacturing processes, and the elimination
of all dangerous substances and minimising
waste.
They also aim to be more sustainable in all
their facilities and operations.
2014 March :: Sports Trader

p34 :: Apparel & Footwear
Running in
lowlight conditions
Runners training at dusk, dawn or in the dark are only seen by motorists in their headlights
when it is too late to stop — unless they wear clothing with reflective or lights that will be visible
from a greater distance. RHIANAH FREDERICKS asked running product suppliers which
products they would recommend to help make runners more visible in lowlight conditions
As the days become shorter, more
and more runners will be training
in increasingly lowlight conditions,
where it is as important to
be seen, as it is to be able to see.
Running in lowlight conditions means that runners
need to take extra precautions to ensure
their safety.
Runners can make themselves more visible
through simple changes, such as buying reflective
running gear, or wearing items that have
lights incorporated. Reflective materials need
a light source in order for it to glow (or reflect
light back) and make the wearer visible.
Motorists need at least a distance of 26m to
stop safely when travelling slow, but runners
without any reflective clothing are only visible
within 5m of a motorists headlights. To ensure
there is a safe distance between them and a
moving vehicle, runners should wear reflective
clothing, which will allow them to be visible
from at least 152m’s away.
Although the importance of reflective has not
always been understood, it has been gaining
ground in recent years. Most running brands
nowadays incorporate reflective in their gear.
Adidas has a Smarter range of jackets that
incorporates woven reflective “to create visibility
without looking like you’re directing
Sports Trader :: 2014 March
Lighting products suitable
for running usually have
minimal designs and long
lifespans to ensure that
runners get long use out
of their product.
traffic,” says Gugu Ntuli from adidas SA. The
brand also uses reflective trims and patterns
on their clothing.
Many brands use this method in their products
as a means of improving runner visibility,
say suppliers of running products. There are a
variety of other reflective applications on running
clothing, shoes and accessories.
Brooks’ Nightlife collection offers high visibility
for runners in lowlight conditions, all
year round. “The Nightlife collection features
bright colour contrast and 3M reflective details.
Perfect solutions for runs in the dark,”
says Michelle Chowles from local distributor
SBR Agencies.
The Rev LS II long sleeve t-shirt from Brooks
features 3M Scotchlite reflectors that provide
360 degrees visibility says Chowles. On their
Essential Run Jacket II, the 3M Scotchlite reflectors
are placed on the front and back.
Their LSD Lite Jackets III outlines a runner’s
figure in the dark. Other products in the range,
such as the Infiniti Beanie and Equilibrium LS
II, also feature 3M Scotchlite reflectors.
Hi-Tec’s men’s R156 and ladies R157 shoes
have been designed with a reflective trim to
keep runners safe in lowlight conditions, says
Joanne Esterhuizen from Hi-Tec SA.
Inov-8’s outer layers, such as their Raceshell
and Mistlite jackets, feature reflective trims
and zippers in the front. Their Windglove
outer also has reflective writing and details.
This is also applied to their hydration packs,
like the Race Elite 15. Training shoes like the
Road-X 255, which are often used in lowlight
conditions, also incorporate reflective.
“Inov-8 incorporates reflective detail and
piping in strategic areas to aid visibility,
without making the product unappealing or
gaudy,” says Inov-8 brand manager Donovan
van Gelder from Rebel Elite Fitness.
Nathan offers race vests that work in a simple
way, explains Paul Copson from local distributor
Super-Brands. These vests make users visible
from 100m away and have 360º reflectivity,
ensuring they are seen from all sides.
The Nathan reflective hydration bottle also
helps improve runner visibility as To p36

p36 :: Apparel & Footwear
How reflective keeps runners safe By JoHLEttE DE JAGEr*
For most runners, their daily programmes and job obligations
force them to jog early morning or late afternoon.
Both periods of the day unfortunately pose the challenge
of being visible to other road users. In more than 80% of
accidents involving runners in lowlight conditions, the driver
expressed shock that he or she only became aware of the
runner on impact — when it was already too late to do anything
about it.
Almost everybody wants to look good in their running
clothes and dark clothing is generally more flattering …
which explains why many runners do not seem to realise
the importance of hi-visibility clothing. The dressing behaviour
of runners do, however, change after a near accident
or the loss of a buddy in an accident in lowlight conditions.
Fortunately, the major athletic brands have incorporated
reflective in their gear, which made runners more aware of
reflective. It has also made the concept more acceptable.
Reflective piping, strips in various formats, heat transfers, sew-on embossed
badges — all can be applied in such a way so that it can be a true
lifesaving feature. A manufacturer incorporating reflective should use products
with high candela counts, suitable for multiple washing cycles, which are
light and durable.
Any reflective is better than no reflective. The application of reflective has,
however, unfortunately not always been done effectively. High visibility items
need a certain amount of reflective per square meter on apparel to make the
wearer fully visible. High visibility colours like the well-known lime-yellow and
orange are only day glow and add no value to visibility at night. Tops or shorts
need good standard silver reflective to be visible in darker periods i.e. after
dusk and before dawn.
A little reflective is better than nothing, but the larger the reflective strips,
or areas covered with reflective, the better. The ideal is for the runner to be
360° visible — so that it does not matter from which angle the vehicle approaches
him or her. That means that the reflective ideally needs to be applied
360°around the garment. This will ensure that the runner is seen from
all sides and as far away as a kilometer in the light of a car.
Nowadays, there are various attractive options to make runners visible in
lowlight and dark conditions — and at the same time still enable them to
express individuality through their running gear.
• The starting point is to incorporate the reflective
on those items the runner cannot go without — for
instance, running tops or shorts, or shoes. This is a
classic example of “passive prevention”. The runner
will be visible, without having to add anything special
to their gear, such as a running belt, wristband, headgear
or gloves.
• Hi-viz or neon bright tops or T-shirts and shorts ensure
the wearer can easily be seen before daybreak/
dawn and dusk — those in-between periods of night
and day when the effectiveness of reflective materials
and car headlamps start to wane — when the
brightness of the neon colour garments become vital.
In the dark, these colours will, however, only be visible
when combined with reflective.
• Bright coloured socks add visibility — although very few sock manufacturers
add reflective as a trim.
• Running shoes have reflective piping incorporated in the shoe designs, or
added as a functional item, such as a pull-on strap in reflective. Other reflective
items can be done in logos, laces, or heat-applied designs.
• Reflective armbands are a great way to add more visibility to running outfits
and the movement of the arms attract attention while running.
• Reflective running belts are excellent as they ensure 360° visibility in the
light of a car.
• Hi-visibility neon or day-glow yellow or orange caps or hats with reflective
detail all around the brim, or sides of a cap, can incorporate 360° reflective
— which can be a very economical way to add reflective.
• Reflective running gloves — the up and down movement of the hands
makes it very easy for a driver to spot movement
• Headlamps and torches enable motorists to see an approaching runner,
but often not from the back. LED flashing lights that clip on are better for
walking the dog, than running as too much bumping around may cause
them to go off from time to time.
Nowadays, hi-visibility day-glow colours, reflective trims and materials, as
well as glow-in-the-dark, are used together as mountain bikers doing night
rides in unlit areas need the glow-in-the-dark trims as safety feature too.
*Johlette de Jager became concerned about the number of pedestrian deaths in low-visibility conditions when working at the Medical Research Council. Research
showed that in Europe the use of reflective reduced the danger. She then became co-founder of Glow Gear, a South African manufacturer of reflective products.
Running products cont from p34
the entire bottle glows when light shines on it.
New Balance also uses graphic details in order
to increase visibility. “Most of our technical
running apparel has reflective piping, trims
and or graphic detail on them, which is suitable
for any runner, but would definitely benefit
the road runner in lowlight conditions,”
says Katharine Tromp from New Balance SA.
Their WRP4105 Boylston Capri (for women)
has large reflective graphic at the knee while
the MRJ4100 (for men) and WRJ4100 (for women)
has large reflective graphic on the sleeve.
The WRP3315 Impact Tight (for women) has
a reflective material strip running down the
side as well as reflective details on the back
whereas the MRP3315 Impact Tight (for men)
has reflective detail at the zips and graphics
on the back.
All their Nbx running styles also usually feature
3M reflective trimmings on the back or
front of the shoe, to help increase runner visibility
in lowlight conditions.
“We also carry a reflective belt, which is adjustable
and fits most sizes, as well as a strobe
light which can be attached to a belt or waist
band and can be set to flash,” says Tromp.
Puma’s reflective running gear is called Nightcat,
consisting of jackets, shorts and t-shirts
made with visiCELL highly reflective material.
“This is is designed to enhance others’ awareness
of runners in dim light situations” says
Collin Allin from Puma SA. All Puma shoes also
feature reflective stripes.
Reebok running apparel have reflective
and fluorescent prints to give runners maximum
visibility during lowlight running, says
Tezanne Shunmoogum from Reebok SA. Their
colour and overall design all incorporate
bright, bold graphics and colours, which aids
maximum visibility.
Salomon offers shoes with reflective branding
that makes runners visible in lowlight.
Many clothing manufacturers combine reflective
with bright colours in order to offer
visibility in both light or lowlight conditions.
“Our technical lightweight running apparel is
suited to any type of runner in lowlight conditions
as we have a variety of light colour garments
which all have reflective branding on
the front and back,” says Jackie Moore from
Salomon SA.
For road or trail runners, she would recommend
their Exo S-Lab TwinSkin short, which although
dark in colour, has sufficient reflective
branding all around to offer greater visibility.
Skechers has introduced Photoluminescant
technology to make their runner gear more
visible in lowlight condition. Skechers’ Nite
Owl range of running shoes only need exposure
to a light charge in order to remain glowing in
lowlight or no light conditions.
“These shoes are ideal as they use photoluminescant
technology that produces a glow
effect in darkness or lowlight conditions,” says
Derick Koen from Footwear Trading, local distributors
of Skechers. Short exposure to a light
source causes the shoe to glow in the dark and
the more it is exposed to a light source, the
longer it will glow, he says.
Light in the dark
Some running garments incorporate blinking
or steady LED lights in their designs to make
the wearer more visible to passing to p38
Sports Trader :: 2014 March

p38 :: Apparel & Footwear
Inov-8 win at ISPO
THE INOV-8 Race Ultra
vest, which won the Best
Performance Equipment
category at 2014 ISPO
Munich, “may well be
the next key moment
in pack design,” ultra-distance
and sky-
running journalist Ian
Corless wrote in Talk Ultra.
Two other Inov-8 Race products won Best
product categories at the ISPO show. The
Ultra 290 won the Performance Footwear
category and the Race Elite 315 Softshell
Pro won the Performance Apparel (outer
layers) category.
Made completely of fully-breathable 3D
Airmesh and stretch mesh, the Race Ultra
Vest fits body-tight, yet super-comfortable,
says Donovan van Gelder of local distributor
Rebel Elite Fitness.
Due to the pocket positioning, a pair of
500ml bottles can fit flatter and more stable
to the side of an athlete’s body. Weighing
only 195g stripped, the vest can carry
up to 4l of kit. It has seven stretch mesh
pockets and six adjustment straps, ensuring
one size fits all.
A removable insulated sleeve houses a
2l shape-shift reservoir and outer bungee
compression allows extra storage space.
Running products cont from p36
motorists. There are many lighting accessories
that can assist in making runners more visible
in lowlight conditions, and they are sometimes
used in combination with reflective.
Lighting products suitable for running usually
have minimal designs and long lifespans
to ensure that runners get long use out of their
product. They are therefore comfortable to
use while running.
Many accessories incorporate LED lights
because they are compact, don’t emit heat,
use a fraction of energy other types of lights
do and their plastic design allows them to be
flexible. Lights enable runners to be seen, and
flash or blinking modes on various lights allow
even faster recognition.
Nathan’s Strobe and Clip Lights easily attach
to a runner’s belt, shoes or clothing, and offer
high visibility blinking and steady light modes.
This ensures that runners are seen from a safe
distance.
They also offer the light spur that clips onto
the heel of a running shoe and has a light that
can be set to strobe or constant mode.
Nite Ize products use LED technology in clothing
and accessories to help ensure runner visibility
in lowlight conditions. Their LED Sport
Vest features 3M Scotchlite reflective materials,
as well as two illuminated flexible polymer
strips (in the front and back) that can be set to
steady or flashing LED light mode.Their LED
Sport Belt can be set to flashing mode or on a
steady glow and has a webbed reflective pattern
for increased visibility and added safety.
Other items, such as Nite Ize’s LED Marker
Band (for the arm) and Clip-On Marker (that
clips on anywhere) have reflective patterns for
extra visibility. They can also be set to a constant
glow or continuous flash for increased
visibility.
The SlapLit LED wraps around the arm, ankle
or leg. “Turn it on, slap it on your wrist, upper
arm, or ankle (or any tubular-shaped object,
for that matter), and you’ve got instant nighttime
visibility,” says Georgina Connock of Awesome
Tools. Other accessories in their range
include the Nite Ize ClipLit and ShoeLit.
See better in the dark
It is not only important for runners to be seen
in the dark — they also need to see branches,
curbs, potholes and other obstacles that could
endanger their safety while running. There are
several headlamps that have been specially
designed to meet the needs of runners.
Black Diamond makes a number of lights suitable
for various forms of running. The Black
Diamond Sprinter headlamp is rechargeable
and specifically built for runners who need
light on regular training runs.

Apparel & Footwear :: p39
It is not only important for
runners to be seen in the
dark – they also need to
see branches, curbs, potholes
and other obstacles
“It has a wide throw (beam) for optimal visibility
when running and a red strobe on the
back that flashes to ensure that the runner
is visible at all times (even from the back),”
says Simon Larsen from local distributors, Ram
Mountaineering.
The Sprinter charges via a USB port and
takes only five hours to charge fully. Its dimming
function remembers the last setting, it
is waterproof so you can rinse it under a tap
after each run. It also has a burn time of 42
hours.
Their Icon model has a 200 Lumen output
with a 100m (maximum) throw and it burns
up to 175 hours on four AA batteries. It is also
waterproof and features rugged aluminium
housing. The batteries are housed in the back
of the head and allows a good balance that
will not disturb runner’s comfort.
The new Spot model features Power Tap
technology, allowing it to adjust from a low to
a full setting in just one tap. It can be set to
economy mode to conserve battery life, but
if more light is needed, just one tap on the
housing will make its beam bounce to 100%
output while another tap will return the light
to its previous setting. This model has a 135
lumen output and will burn for 200 hours on
the economy setting.
LED Lenser headlamps and lights, such as the
LED Lenser SEO 5, is especially great for performance
oriented outdoor enthusiasts, says
Connock. This headlamp features a 180-lumen
output that covers approximately 120m and
its dim memory is able to automatically recall
the last dimming setting before switching off.
Silva has a range of headlamps that are specifically
designed for running in lowlight or no
light conditions, says Kim Romanis from local
distributor Lite Optec.
They offer the Silva Jogger, which has a very
high powered LED that is ideal for complimenting
low street lighting, she says.
“The Silva Trail Runner, with a light output
of over 100 Lumens, is the ideal lightweight
choice for night time running in anything from
dim light to total darkness.”
The Trail Runner uses the Silva Intelligent
Light distribution technology, which offers a
unique combination of a long distance spot
light and close range flood light at the same
time.
Silva also offers a range of safety lighting. All
runners who run in lowlight conditions should
be wearing safety lights to make them visible,
says Romanis. She recommends the Tyto Red
and White Lamps that easily attach to headbands,
jackets, bikes, etc. The Tyto Red also
comes with two safety modes — constant on
and blinking.
New CityTrail running concept
A nEw running concept, CityTrail, is being
introduced with a three race series in
Johannesburg (22 March), Cape Town (17
May) and Durban (14 June). It is sponsored
by Salomon and Suunto and organised by
Wildrunner.
This concept is for runners who want to
experience the enjoyment of a road or
trail running in their everyday environment
with its many networks of paths, trails,
stairs and shortcuts that can be used for
running. CityTrail is about using these networks
and turning the concrete jungle into
regular workout — with variety.
It’s about exploring new routes and venturing
off the beaten path to see what are
not seen every day. Surfaces and terrain
on these runs will vary from pavement to
dirt or wood, but the mountain running approach
will remain constant.

p40 :: Apparel & Footwear
Running range information
There are new minimalist and triathlon shoes, as well as new technologies in the latest running shoe ranges
Asics
Asics, locally distributed by Jordan & Co, has
introduced the Gel-Lyte 33 3 for elite runners
preferring a natural, minimalist shoe, or neutral
runners seeking an alternative shoe
for training. With no heel counter
support, and a fluid axis to
twist and bend, it follows
the natural
foot
motion.
Its asymmetrical
multi-density
forefoot improves midsole
deformation and efficient toe-off, while a
guidance line further promotes a natural foot
motion. It features a light, seamless upper.
The Gel-Super J33 is suitable for the natural
runner seeking more stability, or for overpronators
looking for an alternative training shoe.
A high density EVA medial side gives stability,
while its fluidaxis allows a central run. The
fluidaxis is a line under the shoe where the
most pressure is exerted during the gait cycle,
which helps the runner to follow the same gait
cycle with every step, reducing injury risk.
Brooks
The new Brooks running range, locally distributed
by SBR Agencies, feature several
technologies like Brooks’ DNA cushioning, a
full-length segmented crash pad that offers
support and cushioning, Omega flex grooves
that enhance forefoot flexibility and allow
easy heel-to-toe movement, and 3D Fit Print
technology to give a no-stitch fit.
In addition, the Glycerin 11 has concave
forefoot pods to prevent unnecessary side
movement, while the Adrenaline GTS 14’s has
a Progressive Diagonal Rollbar (PDRB) to give
stability. The lightweight Pureflow 3 features
adaptable BioMogo DNA cushioning, and a
rounded heel. Its sculpted medial arch is intergrated
with the upper for a closer fit.
The Cascadia 9 trail shoe features adaptable
BioMogo DNA cushioning and a Ballistic
Rock Shield under the forefoot to protect
against rugged terrain. A 4-point Pivot posting
system guides the foot into neutral transition
on bumpy trails. It has a no-sew upper and flat
laces that offer more security.
The Puregrit 2 has a 4mm heel-to-toe drop
with a curved heel that encourages a more
forward foot strike. Its concave outsole has
a multi-directional lug pattern that ensures
grip, while its simple and secure upper hugs
the wearer’s foot.
Hi-Tec
Hi-Tec offers racing and off-road shoes. New
to their range is the Haraka (for men and ladies),
a lightweight racer with a breathable
Sports Trader :: 2014 March
upper and on trend design.
Their Shadow Trail, with its broad Vibram
outsole, is ideal for running on uneven surfaces
when doing off-road running.
Their R156 (men’s) and R157 (ladies) running
shoes feature moisture wicking anti-bacterial
linings that keep the foot dry and odourless,
while their lightweight EVA midsoles offer
cushioning and stability.
Inov-8
Inov-8, locally distributed by Rebel Elite Fitness,
now offers a road and triathlon footwear
range. The Tri-X-Treme range (above) is their
first shoe specifically for triathlon runners. It
consists of the well cushioned 275 for men and
245 for women, which have an 8mm heel-totoe
drop. The more stripped down 225 is a unisex
model for shorter events, or for runners
and triathletes who perform at higher speeds.
All Tri-X-Treme models come with a seamless
inner for running without socks and drainage
channels in the midsole allow water to flow
out of the shoe with ease. They come standard
with bungee style laces and an innovative lace
locking system and loops on heel and tongue
for easy pulling on and off.
Strategically placed ‘sticky rubber’ pads in
only the necessary areas of the outsole reduces
the shoe’s weight, but also provides the
runner with a plush, comfortable ride.
Although aimed at the triathlon market,
“the shoe will also appeal to road runners
looking for a high performance racer or trainer
for medium to long distances, says Inov-8 SA
brand manager, Donovan van Gelder, himself
a triathlete.
Mizuno
Mizuno, the official sponsor of the Cape Peninsula
Marathon and 21km race, have introduced
four new Wave models. The Wave Rider 17 and
Wave Inspire 10 both feature the new U4iC
midsole and radius outsole that give a smoother
ride for mid/forefoot strikers, and also new
sockliners and blown rubber forefoot. They
are also made of lighter materials.
The Wave Rider 17 is an everyday trainer,
whereas the Wave Inspire 10 offers
runners good support and
features a lower wave
midsole geometry and
a wider gauge that
improves stability.
The Wave Sayonara features a U4iC midsole
that provides a good cushioning to weight ratio.
It also has a G3 durable outsole that gives
good grip and traction.
The wave Ascend 8 is a dynamic shoe that
gives protection on fast runs. Its X-lug outsole
allows multi-directional grip, without adding
unnecessary weight, and the upper offers a
more secure fit, while maintaining flexibility
for natural movement.
New Balance
New Balance’s
Fresh Foam
980 combines
ultra-plush cushioning
and a reduced
drop from heel
to forefoot while offering
a soft and bouncy ride that
protects runners without sacrificing
speed.
Its midsole offers cushioning properties
and stability in a more minimal package.
The shoe has been engineered to bring natural
underfoot geometries alongside a cushioned
ride with a blend of soft, responsive foam. Its
blown rubber outsole is durable, flexible and
has a 4mm natural drop last that provides a
light and stable ride.
A lightweight, breathable construction with
a simple plush upper that keeps the wearer’s
feet comfortable and protected. This show
has a unique spray paint finish with a fresh,
eye-catching design.
Olympic
The Orion (Ladies) and Targa (mens) from
Olympic, locally distributed by Jordan & CO.,
use colour fast PVC and PU synthetic leather
in the upper and their overlays are backed
by woven polyester for strength and durability.
Tongues and collars are padded with soft,
closed cell.
Insock’s made of non-woven material offer
directional stability, durability and comfort.
The vamp linings of these shoes are made with
polyester and their quarter linings use industrial
quality woven material. Their eyelet supports
and loops are made of PVC and evenly
spaced for better tension control.
Durable rubber blend compounds in the
outsole, reduce wear and pressure to increase
comfortability. The soles are flexible
and deep tread patterns make them slip resistant
on any surface.

CLEVER THINGS FOR KEY RINGS
KeyTool
8 tools taking up no extra room in your pocket — simply wraps
around your key on your keyring giving you 8 essential tools.
Clip
TelePen
3 x Clip
TelePen and
black ink refi lls.
KeyRing
System
Simply a better
way to carry
your keys and
accessories
around with
you than a
common split
ring.
MultiMate Mini
This high grade stainless steel mini multi-tool will handle most of
those daily tasks without wadding out your pocket.
EyeGlass
A keyring magnifying glass — perfect for when you are on the go,
have forgotten your reading glasses or just need that extra bit of
assistance in seeing the small things that matter.
FireStash
This
unbelievably
small
waterproof
keyring
canister
houses a
fully working
lighter that
is ready to
ignite at your
command.
CashStash
As small as your key and waterproof. Makes a perfect gift, especially
if you put cash in it!
Useful
packaging
The weatherproof
packaging
not only displays
the product in
an attractive and
clear manner —
the HardCase is
strong, durable,
weatherproof and
most importantly,
reusable. Perfect for
outdoor pursuits and keeping
valuables safe when traveling.
Distributed by Lite Optec. For more info contact sales@liteoptec.co.za 011 462-6986 www.liteoptec.co.za

p42 :: Industry
Sponsors of SA
sport federations
South AfricA’S biggest sport federations
have unequal success in attracting
sponsors. Some have been punished by
withdrawal of sponsorships, while others,
that attract high TV viewership, get
new sponsors despite concerns about issues
of governance.
Athletics SA: The federation was recently
unsuspended by SASCOC so that
athletes can participate in the Commonwealth
Games in July, but it is still
unclear which of the boards may legally
run ASA. The federation’s website is not
functioning and no news about sponsors
— if any — are available.
cricket SA: adidas, Castle Lager, Blue
Label, Sunfoil, KFC, TM Lewin, Ram,
Powerade, Budget, Coca Cola, Momentum
Health, Cell C and SuperSport.
Golf Association of SA: Technical
sponsor Titleist, other sponsors: Indwe,
Sanlam, Tempest and Volvo.
Netball SA: Name sponsor Spar. Other:
Tsogo Sun. Technical sponsors Asics and
Mitre.
SA football Association: ABSA and
Puma withdrew sponsorship last year
around the time when SAFA administrators
suspended after match-fixing allegations
were re-appointed. Nike recently
became sponsor and supplier. Other:
Castle Lager (Bafana Bafana), Sasol
(Banyana Banyana), and Sasol, Nedbank
and SAB are league sponsors. EY, Energade
and Tsogo Sun are suppliers.
SA hockey Association: Sponsors:
Investec and Mugg & Bean. Suppliers:
adidas and Mr Price Sports. Other: BDO,
BSN Medical, Tsogo Sun, Virgin Active.
SA rugby union: Asics, ABSA, BMW
and SAA are Tier 1 Springbok sponsors.
Vodacom, Energade, Shield, Tsogo Sun
and Castle Lager are Tier 2 Associate
sponsors. Additional 11 other sponsors,
including Gilbert as a supplier.
Swimming South Africa: Without a
main corporate sponsor after Telkom
did not renew their R11-m sponsorship.
Arena is the technical sponsor. Lack of
funds resulted in swimmers and water
polo players asked to fund international
participation — water polo team members
asked to pay R270 000 to participate
in Commonwealth championship
in April.
tennis SA: Sponsored by Keyhealth.
Technical sponsors: Babolat, Dunlop,
Prince, Slazenger and Wilson.
Responsible
sponsorship
South African companies spent about R4.5-bn on sponsorships in
2012, which gives them considerable financial clout when dealing with
sport federations, athletes and other beneficiaries. Sponsors should
use their financial power to ensure better governance, accountability
and fair competition from the athletes and federations they fund, is
becoming a mantra heard at conferences across the world.
Trudi du Toit explains why
Lie with the dogs and stand up with
the fleas, the Romans said. Translated
into sport terms it means:
associate with an unethical sports
body, team or athlete, and everybody
will assume you’re just as crooked.
Sponsors know that they should distance
themselves from athletes and teams caught
doing wrong. But, in ever louder voices, they
are being urged to demand accountability from
administrators and athletes and play a pro-active
role to keep sport fair and drug-free.
Taking it a step further: monetary rewards
from sponsors contribute to the win-at-all
-cost attitude of some administrators, athletes
and coaches, which could lead to unethical
practices like cheating and doping. Sponsors
should therefore take responsibility for what
is done with the monetary rewards they offer.
This was a recurring theme touched on by
several speakers at the I Play Fair Sports Law
Conference held in Cape Town in November
last year. For example:
• “Commercialisation of sport can lead to a
conflict with ethics,” said prof James
Nafziger, Director of International Law at
the Willamette University in Oregon. The
role of corporate power in sport is ever increasing
— as demonstrated by the millions
in sponsorship dollars that motivated athletes
like Lance Armstrong to do anything it
takes to win, and this can become problematic
when sponsors put pressure on athletes
to win, or turn a blind eye to ethical violations,
he cautioned.
• The resources spent to develop innovative
products and initiatives from corporations
are some of the factors that can influence
professional athletes to abuse substances
that will keep their sporting success dreams
alive — and help them to do the jobs for
which they are paid, said prof Cora Burnett,
research professor at the University of
Johannesburg. The pressure to perform at
all times and not letting the team down can
contribute to substance abuse.
• “The financial incentives alone make it easy
for us to see how elite athletes and management
are sometimes tempted to break the
rules,” said lawyer and former CEO of the
International Netball Federation, Urvasi Naidoo.
“But, if a sport cannot guarantee integrity
at elite level, commercial sponsors, as
well as the fans and media, will eventually
abandon the sport.
• Sponsors who keep on supporting an athlete
or governing body that is corrupt, is “guilty
by association,” Skins chairman Jaimie Fuller
said. “What is the point of Skins selling products
to enhance performance and recovery
to people who compete at any level, if they
believe the top-level sport we’re supporting
is rotten to the core? It’s guilt by association
and it makes no sense at all.”
Changing Cycling
Fuller became a global champion for good
governance and anti-doping in sport when
he demonstrated that even a relatively small
sponsor can change the well-entrenched leadership
of a powerful federation, like the International
Cycling Union (UCI).
In the wake of the Lance Armstrong indictment
by the US anti-doping association, USADA,
Fuller drew the ire of former UCI presidents Pat
McQuaid and Hein Verbruggen when he cheekily
sued them for $2-m for bringing the sport into
disrepute. This devalued Skins’ sponsorship of a
major cycling team, he argued.
This got their attention, all right, and in a vicious
blog, McQuaid vs Cookson, the integrity
of Fuller and Brian Cookson (who successfully
challenged McQuaid for the presidency) were
repeatedly attacked.
Ironically, Fuller had originally believed in
Armstrong’s innocence. But, he became aggrieved
as a commercial partner by the attacks
by the UCI, and especially McQuaid, on
USADA and its CEO Travis Tygart, instead of investigating
the accusations against Armstrong.
Sports Trader :: 2014 March

Industry :: p43
Travis Tygart, USADA CEO, told the Sports Law Conference
what steps they took to verify the evidence
against Lance Armstorng and the extent of the UCI
campaign against them.
Skins chairman Jaimie Fuller was
one of the speakers at the I Play
Fair Sports Law Conference in Cape
Town, where he explained how the
Pure Sport #ChooseTheRightTrack
campaign was promoting better governance
in sport.
Especially, after he read the evidence.
“I was waiting for the proper sponsors to
step in and do something.” When none spoke
up, Fuller realised that it was up to him to do
something. “I had this naive perspective that
people in responsible roles are primarily there
to administer a sport.”
In response, Fuller and other concerned people
founded Change Cycling Now (CCN) in December
2012, which played an active role in
the bruising election campaign that resulted
in McQuaid and friends being ousted from running
the UCI in September 2013.
CCN, for example, helped fund court cases —
inter alia of Irish journalist Pat Krimmage, who
was sued for libel by McQuaid — and started
a magazine, Abnormal, to present an alternative
view to the attacks from the McQuaidcamp.
Skins’ marketing budget contributed,
although Fuller tried to keep the brand’s involvement
at a minimum.
“When we were forming CCN, there was no
Skins visible, because I was very sensitive to
keeping the brand out,” says Fuller. “There
were whispers that it was just a publicity stunt
to sell Skins, but this (the campaign) was so
important that I didn’t want to devalue it by
accusations of commercialisation.”
It created tension between him and the Skins
management team who were not so convinced
that this corporate responsibility initiative
(CSI) justified the use of marketing funds,
Fuller admits.
Despite continuously being told that “you’ll
never get anything done. The system is too
big” McQuaid was denied a third term as president
by a mere three votes.
“There is no question that the UCI will
change. The reality of what the new guys are
trying to put in place is enormous,” says Fuller.
“This is a chance to take the sport with the
worst reputation and change it over a period.”
He believes cycling can become an example
for other sport.
He demonstrated that
even a relatively small
sponsor can change the
well-entrenched leadership
of a powerful federation,
like the UCI
Responsibility brands
Since then, Fuller became a regular speaker
at international conferences on sport governance
— for example, before coming to Cape
Town last year he spoke at the 8th Play the
Game Conference in Aarhus, Denmark, on Why
corporate sponsors should engage in sports
governance.
There was growing concern from sponsors
at this conference about being aligned to international
federations who are just grabbing
more power, says Fuller. He believes there are
ways that sponsors can work together to exert
their financial clout in order to keep federations
on the right track, and is working on a
plan to set this in motion.
Sport brands are especially vulnerable when
they associate themselves with unethical federations,
he believes. While the reputations of
big brands like Sony or Coca-Cola would not
really be affected if the reputation of the federation
they are associated is tarnished, the
damage to a sports brand could be enormous.
Sponsor dollars are being reduced all over
the world — it is becoming harder for all federations
to get sponsorships — and therefore
sponsors should demand to see how the federation
is conducting its business and spend
their money, he argues.
Brands aligning themselves to a sport federation
should consider this a CSI initiative, rather
than marketing exercise, and therefore play an
active role to ensure that they are associated
with a clean and wholesome product, Fuller
told delegates at the Sports Law Conference.
In a follow-up newsletter he wrote: I believe
sponsors can no longer pay for the exposure a
sponsorship package will give them and then
calmly sit back and simply wait for the association
to benefit their business. There’s no
point in operating commercially if you’re not
prepared to stand up for every athlete and
sports fan who wants to watch, or take part,
in a fair contest.
Pure Sport
After leaving Cape Town, Fuller and Ben Johnson
— the Canadian 100m world champion
who was stripped of his titles when he tested
positive in the Seoul Olympics in 1988 — spoke
at a Sport versus Crime conference in Dubai.
There, more than 50 participants from 25
countries discussed how to create sport without
crime, and how sport can combat crime.
This was part of the Skins Pure Sport campaign,
aimed at improving sport governance
and empowering athletes to stay clean and
honest. This time, Skins is fully on board.
Because Johnson’s disgrace was such a
memorable occurrence, Fuller last year chose
him to accompany him on a tour to the UK,
Canada, US, Australia and Japan to promote
anti-doping, ending in Seoul on the 25th anniversary
of the historical event.
Apart from the fact that he knew that Johnson
would have much more impact than some
clean-cut kid preaching anti-doping, they also
wanted to get the message across that after
25 years, nothing much had changed to help
athletes overcome the temptation of doping
to enhance their performance. If anything, it
is worse than before, Johnson said.
Dubbed the #ChooseTheRightTrack initiative,
Johnson participated because he was
part of the problem, and therefore wanted to
be part of the solution.
“I spent five weeks with Johnson and I’m
very proud of that campaign,” says Fuller. “I
hope in ten years’ time he will look back and
say I made a change for good.”
2014 March :: Sports Trader

p44 :: Sport
Developing
team sport
and sales
Soccer, rugby and netball are the biggest participation
sports in South Africa — and therefore generate
good retail sales. What are the sport federations doing
to keep the grass roots numbers high and create
new customers? YAMKELA MKEBE reports
At grassroots level, soccer, netball
and rugby are the most popular
participation sports in South Africa.
Of these, by far most active
South Africans play soccer, while
netball tops the charts for women.
In a survey conducted for Sport and Recreation
SA (SRSA) in 2005 titled Participation
Patterns in Sport and Recreation Activities in
South Africa, 11% of the respondents said that
they played soccer — compared to the 3% who
play netball, 2% who play rugby and 1% or less,
who participate in cricket and all other sports
In addition, 29% of the non-participants said
they wanted to play soccer — 17% only socially.
In comparison, 9% non-participants said they
wanted to play netball (5% socially) and 5%
rugby (3% socially).
The kit, balls and footwear sold for these
sports constitute an important part of a sport
retailer’s stock. Retailers therefore have a
vested interest to know that new players are
constantly being recruited, that the necessary
facilities and training are in place, and
that they are kept interested in participating
through sufficient leagues and competitions.
In other words, that enough is being done to
grow these sports at grassroots level.
Soccer development plans
In the trying times experienced by South African
soccer on international level, plans to
improve the standard of the game from grassroots
level, have been tabled. The South African
Football Association (SAFA) announced
their development plans to strengthen soccer
after a three-day SAFA lekgotla in February.
Sports Trader :: 2014 March
There are currently 341
LFA’s registered with SAFA,
each LFA representing
from 30 to over 200 clubs
This comes not long after new SAFA president
Danny Jordaan said that “big changes
are underway at SAFA, not just at the national
team level, but at grassroots. If we want to
build a winning team for the future, we have
to have efficient structures in place right from
school level.”
These remarks were made in January, just
after Bafana Bafana was knocked out in the
early stages of the African Nations Championship
(Chan). Jordaan promised a new name,
new technical staff and a new technical sponsor
for the national team.
In the beginning of last year, after SAFA
failed to act against officials identified by FIFA
in a pre-2010 match fixing scandal, Puma and
ABSA withdrew as sponsors, but Nike stepped
in as sponsor at the beginning of this year.
Shortly after he was elected to head a revamped
SAFA board at the end of last year,
Jordaan spelled out a development plan for
the next ten years.
One of the objectives of SAFA’s Master Technical
Plan, also known as Vision 2022, is to
have all the national football teams ranked in
the top three in Africa and in the top twenty
in the world. They hope to achieve this in the
next ten years.
History shows that this aim is not beyond
reach, as Bafana Bafana was ranked #19 in
1996, when they also occupied the #1 spot
in Africa, and won the African Cup of Nations
trophy. It will, however, be an uphill battle
as according to FIFA’s latest rankings, Bafana
Bafana is #64 in the world and #12 in Africa,
and the women’s team, Banyana Banyana, at
#50 in the world and #4 in Africa.The men’s
team have been unable to do sufficiently well
in Africa to qualify for the last few World Cups
on merit.
But, to regain the ground that was lost over
the past twenty years, soccer will have to be
improved from the bottom up.
When Bafana Bafana won the CAF trophy in
2000, Clive Barker had a pool of at least 200
South Africans in the 20 teams in the domestic
leagues to choose from. Now, the 16 domestic
teams only need to have six local players, giving
Gordon Igesund effectively 96 players to
choose from, SAFA reported to the Parliamentary
Committe on Sport.
Grassroots development
Apart from the current hundred private development
centres and sport school academies
registered with SAFA, they will now establish a
number of academies in all provinces.
“Ideally, each of the academies should
house 15 players at each age level from U14
upwards,” says SAFA Development Agency
(SDA) CEO, Dr Robin Petersen. “They will be
launched province by province as we identify
suitable partners and places,” he adds.
The SDA, headed by the former SAFA CEO,
was established a year ago with the aim of improving
soccer below national level. But, their
scope was limited by funds, having raised only

Sport :: p45
Free State played
against Gauteng in
the SAB U21 National
Championship
tournament at Idas
Valley in July last year.
Photo: Roger Sedres
R30-40-m for development, SAFA told the Parliamentary
Committee on Sport in February.
Sasol last year became the first corporate
sponsor of SAFA’s Development Agency (SDA).
The petrochemicals company has been involved
in development for over 20 years,
supporting the U23 men’s national team,
Amaglug-glug, and the women’s national team
Banyana Banyana, and have now strengthened
their ties with SAFA through grassroots development.
For the next coming three years Sasol
will contribute R3-m towards the agency.
Sasol’s sponsorship will be used for developing
grassroots structures in the Fezile Dabi
region in the Free State, which includes the
town Sasolburg, and the neighbouring Gert
Sibande region in Mpumalanga.
Last year, SAFA established the U13 and U15
leagues for boys and girls, which is a first step
in the journey of enhancing the standard of
soccer in the country, says Petersen.
This should also increase interest in soccer
amongst school age players.
For retailers, each new league means that
they can sell new team kit to the competing
teams, as well as match balls for the extra
matches.
In a further step to improve grassroots play
and encourage new players to enter, the SDA
last year announced plans to grow the number
of licenced coaches at Local Football Associations
(LFA’s) to 15 000. They aim to do this by
increasing the number of coaching educators
from 30 to 150. Level 3 and level 2 coaches
would be trained to become coaching educators,
who would, in turn, train aspirant coaches
in two LFA’s each.
The ClubWise course, the
first of its kind for rugby
club in administration,
covers every aspect of
club administration
Soccer player numbers
There are currently 341 LFA’s registered with
SAFA countrywide, with each LFA representing
many clubs. “The number of clubs and teams
in each LFA varies widely, from 30 to over 200
clubs in some of the larger LFAs,” say Petersen.
There are therefore between 10 000 to 68
000 grassroots soccer clubs in the country. If
each club only manages to attract a minimum
squad of 15 players, there are 150 000 to 1-m
registered soccer players involved in league
play at club level — not counting schools.
KwaZulu Natal is topping the number of LFA’s
(70), followed by the Eastern Cape (57) and
the Western Cape (55) with the third most local
football associations. Most of the LFA’s are
clustered around the big cities.
At school level, soccer is managed by SAFA’s
associate, The SA School Football Association
(SASFA). A research project is currently underway
to establish how many school leagues are
functioning and how many school players participate,
says Petersen.
Big plans from Netball SA
For Netball South Africa the launch of the
much anticipated Netball Premier League
(NPL) will be one of the priorities they hope
to achieve this year. The league was supposed
to be launched last year, but it failed to get
off the ground.
A professional league will of-
Local Football Associations
KwaZulu Natal 70
Eastern Cape 57
Western Cape 55
Gauteng 48
Northern Cape 27
Limpopo 25
Free State 22
North West 19
Mpumalanga 18
Total 341
To p46
Most
LFA’s are
in regions
aound big
cities and
sparsely
populated
areas
therefore
have
fewer
football
clubs.
South African rugby players —
November 2006
Pre-teen male players 169 980
Pre-teen female players 2 248
Total junior players 172 228
Teen male players 129 191
Teen female players 7 595
Total youth players 136 786
Senior male players 147 650
Senior female players 7 813
Total senior players 155 463
Total male players 446 821
Total female players 17 656
Total players 464 477
Estimated teams 30 965
Registered referees 2 056
Source: www.irb.com
2014 March :: Sports Trader

p46 :: Sport
Grassroots development cont from p45
Thuli Qegu shoots at goal during the Spar Proteas
squad camp held in Potchefstroom to prepare for the
Commonwealth Games in Glasgow in July.
Photo: Mario van de Wall.
fer the thousands of girls who play netball at
school a goal — and possible career option —
after they no longer play in the school leagues.
There were approximately 1.95-m adult and
junior netball players in South Africa in 2012,
according to research company Accelerate’s
Gary Grant.
By far most netball players are black, reports
Grant: 1.5-m black women, or 77% of the total,
and 222 200 white women play netball.
But netball is the #1 participation sport among
women of all races, according to statistics
from a 2007 BMI survey quoted in the SRSA’s
A Case for Sport and Recreation publication.
Netball is the third most popular sport among
all school children — following soccer and athletics
— and above rugby and cricket.
In order to improve the level of play, Netball
SA last year held workshops for grassroots
coaches in every province and staged national
tournaments to identify potential future Protea
players.
In order to develop the sport, it is a priority
for the association to attract more partners
who would invest in netball, says Netball SA
president Mimi Mthethwa. “A lot of companies
are beginning to show interest in netball,” she
says. “This brings hope that we would soon
have adequate partners.”
In addition to Spar as named sponsor, Asics
was announced as the new apparel sponsor of
the SPAR Proteas and the U21 side in March
this year. Last year ball supplier Mitre announced
a R2.5-m sponsorship of Netball SA
for the next seven years.
Attracting sponsors
SA Schools Netball (SASN) is sponsored by Mitre,
Xco Sport and NuPay. Their objective is
to encourage mass participation in netball at
school level by assisting with coaching and
participation in leagues at school, district, regional,
provincial and national levels.
Since last year, regular live broadcasts of
the matches played by the national side, Spar
Proteas, have generated more interest in the
sport, especially since the national team have
been performing well.
The Proteas last year won the Africa Championships
in Malawi, beat world #3 England
to win the Tri-Nations in Port Elizabeth, and
the SPAR Baby Proteas came 5th at the World
Youth Netball Championships in Glasgow. They
are therefore confident that they could win a
medal at the Commonwealth Games in Scotland.
According to Mthethwa the top four countries
in the world have shown increased interest
in playing against the Proteas as they
realize that the country is an To p48

EACH
STEP BRINGS
SOMEDAY
CLOSER TO TODAY
WHAT’S YOUR CALLING?
TBWA\HUNT\LASCARIS 314224
CONTACT 087 940 4664 TO FIND
YOUR NEAREST STOCKIST

p48 :: Sport
Grassroots development cont from p46
emerging force.
Rugby development
There are several development initiatives under
way to grow rugby participation, which
was just under half a million registered players,
according to the last figures available
(www.irb.com). More than 300 000 players are
still at school, and nearly 18 000 are women.
This will be done through initiatives to help
improve club administration and performance
of rugby players.
“Club rugby is the lifeblood of the sport and
its administration plays a vital role in developing
rugby at grassroots level,” said Mervin
Green, South African Rugby Union (SARU) GM
Development, when the Clubwise programme
was launched in January this year.
He also said that if all clubs get to function
well, it would contribute hugely to successful
rugby development.
The ClubWise course, the first of its kind for
rugby club in administration, covers every aspect
of club administration — from goals and
governance to player and member welfare by
way of fund-raising, financials and marketing
and match-day activities.
The development of player performance at
According to figures from the IRB, there were more
than 300 000 rugby players at school level at the
end of 2006. Photo: Nicol du Toit.
all levels — even as young as U13 — will be
assisted with a new Footprint computer programme,
designed to capture each player’s
performance, so that it can be monitored
over the years. The tool was introduced at a
recent symposium held in Stellenbosch where
coaches from junior, provincial to national
team level could share ideas. This is a followup
to SARU’s HP Mobi-Unit introduced in 2013.
A new rugby academy has been launched to
develop young rugby players in the Boland.
It is expected that this academy will ensure
that a number of black young players are exposed
to top flight rugby.
The growth and development of the game is
not limited to South Africa. A conference was
recently held in Cape Town where development
and growing the game was top of the
agenda. The conference, which was part of the
IRB Development Strategy aimed at growing
rugby around the world, was attended by rugby
administrators from several African countries,
including Botswana, Kenya, Madagascar,
Senegal, Tunisia, Uganda and Zimbabwe.
A further development is bound to grow
rugby interest on the soccer-mad continent:
Kenya’s Tusker Simba XV will replace the Argentinian
Pampas in the Vodacom Cup.
This could create a new option for selling
replica shirts among expats.

p50 :: Sport
Team sport news
Ruan Fourie(IIRASA), Andrew Borgen(Gilbert KZN) and Dick
Muir(IIRASA)
Gilbert supports rugby academy
GILBERT, LOCALLY distributed by Leisure Holdings, has
renewed their sponsorship of the Investec International
Rugby Academy of South Africa (IIRASA). This means that
Gilbert will remain the exclusive ball and equipment
supplier for IIRASA on all their courses and clinics.
"As a specialist rugby coaching business we believe in
delivering the best possible coaching available with the
best possible knowledge, gear and rugby equipment,”
says IIRASA Director, Ruan Fourie.
“IIRASA engages with only the best coaches and players
to bring their combined knowledge to both players
and coaches of all levels and we are proud to be associated
with such an outstanding programme,” says
Damien Rudham, Gilbert Brand Manager.
Canterbury forms partnerships
CANTERBURY IS supplying the official match ball for all the Varsity Cup and Shield
matches. Players in the 2014 tournament will be using the Transtech Speed match ball.
The high quality ball has a durable 3-ply construction and is weather resistant. An
in-seam valve ensures true balance and consistent flight, while a standard grain outer
ensures good handling.
Canterbury is also the official kit sponsor for Titans Cricket.
Internationally, the brand signed a six-year sponsorship deal with the Irish rugby union.
Ireland will wear their Canterbury kit for the first time when they play against the
Springboks in November. The brand worked with players to develop match, training and
bench wear for all the national teams.
Duane Vermeulen,
the big and
strong Springbok
and Stormers
flanker, will feature
in Skins campaigns
across
South Africa. The
compression
brand is locally
distributed by
Super-Brands.
Springbok and Stormers full-back and centre Jaco Taute (above left) recently signed a three-year
contract with Mizuno, CCC (Canterbury) and Skins, locally distributed by Super-Brands. He will be
playing in the new Mizuno Morelia Neo Mix boot and their Ignitus Blade boot.
Super-Brands Sports (Pty) Trader Ltd | 021 :: 380 20146376 March | www.super-brands.co.za

p52 :: Sport
Team sport news
Most popular rugby boots
ADIDAS HAS been the rugby boot brand of choice for 43% of 258 UK rugby players in the Aviva
Premiership 2013/14. But, interestingly, Mizuno (19%) surpassed Nike (17%), Asics (9%), Puma
(5%), etc. as the second most popular brand worn by rugby players in the Premiership. It is the
fifth season that adidas has been the most popular boot brand and its popularity has grown from
34% last year to 43%. Until last season, Nike, followed by Puma, were the second and third most
popular boot brands. They have now been overtaken by Mizuno, whose popularity has grown
from 16% to 19% of players. Asics, previously in #5, is now the fourth most popular brand, worn
by 9% of players.
This season adidas is especially popular amongst backs (49% of players, compared to the 36%
last year) and is also the most popular brand amongst forwards (39%). Mizuno is worn by the
second most forwards (25%), followed by Nike (14%). Nike is, however, the second most popular
brand amongst backs, followed by Mizuno (12%).
White, worn by 38% of all the players, and black (35%), are the preferred boot colours, followed
by blue (9%), orange (7%) and red (5%). Black remains the most popular boot colour
amongst forwards, followed by white. The back row players, however, prefer white. This season
more forwards also chose to wear blue rather than black boots.
Mizuno’s new Morelia boot for all grounds
MIZUNO’S NEW Morelia Neo Mix rugby boot features fine Kangaroo
leather that provides a quilted and luxurious feel. The upper stitching
offers a secure fit and greater sense of touch, while its
graded Pebax sole plate offers more flexibility and durability
with exceptional weight benefits. A mixed hard and
soft ground stud configuration holds the foot securely and
comfortable in any weather conditions. It also features a
short padded Morelia tongue.
Umbro African boot
UMBRO DESIGNED
their new
GeoFlare
Afriq boot
specifically
for the African market, where it will be worn by
by local Umbro players such as William Twala,
Roger Da Costa and Vuyo Mere (Platinum Stars
captain). The Afriq boot has a competitive price
point and is based on their new GeoFlare boot
silo, which is worn by Umbro’s international
players. The lightweight boot is designed for
the game-changing attacking player, with
features like an enhanced re-ground rubber
print on the toe and an embossed medial pass
pad to enhance ball control, especially in wet
weather.
Nike new SAFA sponsor
NIKE WILL be the SAFA technical sponsor for
the next 5 years. They will launch a limited
edition kit for Bafana Bafana’s friendly match
against Brazil in March, but the 2015-2016 kit
will be launched in November, to be available
at retail from January 2015. Nike will supply
kits and match balls to all nine of SAFA’s men
and women’s national football teams.
W.E.T. Sports Importers
Celebrating 30 Years
For a wider range of products shown, please consult the latest W.E.T. Sports catalogue. Available NOW
Matrix Soccer Ball
Size 5
Tournament Netball
Size 5
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Blue, Red or Black. Sizes S, M, L.
Standard Innersole
Wristbands
Headbands
Double Action Ball Pump
Metal Finger Grip Whistle
Squash Balls
Double Yellow Dot
Magnetic Chalk Holder
9mm Stick-on Tips
7038 Standard Cue Case
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Tel: 021-948 8150 • Fax: 021-948 8084 • sales@wetsports.co.za • www.wetsports.co.za

p54 :: Sport
Magic for numbers
TOUCH OF Magic is a specialist company
that imports and distributes a wide range
of heat transferable vinyl used for numbering
and branding sportswear kit. They also
supply heat presses for shirts and caps with
which to apply their range of vinyl.
The introduction of heat transferable
vinyl for numbering, etc. has changed
branding of team kits worldwide. Previously,
numbers had to be stitched or screen
printed onto shirts. This is slower, more
costly, labour intensive and in most cases
cannot be performed by retailers or wholesalers
themselves.
Touch of Magic supplies OS Flex, which
enables the client to cut numbers into any
design, size or colour they require at just
the click of a mouse. It is a simple, clean
and quick process where a full set of rugby
jerseys can be numbered within 15 minutes,
in-house.
OS Flex retains its colour throughout the
life of the garment and does not crack or
peel off. It is used by many teams such as
the Springboks and Sharks, as well as by
schools and sports clubs. OS Flex is also
compatible with sweat management fabrics
— such as Lycra, Nylon, etc. — that are
used in the sportswear apparel industry.
Touch of Magic has 20 years’ experience
in the industry. See their advert below.
Team sport news
Sport Industry Awards for adidas
Acelli Football, entering the big leagues
ACELLI, KEVRO Sport’s technical on-field soccer brand, has
just formed an alliance with Platinum Stars, the Northwest
Premier Soccer League (PSL) team, owned by the Royal
Bafokeng Nation. This alliance will mean that Acelli
Footbal will be the official technical kit sponsor of
Platinum Stars for the next 3 years. Kevro Sport and
Cliff Ramoroa (here with Kevro Sport MD Martin Ferreira),
the Executive Director of Platinum Stars, are
well underway with setting the plan in motion. Platinum
Stars, also known as Dikwena (Crocodiles), was
founded as an amateur club 77 years ago and has
been playing in the PSL for the past ten years.
THIS YEAR, adidas walked away with two of the 15
Discovery Sport Industry Awards.The sports brand
won Best Sponsorship of a Sports Team or Individual —
for their Black is Back campaign that was created for
Orlando Pirates Football Club — and Best Sponsorship
of a Sports Event or Competition — for their involvement
in the Old Mutual Two Oceans Marathon. We are
elated to have won these two accolades. It is a great
tribute to the hard work that the whole marketing
team and the organisation as a whole has put in to
drive our partnerships and sponsorships with formidable
African football giant, Orlando Pirates FC, as
well as the Two Oceans Marathon alike”, said Brad Stern, adidas’ senior brand marketing manager.
BISMARK
2

Advertorial :: p55
presents
brazuca and Samba
The World Cup is theirs for the dominating,
says adidas … and they’re
out to prove it with their striking
World Cup ball and boot launches.
End of 2013, adidas unveiled the
official 2014 FIFA World Cup Brazil match ball,
brazuca. The ball was revealed with a spectacular
3D light projection launch event held
at the iconic Parque Lage in Rio de Janeiro.
brazuca, named after a public vote in Brazil
involving 1-m football fans, is an informal local
term, which means Brazilian, or to describe
the Brazilian way of life. In addition to reflecting
the vibrancy and fun associated with football
in Brazil, the colours and ribbon design of
the ball panels symbolise the traditional multicoloured
wish bracelets worn in the country
(fita do Senhor do Bonfim da Bahia).
brazuca went through a thorough
testing process over a two and a half
year period involving more than
600 of the world’s top players
and 30 teams in 10 countries
across three continents —
making it the most tested
ball ever by adidas and
ensuring that it is suited
to all conditions. Clubs involved
in testing included
AC Milan, Bayern Munich,
Palmeiras and Fluminese
and players included Leo
Messi, Iker Casillas, Bastian
Schweinsteiger and
Zinedine Zidane. The ball
has already been tested in
competitive international
matches at the FIFA U20 World
Cup (different print design) and in
a friendly match between Sweden and
Argentina in February 2013.
The technology incorporated into the bladder
and carcass of brazuca is identical to the
Tango 12 (UEFA Euro 2012), Cafusa (FIFA Confederations
Cup 2013) and the UEFA Champions
League official match ball. However, a new
structural innovation with a unique symmetry
of six identical panels alongside a different
surface structure will provide improved grip,
touch, stability and aerodynamics on the pitch.
adidas has made every FIFA World Cup ball
since 1970, and recently extended the partnership
with FIFA until 2030, including the supply
of the official match ball.
Samba!
Their new Brazilian-themed Samba footwear
collection is aimed at celebrating the vibrancy
and exuberance of the World Cup host nation.
For the first time ever, adidas has released
a new boot from each of its four boot ranges.
The electric skye blue adizero f50 (worn
by Leo Messi, Lucas Moura and Gareth Bale)
is for the fastest players. Their SPEEDTRAX-
ION (an all-new, high speed stud alignment
allowing maximum acceleration and pinpoint
changes of direction) and SPEEDFOIL (combines
lightweight, softness and durability for
a comfortable, yet locked down heel fit) technologies
ensure that the boot enhances the
wearer’s speed.
The vibrant pink predator® Lethal Zones
(worn by Oscar, Mesut Ozil and Fernando
Torres) is designed with five
zones that deliver outstanding
ball control, touch, accuracy
and power.
The lime green
nitrocharge (worn by
Dani Alves and Ezequiel
Lavezzi), designed for
The Engine player,
is all about energy
with the elastic
ENERGYSLING around
the forefoot (supports
sidecut and precision
turn movements to
sharpen reactions on the
pitch) and ENERGYPULSE
spring technology (provides
high energy push-offs and
long lasting energy return
when sprinting).
For trade enquiries, contact
adidas SA on Tel: 021 442 6200.

57
Visit Sports Trader’s website for more product knowledge: www.sportstrader.co.za
What’s in a ball outer?
With a variety of balls on the
market for rugby, soccer and
netball, your customers may
select one based on what it
looks like — the colours used
or even the patterns on the ball. You will want
to point out that they should also consider the
many factors — such as materials, seals, linings,
etc. — that affect how a ball performs
during play.
In flight, the air close to the surface of the
ball is affected by any unevenness — like
seams, pimples or panels — that cause an
asymmetric flow of air around the ball, dr
Rabi Mehta, an aerospace engineer at NASA
Ames, demonstrated by testing balls in wind
tunnels. The air around the ball is ‘broken’ by
the seams of the ball, which causes the ball to
swerve (or ‘knuckle’) and move unpredictably.
• When a ball is kicked, the air around it
forms a laminar (smooth) or turbulent (disrupted)
boundary layer. During flight the
pressure in the front half of the ball decreases,
while the pressure in the back half
will separate from the surface and equalise,
resulting in a drag force that reduces the
ball’s speed.
• When a ball is kicked with little force (at
low speed) the boundary layer will be laminar
and air layers flowing around the ball
will be smooth and parallel to one another.
When a ball is kicked with great force (at
high speed) the boundary layer will be turbulent
creating chaotic air flow that withstands
the adverse pressure for longer and
causes the turbulent boundary layer to separate
later than with the laminar layer. This
later separation creates less drag on the ball
and allows it to stay in flight longer.
• Air flowing smoothly around a ball and separating
early, leaves a large drag in its wake.
When the air around the ball is turbulent
(e.g. as a result of panels and stitching), air
clings to the ball for longer, separating later
and leaves less drag in its wake. ‘Tripping’
the laminar boundary layer into action (using
panels) makes ball flight more predictable
and longer.
• In soccer, when a ball (spherical in shape) is
kicked with great force, the air around the
ball is turbulent, causing little drag.
o The ball spins toward the side that has the
least opposing force (following its nose)
— this is known as the Magnus effect —
and as it continues on its flight path, its
Our cut-out-and-keep series to
assist retailers with product
knowledge
Words: Rhianah Fredericks. Compiled
with the help of Du Toit Botes of Super-
Brands, Nick Wiltshire of Pat Wiltshire
Sports, Robyn Frick of Puma SA, and
websites: www.soccerballworld.com,
iweb.tms.org, buet.ac.bd, www.telegraph.co.uk,
www.nasa.gov, illumin.
usc.edu, www.nutsaboutsport.co.uk,
en.wikipedia.org, www.tenfactsabout.
co.uk and netball.com.au
travelling speed will drop - causing the air
around the ball to become laminar and its
drag to increase.
o As the ball slows down, it will move in the
direction with the least opposing force —
or look like it is curving.
o Panels or seams on the ball’s side, may
cause a curve to become even more pronounced.
This is how many soccer players
are able to curve a ball toward the end of
its flight and ‘change’ its trajectory.
The role of panels
Panels make up the outer covering of the ball
and the number of panels (sections) can have
an impact on the flight of the ball, as the
seams “disturb” air during flight. The design
of the panels can also affect the predictability
of the flight.
• If a ball has fewer panels, which results in
large smooth surfaces, it will be more unpredictable
in flight and will not travel as far as
a ball with many seams.
o When a smooth ball is kicked, the air
around the ball is ‘unbroken’ by the ball’s
surface and therefore the ball will slow
down quicker as a result of the pressure of
the air around it.
o When a rough surfaced ball (with many
panels and seams) that is able to ‘break’
the air around the ball is kicked, the ball
will travel further because the pressure of
the air around the ball has been ‘broken’
and allows it to travel further.
• A rougher surfaced ball becomes turbulent
much faster than a smoother one and allows
the ball to curve more.
o Typical soccer balls have 32 panels that
each have seams, ensuring a rougher surface
than a smoother ball without seams.
o The hexagon shape of panels on a soccer
ball also causes turbulence to set in much
faster, enabling the ball to travel further
and maintain predictable flight.
The number of panels
• There are various panel designs used in soccer
balls — 32, 18, 16 — panel constructions,
etc. — but the most common design
is 32-panels. This design, known as the Buckminster,
features twenty hexagon (six-sided)
and twelve pentagon (five-sided) pieces that
cover the ball and give it a sphere shape
once it is inflated. The shape of the ball allows
it to roll and spin evenly and smoothly.
This is also the most popular panel design for
professional match balls.
• Rugby balls are constructed with four-panel
designs that give them an oval shape. They
are oval shaped (rather than round like soccer
balls), because it is easier to catch, hold
and run with the ball than it would be to do
with a rounder ball. The shape of the ball
also does not allow it to roll as far as a soccer
ball, which is ideal for throws and passes
that occur in the game.
• Netball balls, much like soccer balls, can
have various panel constructions: 32, 18, etc.
Pimples and performance
Pimples (also known as dimples) can be described
as little bumps or protrusions on the
surface of a ball.
• These add roughness to the surface and,
like panels, they can affect the To p58
2014 March :: Sports Trader

p58 :: Sport
Ball outers cont from p57
flight as well as the distance the ball may
travel.
• The pimples create grooves that ‘break’
the air around the ball that allows it to remain
buoyant for longer and therefore travel
further. A smooth surfaced ball will drop
faster, because the ball will once again have
‘unbroken’ air pressure forcing it to fall
quicker than a ball that has a rough surface
(see above).
• Smaller pimples improve the distance a
ball travels, retain less water in wet conditions,
but offer less grip for the player. In
dry conditions, however, small pimples will
offer the grip needed by players.
• In wet conditions larger pimples offer better
grip as they would protrude above any film
of water that develops and still offer the
necessary grip.
• Pimples ensure better grip of a ball, but
may increase drag on the ball — the larger
the size of pimples (in diameter), the more
drag it will cause. Many rugby ball manufacturers
place pimples of different sizes
(sometimes grouped in various shapes) in
strategic places so they do not disrupt the
flight of the ball and still offer the grip
needed by players.
Materials
There are a number of materials that can
be used to make ball outers, but those most
commonly used are synthetic leather, polyurethane
(PU) and Poly Vinyl Carbonate (PVC).
• PU offers a harder feel than synthetic leather,
but is softer and more responsive than
PVC. It usually requires a Thermoplastic
Polyurethane (TPU) water resistant coating
that prevents wear on the material. This
material also scuffs and wears down faster
than PVC.
• PVC can be considered the most durable,
because it does not scuff or wear as easily as
the others. It is however harder and offers
less control than the other materials. These
material covers are also usually coated in
TPU to improve water resistant capabilities
and prevent wear on the ball.
• Rubber balls do not absorb water, offer good
grip and enable balls to bounce on hard surfaces.
• Synthetic leather covers offer a soft feel, is
responsive and give players increased control
over the ball. This material is usually
more expensive than the others, but does
not offer the same strength or durability and
may absorb water as time passes.
Stitching and construction
Balls can be constructed by gluing, handstitching,
machine stitching or thermally
moulded. The tighter and more securely a ball
is stitched, the longer it will last.
• Glue is usually used to bond lower-end or
practice balls. The panels are glued to the
ball’s lining and creates a harder feel than
that caused by other methods of bonding.
• Balls are usually stitched with difference
strengths of polyester thread, which is durable
and does not absorb water. 5-Ply polyester
is the strongest and offers the best quality.
Stitching can be reinforced with Kevlar
to improve durability.
• Hand sewn balls offer stronger and tighter
seams that improve the durability of the
ball, but cost more than machine stitched
balls. Machine stitching is often used for
lower end balls that are less durable.
• Thermally bonded balls’ panels are fused together
to create tight seams that offer higher
resistance to water absorption and greater
durability. These balls are more expensive
than other types of balls and are normally
used in professional matches.
Valve placement
Where the valve is placed in a ball can affect
its balance and therefore its flight.
• Valve placement in rugby balls has a direct
effect on the balance, because the area
where the valve is placed is heavier. If a ball
is unbalanced, it can affect the predictability
of the flight of the ball. Many manufacturers
place valves in the seam of the ball so
that it does not affect its balance.
• The placement of the valve allows the ball
to self-correct by 10-15% if it is off target,
thus improving accuracy when scoring goals.
This placement of the valve also allows the
player to align the valve to the target and
use the weight of it to keep the ball in line.
• It is vital to use the lightest (possible) valve
in a rugby ball bladder, as it will help maintain
the balance of the ball. To ensure the
most accurate balance is achieved, manufacturers
should put a counter weight (the
exact same weight as the valve) on the opposite
side of the valve.
Linings
Linings are the layers placed between the
bladder (that holds that air) and outer cover
of the ball.
• These are usually made of cotton or polyester
materials that assist in maintaining
the shape, bounce and strength of the ball.
Cotton linings offer softness while polyester
makes balls more durable and responsive.
• Balls can have different numbers of layers,
depending on the type of ball or purpose.
Lower end or practice balls are usually
constructed with two or more layers of polyester.
These linings are durable, but harder
and less responsive than cotton.
• Higher quality, professional soccer balls are
usually lined with four layers of lining, made
of cotton and polyester, which helps the ball
retain its shape and bounce throughout its
lifespan.
• Some balls may even have an added foam
layer that offers more cushioning and
control.
Gilbert renew ball contracts with unions
GILBERT, locally distributed by Leisure Holdings,
has renewed supplier contracts with several
rugby unions.
They signed a new three year deal with the
Golden Lions Rugby Union (GLRU), as well as
the Toyota Free State Cheetahs and the Western
Province Rugby Football Union (WPRFU).
Internationally, Gilbert has also renewed
their contract with SANZAR to be the exclusive
Super Rugby ball supplier. The
brand also has agreements
with SA Rugby, Rugby
World Cup 2015 and various
other unions to be the
official ball supplier.
The new agreements
mean that Gilbert will stay
on as the official supplier of
balls and technical equipment to
Sports Trader :: 2014 March
the different GLRU divisions, as well as the
Free State Cheetahs.
They will also be the exclusive ball and
equipment supplier of the WP rugby union,
the WP Rugby Institute and the WP School of
Excellence.
SANZAR has also extended their long-standing
relationship with
Gilbert. The company will remain the exclusive
Super Rugby ball supplier.
In recognition of
the renewed partnership
(that started
in 1996), Gilbert
has introduced a
new range of Super
Rugby match
ball designs for
the 2014 season.
“We wanted to produce a design that better
reflected the speed and excitement of Super
Rugby while also highlighting the fierce rivalries
within each conference. Although we have
retained our traditional trademark ellipse, it
now includes a series of stripes that accentuate
the rotation of the ball in flight and the
addition of lime green increases visibility for
players,” says Jon Clarke, Gilbert Australia’s
Brand Manager.
They have also designed a
ball that features a gold
(Australia), silver (New
Zealand) or green (South
Africa) trim for local
derby matches.
From left the Lions,
Cheetahs and WP balls
(right).

p60 :: Sport
Is it still cricket?
In future, children will have to be taught
a different meaning to the idiom That’s
not cricket! Based on the recent developments
at cricket’s ruling body, cricket
can no longer be a synonoum for fair
play and doing the right thing.
For example, the new boss of world cricket,
Narayanaswami Srinivasan, has been implicated
in allegations of bribery, conflict of interest
and passing information to bookies in
two separate court cases in India (see Meet
the new ICC boss). He already survived a court
order to stand down as president of the Board
of Control for Cricket in India (BCCI) and it is
therefore highly unlikely that his current legal
problems will prohibit him from becoming
chairman of the International Cricket Council
(ICC) in July this year.
In contrast, Cricket SA (CSA) CEO Haroon Lorgat
is suspended from taking part in ICC affairs
pending the outcome of an investigation
— preventing him from having any influence
during the negotiations about ICC changes.
His crime?
He is accused of collaborating in an ESPN-
Cricinfo article in which the former ICC head
of legal affairs, David Becker, said it was "improper"
to allow a board member to "blatantly
disregard an ICC resolution" when the BCCI announced
that they were deviating from the
agreed ICC Future Tours Programme (FTP) by
cutting short their tour of South Africa. Lorgat
denies involvement with the article.
Becker also gave journalists a statement,
saying that he resigned from the ICC in 2012
because of governance issues, in particular,
Sports Trader :: 2014 March
Our structures at school
level are very strong, and
that drives the game
dominance by Srinivasan. "Perhaps the most
concerning example is the recent attempt by
Srinivasan to manipulate the FTP schedule for
his own benefit," Becker said.
Lorgat also ran foul of Srinivasan while he
was head of the ICC. The report he commissioned
from retired English judge Harry Woolf,
recommending greater independence for the
board to prevent dominance by one country,
was shelved. Just like Lorgat.
ICC proposals
It is therefore not surprising that the demise of
the FTP is one of the proposals the BCCI, with
support from Australia and England, pushed
through in February this year (see Proposals
accepted by ICC p64).
It is also no coincidence that these radical
changes to world cricket were tabled at the
Finance and Commercial Affairs committee of
the ICC.
Because, as Michael Goldman, professor of
sport management at the University of San
Francisco, explained to the The World at Six
radio programme: this is all about the money,
or more precisely, negotiating and securing
future lucrative sponsorship deals for test
cricket, which lags far behind the millions
generated through the IPL and the ODI Champions
Trophy. Apart from the big three (India,
England and Australia) other test playing nations
do not make money from this form of
cricket. The shortened Indian tour, for example,
reportedly cost CSA R200-m.
Despite protests from across the world, the
proposals to change the face of test cricket
were adopted by eight of the ten full members
of the ICC — including South Africa, whose
Chris Nenzani accepted it is a flawed, but liveable
situation, after initial opposition.
Even though the Proteas are the ICC #1
ranked test cricket team, our AB de Villiers
tops the current test and ODI batsman rankings
and Vernon Philander and Dale Steyn are
the world’s top test bowlers, South Africa was
relegated to the reserve benches during these
negotiations.
The BCCI knew that their threats to withdraw
from future ICC events (ODI and T20 World
Cups) if their proposals were not approved,
gave them the upper hand. With more than
a billion TV viewers, the money generated by
cricket in India is vital for the future existence
of the ICC. According to news reports, they
contribute 80% to ICC funds.
No impact on cricket in SA
But, even before CSA capitulated and entered
into a plea bargain agreement with the big
three, people involved in local cricket doubted
that the proposed changes at international
level would affect the game in South Africa.
As long as our cricket heroes go on performing
and the facilities exist for kids to play
cricket, the game would remain popular, they
agree. Everybody we spoke to say that the

Sport :: p61
Meet the new ICC boss
The scheming in international cricket may
leave a bad taste, but it should not have an
impact on the local popularity of the game
... as long as we keep on producing local
heroes and go on maintaining facilities to
grow the game at grassroots. Some local
experts talked to Trudi du Toit about the
state of the South African cricket market.
Photos: Johann du Toit
winning performances by the Proteas against
Pakistan and India helped to keep the cricket-loving
public interested and glued to their
TV screens, justifying the R1.5-bn India’s Taj
TV allegedly paid for the long-term broadcast
rights for five cricket boards — South Africa,
West Indies, Zimbabwe, Pakistan and Sri Lanka.
The injection of TV funds is, however, a
two-edged sword, as TV keeps spectators at
home, especially with the high cost of tickets.
Thus reducing CSA revenue. It might be an
idea to look at the Australian example where
they don’t allow TV broadcasts until a certain
percentage of the tickets for a game had
been sold, former Proteas player and Dolphins
coach Pat Symcox told Cape Talk radio.
While the man in the street will be irritated
by the shenanigans on the world stage, the average
cricket fan is oblivious to the political
in-fighting — as long as our cricket heroes are
playing, they’ll attend matches, says Wayne
Schonegevel of OBO SA, supplier of Aero cricket.
“People love to see heroes in action, heroes
help to keep the game alive. People will
always want to see AB de Villiers play.”
South Africa is one of the top ranked sides
and fans worldwide want to see the best playing
the best, agrees Derrin Bassage of Puma
SA. “Youngsters will continue to dream of one
day becoming like one of their heroes.”
Selling bats
AB de Villiers’ heroic performance certainly
sells bats, says Nicola Ludlow of JRT Crampton,
local distributor of Kookaburra.
Grattan Rippon, supplier of New Balance
cricket equipment, recounts how a father
called him because he wanted “everything David
Miller plays with” for his son.
And after an emotional century-scoring departure
from test cricket, Slazenger’s Jacques
Kallis has been practicing hard to show the
world he’s #1 in the shorter version of the
game, inspiring a new group of young fans.
It still remains to be seen how well Faf du
Plessis’ name will sell the new iXu brand.
There are many indications that cricket is as
popular as ever.
The number of youngsters coming into the
game through Baker’s Cricket is increasing,
which is a promising sign, says Ludlow.
“Our structures at school level are very
strong, and that drives the game,” adds Schonegevel.
“We have wonderful coaches at
schools.” Good facilities is another factor that
encourages youngsters to take up the game,
and in South Africa we have them, he believes.
The nets at any cricket ground are full of
young players being coached in the nets —
many of them getting individual coaching,
says Rippon. There are numerous cricket
academies across South Africa, all attracting
youngsters who want to improve their game.
There are lots of possibilities for talented
cricketers these days, he continues. If you are
good enough to be contracted by CSA you can
earn a good salary. The top guys earn millions
playing in the IPL. “Over the next five years
cricket is going to grow globally,” he predicts.
“There is a lot to play for.”
Bassage is, however, not convinced that
there is much scope for growing the local
player market. “The cricket market in South
Africa has become a mature market with no
substantial growth in player numbers. There
are many factors involved and cricket needs to
keep up with the times to attract newcomers
to the sport,” says Bassage.
Challenge of economy
One of the main challenges faced by cricket
retailers, is the economic downturn and weak
exchange rate.
While some suppliers say they experienced
positive growth during the past year, others
say that the economy had a negative impact
on sales — and even when their products sold
well, retailers battled to pay To p64
February 2014 was a busy month for
Narayanaswami Srinivasan, president of the
board of Control for Cricket in India (bCCI),
MD of India Cements, owner of IPL franchise
Chenai Super Kings, president of the Tamil
Nadu Cricket association ... and from 8 February,
the future chairman of the International
Cricket Council (ICC).
On February 12 Srinivasan appeared before
a Central bureau of Investigation court in
Hyderabad in the bribery trial of Jaganmohan
reddy, accused of selling favours on behalf
of his politician father. India Cements is accused
of investing in his businesses in return
for government benefits.
On February 10 a 170-page report submitted
to the Supreme Court by former Chief
Justice Mukul Mudgal indicted Srinivasan’s
son-in-law and Chenai Kings CeO, Gurunath
Meiyappan, of illegal betting and passing on
information to bookies during the 2013 IPL.
according to the report Srinivasan's India Cements
is liable for Meiyappan's actions and
the Chennai Super Kings could lose their franchise
for being in violation of the franchise
agreement.
One of the people who gave evidence to the
judge was the lawyer of former IPL chief Lalit
Modi, banned for life from all bCCI activities
following charges of financial irregularities
in the IPL and rigging of the auctions of two
new teams. He claimed that Srinivasan ensured
that specific umpires were appointed
when the Chennai Super Kings were playing
and that he rigged the IPL bidding for andrew
Flintoff in 2009.
This report is independent of the Mumbai
police investigation following the arrest of
Meiyappan in May last year, on the same
charges.
Following Meiyappan’s arrest last year Srinivasan
was pressurised into stepping down as
bCCI president in June. The Indian Supreme
Court ruled in September that he should be
barred from being bCCI president until further
orders, but this ruling was set aside in
October 2013 when the bCCI unanimously
re-elected Srinivasan president.
Few people therefore believe that he will
heed calls for him to step down as bCCI boss
following the publication of the latest report.
He has, after all, weathered many other
storms: for example, a 5-year court battle
with former bCCI boss aC Muthiah after Srinivasan
amended the bCCI constitution to allow
him to buy the Chenai Super Kings while
he was the bCCI treasurer in 2008. The conflict
of interest charges continued when his
son-in-law became Chennai Super Kings CeO
and team captain Mahendra Singh Dhoni became
a vice-president of India Cements. Kris
Srikkanth, bCCI chief selector, became the
team’s ambassador.
but, as Cricket Sa (CSa) chairman Chris
Nenzani says: he must be assumed innocent
until proven guilty. and so, Srinivasan will
control world cricket from July this year.
2014 March :: Sports Trader

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Substantial F4.5 edges
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Powerarc bow
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Made in England from prime English Willow
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of the bat reduces toe damage and feathering.

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Strong square caned cuffs for greater protection to
wrist area

p64 :: Sport
Transitional proposals until 2016 accepted by the ICC committee
• Future Tours Programme: approved as a
legally binding regulation by the ICC in 2004,
future tours between the ten ICC member countries
were allocated on a rotating basis over
an eight-year period. This allowed each board
to plan their international programmes and
make deals with commercial partners. This
has now been replaced by bilateral agreements
between nations to cover test series between
2015 and 2023. The fear is that lower ranked
countries like Bangladesh or Zimbabwe could
be sidelined as the big three will no longer be
compelled to play against them ... in the more
than 20 years that Zimbabwe had been playing
tests, Australia played only three tests against
them.
• Two-tier format for test cricket: the bottom
two teams in the ICC rankings (at this stage
Bangladesh and Zimbabwe) will be relegated
from next year and will have to fight for promotion
back to the top division in a four-day Intercontinental
Cup and then a playoff. If a relegated
country doesn't win back its place in the top tier
on the first attempt, it would lose money from the
ICC. Associate members Afghanistan, Canada,
Ireland, Kenya, the Netherlands and Scotland,
who currently only have ODI and T20 status, will
be able play tests through promotion.
• The Executive Committee and Financial and
Commercial Affairs Committee, consisting of the
big three as permanent members, plus two other
rotating members, one of them nominated by the
small seven, will make decisions. The committees
will only be chaired by one of the big three
until 2016.
• Leadership: a proposal reads that there is “the
need for strong leadership of the ICC, involving
leading members, which will involve BCCI taking
a central leadership responsibility”.
• Income distribution: the contributions of full
members to ICC events, like the World Cup, will be
recognised through contribution costs. India, who
apparently contributes 80% of the ICC funding,
will now get by far the most. ICC income will be
distributed as follows: 65% shared on an equal
basis by all full members and an extra 35%
shared on a sliding scale between the big three.
This replaces the old system whereby the ten
full members receive an equal share of funds
from ICC events and associate members (e.g.
Netherlands, Ireland, Kenya and Bermuda) also
got a percentage.
• Test Cricket Fund: The other seven full members
(except the big three) will be paid equally
on an annual basis from a test fund. CSA will
now receive $10-m per year after we were originally
left off the beneficiary list.
• ICC Events: there will be three major ICC events
in each four-year cycle, with the Champions
Trophy remaining for 2017 and 2021, and the
proposed World Test Championship, involving
the top four test teams, falling away.
Cricket market cont from p61
accounts.
Interestingly, entry level products were more
affected by the economic downturn than the
higher end goods. “Our mid-level and upper
ranges did very well,” says a local distributor
of a quality cricket brand.
January is usually a good month for cricket
sales, especially higher end bats, says Nigel
Prout of Opal Sports, local distributors of Gunn
& Moore. “The new senior teams are picked in
the beginning of the year and players at school
are often rewarded with a new bat for being
elected to the first team.”
Bassage, however, believes “there seems
to be a shift where customers are either purchasing
entry level or top-end. The current
market conditions are challenging and quality
cricket equipment is a fair investment.”
The fact that more and more customers are
bringing in bats to be repaired, shows that
money is tight, says Brett Burnill of Leisure
Holdings, local distributor of Gray-Nicolls.
“People are not replacing bats so easily.”
With the weakening Rand, top end products
will be placed under more pressure as consumers
will no longer be able to afford them,
he says.
They therefore focus on specialised cricket
retailers with exceptional product knowlege
for top end products, says Bassage. “There
are not many big players in the cricket retail
space in South Africa. This puts pressure on
increasing shelf space and store presence to
grow market share.”
The customers who buy from a cricket specialist
store, like Sports Horizons, still buy top
end products, confirms Dale Hermanson. But,
due to the exchange rate, many of them will
buy one model down from what they might
have bought in the past.
With the exchange rate hiking the price of
top bats from R5 500 to R7 500 and increasing
the price of a good, mid-level bat to R4
500, cricket becomes an expensive sport.
Outfitting a player with good quality cricket
gear — including softs and a bag — could cost
R8 000-R9 000.
When the economy is bad, the trusted, wellknown
brands offering better products do better,
says Schonegevel, “because people trust
the quality and know the brand.”
New brands
Another challenge in the cricket market is the
proliferation of new brands — some that don’t
survive for long. There are currently more
than 25 cricket brands available in South Africa,
some new names not heard before.
If retailers make the mistake of stocking
products from brands that don’t sell, they
don’t have the funds to pay their other suppliers,
is a complaint from a supplier wishing to
remain anonymous.
To p66
Worldwide condemnation of ICC proposals
• Paul Marsh, head of the Federation of International Cricketers’ Associations, representing associations
of seven ICC members, said the proposals will broaden disparities between cricket’s “rich and poor.”
• Former ICC president Ehsan Mani wrote a letter of protest to the ICC which was undersigned by
Malcolm Speed and Malcolm Gray, former senior administrators with the ICC and CA, Clive Lloyd,
former West Indies captain and former ICC cricket committee chairman, Shaharyar Khan and Lt Gen.
Tauqir Zia, former Pakistan Cricket Board presidents.
• South Africa’s Ali Bacher wrote to the ICC: “ ... it would lead to division and strife in world cricket as
never seen before. ICC member countries should never forget the animosity that existed particularly
in the Sub-continent and the Caribbean when England and Australia had veto rights prior to 1993.”
• Malcolm Speed, a former ICC chief executive, wrote:. “I cannot see any reason whatsoever why India
should receive extra funding from ICC events at the expense of struggling countries such as Scotland,
Ireland, Uganda, Kenya and the other 100 Associate and Affiliate members where every dollar counts.”
• Former England captain Michael Atherton was scathing in his condemnation of the proposals.
• Transparency International issued a statement saying the “intention to entrench a privileged position
for the big three appears to be an abuse of entrusted power for private gain.”
• The New Zealand Players' Association has described the draft proposal as scheming.
• Imran Khan called the proposals "colonial" and Lord Harry Woolf, author of a report into the ICC's
governance, says they were "entirely motivated by money".
Sports Trader :: 2014 March

p66 :: Sport
Dukes balls now available in South Africa
THE DUKES ball, which many South African cricketers encounter
when they play County cricket in England, is now available in
South Africa from Opal Sports. It is also the ball that the Proteas
play with in test matches in England and the West-Indies.
What’s more, a special ball that will be ideal for the harsh
playing conditions in many parts of South Africa, is currently
being developed and tested … and the South African ball will be
made right here, as a joint venture production with Dukes.
Having perfected the art of cricket ball making for more than 250
years in Kent, England, Dukes have the skills to adapt the traditional process
to create new products for specific playing conditions and to meet the
demands of the modern game.
Therefore, while they know that the original hand-stitched cricket ball is
still the ideal, they also “invested a lot of time and resources to develop a superior
range of machine-stitched balls for countries with very harsh
playing conditions, like Australia and South Africa,” say Dukes.
They have already produced balls with long lasting covers that
will withstand the hard slogging of ODI cricket and developed an
exclusive process to ensure very good shape retention in balls -
whilst keeping the right “feel” on the bat.
Founded in Kent, in 1760, Dukes have joint venture production
facilities in Australia and Pakistan, in order to meet their objective of
producing the right product, in the right place, at the right price.
Dukes’ Special County "A" cricket ball is used exclusively for test matches
in the UK, as well as all first class county cricket matches, while the Dukes
County International "A" is used in most ECB accredited Premier League
matches. Dukes, however, have a big range of cricket balls for all levels and
type of play – including junior and training balls.
Cricket market cont from p64
Even if these brands are sold from car boots
and don’t occupy retail shelf space, every sale
is one that affects the rest of the market and
retailers’ profits.
Another supplier questions whether all these
new brands are accredited by the ICC, which
they have to be if the equipment is used in
matches. It can take a long time to get this
accreditation, he says, because the ICC is very
strict that all equipment must comply with all
their regulations. The brand also has to be affiliated
to the ICC to ensure that it is a proper
cricket manufacturer, not just a cool drink
brand using the bat for marketing purposes.
The traditional cricket brands further face a
challenge from the big international athletic
brands who have a lot of money to buy top class
players to lend credibility to the brand. For example,
the signing of players like David Miller
and Justin Kemp, as well as the sponsorship of
four of the six franchises, got New Balance retail
space because it established that the brand
was a serious player in the cricket market.
Signing a top international player could, however,
cost £80 000–90 000 (roughly R1.5-m),
which is beyond the scope of local brands.
Local policies
Ironically, local cricket politics present some
of the challenges to the growth of the South
African market. CSA has some strong development
programmes in place ... but, these programmes
can only continue to produce new
local heroes as long as the money is available,
say an administrator who wishes to remain
with
It would make a vast difference
if we can get 130
000 black children playing
cricket
New cricket clothing range
BRT Teamwear, Kevro Sports’ off-field sporting solutions brand
is getting ready to launch a new competitively-priced cricket
clothing range at the end of April. This range will consist of
shirts, trousers, and pull-overs; all developed in conjunction
specific technical features. These features include moisture
management (a special technology which makes the microfiber
soft and helps drain moisture from the body) and mesh
inserts (inserts that help improve airflow assisting with the
control of body temperature). This exciting new in-stock sporting
solution will be available to all resellers at the beginning
of May 2014.
anonymous.
Currently, 23% of CSA’s funding goes into
development. Most of the funding, however,
comes from sponsorship, and there is no attraction
for sponsors in grassroots development,
where there is no glitz and glamour or
TV coverage, CSA told the Parliamentary Committee
on Sport.
This point was sadly demonstrated by the
collapse of cricket development in the Border
and Griqua regions: after the six big franchises
were formed about seven years ago, these areas
were left out in the cold. With no more big
matches to draw spectators, no more sponsorship
fees, money to maintain facilities and
keep development programmes going, dried
up. These regions used to be the cradle of
black cricket development, but now the development
programmes have petered out.
This could have been the spectre awaiting
South African cricket had the ICC proposal
gone through without us in its original format:
with no test matches or funding from the ICC
to finance cricket development, the game
might have started losing its appeal in a decade
or two. Which, could still be achieved by
CSA policies, another commentator fears.
The quota rule that at least two black players
(not coloured or Indian) must be selected
for franchise teams, and three per team in
amateur matches, could have a long-term
affect, he says. This means that 17% of each
franchise team must be ethnic black ... but
there are only two franchises who have more
than 17% black players in their squads: the
Highveld Lions with 30% and the Warriors in
the Eastern Cape with 20% black players.
This means that the other four other franchises
have to select the available black players,
whether they are injured and irrespective
if there is another better player to fill the
spot. In future, any of the 120 positions that
become available at franchises will have to be
offered to black players, in order to meet the
player quotas.
He is therefore concerned that this could
discourage future cricket heroes from considering
domestic cricket as a career option
— and encourage them to go overseas for opportunities.
The South African cricket market is small —
outside school structures there are only about
150 000 registered cricketers playing for 900
clubs, he continues. If we can get cricket established
in the black communities, the size
of the market could double. It would make a
vast difference if we can get 130 000 black
children playing cricket ... but we need funding
for that.
The Sunfoil trust currently provide school
bursaries for black children to attend good
sport schools, but at present the structures
don’t exist to support black players outside
the school system.
Creating a cricket culture takes time. Top
coloured and Indian players like Hashim Amla,
Vernon Philander, Alviro Peterson, etc. are the
products of communities with long-standing,
strong, cricket traditions.
He is also concerned that too many new,
unknown players, in a team might affect attendances
at matches. Fans like to watch
well-known players in winning teams — as
demonstrated by the full grounds when national
team players join their domestic teams.
But, tomorrow is another day, to paraphrase
Scarlett O’Hara. Today, there is still lots to be
optimistic about.
Sports Trader :: 2014 March

p68 :: Sport
Aero protection
Aero’s Stripper is regarded as the
world's most advanced cricket
thigh and lower body protection
system, providing protection to
the front and back thigh and (in
the P1 model) buttocks, says
Wayne Schonegevel of local distributor
OBO SA. The new model
features improved 3D moulding so
that it always stays in place, an
intergrated design and improved
strapping system. Two waistband
fitting options allow natural movement
and mobility. It is easy to use
and washable.
The SwitcheR model is a new
addition for the coming season.
“ This ambidextrous design will
give you adult sized lower body
protection at junior prices,” says
Schonegevel. It incorporates the
features of the existing Stripper
models, but also has an unique
ambidextrous design.
The new model Aero P3 junior
legguard with 3D moulded comfort,
is ideal for primary school
players. Speed rated to 110kph,
they are 65% lighter than old style
youth pads.
Their Fielding Hand Protectors
allows longer training times and
ABC of new cricket
catching at faster ball speeds
due to the strategically placed
gel pads. Silicone and amara
leather palms provide added
protection and comfort, with the
lycra rear providing a snug fit.
The Groin Protector Shorts with
compression properties, are designed
to integrate with the strippers
with extra long leg lengths
to cover the lower quadricep
muscles for added comfort and
performance. A contoured pouch
will snug fit all box types, but the
Aero Groin Cup is recommended
for best fit and protection.
BAS new range
In South Africa BAS cricket — short
for Beat All Sports — is known as
the choice of batting supremo
Hashim Amla, which he recently
reconfirmed by signing with the
brand for another term. He is now
joined by Alviro Petersen and the
Morkel brothers, Albie and Morne.
These players, including internationals
like Virat Kohli play with
the international
quality
Bow 20/20 A-grade English
Willow bats and protective range,
available in South Africa from
Sedgars Sport.
Despite their massive edges
and big spines that appeal to
big-hitters, the BAS bats have a
light pick-up. The 9-piece cane
short handle provides good shock
absorption for a jerk-free performance.
The 2014 range features attractive
cosmetic changes across
all levels of bats — from top end
hand crafted English willow to
Kashmir willow entry level bats
— protective gear (international,
pro to club level) and accessories.
They also offer a wide variety of
kit bags (above), catering to the
specific needs of ODI or test players,
from international to club
players.
Gunn & Moore quality
After 125 years of designing top
level cricket equipment, Gunn &
Moore (GM) still introduce new
technologies to improve their
cricket ranges. Their 2014 bat
range, for example, have a specially
shaped resilient shield fitted
to the toe to reduce damage
and feathering. All GM English
Willow bats are made in their own
factory in Nottingham, England.
In the 2014 range, the Icon F4.5
DXM has a surprisingly light pick
up, despite its substantial edges,
which offers greater all-round
power. The face has a 4.5mm
bow to it, and the back has a high
swell and super concave profile.
The Six F4.5 DXM, on the other
hand (right), is ideal for all-round
stroke players. It features the
substantial F4.5 contoured edges,
but has a reduced toe and shoulders.
It has an elongated swell
height, Powerarc bow and a concaved
back profile.
Their Octane multi-functional
shoe has been made 10% lighter,
yet offers good support and control.
An internal moulded TPR
heel cradle protects the heel and
securely holds the foot, while an
injection moulded TPU external
midfoot shank maintains rigidity
through the foot arch. The injection
moulded TPU outsole offers
lateral support and durability,
with strategically located spikes
and flex zones on the forefoot to
allow the foot to roll naturally.
Air mesh on the upper and tongue
provides excellent temperature
control and ventilation.
The new ultra-light Original batting
pads wrap around the thigh,
knee and shin to offer international
standard protection. The
extended wing, knee and top hat
give extra ankle, calf and thigh
protection. Triple vertical and
knee internal bolsters offer great
protection and flexibility. Further
protection is offered by an interior
bolster, an internal knee locator
and internal knee bolster shape.
The PU facing can be wiped clean,
while the abrasion-resistant real
leather instep is durable.
GM also introduced new batting
gloves for 2014 with breathable
fingers and a foam underlay on
the back of the hand to improve
comfort. The super soft pittards
leather Original Limited Edition
offers international quality protection,
with horizontal bolsters
giving greater flexibility. The Original
batting gloves offer international
protection, with a moulded
casing protecting the first two
bottom hand fingers.
The supple sheepskin leather
GM Original Limited Edition wicket
keeper gloves are classified for
international use, with a cotton
palm filling providing good feel
and flexibility. Other features
are a high grip durable neoprene
palm facing, durable abrasion
resistance, while strong caned
cuffs offer greater protection
to the wrist area.
The Original duplex
wheelie bag can be accessed
from above as
well as the sides. Two
full sized cricket bats
can be fitted in the
bottom, while small
compartments in the
top section offer
more compact space
for equipment and
wet gear.
Sports Trader :: 2014 March

anges
Kookaburra
The 2014 Kookaburra range features
new decals and cosmetic changes,
while the performance technologies
their bats have become known for,
have been retained. For example, the
Powerdrive 12-piece cane handle that
offers strength and flexibility, while
providing control and power. The
Xtreme grip uses an unique angular
construction for the top hand and a
flexible grip on the bottom.
The popular Kahuna (above) will
again be seen in the hands of AB
de Villiers, who makes full use of the bigger
sweet spot, developed to increase the effective
hitting area. In addition, the Power Plus
technology that allows the unique flat face of
the Kahuna to provide more contact with the
ball, contributes to his hitting power. A chunkier
toe offers even better response. From entry
level (600) to the top end, the big Kahuna
offers good value.
The Ricochet and Menace are new additions
to the Kookaburra Rage. Ricochet boasts a
carefully balanced profile and is a light weight
bat, with maximum spine and edges. It is perfect
for the enterprising shot maker!
The Menace Bat is for the player that
wants to dominate the shorter formats of
the game. Built with an imposing power
profile, the Menace is designed for those
players who like to clear the ropes but prefer
slightly less weight.
The long-awaited Bubble 11 is back with
a new profile, featuring maximum toe and
edges, a good pick-up and balance. This
powerful bat will appeal to the all round
stroke maker.
Local distributor JRT Crampton also offer
the Xenon in their 2014 range.
Puma’s new designs
Puma’s cricket ranges will be aligned with
the rest of their team sport business and the
EvoSpeed and EvoPower ranges will have distinct
new designs.
“The design story for the 2014 range is to be
minimal, adaptive, structured and light,” says
Derrin Bassage of Puma SA. “In both categories
products are available from beginner to
the professional player.”
In footwear they will launch the new
Evospeed and Platinum convertible spike.
“The EvoSpeed has been a great success with
top international players,” he says.
Slazenger technology
“The new Slazenger 2014 cricket collection
captures 18 months of research, development
and product innovation to, yet again, launch a
range which pushes the boundaries of market
Sport :: p69
leading product with
the creation of genuine
game changing equipment,”
says Roscoe de
Vries of local distributor,
Dunslaz.
By developing the
XRlite range, Slazenger
has lifted the standard
of cricket equipment to
a new level, he adds.
They worked in conjunction
with PORON
XRD, who created an extreme impact protection
technology to create a lightweight, thin
and breathable material that’s engineered for
repeated impact and shock absorption. This is
used across all sporting codes in equipment
providing protection. Slazenger incorporated
this technology in the XRLite range, creating
an ultraslim 12mm thick glove and a new ergonomic
two strap pad (see above).
“This year we see the evolution and cosmetic
update of the Slazenger V Series bats with
the progression of our two leading bat technologies,”
says De Vries.
TAS — Torsioned And Sprung — inserts increase
off-centre shot ability in the V100
range. HEX handles improve stability, control
and comfort while reducing shock on ball impact.
A taper toe improves stance.
“This year, history has combined with technology
with the launch of the stunning New V6
Five star range.”
HERITAGE, QUALITY, EVOLUTION
Special County
‘A’ Grade 1, 5 ½oz Red, White, Orange or Pink
Best of the best.
English made hand stitched four-piece leather cricket ball.
As used in all 2012 Test Series & County Cricket in the UK.
County International
‘A’ 5 ½oz & 5oz (womens) Red, White, Orange or Pink
Premium quality English alum tanned leather
Cortex centre for shape retention • Hand sewn
Traditional greased finish • Suitable for top league cricket
Turf Master
‘A’ 5 ½oz Red & 5oz (womens) White, Orange or Pink
Premium quality leather • Cortex centre for shape retention
Hand sewn • ‘Perma’ anti-scuff finish
Suitable for top league cricket
Our biggest seller to leagues below premier level
Special Crown
‘A’ 5 ½oz and 5oz (womens) Red, White, Orange or Pink
Good quality leather
Cortex centre for shape retention
Hand sewn • Perma anti-scuff finish
Avenger
‘A’ 5 ½oz Red
Good quality leather
Moulded cork centre
Hand sewn • Traditional greased finish
Opal Sportswear (Pty) LTD
Tel: 011 695 9640
Fax: 011 695 9698
Email: anne@opalsport.com
65 Superior Road, Midrand
Century
‘A’ 5 ½oz Red
Club quality alum leather • Moulded cork centre
Hand sewn • Perma anti-scuff finish
Unbeatable budget priced ball

p70 :: Outdoor
Reeling in on SA’s
fishing problems
Suppliers and retailers serving the recreational fishing market is facing many
challenges ... can SACRAA offer the solution that is needed to safeguard this
sport and industry sector?
Ahighly qualified and peer-respected
scientist from Gleneagles
Environmental Consultants
acted as consultant to the SA
Consolidated Recreational Angling
Association (SACRAA) for a three month
period ending February, reported SAFTAD
chairman John Pledger.
Gleneagles guided SACRAA about the best
way to interact with government and environmental
agencies about various issues, including
NEMBA (National Environmental Management
Biodiversity Act) legislation, said Pledger. They
are doing a review in March to determine if
they’ll continue with the consultation.
A former academic with impeccable marine
science and environmental credentials, the
scientist has “the knowledge and clout to
talk to government and environmental scientists
on an equal footing.” He is also a keen
fisherman.
While SAFTAD (the SA Fishing Tackle Agents
and Distributors) only represents the fishing
tackle trade, SACRAA represents everybody
with an interest in recreational fishing, explains
Pledger. This includes anglers, clubs, retailers,
venues and anybody else who benefit
in any way from recreational angling.
SACRAA is also planning
to commission a job creation
survey, which will
show the value that recreational
fishing adds to the
economy
“We want to get it across to the people in
government that when they think recreational
fishing, they must think SACRAA,” he says.
Among others, they also took into consideration
the example of international angling
organisations — like the European association
EFTTA — in the way they interact with governments
and play a role in formulating angling
policies. EFTTA, for example, has a permanent
lobbyist at the European Parliament in Brussels,
who regularly makes representations on
behalf of European recreational angling.
SACRAA is also planning to commission a job
creation survey by a reputable academic institution,
which will show the value that recreational
fishing adds to the economy. A similar
study in the US showed that the 50-m anglers
generated 880 000 jobs, which means that our
2.5-m anglers could create about 40 000 jobs.
But, the outcome of the survey must be beyond
question and stand up to peer reviews
and government scrutiny, says Pledger.
NEMBA, the biodiversity act, has been gazetted,
but not promulgated, and recreational
fishing is represented on the various fish species
forums debating the legislation by Bernard
Venter, the SA Sport Anglers and Casting
Confederation (SASACC) freshwater conservation
officer.
“We have been assured that it is really not
aimed at harming recreational angling, but
we are still negotiating certain issues,” says
Pledger. “The aim is to stop the spreading of
foreign species.”
Recreational anglers will be able to get permits
to fish for the species listed (including bass
and trout), but they will have to be killed when
caught — one can no longer catch and release.
Pledger urges all retailers selling recreational
fishing gear (clothing, tackle, boats, etc.)
and anglers to join SACRAA in order to create
a strong lobby group that would compel government
to negotiate with when introducing
recreational fishing policies. The organisation
is still administered and funded by SAFTAD.
Lobster campaigns
RECREATIONAL FISHING Services (RFS) is a
lobby organisation campaigning on behalf
of retailers, equipment suppliers, and other
businesses involved with the West Coast lobster
industry. They have been petitioning the
Minister of Agriculture, Forestry and Fisheries
(DAFF) on an annual basis to increase the bag
limits for recreational fishermen to catch rock
lobsters, as well as to increase the limited recreational
west coast Rock Lobster season.
Their latest endeavour is to try and obtain
a copy of a study that allegedly supports the
cause of the recreational fisherman regarding
a lengthened recreational west coast Rock
Lobster season.
“This document has been requested from
Fisheries (DAFF) through normal channels,”
says Cary Steele-Boe, RFS chairperson. “It has
since been refused for public view by fisheries.
An appeal has been sent. I hold no hope
for the appeal.”
The company that did the study is Mthente
consulting, owned by Mills Soko, says Steele-
Boe.
“This year is going to be vitally important for
recreational fishing,” he says.
RFS has sent a letter to all major tackle retailers,
wholesalers and manufacturers, requesting
support to open a dedicated office in
the Western Cape.
“There is possible legislation coming which
will vastly hinder your ability to fish, and in
turn, will destroy the recreational fishing and
diving industry.”
New Shimano and Rapala
sponsorship
SHIMANO AND Rapala will be the
sponsors of the new World Predator
Championship that will be held for the
first time 20-22 June in Rotterdam.
This international lure-fishing tournament
was launched at the EFTTEX show
last year.
The Shimano and Rapala sponsorship
will be valid for the next three years.
Sports Trader :: 2014 March

Outdoor :: p71
Unify to tackle fishing challenges
In an open letter to SAFTAD a fishing tackle supplier urges the industry members to unite behind SACRAA
Andrew Wentzel Jnr of W.E.T. Sports has
written the following letter (abbreviated
here) to the SA Fishing Tackle Agents and
Distributors (SAFTAD) association, who
administers and funds SACRAA, the organisation
formed to unite everybody with
an interest in the recreational fishing
PerhaPs with all the bad press the Minister of
Agriculture, Forestry and Fisheries (DAFF) Tina
Joemat-Pettersson and her department are
currently receiving, now would be a good time
to move forward with SACRAA and establish the
numbers necessary to make a difference in the
bigger scheme of things.
If the Department can reduce crayfish limits,
introduce bag limits, take away quotas from
line fishermen and pursue NEMBA with no consultation
with market players, what more are
they capable of?
It’s time for the members of SAFTAD to move
forward by giving the recreational fisherman
a voice to prevent DAFF from becoming a law
unto themselves — it’s time to give SACRAA
life. Now is the time to maximise the potential
membership and try to sign up every recreational
fisherman in South Africa as a member
of SACRAA, regardless of whether they catch
crayfish, carp or couta.
If SACRAA has any chance of succeeding and
having a say, it will have to be through the
sheer weight of its numbers.
Tackle shops can canvass for members and
help to reach every recreational fisherman.
Special committees can be set up and coordinators
appointed for each major region
and/or fishing discipline to not only spread the
work load, but also increase the reach.
Social media is another cheap and effective
means of getting the SACRAA message across
to many people.
Members’ data could be stored on an electronic
device, similar to a bank card, which
is swiped to activate services or specials. We
could have a membership card through which
we would eventually gain access to a database
of contact details, fishing preferences, average
spend and market-related information
of all members. Brands could even offer discounts
to incentivised members to buy their
products. The possibilities are endless.
If set up properly, not only will the committee
be self-sufficient, but conservatively, it
will give voice to 1-m members. Imagine petitioning
government with the support of 1-m
voices … reaching 1-m members to communicate
on conservation, legislation or any other
matter pertaining to fishing the salt or fresh
waters of South Africa.
Let’s not waste this opportunity and act before
we are left with no choice — and the e-tolling of
the fishing industry.
It’s time for SAFTAD and all its members
to stand together and make SACRAA a viable
reality. It’s time for SAFTAD and all its members
to set aside our different areas of focus/
expertise and establish a voice that will look
after the needs of the recreational fisherman
in South Africa, who are the lifeblood of all
our businesses.
We need to understand that many of our best
retail customers are directly involved. They
supply crayfish nets, measures, wetsuits, fins,
masks, snorkels, boots, bags, etc. to recreational
crayfish fishermen.
It (the reduced bag limits and shortened
crayfish harvesting time) directly affects their
ability to do business and consequently affects
their ability to make profits. If all the
tackle shops lose a share of their profits every
year, because the Minister does not consult or
refuses to consider recreational fishermen, it
directly impacts on our ability [as suppliers] to
trade with them.
It impacts on their ability to purchase other
tackle, and ultimately can affect them keeping
their doors open or not.
Heaven forbid the Department changes legislation
for catching bass, shad, kob or yellow
tail… SACRAA can help not only in the sustainability
of fishing resources, but also in the sustainability
of the fishing tackle industry.”
After all, something as simple as shortening
the crayfish season, has a wide impact. Less
time allowed, means those people who might
have travelled to the coast for the specific
purpose of diving for crayfish might now go
somewhere else on holiday, or not go away at
all. This potentially impacts on fishing tackle,
outdoor and sport stores who might have benefitted
from the diver’s visit.
These stores in turn do business with a wide
variety of suppliers. The splash in the ocean
has rippling effects.
2014 March :: Sports Trader

p72 :: Outdoor
Outdoor news
European outdoor industry resilient
THE LATEST State of Trade report, an annual
market study conducted by the European
Outdoor Group (EOG) across 22 European
countries, reports that their outdoor
industry continues to be resilient, despite
economic challenges. Based on this report,
the EOG made the conservative estimate
that the European outdoor industry generated
over €10-bn at retail in 2012.
Over 70 companies representing more than
100 brands currently participate in the study
Product catergory market share – Value % 2012
and participation is not restricted to EOG
members.
The report calculates that the total sellin
market growth value is 1% growth from
2011-2012 and growth in the seven product
categories (accessories, apparel,
backpacks, climbing, footwear sleeping
bags, tents) ranged from +3% to -4%.
Apparel contributed over half (53%) of
the market share value in 2012 and
footwear just over a quarter (26%).
Lowrance number one fish finder
New rope dry treatment standard
THE UIAA
(International Mountaineering and
Climbing Federation) has for the first time established
a standard for dry treatment of ropes.
It is the benchmark manufacturers can
use to rate their ropes’ water repellency.
Beal, locally distributed by
Ram Mountaineering, is the first
manufacturer to produce a rope
that matches this standard with
their Golden Dry ropes that
only absorbs 2% water.
Data provided by the The State of Trade Survey 2012, European Outdoor Group.
Stephen Thomas (US director of Lowrance), Stefan Klaassen (Germany sales
manager for Navico Africa and Middle East), Simon Claxton (UK sales director
for Navico EMEA), Mikala Plotz (SA national sales manager of Lowrance South
Africa), Leif Ottosson (Sweden president and CEO of Navico), Lisbeth Plotz (SA
managing director of Lowrance South Africa) and Marcel Crince (Netherlands
COO and CFO of Navico EMEA).
LOWRANCE HAS been recognised as the world’s largest electronics
manufacturer in the leisure market, and is the #1 electronics fishing
brand, delegates at the annual Navico EMEA Conference in Dubrovnik,
Croatia, were told.
Lowrance parent company Navico showed 15% growth for 2013 and
now holds a 33% market share, which makes them the largest marine
electronics company worldwide, reports Lisbeth Plotz (MD of Lowrance
SA) who attended the sales conference with Gauteng dealer liaison and
sales manager Mikala Plotz.
Approximately 100 global distributors attended the three-day information
workshop sessions on the latest electronic products, mapping,
logistics and other topics.
At a training workshop at the Navico Logistics Centre in Holland, Lowrance
South Africa’s John Minnie and 15 other technicians from various
countries in the EMEA received updates on the latest Lowrance products.
Navico’s Technical Sales Engineer, Odin Sletten and HDS product
expert, Matthew Thompson, covered various topics such as multifunctional
networking, sonars, VHF radios, autopilot, radar, sounders and
AIS, among others.
New from Lowrance
Lowrance has launched its new SpotlightScan Sonar trolling motor
transducer. The device gives the user a new level of surround-scanning
underwater views and provides picture-like images of key fishing areas
on HDS Gen2 or HDS Gen2 Touch fish-finder or chart-plotter displays.
Its DownScan Imaging (455/800 kHz) technology offers easy to understand
images of fish and structure, while the Broadband Sounder (83/200
kHz) technology allows the user to mark fish arches and track lure action.
This device helps anglers save time by pinpointing the most productive
fishing spots by covering a maximum surround-scanning range of
150 feet. It has twin scanning beams to allow quick refresh rates and
is easily installed by attaching it to a bow-mounted, cable steer, footcontrol
trolling motor.

73
Visit Sports Trader’s website for more product knowledge: www.sportstrader.co.za
What’s inside sleeping systems
For many people the comfort of their
beds at home is one of their most
treasured things. When going on an
outdoor trip it is no different: comfortable
sleeping is ideal.
The level of quality required for the sleeping
items will depend on the environment your
customers will be using them in. Those who
camp in their caravans, chalets or any other
building might not need the warmest of sleeping
bags. Hikers will want the lightest option
they can afford. While those embarking on an
expedition in extreme temperatures will want
the best insulation they can find. Canoeist will
look at water-resistant options, etc.
How do you advise a customer which sleeping
item is ideal?
Choose insulation
The conditions in which the bag will be used,
as well as the length of time it will be used,
are the deciding factors about the type of filling
a customer will choose. You need to understand
how the sleeping bag will sustain the
duration of the trip before recommending one.
The most important function of a sleeping
bag is to keep a sleeper warm — or insulated
from the cold, by trapping the heat of the
warm air produced by the body. The filling of
a bag provides the insulation by keeping the
air warm.
The loft — the thickness and fluffiness of the
bag’s inner layers — determines how warm
the sleeping bag will be. While thicker insulation
will be warmer, it will also weigh more
per square meter. The warmth and the weight
will also be determined by the type of filling
chosen — fine feathers, or down, offer more
warmth at a lighter weight than synthetic materials.
Ratings for sleeping bags
Sleeping bags are rated according to the level
of insulation they provide, and the ratings refer
to the lowest temperatures in which they
can be used.
The sleeping bag rating can be expressed
in terms of the season it will be suitable for,
or the temperature in which it will be used.
These ratings can differ from person to person
as not everybody reacts the same to temperature
levels. It also depends on the conditions
in which the bag will be used. Your customer
can, for example, feel cold and uncomfortable
in a bag as a result of the loss of insulation
from wind chill.
Temperature ratings are based on a number
of factors like gender, age, weight, etc.
Our cut-out-and-keep series to
assist retailers with product
knowledge
Words: YAMKELA MKEBE. Compiled with
the help of Simon Larsen of Ram Mountaineering,
Joanne Esterhuizen of Hi-Tec
SA and www.outdoorgearlab.com, www.
rei.com, www.seatosummit.com, www.
ehow.com and www.thenorthfacejournal.com/the-development-of-our-responsible-down-standard.
Photo: OutDoor Friedrichshafen
• Comfort level offers a grown woman a comfortable
night’s sleep.
• Lower limit is the lowest temperature at
which an adult man is guaranteed a comfortable
night’s sleep in cold or hot conditions.
• Upper limit is the opposite of the lower limit
and would indicate the highest temperature
in which an adult male will enjoy a
comfortable night’s sleep without sweating.
• Extreme temperature indicate that the bags
can be used in the coldest conditions without
the user freezing in extreme conditions.
Seasonal ratings indicate the level of insulation
offered that would make the bag suitable
for use in specific weather conditions.
• One season bags are suitable for warm
weather (summer), preferably indoors.
• Two season bags are good for use in slightly
cooler weather (late spring or early autumn).
• Three season bags keep campers warm
in cool and warm weather like spring, summer
and autumn — and also our relatively
mild winters. These synthetic bags are suitable
for people who are more inclined to
feel the cold than users of 1-2 season bags.
• Four season bags are good for extreme winter
cold and will keep a consumer warm in
extreme cold conditions.
• Five season bags are the most expensive and
are the ideal choice for a customer embarking
on an expedition in extreme conditions.
Synthetic and down are the two basic types
of insulation commonly used in sleeping bags.
Synthetics fillings
There are various types of synthetic fibres
— some are continuous and long, others are
short. There are also various types of synthetic
fillings that are proprietary to a specific brand.
• Hollow fibre polyester is the most basic
synthetic fibre. These polyester fibres have
different structures, which result in differing
performances.
A single hole in the middle of the fibre to
trap warm air offers relatively low heat retention.
The 4 hole hollow fibre provide a
greater surface to trap warm air. It therefore
provides more insulation for less bulk
and weight than the one hole.
Quallofil 7 is a hollow fibre with seven
holes to ensure a lighter bag, with more
body heat trapped. It has a soft feel, but
is still fairly bulky. This type of filling is
suitable for winter use and in extreme wet
conditions.
• Polarguard is a better quality synthetic
filling and is made of a number of continuous
fibres that offer good insulation. There are
different types of Polarguard available. The
original Polarguard is a bit bulky, but offers
better insulation than hollow fibre.
Polarguard 3D offers as much insulation
as the original Polarguard, but is lighter
and less bulkier.
Polarguard Delta in turn, is an improvement
on 3D, improving the insulation abilities,
while also reducing the bulk considerably.
Top quality synthetic sleeping bags
often have this filling.
Other top end synthetics:
• Microloft is made of fine, dense, layers of
ultra thin siliconised polyester fibres that
trap the heat between them. This offers
good insulation, while keeping the weight
and bulk down. It is very water-resistant.
• Primaloft is a hi-tech, soft, lightweight and
very fine microfibre blend that is also fastdrying
and water-resistant. It has a very
good weight-to-warmth ratio and compresses
well — but it is expensive.
• Litelof is another top end short fibre polyester
blend, but it is bulkier, and therefore
more affordable, than Primaloft.
Pros of synthetics
Besides being more affordable
To p74
2014 March :: Sports Trader

p74 :: Outdoor
Sleeping system
inners cont from p73
than down, there are several other benefits to
choosing a synthetic bag.
• One of the main benefits of a synthetic
filling is the ability to maintain body warmth
even in wet conditions. This does not mean
that synthetic insulation doesn’t get affected
by wetness, but synthetic fillings handle
wet conditions better than down, maintain
ing its loft, or thickness, when wet, thus
trapping up to 65% more air and warmth
than down when wet. Synthetic sleeping
bags also dry quicker than down, making
them more resistant to mildew and rot.
• Synthetic bags require less care when cleaning
and storing. They can be hand- or machine
washed without losing quality.
• Customers with allergies will benefit from
a synthetic fill, which is less likely to contain
allergens than down.
Cons of synthetic
• Synthetic fibres are much heavier than
down per square meter. For synthetic to provide
the same warmth as down, more will
have to be used, which will make the bag
heavier and bulkier.
• Synthetic fibres lose quality faster than down.
Customers therefore will need to replace
their synthetic bags quicker than when using
down fill.
• When synthetic is compressed into a stuff
bag, the insulation can lose quality, which
results in reduced performance.
Down fillings
Down is the natural plumage that forms the
undercoating of waterfowl and consists of the
fine feathers from the breast area of a goose
or duck.
Not all sleeping bag filling will consist only
of down. For example, when the label states
that the filling is 90% goose down, it will consist
of 90% down and 10% feathers. The higher
percentage of down compared to feathers will
result in a lower weight and bulk with better
insulation.
A product with a higher down grade will be
more expensive.
There are different qualities of down.
Types of down filling
• Duck down is considered to be less fine than
goose down and it is also less expensive.
Insulation works by the feathers trapping a
layer of air, which is then heated by your
body heat.
• Goose down is very fine and provides approximately
25% more insulation than the
equivalent weight of duck down.
• Hi-Loft down traps more air than any other
type of filling. It is made of very fine goose
down to provide more insulation. Where
bulk and weight are vitally important, this
type of filling will be used — for example, in
top quality expedition bags.
Sports Trader :: 2014 March
Pros of down
• Geese or duck down provide the most comfortable
and lightest fillings for sleeping
bags. Down is considered to be the warmest
filling per weight ratio.
• Down offers more durable, higher quality
insulation than synthetic fillings. With proper
care a down sleeping bag will last longer
than one with a synthetic filling.
• In cold conditions, down provides more
warmth, and it is cooler in warm conditions.
This ensures that a down bag will respond
well to all weather conditions, meeting a
customer’s personal requirements.
• Down insulation doesn’t lose its insulation
benefits when compressed. The fine
feathers are light enough to respond positively
when compressed.
Cons of down
• Down bags are much more expensive than
synthetic sleeping bags.
• One of the main negatives of a down filling
is the poor performance in wet conditions,
as down is not water resistant.
• Down takes longer than synthetic fibres to
dry in wet conditions — sometimes more
than a day. It loses warmth when it is wet
and in continuous rain you might have to
sleep under very cold and uncomfortable
conditions. When stored while damp, the
down can mould or rot.
• Compared to synthetic fillings, down bags
require more care in cleaning and storing.
The type of chemicals and washing tools
used may have an impact on the bag.
Down standards
There had been some concerns in the industry
about the ethical harvesting of down feathers
and implications it may have for animal
abuse — for example, when down obtained
from ducks or geese used for making foie gras
are used. This product, made from the liver of
birds that had been force fed until their livers
burst, is banned in several countries.
The North Face (TNF) is compiling a Responsible
Down Standard (RDS) in collaboration
with several animal rights agencies to ensure
that all the down used in their products had
been sourced responsibly and without any
harm to the birds. Following on site audits
of the full supply chain, down that meet the
standards, will receive certification
TNF has now announced that they will hand
over ownership of their RDS to the Textile Exchange
so that it could be adopted across the
industry. The Textile Exchange will have the
right to distribute and even update the RDS.
Sleeping bag liners
One way to prolong the life of an expensive
sleeping bag or provide more insulation and
warmth to a cheaper bag, is to add a liner.
There are several benefits to buying a liner
with a sleeping bag.
• A liner can be used to keep a sleeping bag
clean — the liner can be washed with ease,
thereby prolonging the quality of the insulation
materials in the sleeping bag.
• A liner adds a layer of insulation and a good
liner can make your existing sleeping bag
about 15º warmer.
• In warm weather a liner can be used instead
of a sleeping bag — providing a cost-effective,
ultra-light sleeping option.
• Liners add little bulk and does not take up
much space in a pack.
• Some high-end liners have been treated with
anti-bacterial, anti-microbial and insect repelling
chemicals that keep the bag cleaner,
odourless and repel insects.
Cotton liners are the most basic and affordable,
but they are heavier than silk.
Fleece liners provide extra warmth, but take
up more space than other liners.
Silk liners are the lightest and most compact,
but provide less warmth and are also more
expensive. Silk has the added benefit that it
wicks away sweat and moisture, preventing
the sleeping bag from becoming damp.
Synthetic liners are made from various materials,
including rip stop, that help keep the
liner drier, warmer and more durable.
Liners are available in mummy or rectangular
shapes to fit the cut of the sleeping bag.
The better the fit of the liner inside the bag,
the better the insulation. Loose material from
a liner can also be uncomfortable.
Sleeping mats
Cold air seeping from below and hard rocks
pressing in your back can drastically reduce
the comfort of the best insulated sleeping
bag. A sleeping mat provides an insulation
layer between the bag and the ground and
padding to cover rocks.
The thermal resistance provided by a mat is
indicated using an R-Value, which is the ratio
that the temperature differs between the top
(where you need heat) and bottom of the mat
(on the cold ground).
• Closed cell foam create a firm, yet lightweight,
sleeping mat. Air pockets in the
foam provide some insulation and cushioning,
but it is fairly bulky. Self-inflating
open-cell foam cavities glued to the top and
bottom that fill with air, are nowadays commonly
available since the patent expired.
• Inflated sleeping mats are comfortable,
lighter and less bulky to pack than foam
pads. Manually inflated sleeping mats require
a pump, or someone with good lungs,
to inflate.
Standard air core mats have a cavity,
like an air mattress, that has to be
filled with air, which reduces insulation.
They take up little space when deflated.
Insulated air core mats have insulation
material attached to the bottom to offer
better thermal protection than the standard
air core. This can be synthetic material
(more affordable), or the cavities can
be filled with down, which is more expensive
and heavier.
Structural insulation, e.g. internal baffles,
offers the best insulation in an air core
mat. This advanced technology ensures
high performance, but low weight.

Outdoor :: p75
Range
information
Black Diamond reaps in the awards
BLACK DIAMOND Inc. walked away with over a
dozen industry and media awards
from the recent Outdoor
Retailer Winter Market,
Ispo Munich and Snowsports
Industry America
(SIA) trade shows. Ram
Mountaineering distributes
their Black Diamond
brand locally.
Their JetForce
technology — the
first avalanche airbag
system to use
electronically controlled jet-fan inflation and
that will be available in certain backpacks
such as the one pictured — won the Gear of
the Show at Outdoor Retailer Winter Market
from Outside magazine, Men’s Journal, Gear-
Junkie.com and GearInstitute.com; an Ispo
Gold Award in advanced avalanche gear at Ispo
Munich and the Hot Gear award from Skiing
Magazine during the SIA show.
Black Diamond left Ispo Munich with an Ispo
Gold Award for Cohaesive Embedded
Components, which are found in
their 2014 apparel line.
JR Gear has something for
everyone
JR GEAR, locally distributed by Ram Mountaineering,
supply a wide range of sleeping mats.
Their Classic mat range is aimed at the
budget conscious, but the solid foam construction
offers good support and insulation. It is
fully covered in Diamond 75D Ripstop.
The Lite Mat is their most popular item in
the range, with a good balance of weight,
size, comfort and insulation.
Their mummy-shaped mats
come in a Standard (183cm
long and 3.8cm thick) that
fits the shape of the body
and sleeping bag, whilst saving
weight. The comfortable
pad offers a good insulation
R-Value of 2.5.
The ergonomically shaped
Short Mummy mat (122cm
long and 2cm thick) also
saves weight and has a 1.8
R-value.
They also offer a Traverse
Core series with inflatable
horizontal tubes. “The advantage
of these Lilo type
mattresses is massive space
JR Gear Lite Mat
Hot and cold sleeping from Hi-Tec
HI-TEC’S MUMMY-SHAPED range of sleeping
bags is available in different temperature
ratings.
The Spawn will provide a comfortable night’s
sleep if the air temperature does not drop below
-11ºC. The Sibut will provide warmth if
the air temperature does not drop below 7ºC,
says Joanne Esterhuizen of Hi-Tec SA. “This
will be the same for the Sybil,” she adds.
The Spawn will therefore be good for use in
harsh, colder conditions during a winter trip.
“The Sibut is ideal for every day outdoor activities,”
she adds — preferably in summer.
The Sybil is definitely a sleeping bag for summer
weather.
All three of these sleeping bags have 100%
polycotton linings, which works well to trap
heat and keep you warm. They have polyester
hollow fibre fillings.
“The junior Sybil is ideal for little campers
to enjoy camping activities for school or on a
family outing,” says Esterhuizen. “It is lighter
in weight and has smaller dimensions to ensure
kiddies are as snug as a bug!”
Hi-Tec Spawn
and weight
savings, says Simon Larsen. “This range is
ideal for those wanting more comfort (8.9cm
thick), and are willing to take a breather for a
great night’s sleep.”
The Traverse Core Standard Mummy has
an R-Value of 3 and weighs only 490g. “This
model is ideal for weight and space conscious
customers, and takes significantly less packed
space than the Short Mummy,” he says.
The Insulated Traverse Core Standard Mummy
has two different grades of Primaloft as
a filling to provide extra warmth — resulting
in a R-Value of 5.0. It is, however, weighted
towards the middle of the unit. “It would be
excellent for winter camping and cold hikes,
where one wants the space saving of an inflatable,
but the warmth of a self-inflating,” says
Larsen. It weighs only 570g.
They also offer a dry pump that has a valve
that attaches to the Core Series Mattresses for
easy inflation. The dry bag then doubles up as
a back pack liner.
The Megamat XL regular is ideal for the car
camping customer, wanting the convenience
of a self-inflating, comfortable mat, says Larsen.
It weighs 1.77kg and is 6.3cm thick.
2014 March :: Sports Trader
TRAVEL LITE-SLEEP WELL
At 794g the Lite Series
Mat’s ergonomic shape fi ts
both your body and your
sleeping bag while saving
weight. The unit is compact
without sacrifi cing comfort
and offers good insulation.
Size: 183x51cm
Thickness: 3.8cm
R-Value: 3.8
Weight: 794g
The Insulated Traverse Core
is a class leading infl atable
mattress. This unit features
Primaloft ® eco Synthetic
patching that provides
extra warmth while
still remaining light
and compact.
Size: 183x51cm
Thickness: 8.9cm
R-Value: 5.0
Weight: 570g
The Mega Mat is
built for a comfortable
night sleep. Horizontal
channelling foam
provides incredible
cushioning and support.
Perfect for car camping
Size: 198x63cm
Thickness: 6.3cm
R-Value: 6.0
Weight: 1768g
Distributed by RAM Mountaineering
Tel: 021 532 0549 • info@rammountain.co.za
www.rammountain.co.za

p76 :: Industry
Company results
SA results show trading is tough
THE FINANCIAL results for the first half of the 2013/14 financial year
reported by the listed sport and outdoor retail chains reflect what most
people in the industry have been saying: it’s been a tough year.
While all the stores reported sales growth — TFG Sport (The Foschini
Group) and Mr Price Sport as high as 16% — the growth has been much
lower than the previous few years.
• Holdport group retail sales grew 4.9% to R600-m in the first six
months of the financial year. The like-for-like growth across their 54
stores was 2.5% with a trading density (R’000s/m 2 ) of 18.4.
The performance of the individual chains in the group was as follows:
• Sportsmans Warehouse: sales grew 5.9% to R458.1-m. Like-for-like
growth 3.4%. Number of stores 35. Trading density 18.1.
• Outdoor Warehouse: sales grew 1.8% to R141.9-m. Like-for-like growth — 1.4%. Number of stores 19. Trading density 19.4.
• The Performance Brands wholesale division (the First Ascent and Capestorm brands) grew sales 6.1% to R30.9-m.
• Mr Price Sport grew sales 15.7% to R431-m, with like-for-like growth -7.3%. They now operate 56 stores with a trading density of 19.1, which is a
growth of 17.2%.
• The Foschini Group (TFG) Sport grew their division’s sales 15.8% to R1 348.4-m in the first half of the year. They have 454 stores in the group.
• Woolworths reports 16% increase in income and a 21.1% boost in profit before tax. for the 26 week period ended 29 December 2013, mainly
due to their food business and the Country Road Group in Australia. The group’s Witchery, Mimco, country Road and Trenery —from the Country
Road label— performed well in South Africa and Australia. Country Road now contributes 20% of profits.
Mixed results for big brands
SEVERAL INTERNATIONAL brands reported double-digit
growth for the year ended 31 December
2013.
Inov-8 sales grew by a record 42% to $29-m last
year. The US — making up 45% of business — experienced
a 25% increase, the UK 41%, Scandanavia
70%, Russia 85% and Germany 39%.
Inov-8, now 11 years old, has maintained an
average of 60% growth (annually) for the last five
years. 77% of its sales are outside of the UK and
the company has been shortlisted for the 2014
Queen’s Award for Enterprise in International
Trade.
Year-end sales for the Shimano Group increased
10.2% to $2.89-bn from 2012, due to
favourable exchange rates. Growing demand for
sports bikes in China balanced the negative sales
results for bicycling and fishing gear in Europe,
North America and Japan due to a cold and wet
spring.
Their sales increase in North America (12.8%
to $342-m), Japan (6.7%), Europe (10.3%) and
in the rest of the Asia’s (11.5%). The company’s
gross profit was 35.6% and dropped 70 basis
points from the previous year.
Mizuno Corp also enjoyed a total income increase
of $1.31-bn. The company ended their
nine month period on December 31 with 9.3%
growth compared to the previous financial year.
The operating profit grew 52% to $35.5-m. European
sales experienced a fair share of growth,
climbing by 42.1% to $98.8-m.
Skechers USA have tripled their earnings to
$14.2-m in the fourth quarter — the second highest
fourth qaurter sales in their history. Income
grew 13.9% to $450.7-m, compared to the same
quarter last year. The growth can be attributed
to product success in their men’s, women and
kids’ categories.
Sports Trader :: 2014 March
The company’s operational earnings more
than doubled to $17.1-m and their net earnings
were $14.2-m compared to the previous
year’s $4.0-m. Net sales grew to $1.846-bn
while earnings from operations also increased
to $93.6-m.
Profits of Jarden Corp’s Outdoor Solutions
segment, however, dropped 21.1% to $617.9-
m in the fourth quarter ended 31 December
2013. The segment’s earnings were $48.7-m
compared to $61.7-m the previous year. They
had an operating loss was $1.9-m.
The company spent $10.3-m in reorganisation
costs and $25.1-m in acquisition and integration
related costs while depreciation and
amortization costs dropped $2-m to $15.2-m.
In the first six months of the financial year
Asics group revenues grew 21.4% to $1.56-bn .
European sales increased 29% to $404.3-
m (7.3% on a currency-neutral basis) due to
strong running shoe sales and the foreign exchange
rates. The region’s operating income
grew 18.9% to $44.6-m, but decreased 2.3% on
a currency-neutral basis. This drop indicates
the effect exchange rates have on purchasing
costs, increases in selling, administrative expenses,
etc.
Sales in the Americas grew 33.2% to $468.2-
m (12% on a currency-neutral basis), but in Japan
sales dropped by 1.5% to $454-m. Strong
sales of walking shoes, Onitsuka Tiger shoes,
running shoes and baseball equipment significantly
contributed to the 3.9% (to $457.0-m)
increase in US sales.
Head sales dropped by 1.0% in the first nine
months of 2013, but the racket sports division
grew 0.4%, due to higher volumes of tennis ball
sales (mainly in North America) and an improved
mix in tennis racket sales.
Diving sales also increased — despite cold
weather conditions and economic difficulties in
the European market — with noticeable growth
in North America and Asia.
Winter sports sales, however, dropped 5.1%,
while sportswear sales also dropped 1.5%, partially
caused by lower bag sales in the UK.
The company’s adjusted operating loss grew
by €0.3-m as a result of higher selling (racket
and sportswear divisions) and marketing costs
for more advertising of racket sports and diving.
In the first nine months of 2013 adidas Group
sales dropped by 4% to €11-bn, compared to the
same period in 2012. The group expects lowsingle-digit
rate (on a currency neutral basis)
growth in sales in the fourth quarter.
For the third quarter, they reported stable
currency-neutral sales, with a 6% drop in Western
Europe and 5% drop North America, balanced
by strong sales in Latin America (12% up) and
Greater China (9% up). The European Emerging
Markets reported a 2% sales increase (on a currency
neutral basis) with growth in most regions.
The group reported a 7% drop in revenues to
€3.9-bn, compared to the third quarter in 2012.
Western European sales were lower than last
year as a result of the high sell-in of event-related
products before the 2012 London Olympics.
The drop in North American sales is attributed
to the challenging golf market experienced by
TaylorMade-adidas Golf due to a late seasonal
start and fewer rounds played by golfers.
On a currency-neutral basis, the adidas brand
sales remained stable, but Reebok experienced
a 5% increase in the third quarter. The Taylor-
Made-adidas Gold segment dropped 16% and
Rockport revenues dropped 4%. Sales were negatively
affected by currency translation.

Trade shows :: IBC
Trade shows
SAFTAD registrations
open
REGISTRATIONS TO exhibit at this
year’s SAFTAD are open.
Bookings have to close by 4 July,
because all documents and floor
plans have to be submitted to the
City of Johannesburg to get approval
for the show to take place.
The show will take place
16-17 August at 2 Vinton Road, Ormonde,
Johannesburg.
Shot Show
MORE THAN 67 000 visitors attended
the 2014 Shot Show, which
took place 14-17 January.
The National Shooting Sports
Foundation has signed an agreement
that the SHOT Show — the
fifth largest trade show in Las Vegas
and the largest of its kind in
the world — will take place at the
Sands Expo, Las Vegas, until 2018.
Eurobike
THIS YEAR’S Demo Day at Eurobike
will be moved from the Allgäu
region to the show grounds.
The test day for visitors will take
place the day before the show
opens (26 August) in the east parking
area. Eurobike takes place 27-
30 August.
The test area routes will cover
a total of 20km, spanning across
asphalt road, unpaved paths and
even an elevated outlook point.
Organisers expect more than
1 200 exhibitors and 40 000 visitors
at this year’s Eurobike.
The 2015 Eurobike will take
place 26-29 August.
Ispo news
THE TECHNOGYM Google Glass
controlled treadmill was the winner
of the ISPO Product of the
Year award in the Performance
Segment at the 2014 Ispo Munich
trade show.
The Oru Kayak, a 3.6-m long
kayak that weighs 11kg and folds
into a bag that is small enough to
fit into any car boot, was the Outdoor
category winner.
Houdini Sportswear received
the Ispo Eco-Achievement award.
Ispo Beijing
Ispo Beijing, which took place 19-22
February at the China National Convention
Center, featured more than
600 exhibiting brands (2013: 567)
from 23 countries of origin, covering
an exhibition area of 42 000m 2 .
The largest category was the
outdoor section.
Ispo China summer
Messe München will be hosting
the first summer Ispo trade show
in China in 2015. At the time of
going to print the exact date and
venue were still to be announced.
OutDoor show
THE OUTDOOR show will have
more weekdays, starting with
next year’s show. The 2015 show
will take place Wednesday-Saturday
(15-18 July).
While visitor numbers have been
steadily increasing over the years,
the increase has typically been
during the week days, which led
to the organisers deciding to move
the show forward by a day to allow
for more week day exhibiting.
Ispo Munich
The 2014 Ispo Munich trade show,
which took place 26-29 January,
featured 2 565 exhibitors from 51
countries in a record 104 720m 2 of
exhibition space.
More than 80 000 visitors from
110 countries attended the show.
A special hall was dedicated to
health and fitness exhibitors. The
area allowed visitors to test footwear,
game consoles and products
related to occupational health
management from a variety of
new exhibitors. Over the past
two years health and fitness has
received special attention at Ispo
with a special exhibition area and
international conferences. A multi-faceted
side event programme
with renowned presenters who
discussed the latest health topics
was also held during the show.
The show also featured the new
Padel Tennis (a Latin American
sport derived from tennis) Village
where apparel, equipment and
accessories were exhibited.
This year the European Outdoor
Organisers are also considering
opening the show to the public
on the last day in the future. The
public day works well at Eurobike,
which led the organisers of Out-
Door to consider the idea.
This year’s show will still have
the usual Thursday-Sunday dates
(10-13 July).
Over 620 exhibitors from 45
countries have already registered
to exhibit at the 2014 OutDoor.
Group (EOG) partnered with Ispo
to launch a new initiative to attract
approximately 70 new retailers
to Ispo Munich, by offering
VIP access free of charge and subsidising
retailer accommodation.
EOG members, which include the
top 100 outdoor product suppliers,
were asked to nominate retailers.
To qualify, retailers must
have traded successfully for over
year, with at least 40% of their
profit coming from outdoor sales
and they should not have visited
Ispo Munich in the past, or at
least not in the last three years.
Ispo Open Innovation is a new
service at the show that allows
companies to integrate experts
and consumers into the innovation
process by testing products
and giving feedback on products.
Next year’s Ispo Munich will take
place 5-8 February. The change in
week days is due to an extremely
busy calendar of events taking
place at the Messe München exhibition
centre next year.
Euroshop
EUROSHOP 2014 — which took
place 16-20 February in Düsseldorf,
Germany — had four themes
covering aspects of retailing:
EuroConcept, EuroSales, EuroCIS
and EuroExpo. The retail trade
show is held every three years.
Exhibits included the latest
trends and developments in various
aspects of retailing, such as
shop fitting, product presentation,
retail technology, etc.
Advertisers index
Acelli 49
adidas 55
Aero 68
Anton Fabi 1
Asics 39
BAS 59
Bertuzzi Distribution 5, OBC
Bronx 13
BRT 49
Brutal 49
Canterbury 50
Co-Lab Industries 11, 15
Crown Footwear 3, 27
Dukes 69
Footwear Trading 7
Fruit of the Loom 5
Gilbert 51
Gunn & Moore 62, 63
Headwear 24 15
Hi-Tec 10
Inov-8 37
Jordan 17
Jordan & Co 1, 13, 17, 39, 48
JR Gear 75
JRT Crampton 67
Kakiebos 3
Kappa 46
Kevro Sport 49
Kookaburra 67
Leisure Holdings 51
Levi's 7
Lite Optec 42
LP 16
Mille 47
Mizuno 38
NcStar 72
New Balance OFC, 35
New Era 9
OBO 68
Olympic 48
Opal Sports 56, 62, 63, 69
Polly 11
R&S Traders 72
Ram Mountaineering 76
Rebel Elite Fitness 37
Reebok 9
Rocky 27
Russell Athletic
OBC
SASFIN 19
Sedgars 59
Sevenn 49
Skye Distribution 47
Slazenger 65
Summit 56
Super-Brands 38, 50, 65
Touch of Magic 54
True Utility 41
Umbro 53
W.E.T. Sports 16, 52
2014 March :: Sports Trader

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