Elite sports surge in popularity over traditional playground games

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Premium children’s retailer AlexandAlexa have today launched a sports category in response to customer demand for elite sports equipment and apparel, as parents favour highbrow hobbies over traditional outdoor games, to get their child active.

Our vision at Alexandalexa.com is to bring World Class children's brands to our customers in an exciting and convenient shopping environment.

Premium children’s retailer AlexandAlexa have today launched a sports category in response to customer demand for elite sports equipment and apparel, as parents favour highbrow hobbies over traditional outdoor games, to get their child active.

In response to a huge customer demand, AlexandAlexa are proud to launch their first premium sports category, featuring the best, most cutting edge equipment and clothing for ballet& dance, equestrian, cricket, rugby, sailing and track & field to name but a few.

The childrenswear retailer has identified two emerging trends around sports in the recent months leading up to launch.

Firstly, parents are looking to buy specialist equipment for more niche sports such as cricket, but at the same time, they want to invest in premium, advanced technology equipment and kids clothing for more traditional sports such as football.

The category launches following feedback from parents, who are encouraging their children to excel in sports in everyday play and leisure, says premium childrenswear retailer AlexandAlexa.

Kids are more motivated to get ahead in sport than ever before, as they are inspired to be the best by high profile sporting heroes of the moment, including David Beckham, Usain Bolt and Zara Phillips.

Parents are investing in high performance ‘mini-me’ versions of the cutting edge, specialist kit used and worn by sporting greats. AlexandAlexa have termed this the ‘The Beckham Effect’, as children want to be the best they can in their chosen sport and emulate the success of their heroes.

Says Alex Theophanous, CEO of AlexandAlexa; “We seem to be experiencing a competitive parent trend, as Mums and Dads strive for their child to be the best in their new sporting hobby.

“We’ve seen parents asking us for more specialist horse riding, kids swimwear, cricket and ballet & dance equipment and clothing than ever before, as children embark on these new hobbies as the summer holiday kicks off.

“We are already looking ahead to premium sports products and interests for autumn/winter, and are predicting that ski, snowboarding and extreme & action sports will be bigger than ever before in light of this trend.”

Whilst kids still love to kick a ball about and play more traditional sports games outdoors, AlexandAlexa have seen a huge demand for equipment and apparel associated with taking sport more seriously, as parents see sport as an integral part of their child’s development and curriculum.

Continues Alex Theophanous; “2012 is set to be a year of great sporting prowess. We’ve seen Wimbledon tennis and the European football championships, and are now in the midst of the summer Olympics. Never before has sport and getting active been such a huge part of daily life.”

“Parents can shop big ticket items such as cricket bats, football boots, riding hats and balance bikes in the same basket as premium everyday essentials such as sports socks, kit bags and warm up gear.”

The new sports shop specialises in ballet, dance, cricket, equestrian, designer sports, motor sports, outdoor, sailing, swim, surf, football, rugby, basketball, track and tennis for launch. Further categories such as ski and winter sport will roll out later in the year.

The AlexandAlexa buying team have travelled around the globe in a bid to secure the world’s leading sports brands, building a specialised sports shopping destination making shopping for kids sports an enjoyable experience for parents.

Brands stocked include Canterbury, Bloch, Puma and Nike, and the website offers helpful extras such as football kit personalisation and easy, stress-free navigation of the sports category. All sporting accessories are carefully merchandised alongside the coordinating main sports equipment and clothing.

Boys can score in official team strips from an array of sports clubs such as Arsenal FC, Barcelona and Inter Milan, while little girls can make a photo finish in beautiful pieces from Freddy and Roxy.

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Stefanos Anasatasiadis
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