Fast-breaking WB Sport products scoring at mass merchants

Discount Store News, Feb 9, 1998

With over a dozen top-of-the-line licensees on board, WB Sport is capturing consumer attention as it redefines lifestyle sports branding at the mass market.

The WB sport lines--which range from T-shirts, fleece, socks and men's furnishings (ties and boxers) to inflatables, footwear, watches and backpacks--are festooned with the distinctive WB Sport logo and names of the star athletes on the WB Sport roster, including the globally recognized superstar Shaquille ONeal.

"Getting a branded shoe with one of the top two basketball names in the world and being able to bring it to retail at affordable price points is something we couldn't pass up," says Steven Jackson, President and CEO, ACI International, the WB Sport footwear licensee.

Basketball footwear featuring the WB Sport logo and Shaq has been on store shelves since June, and sates have been stronger than expected, according to Jackson. "Getting Shaq was the ignition," Jackson says. "Our sales steadily increased throughout 1997. It's been tremendous. We've been updating the took every two months."

Jackson also adds that he's very satisfied with Warner Bros. promotional and marketing push. "They're getting more and more creative," he says. "It looks like 1998 will be even better." At retail price points ranging from $20 to $39, the WB Sport line by ACI features high-top and three-quarter styles. Jackson adds that the manufacturer will also be going with skate and jogger looks this year.

Shaq is also center stage at Jerzees, the Russell Corp. division, where a full line of T-shirts and tank tops shipped last month and will be hitting retail shelves in mid-February, according to Anita Cotney, Vice President of Retail Merchandising, Jerzees.

Jerzees will be adding vibrant fashion colors to a basic mix of T-shirt looks that will have the WB Sport logo and Shaq. "There are marketing opportunities with the other athletes, but Shaq is the driving force," Cotney says. "This was an opportunity to take to the mass channel a recognizable brand authenticated and substantiated by top pro athletes."

For fall, Jerzees plans fleece as well as a grouping of more fashion-forward tops, including mesh and shimmer-type looks, in soccer and "street" styles, notes Cotney. The price points are $9.99 to $17.99.

At Exquisite Apparel/Bolero, the ties and boxers licensee, the push is on for Father's Day. "We have a big Wal-Wart program for Father's Day," says Juti Weltsch, Vice President of Licensing, Exquisite Apparel/Bolero. "Penney's is testing it now, and Sears will be testing it." The majority of the men's and boys' boxers will be knit. And the WB Sport program wilt be heavier in boxers than ties, and heavier in men's than in boys, according to Weltsch.

"We're trying to do edgy, urban, sport-related graphics--and of course the WB Sport logo is always in there somewhere," Weltsch says. "Or people use some of the art Warner Bros. supplies us with, but we also do our own."

Abe Chehebar, CEO of Accessory Network, is manufacturing backpacks and bags under the WB Sport license. "Shaq was the catapult to the whole thing," Chehebar says. "It was a natural in terms of marketing--`Shaq Paq' and `Shaq To School' just immediately clicked for us. We already have nice bookings on backpacks and duffels going into Back-to-School."

The look and stylings are "edgy, and a bit cocky," he adds. As for the core demographic, Chehebar says, "It's boys' and young men's--anyone really who's a basketball fan."

Although the concentration is now on basketball, Chehebar also likes the future possibilities. "Because WB Sport can go into any sport, depending on the athletes behind it, that gives us a lot of flexibility. Down the road there could be a United Nations appeal to the brand," he says.

Dan Golden, director of special projects, Fotoball Sports, the WB Sport inflatables licensee, is going with a line of junior-sized basketballs, footballs and volleyballs, along with a regulation-sized soccer ball.

"Warner Bros. was offering a top line-up of athletes at a price that wasn't outrageous, and this allows us to get our foot in the door at the mass merchants," says Dan Golden, Director of Special Projects, Fotoball. "The line is definitely geared to boys. It's a younger demo."

It was an attractive deal for Fotoball, even though they are one of the few licensees that doesn't have rights to use the Shaquille ONeal name. "He had a basketball contract with Spalding, so he was locked up," Golden says. "But we've designed a Patrick Ewing ball, and we're looking at The Sports Authority for it in the New York market, and we're going with other athletes in other regions. There are a lot of opportunities."

In addition to the regional retailers, Fotoball will be in Wal-Mart, Kmart and Target. "We're designing exclusive lines for all three," Golden says. "We';e debuting our lines at Super Show, and product will be hitting store shelves by April. But the big push for us will be the fourth quarter."

At Golden State International, the watches licensee, the took will be a lot more colorful, with the WB Sport logo on the watch face and incorporated into the design, according to David Louis, Marketing and Licensing Coordinator. GSI is showing the WB Sport line of watches at the mass level and, adds Louis, "at the middle-level folks, like JCPenney."