Team Insight

I t's a pivotal time for cheerleading. The bold presence of North Korean cheerlead- ers grabbed headlines at the 2018 Winter Olympics, while a U.S. cheer squad from the University of Kentucky represented the U.S. there in a competition with Norway, Russia, Germany, Switzerland, Canada and the Netherlands, and to cheer on U.S. athletes. With its provisional status, cheer could be an official Olympic sport by 2020. All that to say that cheer is front and center! These athletes now they have more choices, more products and more colors. Dealers can look for new vendor lines and opportunities. "The market is moving to performance fabrics and away from more common everyday fabrics. Moisture management and fabric stretch and sup- port are becoming mainstream for every level of performance," says Billy Older, VP–operations at Pizzazz Performance Wear. Dealers have many more options for servicing cheerleading. "Companies such as Soffe, Expert and Holloway have new, fun options for leggings such as cut outs, color blocking and mesh inlays," says Stacy Biggs, director of cheer and dance at Denver Athletic, Denver, CO. "Strappy or unique backs on tanks and sports bras are popular again this season." Look for new colors for spring and camp and practice wear. "Both teal and orchid seem to be popular colors," says Biggs. This year Adidas has introduced a cheer uniform line, following Under Armour's entrance into cheer a year ago, and together they have taken the sport to a new level for team dealers. "The style of their uniforms is very collegiate and clean and they have a couple sublimated options as well," says Biggs. "The samples look awesome and the fabrics are amazing. With the addition of uniforms to their line, they can now outfit cheer- leaders from head to toe." Cheer teams make a statement with unique looks. "We had a middle school cheer uniform with laser cut shirts," says B.J. Holwerda, owner of Holwerda- Snoap Sporting Goods, Grand Rapids, MI. "We've also had recent requests from cheer squads for a single metallic eight- to nine-inch letter placed in the center of the top." Street fashion trends are quick to find their way into cheerleading as well. These include cold shoulder (exposed, cut-out shoulders), a choker look with a mock collar and lace embellishments. Look for new decorating designs such as dynamic oversized logos and lettering and printing on sequined fabric. Sublimation is popular for cheer uniforms for its versatility in design, logos and colors and sublimated mesh provides a different look from traditional embroidery. Q GIRLS' & WOMEN'S SPORTS / CHEERLEADING Front & Center Fashion drives a sport that is ready for its showcase. teaminsightmag.com March 2018 / Team Insight 35

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