sportstyle

4 • sportstyle • March 2021 sportstylemag.com Brands and retailers see an opportunity with entr y level par ticipants. It used to be that Outdoor brands' messaging focused on the hardcore enthusiasts highlighting performance features built to climb Mt. Everest. Now, that message is about being more inclusive with the surging interest in outdoor endeavors with new participants. And, it's not just limited to the outdoor specialty channel. People are exercising more, but their habits are changing. Where we work and how we play have changed. Exercise routines have changed. Home is where the action is. Activewear is now standard issue. "Screen to Outdoor" has replaced the "Trail to Cocktail" mantra. How, why and where we shop? Yeah, that too has changed, at least for now. The yearning for more and more outdoor experiences—whatever they may be—will go hand in hand with the demand for a better outdoor experience. This presents opportunities for sports, footwear, running and outdoor specialty retailers to embrace these new participants, while never losing sight of their hardcore enthusiasts. Our exclusive Trend Insight consumer surveys confirm that many consumers are participating in new fitness activities (see trendinsightmag.com). They are buying new apparel, gear and footwear for those activities. Running footwear is the most in-demand item. Casual shoes, sneakers, hiking shoes and slippers also rated top of mind on their purchasing list. We know Covid impacted their fitness routines. But what about their purchasing routines? In this month's survey we asked, "does staying active locally influence their purchasing decisions to buy more often from local community-based retailers?" 63% said yes. A few selected comments give insights into how many are feeling: "I love local, I look for local, I prefer local" - male 29. "I have been super intent on only putting money into local coffee shops, gear shops, and restaurants. I want to support people I think are running good businesses and are trying to do things right ethically from a social and environmental perspective." - female 28. And to keep things in perspective, "Yes – but. It has also forced me to look for more cost- conscious options. I am going through my running shoes more often due to increased time working from home and the ability to run more, therefore I'd be spending more on running shoes. This makes it difficult to shop locally while maintaining the same or similar budget" - male 33. As the Covid fog begins to lift, what has enticed those consumers to shop in-store? They listed the top three aspects that they are seeking from brick- and-mortar stores: #1 Require face covering for store associates; #2 Require face covering for customers; #3 Limiting the amount of customers in store at any one time. Spring training is here (finally). Baseball is played outdoors along with many other team sports. Depending on where you are located, many think the 2021 season will be hit or miss. We all certainly hope that it's the former. There is no doubt about the strong level of interest in getting back to playing baseball. Many schools, teams and coaches are ready for the players to report to the diamonds across America. And speaking of Spring, it is the season of new beginnings. So here's my pitch...let's continue to be adaptable, try new things, be smart in our planning and, of course, stay healthy. Jeff Nott CEO & Publisher Opportunities Ahead. * * Be adaptable. Test the waters. ON THE HORIZON

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