Oakley Aims To Boost Women's Business Oakley Store At Angel Stadium Bustling Bubba Watson Seeks Car Sponsorship Nike, Oakley Distance Themselves From Pistorius Bubba Watson Inks Golf Apparel Deal With Oakley Oakley Suing McIlroy, Nike Over Contract Breach Oakley To Sponsor Tour De France Oakley Signs Extension With USOC Olympic Marketers Mark 100 Days Till Games Nike, Foot Locker Teaming On Joint Stores
SBD/12/Sponsorships Advertising Marketing
RETAILERS DEVELOP OWN SHOE LINES; MORE ON OAKLEY'S LAUNCH
Published May 12, 1998
As the athletic shoe industry "is squeezed by a glut of product," some of its largest retailers "are fighting back with private labels," according to BRANDWEEK's Terry Lefton. This year, FootAction will introduce a line of hiking, trail and outdoors shoes via a license from Land Rove; The Sports Authority will roll-out a similar line under license from Tyrolia; and Foot Locker and Champs will market a line of Champion-branded footwear for back-to-school. In addition, NY-based Muller Sports Group is developing branded footwear for JCPenney, one of which will use the company's rights to the U.S. Olympic Team marks. Lefton reports that selling a private label allows shoe retailers to improve margins by a "minimum" of 10%, "a big attraction at a time when the athletic shoe business is suffering and both consumers and retailers are seeing too many me-too product in too many me- too stores." Smith Barney analyst Faye Landes: "It will take a lot of marketing muscle if they really want to grow private label as a business, but most of them are investing a lot there anyway, so why not throw that money toward something where they can get better margins and build something they can keep?" (BRANDWEEK, 5/11 issue). NOT YOUR SAME OLD TIRE-D SHOE: In N.Y., James Sterngold examines Oakley's introduction in the sneaker market, "an unusual black and yellow woven shoe with a motorcycle racing tire for a sole." Oakley will focus its shoe sale on 200 or so sporting goods stores which also carry its sunglasses and it will retail for $125. Sterngold adds that the new shoe "is an attempt to do in the shoe market what Oakley's sunglasses did in that market: create a niche by using high technology and a high-technology look" (N.Y. TIMES, 5/12).