America's Past-Time?

Have rumors of baseball’s demise been exaggerated? While the sport may no longer be top of the charts among America’s youth, dealers still view it as a valuable producer in their team lineup.

Baseball is a funny game. It seems that someone is
always trying to write its eulogy. Consider this headline from the New York Times:

DECLINE OF BASEBALL:
Interest in the National Game Has Steadily Decreased

A story such as this one might give pause to any team dealer in the current marketplace —except for the fact that it ran more than a century ago, on September 23, 1900.

Of course, today’s headlines don’t offer much more optimism. The cloud of steroids still hangs over Major League Baseball. Salaries for star players border on the absurd, with ticket prices equally obscene. Fewer and fewer African Americans are playing the sport. The number of youth leagues in the U.S. continues to fall.

The news from the 2008 edition of SGMA’s Sports & Fitness Participation Report isn’t much better. For the third year in a row, the total number of participants in baseball has dropped, now down to 16,054,000 nationwide. That represents an 8.3 percent drop since 2000.

But here’s the interesting thing about baseball. For all the doom and gloom that surrounds the sport, it remains vital to team dealers across the country.

Dealers Still Come To Bat

“It’s an important part of what we do,” says Pat Donnelley, the owner of Donnelley Sports in Twin Falls, ID. “Baseball has become a year-round sport. It’s always a strong market for us.”
Kevin Paul, president of Dumonts in Canton, OH, echoes these thoughts. “Baseball is very strong for us,” he says. “It accounts for about one-third of our team business.”

Even in a place like Harriman, TN – which is most definitely “football country,” according to Ronnie Warner, president of Reno’s Sporting Goods – baseball maintains a consistent presence. “My sense is that the sport will stay steady or even grow some,” says Warner. “Given the state of the economy, more people will rely on recreation.”
Donnelley has observed the same thing in his territory, which extends from south central Idaho through Nevada. “Participation levels in baseball aren’t stagnant,” he notes. “I’d say they are on the increase. Just like the old saying, when the economy is tough, people do two things — drink and recreate.”

Fewer Players, But More Buying

Manufacturers seem to agree that the challenges presented by the economy could turn into opportunities for team dealers. “In general, I’m hearing from dealers that retail is down 15 to 20 percent, but the team business is up,” says Todd Levine, VP-sales and marketing for Alleson Athletic, Rochester, NY. “Dealers don’t want to stick their necks out. At the same time, they know that families may forget the trip to Disney World, and that kids will continue to play sports. 2009 is going to be an interesting year. I sense that dealers are optimistic.”

Part of that optimism stems from the baseball business generated by traveling teams. “There may not be more kids playing in our area,” says Paul, “but kids are playing more games. Teams will often buy two sets of pants and a few jerseys. We are getting more custom work. Kids want to look like the pros, and teams are willing to pay more for better quality.”

Virtually any uniform manufacturer can confirm this trend. “Consumers expect more choices, and they’re getting them,” says Paul Possemato, director of sales for Intensity Athletics, Santa Fe Springs, CA. “They will spend on these more expensive uniforms.”

Colin Clark, brand manager-baseball for Under Armour, Baltimore, MD, says much the same. “Baseball players are demanding more performance and technology from their gear, head to toe,” he observes.

According to Sarah Gholston, VP-merchandising for Russell Athletic, Atlanta, GA, baseball is definitely catching up to other sports when it comes to apparel. “Performance fabrics and cut lines drove the industry in 2008,” she says. “We have seen a continuous push to lighter weight fabrics with ventilation and stretch for the jerseys. Ease of movement and functionality are key. In regards to pants, we saw the need for durable performance fabrics and a variety of silhouettes. Players are looking for the fit that is right for them.”

Tom Mercer, VP-sales and marketing for High 5, Seattle, WA, has also seen a move toward performance fabrics. That, however, is only one interesting trend that he has observed. “Colors and color blocking [in 2008] were more popular than ever before,” he adds. “We have continued to experience significant growth in styles offering a less traditional look. Interest in pinstripes and sleeveless jerseys were slower than in previous years.”

Indeed, traditional uniform styles appear to be losing their luster in the team business. “Baseball is continuing its slow evolution from a very conservative look to a slightly more sporty, modern look in style lines,” says Andy Lehrer, VP of Teamwork Athletic Apparel, San Marcos, CA.

“Colored inserts of moisture management fabrics, side panels, underarm gussets and venting — elements like this that were not accepted a few years ago are now being considered by even the most traditional of coaches.”

Michael Ferri, director of sales for Badger Sportswear, Statesville, NC, concurs. “It was very important in 2008 for dealers to have updated styles and fabrics that could have full front decoration, not just left chest,” he says.

The Economy Joins the Game

At Reno’s, Warner has certainly benefited from this trend. Indeed, customization has become a lucrative part of his business. “We do a lot of monogramming and screen-printing,” he says. “For example, we can take a stock cap and digitize a logo on it. We get a lot of requests like that.”

Of course, budget concerns play a role,
especially with the economy likely to get worse before it gets better. “Price has become a larger factor,” says Scott Klieman of Powers Athletic, Waterloo, IA. “While the end user still desires the best quality they can find, affording that quality has become more difficult.”

For manufacturers, that means finding ways to produce uniforms with performance benefits at manageable price points. This should help team dealers everywhere. They can expect friendlier pricing structures from vendors in 2009, with the flexibility to shop around if their needs aren’t met.

“We do recognize the budgets are going to get tighter,” says Gholston. “Russell is focused on providing quality, performance-enhancing uniforms at the right price.” That’s a common refrain from manufacturers heading into 2009.

For Paul and Donnelley, meanwhile, one consideration trumps price when it comes to working with vendors. “They have to have inventory,” says Paul. “There is nothing more frustrating than a vendor being out of stock. That takes away from the service I can provide.”

Mercer understands this problem firsthand. “The most common comments and concerns from our customers in 2008 were inventory, inventory, inventory,” he says. “Unfortunately, we left a fair amount of business on the table as a result of early inventory issues.

“Obviously, no one has a crystal ball that is 100 percent accurate,” Mercer adds. “We are committed to making the necessary changes and doing a much better job in terms of keeping our supply chain on the front line.”

Donnelley points to the distribution of product. For example, he says, bats are often rolled out in March and April. This, in turn, puts a pinch on his business. “It reduces my time to sell the previous year’s product,” Donnelley explains. “If you’re not careful, you’ll find yourself with a warehouse of bats that are obsolete.”

Inventory Rules

Donnelley gets no argument from Ferri. “Those with inventory on the shelves will win,” he says.
And so will those dealers who realize that when it comes to baseball, hope springs eternal.


ARE BANS ON METAL BATS LOSING THEIR STEAM?

In the past 18 months the media has been inun-
dated with news documenting efforts around the country to ban non-wood bats for safety reasons. The coverage has been such that it would seem like metal and composite bats are on the verge of extinction.

But the truth is that to date, New York City is the only place nationwide to pass such an ordinance, and that ban applies strictly to high school players in the five boroughs. The concept has failed to obtain a solid foothold anywhere else in the country.

According to Mike May, SGMA’s director of communications and a spokesman for Don’t Take My Bat Away (http://www.dtmba.org), there are currently no areas outside of New York City that are of major concern for proponents of non-wood bats.

“The situation is pretty good,” he says. “DTMBA is doing a better job of reaching out to coaches, players and journalists. The non-wood bat controversy is an issue of perception. A lot of people who support a ban rely on anecdotal evidence that’s simply not valid.”

In simplest terms, explains May, today’s non-wood bats don’t pose a threat. In fact, he says, “the biggest sources of injuries in baseball are thrown balls and collisions.”

Still, says May, opponents of non-wood bats are making themselves heard. He points to Chicago and New Jersey as two emerging “hot spots.” In the Windy City, a bill has been introduced to ban the use of non-wood bats on public fields. “It probably won’t see the light of day,” notes May.

In the Garden State, meanwhile, May feels that those supporting a ban of non-wood bats exemplify an outdated point of view. “They are using injury data from 1991 to 2000,” he says. “We’ve dealt with these claims in the past, and we will continue to do so.”

For May, the debate about non-wood bats is an open-and-shut case. “Non-wood bats help people enjoy the game,” he explains. “Some out there say that baseball should be played like the pros. But why put parameters on a 12-year-old who likely won’t play past high school?”

May also points to the fact that safety standards for non-wood bats have grown increasingly strict. Manufacturers don’t set the standards, he notes, independent bodies do. For non-wood bats at the Little League level, the measure is the Bat Performance Factor (BPF). For 2009, all non-wood bats used in Little League play must have a BPF rating of 1.15 or less.

At the high school and college levels, non-wood bats are tested according to the Bat Exit Speed Rating, which calculates the speed of the ball off the bat. The maximum allowed is 97 mph. “The governing bodies work together to ensure safety with these performance limits,” says May.

He adds that the non-wood bat controversy is a crucial issue for team dealers. “DTMBA is not against wood bats,” says May. “We want players to make the decision. I encourage team dealers to become educated on the topic. That way you can talk to parents and coaches intelligently. Giving players a choice helps the team business.”


The Lineup
Uniform manufacturers talk about what’s new for 2009

Alleson Athletic, Todd Levine
“For 2009, we’re pushing our PRO ML series, especially our 17-ounce top, plus our moisture management two-button style. We’re also really getting behind our sublimation line in a big way. It presents opportunities in terms of convenience and decoration. That kind of flexibility really helps dealers in a tight economy.”

Badger Sportswear, Michael Ferri
“We have added youth models to all of our performance models in both solids and color blocks. Dealers were adamant that we make this move so that they could sell not only individual teams, but entire leagues. With our great price points in these categories, we have now filled a requested void.”

Russell Athletic, Sarah Gholston
“We have expanded our Dri Power Ventilation Jersey series with styles that provide top-of-the-line performance. We have also created a collection of pants that provide the fabric excellence Russell Athletic is known for at a great value.”

Teamwork, Andy Lehrer
“For 2009, Teamwork is releasing a number of new products in baseball, including some price sensitive offerings that provide value like never before. There are new piped and un-piped pants with great new fits and fabrics, and jerseys that incorporate moisture management inserts, great price points, and fabulous stock situations. In addition, there is a new performance crew undershirt that is a hot item in the marketplace. We are also introducing a unique higher-end baseball pant product, which allows the customer to add custom sublimated trim to their pants in virtually any color they can think of.”


High 5, Tom Mercer
“Spring ‘09 will be the largest introduction of new baseball/softball products during the past five years. Our focus was on developing market leading price-value styles for all levels of the recreational and travel markets. Four new moisture management jerseys – Select, Reflex, Shadow Stripe, and Rush – and two new moisture management pants – Select and Two-Stripe – launched December 1. One new moisture management uniform set was also added to our existing Softball offering. In addition to the new products, we are bringing new package programs to the baseball and softball markets that will allow our customers to receive maximum discounts on pre-defined groups of products for one low price.”

Powers Athletic, Scott Klieman
“Value high-priced, high-quality limited custom baseball pants and jerseys. These allow the dealer an opportunity at positive margins while still allowing for some flexibility in customization. Plus, turning these products out in a relatively short lead time.”

Intensity Athletics, Paul Possemato
“Great, lightweight, stylish BP or alternate top for pre-game, summer ball, etc. They are priced right for the look.”

Under Armour, Colin Clark
“Under Armour introduced the next generation of lightweight cleats in 2008 with the Heater and Ignite. Our Rotational Traction cleat configuration accelerates the player’s natural instincts for increased power at the plate and explosive speed in the field.”

Velocity Athletics, Whitney Johns
“Consumers are starting to request more and more fabrics that are blended with Lycra spandex and have the ability to stretch. As a result, our stretch polyester and stretch Power Dry have become very popular fabrics. The fact that we don’t charge any more money for those materials and include them in our one price model has resonated well with consumers and created the opportunity for us to enter some new territories.

Because our soft twill custom uniform manufacturing process is priced comparably to other companies’ custom uniforms that are made with silkscreen lettering and numbering, we are expecting continued growth in 2009 as a result of the where direction the industry is heading.”

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