Impressions - April 2022 - 17

I
t's hard not to look ahead without acknowledging - in some
respects - the huge impact the pandemic had on everything
we did during the past two-plus years. The athletic wear
category was no exception. A decrease in team sports participation.
Immense inventory struggles. Disrupted supply chains.
Fabric-availability issues.
But a funny thing happened on the industry's way back to
normalcy. Sure, there was a huge drop in product demand as the
pandemic closed schools and shut down sports programs. And just as
vendors prepared to sketch out their way back in 2021, it happened:
Demand jumped out of the expectation box, with 2022 expected to
be even bigger and better.
" Demand was just so strong, " says Adam Waugh, vice president
of marketing, A4. " We saw a higher demand in 2021 than we did in
2019. I never would have guessed that when 2021 started. And while
trying to meet that demand was a huge challenge, it is the kind of
challenge you want to have. "
For suppliers like A4 and others, the most important factor driving
demand was the return of young people to sports. In addition,
the gradual return of large sporting events - plus activities like corporate
events and races - pushed the needle forward. Add more
diverse sports like ultimate disc golf, esports and obstacle racing,
and it's clear the athletic wear category is pulling in a new group of
passionate enthusiasts with unique needs.
While 2022 will be defi ned by a bigger resurgence in participation
and demand, many see a more complete return to normal in
2023. David Goerke, vice president of marketing and product development,
Augusta Sportswear, says the two biggest challenges this
year will be continued supply-chain uncertainty and rising costs. Th e
two factors are not only causing immense disruptions, but they also
are making it diffi cult for brands to share accurate delivery dates on
out-of-stock items.
" We see things slowly getting better the remainder of the year,
but a full recovery won't come until early to mid-2023, " Goerke says.
" We are, however, making improvements in our processes to reduce
costs and get products made and shipped quicker than ever to meet
ever-increasing demands in this turbulent market. "
Th e ability to take a deep dive into the entire scope of the product
assembly line may be one of the biggest byproducts of pandemic disruptions.
Take Founder Sport Group, which makes more than 75% of
everything its sells in its own facilities in the Western Hemisphere.
Th e process shortens the supply chain and allows rapid production
adjustments to meet demand.
Russ Neale, senior vice president of marketing, Founder Sport
Group, says the company's associates stepped up to the challenge
during the pandemic by shifting production lines, driving effi ciency
and creatively expanding capacity.
" [Yes] 2021 had its share of challenges, but perhaps the biggest
one was both a challenge and an opportunity: capacity, " Neale says.
" With robust customer demand meeting shaky global supply, the
pressure has been to increase factory output. Add to this a pandemic
that impacted factory and warehouse associates, and it's an opportunity
for effi cient processes and operational performance. "
CUSTOM SUBLIMATION
In 2022, one of the trends that will continue to defi ne the athletic
wear landscape is customization. Because sublimation off ers much
more dynamic decoration, vendors are seeing the process at all sports
levels - from youth to professional.
" You can get extremely creative and personalized, " Waugh says.
" And online tools put many of the design choices in the hands of
Tried-and true stock styles will still
make up the bulk of uniform sales in
2022. Shown is the Striker placket
from Badger Sport. Photo provided
by Founder Sport Group.
customers, which they like. "
Goerke says the trend toward customization and quick-turn
supply chains that are optimized to deliver custom products in days
vs. months were accelerated by the pandemic. " Th e sublimation business
is on fi re because it unleashes creativity, can be turned quickly
and is priced competitively. "
" With robust customer demand
meeting shaky global supply, the
pressure has been to increase
factory output. "
- RUSS NEALE,
Founder Sport Group
APRIL 2022
P.17
Impressions - April 2022

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