Skateboarding shoes "replaced Nike high-tops, and cargo
pants ... supplanted baggy shorts emblazoned with Michael
Jordan's silhouette" at this year's Super Show in Atlanta,
which ended yesterday, according to the AP's James Pilcher,
who wrote that Nike and its "stable of ... superstars" are
being "taken over by dozens of smaller companies endorsed by
skateboarders, stunt bike riders and even rock stars." X
Games licensee Variflex President Steve Muellner said the
extreme sports market is "absolutely on fire, and its all
the X Games driving it right now." Nike ACG division
spokesperson Dawn Leonetti, on the company's extreme sports
strategy: "We've made it a point to show that we're not
going to bulldog our way in there and buy everybody out. We
just want to be a part of it" (AP, 2/12). In Atlanta,
Norman Arey reported that NASCAR was a "newcomer to the big
business scene" at the Super Show, as there were "booths
that sold everything from pictures of the drivers to
replicas of their cars," and "several hundred fans" stood in
line to meet NHRA driver John Force. Roush Racing was
"handing out leaflets trying to sell a primary sponsorship"
for its Kevin Lepage-driven Ford (ATL. CONSTITUTION, 2/12).
WOMEN'S WEAR: Also in Atlanta, Renee DeGross wrote that
"more and more, products geared toward women are creeping
up" at the Super Show. Active Apparel Group VP/Sales Steven
Oshatz said that he is finding that "retailers are
increasing the amount of floor real estate for women's
sports apparel." Oshatz: "Finally, [retailers are] seeing
that it's a growing business" (ATLANTA CONSTITUTION, 2/12).
