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CRICKET FAR FROM A RETAIL STICKY WICKET!
From the crease to come dancing, it’s strictly a sport that’s going right for full on public attention…
For anyone that thought Cricket was simply embedded in hardcore tradition, have we got news for you. Time was, that spotlight stardom in this game was all about playing performance alone, but now it’s giving football a complete run for its money. Players and media alike are competing fiercely for maximum coverage and the hyped up style and exposure is creating a new generation of fans who ultimately are being wowed by the new look image.
When the ECB announced domestic Twenty20 cricket to the world, it was described as “The day cricket changed forever” and the word “revolution” became firmly attached to the sport. A direct appeal to a young people, women and families, who researched showed were least interested in even going to a match. Despite criticism from those resisting change, the initiative has been a resounding success both on and off the field. It has provided a new and entertaining arena for cricket to shine, beyond Gower’s appearances on “They think it’s all over”.
Players themselves have considered the fireworks style of Twenty20 just what was needed to put themselves forward in the public eye.
Lifestyle sponsorships have started to become big business, bringing with them a new breed of sports agents and fees to match.
And there is no doubting the influence of the cricketer on the young, gone are the Brylcreme boys of old and the “gel generation” has taken on the sport and the streets!
Cricket is one sport that Puma have made a very big, yet simple, objective on a mission to maximise the new potential with “genuine innovation and unparalleled levels of performance to a game that has been rooted in tradition.” Ian Connell, who heads up the brand’s Cricket category says that it has been as important for the brand to link with and understand the needs of the new breed of personalities as it has to focus on product development. “Cricketers want their share of attention now, it’s no longer all about footballers being cool. Whether that’s through the Ashes or television entertainment, they want that exposure.” Puma’s understanding of the whole lifestyle market has enabled the brand to embrace the cricket revolution with great success. They believe that their lack of traditional links with the sport is actually a great benefit as it has enabled them to focus on exactly what they need to achieve to get the new cricket consumer’s attention.
“There is no doubt that players want a wow factor as well now. Technical excellence is virtually a given these days, therefore it is a matter of trying harder to get the right image.” Says Connell. “It’s all about getting attention. From the sport, to shelf space”. One of the keys to that is player endorsement and image, the other key factor being graphics. “The cricket consumer is pretty technically savvy, they like talking to the specialist and they have a good idea about what is needed for product performance, so ultimately it’s who they aspire to. And the image of those players is changing dramatically.”
Puma have carefully forged links with players they think will appeal to the new cricket demographic and then developed a product range that reflects this “new breed” , in terms of performance and aesthetics. Even fashion has its part to play, as ever quick to take sporting trends and apply them. There is no real crossover, although brands such as Mulberry and Paul Smith have echoed cricket appeal in their collections – at a premium price.
For 2007 Puma’s bat range is all about making impact. In terms of dynamic performance and show stopping looks. The Ballistic features carbon composite for balance and driving power at a weight that allows the profile to be bigger but spot on for masses of precision power. Atomic is brand new for all round performance players needing explosive hitting power. Stealth is as aggressive as today’s game style and the X-treme range is the natural successor to X-bow.
Mitre’s association with Shane Warne is another reflection of the key retail question over colour preference these days “Who is using your product?” They don't come much bigger than Warne, in any sport, and historically the association is a huge investment for the brand, absent from the cricket market for several years. That said, they have a real heritage in cricket having had a host of world class endorsees over nearly fifty years.
Mitre marketing manager, Katrina McCreadie, is also emphatic that associating with cricket’s new high visibility role models and reinforcing this with commercial promotion is vital to reach the new young fans. “ Like any sponsorship or endorsement its success and commercial impact will be in the time, resource and creativity in which we leverage the association and we have an exciting campaign in the pipe-line to do just that.” Warne is a huge advocate of grassroots cricket and recently took part in a brand initiative at Lord’s Indoor Cricket School, run in association with Capital Kids Cricket to enable children from all over the UK to showcase their potential and obtain personal coaching. Says McCreadie, “You only have to look at the success of that event to understand the respect in which young people hold Shane, and how impactful for them, for grass-roots cricket and for the brand his association is. There is no denying that we have sometimes struggled as a brand to connect with young people but we're working hard to address that, and with additions to our endorsee portfolio like Shane we hope to continue building a relationship with this influential group of consumers.”
Mitre’s objective is a community of Warney/Mitre super fans and they are developing an SKW Junior membership scheme to roll out in conjunction with retail partners in the UK. This will be backed by a host of POS material and other exciting 'money can't buy' marketing activity for retailers and their customers. Warne is also contributing to product development, specifically the pro range, their Club range is a “take down” on this using similar specifications and Mitre have also unveiled a Shane Warne signature range will include balls, gloves, pads, protective equipment and apparel.
Gunn and Moore’s new range, which continues to underline a reputation that most consider to be that of the professional’s choice. Whilst the emphasis is on the reinforcing technical superiority, refinement to and clever placing of subtle yet strong graphics is notable, without compromising a classic heritage. The new GM Catalyst bat has a unique 'shock-absorba' grip and GM super powerarc blade for controlled strokeplay and the new GM Cataylist Multi-Function Shoe, with its engineered anti-twist waist sole for stability and support, comes with full sets of all spikes and durastuds included.
Every One Day International game is played using a Kookaburra ball and the forthcoming Ashes Series and the Cricket World Cup will see the powerful Kookaburra International team very much in the limelight, with the products sharing it. The range has a totally new look to turn the eye and stimulate sales. The Kahuna, Genesis and Beast bats all feature new graphics and are joined by the ‘ICE’ – a classically styled bat with low middle and extreme bow. Gloves include the new Kookaburra Swoop design – ones to watch are the Ice Sub 30 (£16), Angry Beast (£20), Genesis Whirlwind (£25) and Kahuna Mayhem (£30) – offering the volume of the market excellent protection and stunning looks. All new Batting Leg Guards and wicket keeping kit is complemented by luggage and a new range of performance apparel including Active, Test Match quality garments in ‘state of the art’ fabrics alongside Predator ‘s value for money appeal. New to the footwear range are Genesis, with‘Multi Option’ flexibility at £30 and Ice, which offers maximum flexibility in sole options with high quality ‘running shoe/cross trainer style and features at £45.
Two new bats take to the field from Gray-Nicholls. The Fusion, boasts the ultimate profile with a hi-tech, ultra light-weight Carbon handle, thick edges and huge sweet spot combined with a beautifully balanced pick up. The Viper combines the heritage of Gray-Nicolls with current demands on the look and feel of a cricket bat. Using the famous Gray Nicolls scoops the bat is perfectly balanced for light-weight pick up. New Fusion and Viper pads and gloves are introduced to the range.
Readers have been making quality cricket products in Kent since 1808 and continue to be market leaders in the manufacture and supply of Leather and Plastic Cricket balls. Their range of bats feature superb new lively graphics from the entry level Samurai with its red metallic logos to the performance quality Vanquish – which is up to the standard required to play Test cricket.
Batting Gloves and Leg Guards feature lightweight mesh and exciting designs targeted at enhancing flexibility and improving playability and at £7.50 to £40 for Batting Gloves and £15 to £50 for leg guards the brand’s heritage of offering value without compromising quality comes fully ito play, offering International performance at a fraction of the cost of promotional brands. This is also reflected in apparel and footwear, shoes have Multi Option flexibility to reduce stock holding at £30 (Modena Spike) and £26 (Modena Rubber).
Whilst every brand is currently making visibility its target, through players and products, Skins have something of a stealth mission going on as their products may not always be seen, but they are certainly being heard about. Brett Lee is one player strongly acknowledging the superiority of their compression products and the effects of Skins BioAcceleration Technology™ in enhancing performance in training, competing and recovery. This dynamic brand has added now added a range of technical sportswear with superior moisture wicking properties, designed and engineered to optimise performance and recovery, whatever the level of activity, year round. It these benefits, combined with the strong and durable nature of Skins™ that has Brett Lee acknowledging them as the pre-eminent compression sportswear.
