Impressions - Sports Fan Retailer - December 2015 - 21

number of players who now are nationally
recognized. "There's a lot of opportunity
around our young talent," she says.
Similarly, NFL Players Association
(NFLPA) licensees are reporting that
player-identified merchandise is growing
as a percentage of total sales, according
to Steve Scebelo, vice president of licensing and business development for NFL
Players Inc., the licensing and marketing
arm of the NFLPA, which handles group
licensing for the 1,800 active NFL athletes. Many are nationally known, largely
thanks to fantasy football.
"There's a real allegiance to players
on [a] roster, and [consumers will] buy
merchandise featuring those players,"
Scebelo says.
Of course, celebrity athletes can be
unpredictable and the consequences of
their off-field actions can be felt at the
cash register. "On a player-by-player
basis, [bad behavior] absolutely has an
effect," says Steven Heller, president of
The Brand Liaison, a consultancy representing sports clients for outbound
licensing and assisting licensees in securing sports licenses. "For Michael Vick,
Ray Rice or Adrian Peterson, their offthe-field activity has definitely affected
sales of their licensed products."
Such high-profi le cases have not affected overall sales of NFLPA- or leaguelicensed merchandise.
INNOVATION IS IMPORTANT
During the past decade or so, the four
major sports leagues have been narrowing
their licensee lists, especially in apparel
and accessories. A new wrinkle in 2015:
Some leagues are purchasing equity in
key licensees, reflecting their interest in
more vertical consumer products operations. The NFL invested in Outerstuff, while the NHL took a stake in both
Outerstuff and Fanatics.
"Probably the greatest impact will be
on product development and distribution," says Marty Brochstein, senior vice
president of industry relations and information, International Licensing Industry
Merchandisers' Association (LIMA). "You
have a closer relationship when the league
SportsFan Retailer

is one of your owners. The fewer pieces there are to mesh, the
easier the meshing becomes."
This trend is likely to make
entering sports licensing even
more difficult for newcomers.
For example, Brand Liaison
client Zumer Sport, which
holds patents for products
made from sports equipment
materials such as basketball
leather, entered the market by
partnering with multi-league
licensee Concept One, rather
than seeking a direct license.
"[Partnerships are] a creative way to get to market faster and in a larger way," Heller
says. "You'll see more joint Women's apparel continues to
gain momentum at retail, a trend
ventures and collaborations
that keeps many in the industry
as the leagues contract the bullish on the revenue-generating
number of licensees and as potential of these products.
growing companies seek to
enter the market with a greater likelisuccessful on the field or court, especialhood of success."
ly teams in big markets that haven't won
A unique product offering also is critin a long time," says Matt Powell, NPD
ical. "There's no way we would have gotGroup's vice president of industry analten as far as we have now without our
ysis, sports and leisure trends.
unique design," says Brüzer's Gardner,
"Everyone is increasingly sophisticated
whose company has been in the U.S. marabout leveraging these hot markets, [and]
ket for five years.
cutting production times to address the
Licensees also need to supply product
demand for merchandise tied to champiquickly and in small quantities. "Comonships and personal records," Brochstein
panies are innovating behind the scenes
says. "That has become a very, very wellto be closer to the market and have a
oiled machine, particularly for soft goods."
quicker response to consumer demand,"
And that's a positive development besays Scott Buoyack, co-founder of Fermacause the business has become more reta. "Those that have performed best are
gional, seasonal and hot market-driven
those who have implemented systems to
than ever. "It's gotten so fractured," Starespond quickly and manage their busiton says. "It used to be, especially in NFL
ness better."
and college, there were four to five teams
Staton says the days of booking 80%
that sold everywhere nationally. Those
of retail inventory and chasing 20% are
days are gone."
over. The ratio has flattened to 50/50.
"Where you make your big money is
"From a retailer perspective, there is more
your local hot markets," Adams says.
focus on inventory," he says. "[Retailers
"We live and die by the local teams."
are] lighter, leaner and more nimble. As
a supplier, you have to change the way
Karen Raugust, a Minneapolis-based freeyou do business to match the way the
lance writer, specializes in licensing, marretailers do business."
keting and other business topics. For more
Despite the importance of fashion
information or to comment on this article,
trends, sports licensing remains led by
or to read her twice-weekly licensing trends
fans. "It's mostly driven by teams being
blog, visit raugustcommunications.com.
December 2015 21


http://www.raugustcommunications.com

Impressions - Sports Fan Retailer - December 2015

Table of Contents for the Digital Edition of Impressions - Sports Fan Retailer - December 2015

Impressions - Sports Fan Retailer - December 2015
Contents
For the Record
From the Show Director
Starters
First & 5
MVPs
The More Things Change …
Alumni Allegiance
Follow the Crowd
Sneak Peeking
Around the Leagues
Retailer Focus
Impressions - Sports Fan Retailer - December 2015 - Impressions - Sports Fan Retailer - December 2015
Impressions - Sports Fan Retailer - December 2015 - Cover2
Impressions - Sports Fan Retailer - December 2015 - 1
Impressions - Sports Fan Retailer - December 2015 - Contents
Impressions - Sports Fan Retailer - December 2015 - 3
Impressions - Sports Fan Retailer - December 2015 - For the Record
Impressions - Sports Fan Retailer - December 2015 - 5
Impressions - Sports Fan Retailer - December 2015 - From the Show Director
Impressions - Sports Fan Retailer - December 2015 - 7
Impressions - Sports Fan Retailer - December 2015 - Starters
Impressions - Sports Fan Retailer - December 2015 - 9
Impressions - Sports Fan Retailer - December 2015 - 10
Impressions - Sports Fan Retailer - December 2015 - 11
Impressions - Sports Fan Retailer - December 2015 - 12
Impressions - Sports Fan Retailer - December 2015 - 13
Impressions - Sports Fan Retailer - December 2015 - First & 5
Impressions - Sports Fan Retailer - December 2015 - 15
Impressions - Sports Fan Retailer - December 2015 - MVPs
Impressions - Sports Fan Retailer - December 2015 - 17
Impressions - Sports Fan Retailer - December 2015 - The More Things Change …
Impressions - Sports Fan Retailer - December 2015 - 19
Impressions - Sports Fan Retailer - December 2015 - 20
Impressions - Sports Fan Retailer - December 2015 - 21
Impressions - Sports Fan Retailer - December 2015 - Alumni Allegiance
Impressions - Sports Fan Retailer - December 2015 - 23
Impressions - Sports Fan Retailer - December 2015 - 24
Impressions - Sports Fan Retailer - December 2015 - 25
Impressions - Sports Fan Retailer - December 2015 - Follow the Crowd
Impressions - Sports Fan Retailer - December 2015 - 27
Impressions - Sports Fan Retailer - December 2015 - 28
Impressions - Sports Fan Retailer - December 2015 - 29
Impressions - Sports Fan Retailer - December 2015 - Sneak Peeking
Impressions - Sports Fan Retailer - December 2015 - 31
Impressions - Sports Fan Retailer - December 2015 - 32
Impressions - Sports Fan Retailer - December 2015 - 33
Impressions - Sports Fan Retailer - December 2015 - 34
Impressions - Sports Fan Retailer - December 2015 - 35
Impressions - Sports Fan Retailer - December 2015 - 36
Impressions - Sports Fan Retailer - December 2015 - 37
Impressions - Sports Fan Retailer - December 2015 - Around the Leagues
Impressions - Sports Fan Retailer - December 2015 - 39
Impressions - Sports Fan Retailer - December 2015 - 40
Impressions - Sports Fan Retailer - December 2015 - 41
Impressions - Sports Fan Retailer - December 2015 - 42
Impressions - Sports Fan Retailer - December 2015 - 43
Impressions - Sports Fan Retailer - December 2015 - Retailer Focus
Impressions - Sports Fan Retailer - December 2015 - 45
Impressions - Sports Fan Retailer - December 2015 - 46
Impressions - Sports Fan Retailer - December 2015 - 47
Impressions - Sports Fan Retailer - December 2015 - 48
Impressions - Sports Fan Retailer - December 2015 - Cover3
Impressions - Sports Fan Retailer - December 2015 - Cover4
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
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https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
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
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
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
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
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