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Retailers
Getting Into The Game
Headwear
Company Reconnecting with Retail Accounts
November
7,2006
It has been a while since The Game last set up shop at a licensed sports trade event. The headwear company, known for its G logo and bar design, has been a best-seller sine the 1980s. However, in recent years The Game has not aggressively targeted retail accounts. That’s all changing this week in Las Vegas, where The Game is bringing a huge selection of licensed college and NASCAR designs.
“We are showing new styles in a technical fabric called GameTek that has been very popular,” says Marti Black. “It’s a breathable, comfortable and has a moisture-management component. Retailers should come take a look.”
The Game currently produces caps for more than 400 schools, around 170 of which are available in stores. New product is never an issue, as the company boasts a fully staffed and highly creative art department, which does nothing but create new designs.
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The Game is back thanks to gold apparel giant Ashworth, which purchased the company in 2004. Prior to that, The Game had been manufacturing headwear for Ashworth, so it was a logical move for both.
“The brands immediately strengthened each other,” says Black. She adds that Ashworth is also showing at the Sports Licensing & Entertainment Marketplace.
Indeed,
Ashworth is exhibiting its full line of golf and golf-inspired
styles for men and women, including college-logoed products
and a product line endorsed by Fred Couples.
Ashworth’s EZ-Tech performance shirts, says Hughes,
are a must-see.
