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SPORTING GOODS BUSINESS NEWS & NOTES: PUMA POUNCES BACK

          The trade "will soon be reintroduced to a new Puma"
     which has been "undergoing a brand rebuilding of sorts over
     the past six months under the direction of new management,"
     according to Mark Tedeschi of SPORTING GOODS BUSINESS. 
     Puma's new team, headed by former Diadora President Jim
     Gorman, "has expanded Puma's running, basketball and cross-
     training segments and will reintroduce the brand to
     retailers at a special retailer conference" later this
     month.  Puma Dir of Sales & Marketing Jay Piccola said that
     "by leveraging its soccer heritage, offering strong product
     in all areas and focusing on the nuts and bolts of the
     business, Puma has the ability to make it back to a
     leadership position as one of three true sports brands in
     the world."  Piccola added that Puma's goal is "to rely on"
     its "heritage, or classic styles" less, as "basketball,
     running and cross-training increase" (SGB, 10/14 issue).
          SEARS STOCKED: SGB's Andy Bernstein reports that Sears
     "won't be playing second fiddle" to JCPenney in the licensed
     apparel department "anymore."  Sears has "stepped up its
     promotion and floor space for licensed products
     substantially," reporting "strong gains" in MLB and NFL
     sales.  Sears Senior Licensed Buyer Danny Kim said the chain
     is "achieving double-digit increases in pretty much all
     league categories," with exceptions being the NBA and NCAA.
     But Kim said that Sears witnessed "tremendous" sales of WNBA
     merchandise in the eight league markets (SGB, 10/14 issue).
          NOTES: Tretorn will "hone its niche as a women's
     lifestyle brand," and will "expand into more seasonal and
     fashion items."  Tretorn CEO Bill Kirkendall said the brand
     "will concentrate on active lifestyle footwear for women in
     the 18 to 24 age range".....Nike's baseball batting glove
     business is "thriving," and has "quickly become the bread
     and butter of Nike's equipment division," according to SGB's
     Andy Bernstein.  Nike "has considered delving" into baseball
     fielders' gloves, but development costs could "be
     prohibitive at the outset" (SGB, 10/14 issue).    

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Related Topics:

MLB, NBA, NCAA, NFL, Nike, Puma, Sears, WNBA

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