August 2010 International sports shorts
Global sportswear market down in 2009 – Report
The NPD Group, Inc., a leading market research company, released the results of its fifth annual study on the global sports market, Global Sports Estimate 2010. This year’s report shows that the worldwide sports market has declined for the first time since 2005. Accordingly, global sales of sports equipment, apparel and footwear is valued at 282 billion USD (€213 billion) for 2009, which is a 2 percent decline from 2008.
“The state of the global economy and its subsequent impact on consumers worldwide has had an impact on the sport market, as well,” said Renaud Vaschalde, global sports industry analyst, The NPD Group, Inc. “We found that the market declined 4 percent in the US and 5 percent in Japan which are keys to understanding the global decline.”
While the overall sport market suffered declines, there are pockets of growth; Middle East (+3 percent), North Africa (+5 percent), equipment in Europe (+1 percent), and footwear in Asia (+1 percent).
Looking at footwear, apparel and equipment products purchased for ‘sport use’ the Global Sports Estimate found they performed better in Europe (-1 percent) and Asia (+1 percent) than in the U.S. (-4 percent). Products purchased for ‘sport style’ where down everywhere, -3 percent in Europe and in the U.S. and -1 percent in Asia.
“It is really the impact of the trend for ‘sport use’ that shows us why we are seeing less of a decline in Europe and Asia versus the U.S.,” noted Vaschalde.
As we are seeing the signs of recovery in 2010, so too is there evidence that the global sports market will bounce back in 2010 with a forecast of an increase of 1 percent globally.
“We have just ended the 2010 World Cup and we know that from past tournament years this is a key driver of sales in the football market and in turn that will help to push the overall sport market back into positive territory,” says Vaschalde, “In addition, the U.S. market is expected to stabilize and potentially grow in 2010.”
The NPD Group is now able to estimate the market size for 90 countries in the world. For the top 15 countries, NPD measures or estimates market size broken down by sport. For each sport within those countries, NPD estimates footwear, apparel, equipment, sales intended for sport use and sales NOT intended for sport use separately. The estimate covers the years 2009 and 2008.
Methodology: This study’s estimates of the global sports market’s size are based on The NPD Group, Inc.’s consumer panel tracking data, statistical projections, and the company’s extensive sports industry expertise. The NPD Group measures the athletic footwear and sports apparel markets in 10 countries, representing 70% of the global sports sales. For the remaining 30%, NPD estimates are based on assumptions related to Gross Domestic Product development.
Callaway to introduce spring 2011 line in OctoberCallaway Golf Company announced the October 15 retail launch of its Spring 2011 apparel line for men and women. To showcase the new clothing line, Callaway is hosting an interactive poll on the Company’s Facebook page that allows the public to determine which outfits Callaway Staff Professional Alvaro Quiros wears while competing in the upcoming PGA Championship.
Professional golf’s fourth and final major tournament of the season, the PGA Championship will be held from August 12-15 at Whistling Straits G.C. in Kohler, Wisconsin.
Recognized worldwide for its performance-enhancing and championship-winning golf equipment, Callaway’s passion for innovation is weaved throughout its Spring 2011 apparel line. Working with apparel partner Perry Ellis International, Callaway Golf’s new offerings feature technology-infused fabrics and contemporary styles, all of which complement the Company’s commitment to breakthrough performance.
Supporting the launch of Callaway’s Spring 2011 line are large, full-color billboards featuring Alvaro Quiros that will be on display in highly visible locations in New York City throughout the month of August.
The Spring 2011 line of Callaway Apparel represents a major step forward in head-to-toe fashion from an authentic golf brand. Callaway’s new offerings for men and women are attracting attention from Tour players around the world, underscoring the benefits experienced by those facing the most intense competition and conditions.
Combining forward-looking designs with performance features such as Moisture Wicking and Ultra-fine Micro Denier Fabrication to ensure comfort, Callaway provides golfers the ability to concentrate on their game while looking their best.
“We’re excited to deliver a sophisticated and innovative selection of designs in our Spring 2011 apparel line,” said John Melican, Senior Vice President, Soft Goods, Licensing, and New Business, Callaway Golf. “While other apparel companies branch into golf from the worlds of fashion or athletics, Callaway is an authentic golf brand that offers players fashion from a true golf perspective.”
TaylorMade‐adidas Golf takes global golf market leadership"We are proud to announce that our golf division TaylorMade‐adidas Golf has achieved global market leadership and is now the biggest golf company worldwide," Herbert Hainer, CEO of adidas AG said at the
TaylorMade‐adidas Golf Pro‐Am Tournament in Herzogenaurach.
During the tournament, hosted by Herbert Hainer, TaylorMade Tour Staff professionals Sergio Garcia,
Paul McGinley and Retief Goosen played together with guests from sports, business and entertainment.
Taking global market leadership, TaylorMade‐adidas Golf is the number one in terms of sales, bolstered
by TaylorMade being the unrivalled market leader in the key golf category ‐ metalwoods ‐ in the world's
biggest golf market, North America. In addition, adidas Golf together with Ashworth has become the global market leader in golf apparel.
Also golf ball market share at the end of the first quarter 2010 has doubled compared to the prior year.
In the first quarter of 2010, Taylor‐ Made‐adidas Golf revenues increased by 16% on a currencyneutral
basis ‐ rising from € 194 million to € 223 million in euro terms in the prior year. Since the acquisition by the adidas Group in 1997, TaylorMade‐adidas Golf sales have increased continuously, most recently increasing to € 831 million in 2009. "Innovation and cuttingedge design have always been the main growth factors for our golf equipment and apparel brands," said Mark King, "We fully expect this success story to continue." Earlier this year, TaylorMade launched new drivers such as the Burner SuperFast TP or the R9 SuperTri.
In addition, since the acquisition of Ashworth in 2008, the apparel product offering is now also expanding into the lifestyle segment. Also in Herzogenaurach yesterday, adidas Golf kicked off its biggest digital campaign ever: Wear in the World. Two job candidates set off on a journey across nine countries
on three continents in 50 days where they will be testing adidas Golf apparel under some of the
world's most extreme weather conditions. Both candidates will share their experiences online via social
media channels such as Facebook or Twitter. The winner will be offered a job to become TaylorMade's Social Media Catalyst.
