Details

35 mins, 1999

Facing the global giants like Nike and Reebok, British sportswear companies have to find niches to survive. This video looks at the approaches of two very different sportswear makers.

Jacetts is a small company making customised sports shirts for local football clubs. Sponsorship is vital to their marketing approach.

Sprayway, a much bigger firm, makes clothes “engineered” for outdoor pursuits. They, too, use sponsorship, but rely more on targeted advertising. Sportswear tends to be made by poorly-paid workers. But does the customer really care?