Fit and Ready
Who's Next. Who's New.
There is an up-and-comer in the fitness accessory business that is already a big name player. Adidas fitness accessories are looking to carve out a niche at sporting goods retail.
The brand’s products are in about 125 Kohl’s doors, selling well, and the next move is to penetrate select sporting goods and sports stores across the U.S.
Athletic Brands Alliance represents the Adidas USA Fitness Accessories business, including both Adidas and Reebok fitness accessories, ranging from yoga mats and boxing gloves to bags and support braces.
Here, David Gindi of Athletic Brands Alliance weighs in on some of the top trends he’s seeing in the fitness business:
“Our eco-friendly yoga line is really connecting. We have eco-friendly mats, blocks, straps, socks. Most yoga mats are made with PVC material which is not eco friendly, but we are using a premium TPE material which is much better for the environment. And that is a message Adidas has been taking on as a whole — they are all about sustainable materials, and we are incorporating all those features into our fitness products as well.”
Brand Name Game
“Working with a true brand like Adidas, we are under strict regulations, so you are sure to get a premium product. And Adidas has a lot of patented technology and we incorporate it in our products, such as Climalite and Climacool. So, for example, our workout gloves help keep the hands cooler as you’re working out. And they don’t get moist. We are also in the support brace category and our knee braces and ankle braces have Climacool tech. This is what the consumer is really looking for.”
“Yoga consumers are looking for more sustainable materials and eco friendly materials which is why we are taking that approach. We also see workout gloves as a key product and a hot category where, again, it is very important to have brand recognition. People will pick up a glove at a sporting goods store based on brand. Branding plays a role, just like it does in fashion and apparel. And the fact that we have great gloves with innovative features built in is a big plus. Boxing right now is very hot and growing — and boxing gloves are a major product for us. And support braces have always been strong. Our innovative features can take the performance of the braces to the next level.”
“Sporting goods chains have been offered many of the same brands and product lines for 30 years. At a certain point many retailers decided to start offering private label products instead. We feel that Adidas fitness accessories can be an interesting opportunity because it has brand recognition and the products really have innovative features.”
From multi-activity fitness routines, to post workout recovery regimens, these new products hit on a range of trends driving the fitness market forward.
The Circuit II Cross-Training Shoe from Hylete is designed for those transitioning between multiple activities and workouts. It has a three-in-one design with interchangeable insoles for weightlifting, cross-training, and running. It has a one-piece, engineered mesh fabric upper for a lightweight feel with enhanced breathability, flexibility, and durability. MSRP $150.
The first gym shoe from cycling footwear brand TIEM, the Latus features technical aspects built specifically for movements generally found in boutique studio classes, such as skaters, box jumps, and other agility drills. It also has a custom-engineered, low-compression gel layer that runs the entire length of the footbed. MSRP $130.
A GPS swimming smartwatch that can be used in the pool or in open water to monitor heart rate at the wrist, Garmin’s Swim 2 also tracks distance, pace, stroke count and distance per stroke. Designed to be worn all day, the Garmin Swim 2 also monitors steps and sleep quality. MSRP $249.99.
Designed to be used for muscle strengthening, toning and mobility training, Pro-Tec’s Resistance Bands come in three color-coded levels of resistance: light, medium, and heavy for use with many exercises. They also come with a travel bag. MSRP $14.95.
These performance training gloves from Adidas have an adjustable hook and loop fastening for a secure fit, Climacool ventilation to keep hands cool and dry, ergonomically placed reinforcements at the palm for grip and thumb toweling to wipe sweat.
The MB Vibe massage ball from TriggerPoint has a spherical design for multi-directional rolling. Its vibrations help increase circulation and target tense muscles with precision. It includes a rechargeable battery. MSRP $79.99.
These boxing gloves from Reebok feature gel shock absorption as well as wrist protection and injection foam padding. The gloves have a Tetra Impact System that incorporates four technologies working together to create a strong and cohesive glove that excels on impact.
Endurance Elite Hydration Mix from Nuun is designed to help athletes go longer and stronger with complete electrolytes and clean carbohydrates for long haul workouts. It is a powder blend. Each serving can be mixed into 16 oz. of water. MSRP $24 (12 sachets).
Former Seattle Seahawks linebacker, and three-time Pro Bowler Lofa Tatupu has launched the ZoneIn CBD brand, which offers full spectrum CBD products in both an oil and capsule option. The ingredients are grown in the U.S., non-GMO, vegan and gluten-free. According to the brand, the product is formulated to combat inflammation, aid sleep and “zone in.” MSRP $59.99.
Moisture-wicking, quick drying and odor resistant, the new semi-compression Kinetic HD from SAXX is designed for a wide-range of sport and fitness activities. Equipped with SAXX’s BallPark Pouch technology, guys will experience more stability, fit and function than before. MSRP $38.
Denver-based Recoup partnered with Boa Technology on the Cryosleeve, the first cold compression product that uses Boa’s fit system for 360-degree compression. The Cryosleeve combines ice and compression for up to one hour of cold relief for optimal recovery. MSRP $89.99.
This Headsweats Repreve Performance Tee is moisture-wicking, quick-drying, temperature-regulating, water-repelling, odor-controlling, comfortable and lightweight. Its Repreve fabric is made with recycled plastic bottles that have been cleaned, broken down, and processed by Unifi’s state-of-the art-texturing process. MSRP $24.