Line 7 Dresses Emirates Team New Zealand
16 December 2004
Line 7 Dresses Emirates Team New Zealand For Fifth America's Cup
Longstanding relationship assists Line 7 with expansion plans.
Fans of Emirates Team New Zealand from around the world can once again support New Zealand's America's Cup team by buying the authentic Line 7 team clothing.
The new Emirates Team New Zealand gear is
The new range is expected to find favour not just with Kiwi supporters but with tens of thousands of Emirates Team New Zealand fans around the world.
Line 7 already has an international database of 30,000 customers offshore, not just expat kiwis but Italian, American and British fans who have been emailing Line 7 to ask when they'll be able to purchase the new gear, according to Line 7 Managing Director, Ross Munro.
"Team New Zealand may have lost the Cup, but they're still very highly regarded and considered to be one of the best teams in world. And there's a real mystique that surrounds them, like the All Blacks. People really buy into the values of the team and like to support them by buying the gear."
Munro says this response and the Cup's Northern Hemisphere location has given the company a great opportunity to focus on growing its e-commerce operation and he expects an excellent response to the launch of its online shop, particularly from offshore.
"Historically most of our sales have come from within New Zealand. But with this Cup being based in Spain and not here, everything will be different. We really are in blue-skies territory.
"Having the team on the ground or on the water in Spain could even work to our advantage, giving us the opportunity to develop the Line 7 brand internationally, particularly in Europe. It certainly provides us with an exceptional promotional vehicle to build business and relationships there."
The "look" of the new clothing is quite a progression from that worn by the team in the last America's Cup, not just in terms of colour but technology and design.
Already being worn by the crew, it uses new colours, silver and carbon, with red piping. "The new gear features fewer sponsor's names this time, just Emirates and Toyota, so it's also a "cleaner" look."
"The design team really worked off the design of the boats for total continuity. The overall style is more sporty and modern, with lots of contouring to maximise comfort and fit.
Munro says the crew had a lot of input into the design. "Our designers worked closely with individual sailors to develop specific products to suit their individual requirements. As always function and performance have been absolute priority, with a focus on maximising aerodynamic properties, windage reduction and moisture management."
Munro says Line 7 is always proud to be involved with this America's Cup campaign.
"Our involvement with Team New Zealand goes back to 1987, making this our fifth America's Cup campaign, and we're fully committed to continuing this relationship."
Munro says his company has benefited immensely from the association. From its origins as a small sailing clothing brand, the brand awareness and growth that came about as a result of the commitment and support of New Zealand's America's Cup campaigns helped Line 7 to expand into a full-range of leisure clothing for men and women, which is the company's core business.
The company now has 12 Line 7 stores and is stocked at 15 major department stores and about 120 boutiques throughout New Zealand. The New Zealand-owned company has also expanded into Australia over the past year, opening five Line 7 stores.
In addition to its casual clothing line, Line 7 has also built its license product programme following the success of the Team New Zealand programme, securing new licenses to create clothing for the Sydney Olympics and the Rugby World Cup. More recently, through a joint venture with a UK company, it has secured licensing agreements with Oxford University and the England Rugby Union to provide a range of supporters clothing for the upcoming Lions Tour of New Zealand in 2005.