Designer Sport Company’s such as Nike, Adidas are well known for the design of sporting products. As they sport has going throughout the world and through different cultures. Sport has become a major back bone in peoples life’s, as It has become professional and people making a life and living out of it. Since most sports now are professional there is a push towards becoming the best out of it. From this major sporting Design Company’s push there weight around. More the weight more the power, Power in money. But in all of this can be seen as a good thing. As the sporting design company’s design fresh new products it develops the sport and also the culture. From the simplest thing as Otago University helping in the development of the new swimwear from Speedo. By designing the new products it can help the sport from the base up. Just from sponsoring sports wear or even designing gear that help certain sportsmen in there positions. Also These company’s produce sportsmen that inspire youth to drive ford. From simple messages such as “just do it”. Some designer company’s create there own mediums that produce their own messages, like Marshall McLuhan theory the medium is the message. . So these products create there own messages in such away that they create there own marketing campaign to sell it. But also these products are engendered to do specific things and tasks which can improve and develop the sport. And by this produce a good foundation for the sport and keep it at a high so it travels through to the professional stage.


Sporting design company’s produce products frequently. As products become designed by major sporting design company’s they go through a trial bases. As Otago University helped Speedo swim wear with there development and design for there new swim wear LZR racer part of there fast skin pro range. This was helped and developed in the human performance centre at Otago university. “Over last few years Speedo International, the most important global swimwear manufacturer, has been developing the next generation of their Fastskin bodysuit, the Fastskin FSII. In order to consider this new design Speedo utilized the swimming “flume” at the School of Physical Education at the Otago University. This flume was selected after the Speedo R&D team evaluated all the other flumes around the world in terms of quality of water flow (the most imperative factor in selecting a flume) and general functioning surroundings and deemed Otago to have the best service accessible.” (www.hpc.otago.ac.nz/consultancy/speedo.php) So at this stage of the development of fast skins, Otago university has the task of basically streamlining the fask skins. Testing it. “From this testing it was determined that due to the differences in water flow around a male and a female body it was required to have different designs, not just diverse sizes, of body suit for males and females. This was a new finding although not a surprising one. What was surprising was that it was found that the new suit design reduced passive drag by about 4% over the previous Fastskin design launched in 2000. This is a substantial reduction in drag and about double the importance of the ordinary reduction. The detection of these differences was largely due to the correctness and quality of the Otago flume and the contributions of the HPC as part of the research and development team. (www.hpc.otago.ac.nz/consultancy/speedo.php) “. Just after the launch of this product, the first person in New Zealand to test this product was New Zealand’s best at swimming Moss Burmester. After when he completed his test of the product he replied “there’s nothing else better to use for this years Olympics”(New Zealand swim magazine) also Michael Phelps of the United States Of America quoted “I feel like a rocket off the wall”(www.speedo.com). So at from Speedo giving Otago university this chance in helping this development in the Fastskin, New Zealand swimming has had this great taste and one step higher in the swimming world.

Kooga sports gear is made for rugby. Kooga team wear and equipment is a focus which has aimed itself on technology on team wear and equipment. During its rise in the United Kingdom, it has based its self on the rugby clubs and the major competitions. Such as the Heineken cup. Also a major focus is that they are pushing there sponsorship and selling there product’s to the youth. As the believe the way of building rugby in the United Kingdom. “Rugby starts always with the young ones, and to build importance it starts always from the bottom” (NZ Rugby magazine). From this kooga has sponsored many primary and secondary schools in the United Kingdom. Such as
Shrewsbury school in England. As a great boys school high in academic and sport. Kooga sponsored them equipment and training gear. As a ways of building the rugby and also the product sales. Canterbury NZ sponsor a competition in New Zealand. The super eight. The top eight boys schools at rugby in the central and eastern coast of the North Island. As the super eight carries on every year, the winning school gathers a twenty thousand dollars worth of sports equipment for rugby and other sports. As with Hastings boys High School winning the competition many of times. Now developing there rugby and basket ball much higher. As of this sponsoring of sports, These sports may struggle with out the help of such sporting design company’s.


Just Do It. This is a simple message from the biggest sporting design company in the world. They have revolution the sporting design thought the world and through different cultures. As Michael Jordan come onto the seen for Nike he has been the major selling point in Nike history. As he produced greatness on the basket ball court, he also did it off the court. Inspiring all young basketball’s throughout the world. With Nike making young Michael Jordan to wear different coloured basket ball shoes, even though he would get fined from the NBA for non correct uniform. Nike would pay those fines and keep using Michael to say Just Do It. As this was happening Nike has the sales of Nike shoes (air Jordan’s) and equipment up 200% (www.nzru.co.nz). From this the USA had the rise of basket ball through out USA at schools every where. This inspiration of Michael Jordan to people every where was a key stone to the NBA success. That’s to a design companies advertising and product producing. Adidas. The catch phrase of all day I dream about sport. This design company has used a inspiration of there own as well. By using Daniel Carter as the user for the new Adidas Predator. This boot has been designed and manufactured with K-leather upper designed for its light weight properties, breath ability and glove like fit. This boot produces 3% more power and 8% more spin, also by using hybrid studs, this offers the best blend of traditional round stud and traxion studs. There is also additional liquid rubber on the tongue of the boots for more swerve and control of the ball. With Dan carter promoting theses boots he will inspirer all fist five or kickers of rugby around New Zealand to use these boots. This all can be used as proof for Marshall McLuhan theory of the medium is the message. With this the medium creates its own message. He explains it as an extinction of ourselves, so in this case buy Nike having the tick as its symbol or as its medium its produces its own message of becoming a sports champion if you use this product.. Nike or Adidas sports create there own inventory of effects but using there people or products to sell. Like Nike with there Nike tick and also the use of famous sports stars like Roger Fedora and also using famous music stars such as Nelly. Producing a medium in this case a music song about basketball shoes, Nike Air Force Ones. The leading basket ball shoes in the world today. So its easy to understand that that buy using a good medium to produce a message, it creates a lot of sales and also good representation to the youth which can help build the sport. As the sport builds it need a good foundation. Foundations are important in every thing, from trees to buildings. From the sport to become great the sport need to tape its roots deep into the soil. So the sport needs a good base structure. As this gets recognised a lot of sponsorship get put into the youth from money, to volunteer coaching and also given sports gear. With out this the roots will collapse and the foundation will be no more. As I said earlier Canterbury NZ sponsor every year to the super eight. With out his rugby can easily lose interest, and also slow down the progression in development from not having good equipment and proper coaching. Basically doing the simple things right. After the loss in 1999 rugby world cup to France in the semi final. The New Zealand rugby union started the development of the secondary school rugby in a much larger scale. Buy copping the Super 12, to create there own much larger school boy domestic rugby competions. By having the best of each major provinces like Otago, Auckland and even the Hurricane district which consists of Hawksbay , wellington and Taranaki. (www.nzru.co.nz) It started to step up the level of school boy rugby to another stage. As a result of this, it helps the player to reach there goal of professional sport. Also there is the personal development of the Murray Mexted. He has made his own rugby academy. With his own donation and also other donations from personal rugby coaching from ex All Blacks and sponsorship from Adidas New Zealand(www.nzru.co.nz) . That also helps the development of the youth foundation.




As designer sport company’s like Adidas Nike they help secure the back bone of professional sport and the roots of those sports. Through using universities helping the development and design of the of a swimming product and giving a New Zealand swimming great a chance in using and the testing out of the product. Also the use of sponsoring of teams from such products as Kooga rugby wear and Canterbury NZ , helping the development of young rugby in the United Kingdom and the Super Eight in the north island. By using top sportsman to bring inspiring messages such as Just Do It, helps the drive of the sports. Bring wealth to the company but also brings belief so the person who is becoming inspired. Michael Jordan and Nike have done this so effectively. Having effective equipment helps develop the nature of the sportsmen as well, but also from sponsorship from private and volunteer, that helps the foundations of the sport and structure of it. By having carefully designed and engendered equipment helps the sportsman on the court, field and in the pool. Also sports company’s using such methods as making and object create there own message, to help make sales higher and also provide awareness and hype for young athletes, to develop there game. So overall designer sport company’s are the back bone of all sport from the top to bottom, also will always remain a brick in the foundation of the sport and also will always help and develop the game.








www.nzru.co.nz
www.nikestats.com
NZ Rugby magazine
Marshall McLUhan the medium is the message
www.hpc.otago.ac.nz/consultancy/speedo.php
www.adidas.com
www.speedo.com
www.kooga.com
www.nike.com
NBA magazine
James Cunningham 300104409