Driving the Lane

Girls’ basketball is now the top high school sport for female athletes in America

It may be hard to recall, but 40 years ago there were more than four times as many boys’ as girls’ basketball programs in high schools — 19,467 to 4856, respectively.

Fast forward to 2010 and my how times have changed. Today, with nearly an equal amount of programs as the men’s game, women’s basketball now ranks as the number one program for females in high schools.

“It’s just as big and as important as men’s basketball,” says Russell Taylor, president and owner of Steadman’s Sports Center, Bossier City, LA. “We don’t look at women’s sports as being inferior. We don’t segregate it. They spend just as much as the men.”

In a sport that only requires a uniform, shoes and a ball, the women’s business pretty much doubles down sales for team dealers who court the basketball market. It also helps push more than just sales for suppliers.

“Obviously, the women’s growth and visibility have driven sales,” says Alan Davenport, global business director for basketball, Wilson Sporting Goods, Chicago, IL. “It opens up marketing avenues, too.”

As an example, Davenport points to Wilson’s affiliation with the Women’s Basketball Association. The group’s Pink Zone provides a two-week period to raise breast cancer awareness. Wilson provides a pink ball that many colleges and high schools use for a ceremonial tipoff and oftentimes to raise funds. In addition, Wilson donates $15 for each Pink Zone Solution basketball to the Kay Yow/WBCA Cancer Fund.

Such visibility pushes women to play basketball at a variety of levels, too. Steadman’s three roadmen who cover the northwest corner of the state rely on business from the high schools and middle schools. It also captures sales from youth rec leagues, and select basketball offers another season for the team dealer.

“We’ve seen select basketball really pick up,” Taylor notes. What’s nice is that Steadman’s often works with a coach that brings players through the ranks.

At the high school level, nearly all decisions for the basketball are driven by state adoptions, Davenport notes. While it’s become more expensive, it’s also become more important for suppliers, and Wilson’s 15 state adoptions prove the point. “It gives you authenticity and grassroots marketing,” Davenport says.

The real growth, at least for the actual basketball, comes from the travel and rec business, he adds. This gives suppliers and dealers a shot at another season or two after the high school games are over. Plus, serious players not only hit the courts more, they spend more, Davenport notes. For those dealers with a retail presence, March Madness also drives sales, he adds.

As its own game, Steadman’s makes sure it stocks and sells female-specific lines, Taylor notes. “You need uniforms and shoes dedicated to females. Some of the brands now have specific shoes with their own looks. We deal with those companies that cater to the girls,” he adds.

The look in uniforms follows the men’s game — longer is better. “Some now cover their kneepads,” Taylor says. But women want to stand out on the court. Sublimation has taken the girls’ courts by storm.

“Sublimated uniforms are the biggest difference in what girls want in their uniforms,” Taylor says. “It gives the uniform more pizzazz.”
Wilson has noticed this trend, Davenport says, and its ProFusion line opens up the graphic possibilities with sublimation. “You have the look of the traditional uniform with some flair,” he points out. The other benefit is short runs for fill-ins. Once the art is on file, Wilson can print a few. It also means the team is locked in to getting those fill-ins from their team dealer.
Every little bit helps, too. Taylor notes that schools and rec leagues have less money to spend as budgets get tight and donations aren’t as generous. “They become more selective. They always will play sports but we’ve noticed that people are wearing their shoes longer or using a bat another season. They cut back on the frills. We are servicing the same amount of teams and players but they aren’t spending as much.”

All in all, though, the basketball business has to be a darn sight better than it was 40 years ago thanks to double-double created by the women’s game.

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