SportsAid

Field to Podium

Launch of a new British sportswear brand to benefit future stars: Field to Podium

A new British sportswear brand Field to Podium, with a range of lifestyle and high performance products, was launched in London on Thursday 20th September, with a commitment to give 10 per cent of every item sold at wholesale to Britain’s leading sporting charity, SportsAid.

Along with producing innovative, keenly-priced, modern performance sportswear, Field to Podium will support talented young British sportsmen and women – some of whom have been involved in the development of the range.

Field to Podium’s unique relationship with SportsAid has been enthusiastically received by retailers, keen to support such a topical and responsible brand approach that will provide enormous support for young athletes at a key time for British sport in the run up to the 2012 Olympics and beyond.

“We have ambitions to raise £5 million for future sports champions. This is a long-term commitment to SportsAid and British sport”, explains Alan Patching, Managing Director of Field to Podium. “Our initial discussions with retailers are very encouraging; with keen support for the CSR led approach we’re taking with the brand. The donation will not come from retailer margin; it will be entirely funded by us.”

A select range will be available in the high street by spring next year. It is hoped that all of Britain’s major retailers will carry the brand.

Field to Podium is a brand world developed in the UK by Genex Brands Ltd, part of the multi-national Sabanci group. Sabanci subsidiary, Advansa, is the European leader in the production of polyester yarns and fibres, and its Coolmax® and Thermolite® yarns will be used in the production of Field to Podium. This vertical integration means that Genex can control every part of the production process and keep prices highly competitive through to the end consumer.

All the ranges under the Field to Podium banner are being designed by Ffion Appleton, Design and Creative Director. Ffion was formerly Senior Designer for Global Football Apparel for NIKE Europe, Middle East & Africa where she was responsible for designing technical training product and game-day kits for high-profile international and domestic teams.

“The aim of the brand is to offer a performance product at all levels, from amateur to elite athlete,” Ffion says. “The DNA of the brand is a combination of innovation and style priced to be accessible to all.”

Ffion has over 10 years experience working within the sports industry as a men’s and women’s designer for major brands including Puma and Adidas. Ffion comments, “It has been crucial to use some of SportsAid’s young athletes in developing the range. Their real experience of sportswear performance under extreme conditions has helped to modify particular elements of selected garments for optimum wear and feel.”

Alan’s initial idea for the brand was to incorporate a CSR element to benefit young people with sporting talent. As a qualified athletics coach and father of two very sporting boys, the oldest of whom is a 13 year old emerging talent in British swimming, Alan knows first hand the financial implications of trying to provide the best opportunities to realise young sporting potential.

“The aim is to ensure that any funds created will go directly to the young athletes already identified by each of the individual sports governing bodies, and SportsAid is the perfect partner with their 30 year history of funding emerging talent”, Alan explains.

Ffion is similarly highly motivated by the charitable aspect of the project. “I have family and friends that have experienced the struggle, commitment and sacrifice it takes to succeed in sport. We empathise with young athletes and Field to Podium is our way to contribute and encourage future sporting success in Britain”

Tim Lawler, Chief Executive of SportsAid welcomed the initiative. “This project is all about making a difference”, said Lawler. “Right from the early meetings, the Genex team have been committed to supporting the next generation of talent through SportsAid, for the long term. They wanted to ensure the new brand would offer a compelling case to retailers to get involved and play their part – as the lead agency for helping Britain’s emerging talent, SportsAid is delighted to be part of this vision.”

www.fieldtopodium.co.uk