Impressions - Sports Fan Retailer - Fall 2014 - 17

"Active people who are fans tend to
be the ones who spend the most money
purchasing licensed sports products for
both themselves and their loved ones,"
says Keith Storey, vice president of
Jupiter, Fla.-based SMS.
And in a market where competition
for the licensing dollar is so fierce, it's a
safe bet that encouraging activity or - at
the very least, appealing to active youth
- could mean an influx of customers at
your cash register.
LICENSORS AT THE READY
Professional leagues and collegiate
licensing divisions are ready and waiting for young fans to showcase their
allegiances to their favorite teams. Across
the board, licensed sports product industry veterans acknowledge that two of the
biggest growth areas in this overall category are in the women's and children's
demographics. It's worth noting that the
children's category is divided into youth
and infant/toddler subcategories.
"We are enthusiastic about the second
year of the NFL Tweens/Juniors campaign," says Natara Holloway, the NFL's
vice president of consumer products.
"Our designs give young fans the opportunity to showcase their team pride, along
with their unique styles and personalities. From T-shirts and fleece to accessories, we offer a wide assortment of products all made specifically for young and
passionate female fans."
Of course, this hasn't always been the
case. Suppliers, though, got the message
and have shied away from the "shrinking"
approach to certain products, like apparel.
"Years ago, licensees would simply
make a [size S or XS] in men's sizes,
hoping it would fit a child," says Joe
Hutchinson, vice president of apparel
management, The Collegiate Licensing
Co. (CLC) - an IMG Company. "Now,
our licensees make youth-specific sizes
where the apparel is properly made, fit
and sized for a child. We have youth
licensed sports products specialists.
That's what they do."
Some of these licensees include College Kids, Third Street Sportswear,
SportsFan Retailer

Wes and Willy, and Vive
La Fete, he says. Also, companies like Nike and adidas have youth products
made by other licensees like
Haddad Brands and Outer
Stuff, respectively.
While the demand for youth
sports products is growing,
Hutchinson notes the CLC has
implemented stricter standards on
licensees. In a nutshell, not any company can jump on the CLC's bandwagon
(the organization manages roughly 85%
of the collegiate sports licensed products
market).
While the youth business is significant and growing, it is not a dominant
demographic - yet.
"There's a lot of opportunity in the
youth sports product market," Hutchinson says. From a dollars-and-cents
perspective, the apparel business is the
largest segment of the licensed sports
product market. Within that category,
the collegiate youth sports apparel market
totals roughly $160 million at retail, he
estimates, and the infant/toddler sports
apparel market totals $70 million.
While the youth and infant/toddler
business represent just 7% and 3% of the
total licensed sports apparel business, respectively, they are growing. Hutchinson
says the CLC's youth market has grown
by 44% in the last five years, while its
infant/toddler market has grown by 74%
during that same time period.
"One of the interesting aspects of the
licensed sports product market is the
large amount of product that is purchased
for youth and young children," says VJ
Mayor, SFIA's senior director of communications and research. "If you are looking
for the original catalyst for this market,
it's probably the small, blue Little Slugger baseball cap, which is associated with
Little League Baseball [and] has been
worn for decades by young children."
LOOKING LIKE PROS
According to Mayor, the licensed sports
products that are purchased and used by
children range from caps, sweat shirts

According
t o Michael
Schindler, CEO,
Baden Sports, the
company's Soft Touch
products are gaining
ground because youth
consumers prefer their
size, feel and novelty.

and hoodies, to jackets, jerseys, socks and
baseball uniform T-shirts. He adds that
many of the latter purchased for youth
sports competitions are replicas, which
actually bear the name and likeness of a
professional sports team.
"Every day in the greater Washington,
D.C. area, we see children wearing mini
Robert Griffin III jerseys and John Wall
jerseys around town, in the park and in
the stadiums or arenas," Mayor says.
"Children are also busy on weekends
wearing replica jerseys and shirts on the
playing field - for the [Green Bay] Packers in the fall, for the [Chicago] Bulls in
the winter, and for the [St. Louis] Cardinals in the spring."
Responses from those in the sports
community, regardless of geographic location, generally support the observation
that more and more youth are dressing
to mirror their favorite athletes or teams.
"About 75% of our youth baseball
team uniforms feature Major League
Baseball replica jerseys and caps," says
Larry Foster, owner, Spartan Sporting
Goods, Beckley, W. Va. "Demand for
this product has been strong for the last
15 years. To add more value to the team
shirt, we put a number and the player's
name on the back."
Similarly, the children playing football
Fall 2014 17



Impressions - Sports Fan Retailer - Fall 2014

Table of Contents for the Digital Edition of Impressions - Sports Fan Retailer - Fall 2014

Impressions - Sports Fan Retailer - Fall 2014
Contents
For the Record
From the Show Director
Starters
First & 5
MVPs
Why Child’s Play Is Good
Harnessing Millennial Power
More Thank Add-Ons
Around the Leagues
Retailer Focus
Tailgate Talk
Impressions - Sports Fan Retailer - Fall 2014 - Impressions - Sports Fan Retailer - Fall 2014
Impressions - Sports Fan Retailer - Fall 2014 - Cover2
Impressions - Sports Fan Retailer - Fall 2014 - 1
Impressions - Sports Fan Retailer - Fall 2014 - Contents
Impressions - Sports Fan Retailer - Fall 2014 - 3
Impressions - Sports Fan Retailer - Fall 2014 - For the Record
Impressions - Sports Fan Retailer - Fall 2014 - 5
Impressions - Sports Fan Retailer - Fall 2014 - From the Show Director
Impressions - Sports Fan Retailer - Fall 2014 - 7
Impressions - Sports Fan Retailer - Fall 2014 - Starters
Impressions - Sports Fan Retailer - Fall 2014 - 9
Impressions - Sports Fan Retailer - Fall 2014 - 10
Impressions - Sports Fan Retailer - Fall 2014 - 11
Impressions - Sports Fan Retailer - Fall 2014 - First & 5
Impressions - Sports Fan Retailer - Fall 2014 - 13
Impressions - Sports Fan Retailer - Fall 2014 - MVPs
Impressions - Sports Fan Retailer - Fall 2014 - 15
Impressions - Sports Fan Retailer - Fall 2014 - Why Child’s Play Is Good
Impressions - Sports Fan Retailer - Fall 2014 - 17
Impressions - Sports Fan Retailer - Fall 2014 - 18
Impressions - Sports Fan Retailer - Fall 2014 - 19
Impressions - Sports Fan Retailer - Fall 2014 - 20
Impressions - Sports Fan Retailer - Fall 2014 - 21
Impressions - Sports Fan Retailer - Fall 2014 - Harnessing Millennial Power
Impressions - Sports Fan Retailer - Fall 2014 - 23
Impressions - Sports Fan Retailer - Fall 2014 - 24
Impressions - Sports Fan Retailer - Fall 2014 - 25
Impressions - Sports Fan Retailer - Fall 2014 - 26
Impressions - Sports Fan Retailer - Fall 2014 - 27
Impressions - Sports Fan Retailer - Fall 2014 - More Thank Add-Ons
Impressions - Sports Fan Retailer - Fall 2014 - 29
Impressions - Sports Fan Retailer - Fall 2014 - 30
Impressions - Sports Fan Retailer - Fall 2014 - 31
Impressions - Sports Fan Retailer - Fall 2014 - 32
Impressions - Sports Fan Retailer - Fall 2014 - 33
Impressions - Sports Fan Retailer - Fall 2014 - 34
Impressions - Sports Fan Retailer - Fall 2014 - 35
Impressions - Sports Fan Retailer - Fall 2014 - 36
Impressions - Sports Fan Retailer - Fall 2014 - 37
Impressions - Sports Fan Retailer - Fall 2014 - Around the Leagues
Impressions - Sports Fan Retailer - Fall 2014 - 39
Impressions - Sports Fan Retailer - Fall 2014 - 40
Impressions - Sports Fan Retailer - Fall 2014 - 41
Impressions - Sports Fan Retailer - Fall 2014 - Retailer Focus
Impressions - Sports Fan Retailer - Fall 2014 - 43
Impressions - Sports Fan Retailer - Fall 2014 - 44
Impressions - Sports Fan Retailer - Fall 2014 - 45
Impressions - Sports Fan Retailer - Fall 2014 - 46
Impressions - Sports Fan Retailer - Fall 2014 - 47
Impressions - Sports Fan Retailer - Fall 2014 - Tailgate Talk
Impressions - Sports Fan Retailer - Fall 2014 - Cover3
Impressions - Sports Fan Retailer - Fall 2014 - Cover4
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https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
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https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
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