Entries by Paul Sherratt

Are adidas on track for Route 2015?

Route 2015 In November 2010 adidas unveiled a business plan that the brand hoped would make it the biggest sports manufacturing company in the world by 2015.

Called Route 2015, the plan aimed to grow adidas Group business by between 45-50 per cent by 2015 to €17billion. Based on the group’s strong brands, premium products, extensive global […]

Take your club and school supply business in a new direction

For many sports retailers, selling to local teams/clubs is a critical element of their overall revenues. Historically these retailers have used traditional methods to connect with, and service, clubs however technological advances are now enabling them to service these clubs more effectively, more efficiently and, importantly are opening up incremental business opportunities. Ecommerce Perhaps the […]

Is it really all about price?

In my day to day discussions with brand clients, sports retailers and the sales team price is often discussed. That is the selling price to both the customer and the end consumer. We live in such a transparent world that to find the latest price on an item is now as simple as one google […]

European Sporting Goods Trends – 2015 and beyond

The European Market The 27 countries of Europe form a common market with a combined population of over 500 million people. In reality, there are 27 different cultures, national purchasing idiosyncrasies and differing living styles that make it difficult to develop an integrated strategy across Europe as a whole. However, despite these issues, there are […]

Where have all the sports shops gone?

For those that have been in the trade over twenty years the memory of Olympus Sports in their flagship 301 Oxford Street store is still one that burns brightly for many of us. That was the the era of shell suits when brands like Reebok and Ellesse were dominant, and when the UK sports trade […]

Its not just about price, price, price

Distribution channels are developing, changing, evolving and converging at an ever increasing rate and sports brands and retailers have to adapt to these changes. Whilst there are still dominant brand players, in every sports category there is now an ever ending choice of brands for the retailer and whilst it is critical for any business […]