Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

Mouth-Guard Company Shock Doctor Aims To Be Next Under Armour With Foray Into Apparel

Shock Doctor Sports CEO Tony Armand "wants to take a much bigger bite of the sports-equipment market" to become "the next Under Armour," according to a cover story by John Vomhof Jr. of the MINNEAPOLIS/ST. PAUL BUSINESS JOURNAL. Shock Doctor in recent years has "moved beyond mouth guards to become a top brand in sports-protective gear, selling products from jock straps and cups to football gloves, knee braces and insoles." The Minnetonka, Minn.-based company is "growing at a rate" of 20-30% per year with annual sales "expected to hit" $100M within two years. Armand "wants to expand in categories like apparel," which would require Shock Doctor to "up its marketing game." Armand said, "I think we're in as good of a position as any brand in sporting goods to be the next great success story, a la Under Armour or Nike." Shock Doctor has "methodically added other sorts of safety equipment, but expansion accelerated after its purchase by Minneapolis-based Norwest Equity Partners" in '08, which was followed by its "acquisition of Cutters Gloves" in '12. Armand wants to grow the brand "through a combination of geographic expansion, innovation within existing product lines and the introduction of new categories." The company is "ramping up its international marketing efforts, seeking to become more of a global brand" through initiatives in Canada, Mexico, Europe, Asia, South America, Central America and Russia. Shock Doctor Senior VP/Marketing & Product Development Jay Turkbas and his team are "working on product innovations for the next five years." The "biggest test of Shock Doctor Sports' branding muscle, however, will come when it breaks deeper into apparel -- a move that's on tap" for late '14. Shock Doctor already has "dabbled with compression attire." But now it has "developed new technology, including gear aimed at runners and triathletes," that Armand and company execs "believe will transform the segment" (MINNEAPOLIS/ST. PAUL BUSINESS JOURNAL, 11/22 issue).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2013/11/26/Marketing-and-Sponsorship/Shock-Doctor.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2013/11/26/Marketing-and-Sponsorship/Shock-Doctor.aspx

CLOSE