Ecco unveiled its C-Force collection, in which the company inserts a carbon force plate into its direct-injected polyurethane manufacturing process. Fiscal 2007 saw Ecco golf post its fourth consecutive year of double-digit growth and will focus its 2008 efforts on grassroots marketing through its TechVan.
The TechVan is working with the companys existing customer base to get consumers trying on the shoes, which it feels will get those consumers in turn, trading up to Ecco footwear.
Etonic continues its turnaround efforts with new CEO Tom Elwell planning a re-introduction of the companys golf product for 2009. Elwell plans to take Etonic back to its roots and back to the specialty orientation the brand was once known for by the consumer.
Currently, golf accounts for approximately 50% of sales, but it is in running that Elwell sees the biggest opportunity for growth. Etonic has 5 in-house reps for the running specialty market that will take the brand and its new message directly to the specialty running retailers. He sees an 8 to 10 year rebuilding effort for the brand in running.
In golf, the plan is to move to more traditional styling, especially to the clean toe saddleshoe, which still accounts for the vast majority of all golf shoes sold in the U.S. By offering more technical features and more tour-level product, he sees moving the average selling price nearer to the $80 mark than the current $50 that the company sees at retail. Sales for 2007 were up double-digits in run and bowling, though off small bases, but were flat for golf.
