Olympic International brand manager and MD Chelsea and Gary van Rooyen. Father and daughter both represented SA at the World Stand Up Paddleboard Championships last year. There's no direct link between the Olympic International range and that sport, but 'while the footwear we make isn't water sports specific, every water sport activist trains in the gym, runs or cycles', he said. 'Gone are the one-dimensional athletes.'
Olympic International: The door is wide open
Published: 9th Feb 2022
Cape Town, W. Cape, SA - The move to direct-to-consumer sales by global brands "leaves the door wide open for us", says Gary van Rooyen, who last year agreed a licensing deal with Bolton Footwear to take over the Olympic International sports footwear brand.
"I find it sad that solid independent retailers who helped Nike grow here from nothing, and who have good stores in good locations, have been cut off. But for us, it's an opportunity."
In a deal which gives him a free hand with Olympic in return for royalties, he has opted to concentrate on a handful of sports and build the brand with independents - and he expects to have around 300 independent customers for the winter season.
"It will take us time to gain traction with the groups," he said. "Reception from the independents has been very good. We've got a selection of our styles in the groups, but full representation in the independents, not just a few styles here and there."
He said the athletics spikes and the soccer boot were "doing very nicely" with improved aesthetics.
"In terms of upping specs, the big one has been the running shoe. It used to look like a running shoe, but now it is one, and the trail running shoe will follow.
"One of the real winners has been the addition of a podded inner sole, which incorporates a podded bubble under all the hot spots, in all of the styles except for spikes and football."
Olympic International's targeted end consumers are very varied. "We chase many smaller sports (low hanging fruit) because they're ignored by the big brands," he said. "That includes lifesaving, trail running, surfing, surfski, personal trainers, etc."
The footwear is all currently imported, but he said the brand would look at local production of non-sports styles - specifically sandals and retro classics.
He's optimistic that sport will return to normal at all levels this year.
"The government has to fully open schools - for the economy as well as education. This is where we will be seen very prominently.
"And I'm sure the sports stadiums will open soon - we seem to be one of the few countries where they aren't already open.
"We can see a shift in the mindset of the public as well. We have a separate business selling masks, and we've seen the steady decline in sales of masks."
Coming soon...The Olympic International trail running shoe.
Accessories include a running cap.
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