
Which new sport disciplines are at the attention of the end-consumer and in the acquisition of technical frames?
Nike
Running and golf are the two categories of business on which the brand management efforts are concentrated.
Oakley
From the point of view of image, the America’s Cup has played an important role this year, like the Motor GP it attracts a growing public. For the effective use of sportive frames, however, the “classic” sports are more important: bycicle racing, ski and running. A new way of doing sport, often accompanied by an MP3 player; in this sense the model “Thump” is highly successful because it incorporates in the temples a high-quality wireless audio system.
Tag Heuer e Vuarnet
Not all new disciplines are being watched, because the brand has a consolidated sportive profile. Tag Heuer presents a new frame for multi-function sports in order to be closer to the requirements on the base of colours. Furthermore, the lenses, made of polarizing tempered chrystals Vuarnet to the Tag Heuer hydrorepellant polarizing photocromatic lenses, satisfy the most diverse requirements.
Zerorh+
In Italt, golf, because of technical necessity and buying power, represent a potential growth market. Also sailing offers growth potential through the development of a product with better performance in terms of polarizing photochromatic lenses (Stylus lenses, see safe polarizing photochromatic rh 616); or new potential uses as a protection not from the sun but from impacts: indoor sports like basketball, could represent the opportunity for products with anti-impact technology such as the See Safe in NXT (metheo nxt rh 631).
Rudy Project
Triathlon, golf, but above all sailing, between passion and business has been sponsoring the spanish Desafio team of Valencia and now it has a true team at the Match Race world cup, the training ground for the America’s Cup.
Source: b2eyesmagazine of 15 september 2007.