KEY POINTS:
Are rugby fans potential fashion victims? A growing number of sportswear companies hope so as they look forward to this year's Rugby World Cup in France.
As European nations kicked off the Six Nations tournament on Saturday, the world's fashion industry was in Paris pushing its wares for coming seasons and the oval ball was a running theme.
"We have already had lots of success in Italy, Germany and Japan. Now we are using the World Cup to launch here [in France]," said Philippe Lambert, the French director of New Zealand-based Canterbury International.
Canterbury launched an off-field collection aimed at fans two years ago and was in Paris to seek distributors for France and elsewhere.
It hopes its sponsorship of at least five teams at the 20-nation World Cup will guarantee huge coverage for the three-kiwi brand off the field, but it faces tough competition.
In France, the off-field rugby shirt and leisure market is dominated by Eden Park, the trading name of privately held Cinq Huitiemes, and 15 Serge Blanco, owned by privately held TNT.
"The rugby polo has become part of everyday dress ... it was completely democratised about 15 years ago," said TNT chairman and chief executive Jean-Jacques Lauby.
Global sportswear giants have joined the scrum, on and off the field, with some minor teams at the World Cup still to find sponsors.
Germany's adidas AG snatched the New Zealand All Blacks from Canterbury in 1999, ending a 75-year relationship. The three-stripe brand also sponsors Argentina.
Nike has France and England, adidas unit Reebok is backing Wales, Italian sportswear maker Kappa, a unit of BasicNet SpA, is sponsoring Italy and Puma AG has entered the competition for the first time.
"We have always had players that have worn Puma shoes but in terms of being an on-field kit sponsor this will be our first [World Cup]," said Puma sports PR manager Robert Penner. Puma is sponsoring Samoa and to capitalise has launched a Pacific Island line as part of its spring/summer 2007 off-field leisurewear collection. "We are really excited about the lifestyle aspects of the sport," Penner said.
TNT's Lauby was undaunted by the giants muscling in.
"The others can clothe the players," he said. "I prefer to clothe the spectators - there are more of them."
- REUTERS
