You are in:
Tennis
In an ideal world, I would be enthusing about the potential for the tennis sector thanks to Andy Murray winning Wimbledon, or at least reaching the final. It was one of the nearer near-misses, but it was not to be. Certainly everyone in the industry is absolutely clear how important a Murray win would be to the market: massive, fantastic, wonderful, the biggest thing for sport in this country since 1966 - bigger than the Rugby World Cup, bigger than the 2005 Ashes. Brands like Head (who sponsor Murray) and Slazenger (who are suppliers to the Championships) can foresee growth of their own ranges from a Murray win (when it comes) but also across the board, especially at entry level.
Such are the comments (no pressure from the business for next year then, Andy). Everyone is also conscious that the Holy Grail is more achievable on Murray's watch than hitherto. But there's also the recognition that the public's eye, nicely focused on tennis recently, is about to be taken away by an Ashes series. On the other hand, you can't build a market on the ‘if, but, maybe, please God' element of one man winning six consecutive matches on grass in June.
Some 30 years ago, in his pomp, Bjorn Borg, asked why British tennis was in the doldrums, answered: "You don't know? You're kidding! You haven't got any tennis courts." Fast forward to 2009 and there's Jamie Murray writing in the Times as follows "Tennis isn't played in schools...there aren't many free public courts, in fact you have to work hard to find a court to play on anywhere...there are nowhere near enough places to play in the parks or elsewhere." He was also lamenting that most Brits start playing much later than the rest of the world.
So, the LTA have, for the last 30 years, been throwing money at the sport in an attempt to make us punch our weight internationally and, if the Borg-Murray axis is correct, they've been throwing it in the wrong direction. Tennis is a truly international sport and a 12-month sport to boot, but for most Brits it lasts four weeks at most - tennis is Wimbledon in the UK.
As a result, the country with the most coveted tennis crown in the world is hamstrung when it comes to developing the sport. All the above factors impact on developing the market. But, oddly, when there are those public courts, they are often underused (except, guess when) - I speak from personal experience of towns I know. Nor do you have to go out to the boonies to see this. We have the £39million National Tennis Centre in Roehampton but, according to Andy Murray, nobody's ever there.
On the other hand, tennis is not an expensive sport to participate in, certainly at the entry level where costs are similar to the main team sports. It's easy to learn, you can play from an early age to an advanced one and it can be played at a huge range of standards from ultra social to Murray-wannabe.
Since we have to wait at least another year for the Murray effect, what can be done in the meantime? You could take a leaf out of Head's book. They work with the LTA, clubs, coaches, regional bodies, leagues and county associations and say that pro-active retailers invariably benefit by the same approach on a local basis. If facilities provided by your local authority are underused (as per my experience) you might highlight this in-store - people probably don't know. Some local authorities are very active in promoting sport (some, agreed, are truly useless) - can you tie up with the good ones to promote yourself?
Head also stress that this year at least the British market will benefit from having the ATP finals in London in November so there will be a second boost. Note how conveniently close to Christmas that falls.
Dunlop have a year round programme helping retailers who support their brand, varying from in-store to online to on court activities. They have also used player endorsements to help the specialist retailer with activities near Wimbledon.
Karakal promote through their retailers, working with local coaches to push sales through independent retailers. They stress that they do not sell outside the retail environment to supermarkets. Certainly the tennis market will be built by hard work not retail opportunism.
PRICE stress that they offer the only non-imported brand of balls. Others are being sold at margins and prices lower than in the 1960 and 70s, but with little or no effect on sales overall. Because of lower prices, the ‘cake' is getting ever smaller. Retailers need to promote niche lines, such as Price's personalised balls and balls for Mini Tennis, where ball price is perhaps not the main factor in making a sale.
Trion:Z has an active marketing programme throughout the year, including featuring in the consumer press. The summer season is key to their tennis sales and this year have exhibited at the Tradition ICAP International and Aegon Championships. They stress the importance of retailers making full use of the provided merchandising kits and the results of their user surveys are a further powerful sales tool.
A strong perception that has come through is a problem that affects many markets; brand owners in general are focused very heavily on building their share of the existing market, rather than building the market as a whole. This is entirely understandable, but the real sales growth will be achieved by that whole market growth.
Dunlop
2009 Saw Dunlop expand on the successful product innovation of Aerogel by adding 4Dbraiding to enhance the playability in each of the premium rackets. New for the summer was the introduction of the Aerogel 4D 300 Tour, which will appeal to the advanced player and has been developed using Dunlop's tour players James Blake and Jurgen Melzer. This weapon is aimed at a player who uses a long aggressive swing yet requires exceptional response and control. Dunlop will also expand the Aerogel 4D range for 2010 having listened to specialist tennis retail market on their current range.
Slazenger
Slazenger re-introduced the Championship Hydroguard ball by popular demand this year. This ball has a unique Hydroguard water resistant cloth technology and results in a truly remarkable all court tennis ball. Results on this ball means that it is up to 70% more water resistant than the nearest equivalent competitor's water resistant ball. This ball is available in a 4-ball or 3-Ball tube. This builds on the stable of Slazenger Wimbledon balls that has over 107 years of association with the All England Championships, which is the longest sporting sponsorship deal in sporting history. Sales in the UK market on Slazenger tennis balls are up almost 39% on last year through the specialist sector. This has been helped by good weather especially in June when tennis is on the television and also that there is no big competitive championships (football or athletics) on at the same times as Wimbledon.
HEAD
In 2009 HEAD launches two new player frames; YouTek Speed (currently used by Novak Djokovic) and YouTek Radical (will be used by Andy Murray for the US Open). Both these frames are part of HEAD's new YouTek strategy, which combines superior technologies to perfectly match your individual needs. The new technologies that work within YouTek are d3o and HEAD Grommets with Teflon friction reducing polymer. The YouTek Speed is a completely new frame style for HEAD, with an ultra thin beam and a player-orientated weight, whereas the YouTek Radical still has the heritage of HEAD's best selling Radical series, with the new technologies for added performance. Whether your game is aggressive and adventurous or consistent and smooth, YouTek enhances your performance and brings out the best in you.
KARAKAL Tennis 2009 - Evolution by Design
By closely working with top David Lloyd tennis coaches we have completely re-designed our Tennis collection to give the Q4 series the ultimate game improvers and players rackets. The coaches wanted a simple design with technology that did not mask the player's or racket's characteristics. With this in mind we designed the game improvement rackets to be slightly lighter giving greater mobility but still keeping feel. The players' rackets are pro weighted with perfect balance for power and control.
Technology
The 4 Nano Gel nodes around the racket head stiffen and strengthen the frame increasing power and control. The new Gel System combined with Nano Graphite and Titanium gives an incredibly stable frame which when the ball strikes absorbs and disperses the impact over the entire frame for a smoother playing experience.
All our rackets are fitted with the 'World's No.1 PU Super Grip'
K•Swiss launch new styles and technology for 2010
For the most enthusiastic tennis player, K•Swiss has released the K-GS-miSOUL Tennis Performance Trainer, a lighter (14.2 oz) and breathable shoe with K•Swiss' custom miSOUL technology - the most versatile performance technology on earth. The shoe comes with interchangeable inner-soles allowing players to customise their performance for speed and comfort, as well as offering extra stability and also accommodating existing orthotics. The shoe has all the qualities of a top-end K•Swiss 7.0 tennis shoe, along with seamless dura wrap toe and quarters, breathable TPU base and cooling fins to radiate heat.
Continuing their innovation K•Swiss has also launched an all round tennis lifestyle shoe called the Speedster thanks to its lightweight technology (12.5oz). Its flat bottom makes the shoe work for clay and hardcourt while its perforated vamp, quarters and heel counter keep feet cool. Competitively priced, this shoe is perfect for action on and off the court.
For further information on the full range of K•Swiss Performance Tennis footwear and apparel range contact John Freeman on 07973 225868 or 01494 815668 (also fax).
Prince
Prince Sports - a leader in sports product innovation - announces the launch of EXO3, its newest high performance tennis racquet line. EXO3 features the patented, revolutionary engineering feat called the Energy Bridge which suspends the string bed, expands the sweet spot and delivers a myriad of playing benefits.
One of the beauties of EXO3 is that its core technology delivers benefits that will be appreciated by all levels of frequent players. Prince has carefully applied this technology to each specific model in the line in order to address all segments of the market. While the game improvement models will continue to delight the millions of players who have looked to Prince innovation over the years to help them play better and have more fun on court, two true player spec models will offer state-of-the-art performance to advanced level competitors and provide Prince with the ammunition to re-launch their assault on this growing segment of the market.
The heart of EXO3 is an engineering breakthrough called the Energy Bridge. This Bridge suspends almost the entire string bed from the frame. In fact, 77% of the strings never come into contact with the frame allowing the strings to move more freely, unlike traditionally constructed racquets which restrict them.
Trion:Z
Trion:Z technology is a unique innovation, combining the therapeutic properties of 1000 Gauss magnets and minus ion producing minerals together to form the most powerful product of its type on the market today. Tennis is a key and growing market for Trion:Z with Ivan Lendl, Grand Slam Winner, former World Number 1 and winner of 94 singles titles in 16 different countries a spokesperson for the brand. Trion:Z bracelets and necklaces are made with a unique material called "STAYERS" which has minus ion-producing minerals woven into the fabric which is widely believed to counteract the positive ion build-up which leads to excess fatigue, heightened sensitivity to pain, and reduced focus and concentration. The twin medical-grade magnets are positioned in a patented Alternating North-South Polarity Orientation (ANSPO) to increase penetration and magnetic field flow. Bracelets are available in 21 colours. Key to brand success is user feedback, 89% of customers found a noticeable positive benefit. Key reasons for purchasing Trion:Z are pain relief - 29%, stress and tension relief - 11%, improved performance in sport - 28%, general health and well-being - 32%.
Price
Price developed the balls for Mini Tennis with the LTA, who together with the ITF are promoting the game strongly through schools and clubs. The balls, which are very durable, are produced here in the UK and are constantly developed and improved. Retail display packs are available.
A growing line for Price is the personalising of yellow, white, orange, pink, blue and black tennis balls and keyrings which are sold through both sports and gift retailers. Individuals, companies and clubs buy them for events, celebrations and presents.
