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Brand ID | New partnerships | With sporting organisationsAbove left: Du Toit Botes, Performance Brands President at Brand ID, with Justin King, GM Canterbury and SKLZ. Above right: Wayne Bebb, Brand ID CEO.
May 2015

Brand ID brands

partner with the best

Brand ID and its sport brands have been busy partnering with sporting associations, sport science centres and top schools to provide their consumers with the best they have to offer

The High Performance Centre (HPC) at the University of Pretoria and sport and lifestyle distributorship Brand ID, representing a family of 25 brands, has formed a new five year partnership.

The partnership allows the HPC access to all Brand ID brands with particular focus on swimwear brand Speedo, compression brand Skins, training brand SKLZ, footwear brand Mizuno, rugby brand Canterbury and lifestyle brand Brooksfield for off-field apparel.

“We have had a long-standing relationship with the HPC and our Speedo brand,” says Brand ID CEO Wayne Bebb. “We have found them to be a perfect partner and therefore found it opportune to extend the relationship with them further into our broader brand family.”

The relationship they have built up with Speedo over the past few years made it an easy decision to team up with Brand ID, confirms HPC CEO Toby Sutcliffe. “The range of products is a perfect fit with what we are offering our athletes on a daily basis and already our Olympic gold medal rowers, top athletes, swimmers and triathletes have all reaped the rewards of being associated with some of these exciting and innovative brands,” he says.

“With the Olympic Games in Rio only just over a year off we are truly excited of what we, with Brand ID and their portfolio of brands, will be able to deliver to our high performance athletes in the lead up to and during the games.”

“We have also entered into the same partnership with the Sports Science Institute of South Africa (SSISA) in Cape Town, the leading institute of its kind in South Africa and Africa,” says Du Toit Botes, Performance Brands President at Brand ID. “We offer the full Canterbury TCR gear — Training, Cover-up and Recovery.”

Canterbury will not only be supplying the athletes with training wear — whether for fitness, running or gym wear — but also off-field clothing.

Mizuno and Skins are also involved in the SSISA partnership.

The new Canterbury for all sports

Meet the new Canterbury SA: rejuvenated and a front line player in several sporting codes, not just rugby.

Known worldwide as a leading rugby brand, Canterbury is now also becoming known among South African netball, cricket, soccer players, as well as athletes training at the elite level, through team wear contracts signed with leading players in these categories. In addition, they have signed agreements with top sports schools across the country that their teams will only wear Canterbury sportswear, purchased through participating retailers.

These are all in line with Brand ID’s motto of aligning their brands to the “best in class in every sporting code,” explains Botes.

The Titans, winners of the Momentum One Day Cup, established Canterbury cricket team wear in the local market, although the brand logo was also seen in the ICC World Cup on the chests of the New Zealand team, as well as the less lucky Scots.

“We supplied the first ever away kit for a provincial cricket side,” says Botes. They also supply Titans replica and the kit for SWD cricketers.

When the Protea netball team take to the courts during the Netball World Cup in August, they will be wearing Canterbury team wear, Skins compression and would have become fit training with SKLZ, according to a new agreement between Brand ID and Netball South Africa. These brands will also be seen on the screens during the locally televised Brutal Fruit netball series. “Canterbury is no stranger to netball as the world’s top netball team, New Zealand, plays in the brand,” he adds.

Canterbury is also a player in the most popular South African sporting code, soccer, as team wear supplier of the PSL team Mpumalanga Black Aces, who has one of the biggest youth development programmes in South Africa due to their close links with Manchester City. The team also stays fit with SKLZ training equipment. The Black Aces replica jerseys will be available from July.

Rugby first

But, Canterbury is first and foremost one of the world’s top rugby brands, worn by seven teams participating in the 2015 IRB Rugby World Cup. One of them will be Namibia Rugby, who’ll have their ball and kit, including their World Cup jerseys, supplied by Canterbury SA. The replica shirts will be on sale from June.

Locally, the brand lives up to its motto Committed to the game, says Botes, who explains that Canterbury covers the rugby field from primary school, secondary school, university, club, provincial and Super 15 level.

They are the new supplier of the FNB Varsity Cup ball after a 16hr kicking marathon testing of four rugby balls by former Springbok Braam van Straaten resulted in a recommendation that the tournament select the Canterbury match ball — based on the fact that their Transtech Speed ball matched the international World Cup ball in performance, but was more affordable.

Canterbury will also be the official match ball supplier to the FNB Classic Clashes tournament for top rugby schools.

At club level Canterbury is the official kit and ball supplier for the new Takealot 10’s tournament, where 150 rugby and netball teams compete to be crowned the champion in this format of the sports.

They recently renewed a four-year contract with the Lions to supply their playing kit, as well as replica shirts. They are also the new ball and kit supplier to the SWD Eagles, who’ll be using the Canterbury ball for all games below Currie Cup level, and their team kit at all levels.

Schools through retailers

Canterbury’s footprint in the main school sport codes — soccer, netball, rugby and cricket — enabled them to sign a unique four to six-year exclusive supplier agreement with eight of the top sport schools in South Africa, which includes a retailer component.

Brand ID supplies the school’s sports team kit for all sporting codes through participating retail partners close to the school — except the first team kit, which they sponsor.

“We selected the top sport school(s) in an area,” says Botes. This includes Grey College in Bloemfontein, Paul Roos as well as Paarl Boys High and Paarl Gim in the Western Cape, Pretoria Boys High and Menlo Park in Pretoria, the Curro schools countrywide, as well as two of the fastest growing primary schools, Kenmare in Krugersdorp and Van Riebeeckstrand in Melkbos.

“This strategy is part of our bottom up and top down approach to the market,” says Botes.

The schools programme was launched with a Tour de Brands #Canterbury marketing campaign that will be continued this year for summer sports, possibly with the inclusion of other Brand ID sports brands.

During the school tours they showed the learners a video featuring their brands during assembly and then gave the youngsters the opportunity to test product and ask questions — sometimes of their sporting heroes — during break. Experts from the HPC and SSISA went along to stamp their authority on what the learners were being told. After being measured for size and receiving advice about the correct equipment to buy, the learners would receive a voucher to spend at the participating retailers.

“We had direct involvement with 18 000 learners, whom we could send to retailers who would be assured of sales,” says Botes. “We remove the risk for retailers who not only know their stock will sell, but who’ll know that the learner received the correct advice about the protective wear products, position specific boots and correct size required, ball technology and product specific info to the individual who he is coming to buy.”

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