Know your gear

Underwear — giving new meaning to performance

June 2007

An experienced marketing manager once remarked that you have one season to take advantage of a new product development — by the following season the market will be inundated by variations on the theme. The truth of this is, once again, proved by the great demand for technical baselayers that developed during the past season or two. Suddenly the buyer focus has shifted: its not what the athlete wears on top — its what goes underneath that sells!

Yes, yes, we are well aware that the compression and moisture and temperature management technology that makes underwear so desirable has been on the international market for several years.

After all, Helly Hansen’s LIFA® Stay Dry baselayer technology was developed 30 years ago and has since been worn by more than 25-m athletes and adventurers all over the world. And we realise that Under Armour launched the technical baselayer movement globally in 1996 when the company was founded by ex-professional American footballer, Kevin Plank.

As a matter of fact, at the turn of the century SA Sports Trader wrote about a study conducted at Penn State University in the early 1990s that showed a direct link between wearing performance compression undergarments and an athlete’s performance — this study formed the base of the compression panels developed by LineBreak baselayers.

But, the SA retailer interest WAS only peaked in 2005 with Canterbury’s marketing campaign that resulted in their CCC BaseLayers being sold in about 6 000 stores worldwide. The market was ready and able to embrace the product and even Canterbury was surprised by the reception, with initial sales 350% above target and new outlets and retailers asking for the multi-sport product.

When Under Armour introduced compression baselayers to the world in 1996, athletes had to be convinced of the benefits as many found the idea of wearing tight fitting tops or shorts under team uniforms a wee bit funny. But soon, many realised the benefits.

"We have seen it with athletes all over the world: one tries on a compression top, and the first day, his team mates are laughing, the second day they are snickering and the third or fourth day, they are asking to try one," says Anna Stark, of the local Under Armour distributor Just Fun Sports. "Word of mouth really worked.

"Twelve years ago there really wasn’t a category for baselayers — now there are about 30-40 brands competing globally in the space that didn’t exist before," says Stark.

Why the sudden scramble for underwear?

Reasons for popularity

Consumers eagerly buy technical baselayers because they can be worn for any sport or activity, from athletics, baseball, cricket to rugby, rowing, running, or skiing, soccer, sailing and every other possible activity in between — which makes it very cost effective.

"An hour on the bike, a quick afternoon run, a week on an ocean racer, a month on an Arctic expedition … baselayer technology keeps sportsmen and -women dry, comfortable and warm," says Rebecca Laird of Texas Peak SA, local distributor of Helly Hansen.

Baselayers also enables any athlete, even at school level, to enjoy the same benefits as the elite teams who receive highly technical teamwear from top brand sponsors.

"The stereotype of a sportsperson has changed: it is no longer just the fit 20-year old, sport is for all people of all ages," says Paul Zacks, MD Canterbury International SA. "A baselayer means that people of all ages and capabilities can get the most out of their training session."

"As sporting codes become more competitive, individuals are looking for ways to perform better without transgressing the law," adds Tony Barker, SA distributor of the Optimum Thinskins range.

"In addition to providing significant physical performance benefits, under-garments like Nike PRO also gives a psychological advantage, with the light weight and compression fit helping players and athletes feel empowered for enhanced athletic performance," says Nike SA PR Lauren Collier.

What’s more, the baselayers can be worn under casual clothes, especially when travelling, without raising eyebrows.

The significant number of people entering the market has lent momentum to the popularity of this category, because the amount of advertising money spent is massive, says Stark. "The fact that people are always looking for something to keep them at, or help them get to, the top has driven this to a new level. Cotton is no longer acceptable."

Super heroes

As we mentioned about two years ago (Sports Trader October 2005), Superman clearly wanted to tell us something when he nipped into telephone booths to emerge in his underwear in order to perform heroic deeds. Since then, many a super hero on the sporting field have followed suit and donned underwear with special qualities.

"These stars are adding credibility to the category as a whole and people are realising that a baselayer is becoming an essential item of equipment and not just a fashion garment," says Wayne Schonegevel of OBO SA, distributors of LineBreak.

They found this to be the case with the exposure LineBreak gained in SA from AB de Villiers in the World Cup, and top athletes like Glen Gore (multiple SA triathlon and Ironman champion) and Lindsey Parry (renowned Comrades Marathon coach).

All the brands have top athletes eager to endorse the products in exchange for enjoying the benefits. Canterbury, for instance, can probably fill a book with the names of the national teams and star athletes that wear their CCC BaseLayer, locally and internationally for just about all imagineable sporting codes from rugby (including the Springboks) to hockey, cricket, rowing , golf and many others.

The benefits

1: There is no longer a clear distinction between winter and summer sport — and that’s not only the fault of global warming. Sporting seasons have become longer. As competition hots up, practice starts well before there’s a bite in the air that keeps rugby players from overheating or the of the balmy summer days appreciated by cricketers arrive.

Moisture management and temperature regulating garments therefore became important and welcome additions to athletes’ kit bags.

A laboratory test commissioned by Canterbury to compare infra-red temperature changes during an exercise activity showed that their baselayer designed to be worn during hot weather resulted in lower skin temperatures than a cotton garment, while the baselayer designed for cold weather successfully maintains a relatively high skin temperature.

"For the competitive sportsperson it is all about getting the most out of their training, they need efficiency and baselayers work with the body to achieve its optimum in terms of training, competing and recovery," says Zacks.

 

2: Apart from the benefit of temperature regulation, many baselayer manufacturers can cite examples of how athlete performance improves through the compression of certain muscles.

In a nutshell, they say that the pressure increases blood flow, which delivers more oxygen to working muscles, improving circulation, which in turn helps the body to eliminate the build up of lactic acid and metabolic wastes.

As a result, the muscles take longer to become tired and the individual is able to train harder, play longer and recover faster.

Some ranges, like LineBreak, have targeted compression panels aimed at relevant muscle groups, which means that each muscle group is independently supported.

"Compression also aids blood circulation around the body, which improves heart efficiency and is also particularly beneficial during longer periods of inactivity, such as long haul travel," says Zacks.

After action, compression garments can also give the satisfaction of a faster recovery.

"Not all weekend warriors have access to massages, ice baths or high end nutrition, but anyone can put on a pair of compression tights after exercise and not feel stiff and sore the next day," says Schonegevel. "Research has shown that compression tights are one of the most effective recovery regimes."

Compression also enhances the body’s own spatial awareness of where limbs are in relation to each other and surrounding environment during exercise or activity.

"There is, however, a difference between a tight fitting garment (more readily available) and a compression garment," cautions Schonegevel. Too much compression from a tight-fitting garment can restrict movement, rather than enhance movement.

Compression is also not needed for all activities — many athletes are more in need of the cooling properties of baselayers than the muscle strengthening compression technology.

 

3: Apart from temperature regulation and compression, the whole locker room can benefit from the anti-microbial features in most ranges — in plain language, they kill the germs that cause the sweaty after-action smell.