Who Is Superdry and What Is a Superdry Backpack?

The Superdry label is quickly becoming a very popular brand name in the U.S., with their classically casual and fashionably unique apparel. Based on a hybrid of laid-back, American retro combined with pseudo Japanese distinctive styling, the Superdry image is slaying the competition in the fashion industry and setting new trends along the way. Due to their enormous support in London, their reach has transcended beyond any limits thought possible by CEO Julian Dunkerton who initiated the label in conjunction with one of his own. Though their steady but rapid rise to supremacy is largely due to its U.K. roots, it was an American soccer player that has put them on the fast track to global stardom and they’ve played no games ever since.

History at a Glance

In late 2003, the Superdry concept, which served as a segue between Dunkerton’s first, earlier success, Cult Clothing, came into existence during a late night drinking binge with friend and colleague James Holder shortly after Dunkerton returned to London from Tokyo. He was freshly inspired by the rich culture of the orient and admired their strong attention to detail along with their distinct characteristic writing technique so much that he wanted to incorporate it right into his fashion practice. With assistance from Holder and his affluent corporation, their stores began to populate small university providences in England where they prospered almost immediately.

The Superdry brand along with 77Breed and Surf Co California comprise the major brand labels that serve as components to the SuperGroup, formed in 1985 with the founding of Cult Clothing by Julian Dunkerton. The SuperGroup has been ably backed by the success of the Superdry label which leads all brands in total retail though they conduct no formal advertising campaign. Dunkerton expressed his marketing strategies for the label very early on, unofficially commenting that retail pricing would be set at bare minimum thresholds in order to obtain profit for all clothing apparel as opposed to his competitors that drove-up prices to maximize gain. He wanted to present a high quality product at earnest, affordable prices to the public.

In the Media

The biggest moment yet for Superdry and those on their band wagon hit when world famous soccer player and pop icon David Beckham appeared wearing the immensely popular bestselling, «Osaka-6» designer T-shirt in his 2005 calendar. This intrigued Dunkerton enough to give Beckham the «Brad» leather jacket of which he was photographed wearing coming out of Mr. Chows in Beverly Hills one cool, crisp November evening. When the picture was featured in People magazine later that year, sales for the jacket sky rocketed.

The label wasted no time thereafter making the big screen’s «A» list as celebrities alike from Kate Moss to Jude law turned out in full support sporting an array of Superdry clothes and footwear. But as critics will have it, the celebrity make-over is nothing more than just window dressing to the real genius and actual draw to the meat of the label’s phenomenon, generated from the designer-in-chief himself, James Holder. Known to jokingly boast over scribbling his designs for the first few Osaka T-shirts on the back of bar beer-mats, Holder’s ethic in his designs enable him to transform everyday apparel and accessories like jeans, jackets, glasses, etc., into virtual, vintage classics.

The Superdry Backpack and Superdry Bags

As Superdry marches on into different avenues of fashion with regard to accessories such as sunglasses and jewelry, their line of sight has recently shifted to a unique variety of unisex bags and backpacks for travel and outdoor sport. Superdry has manufactured a functional balance of bags for an eclectic series of activities to suit anyone on the go. Here is a brief listing of some of the Superdry backpacks and bags:

• The Superdry rucksack collection combines the features of the rugged outdoorsmen type with the artsy flair of a high school student in terms of style and attitude, offering several types of traditional outdoor hiking packs with all the charm and genuine character to that of an experienced world traveler.

• The Superdry laptop bag and laptop pouch offers fashionable and safe alternatives for carrying your hardware to school or the office by several versatile and functional means. While one is completely weather proof, the other is made from beautiful full grain leather for a sharp, sleek appearance that is sure to make your colleagues jealous.

• The Gymnasium bag embodies all the traits and characteristics of the name and looks just as it sounds. Made from a polyester blend, it’s totally sweat proof and easy to maintain, while large enough to carry all your new muscles home from your last workout.

• The Motorbike Messenger bag is another reason I love these bags so much. Their names depict a replica of their function as this bag is right up the biker type’s alley with a single adjustable strap, leather belt buckle fasteners, and four large external pockets.

• The Weekender bag will send you out the door faster than you can say «vacation get away» with its fine leather trim and leather handle not to mention adjustable detachable strap. You can pack for the weekend and then some with its large internal compartment and three external compartments.

The Superdry backpack is making a real impact on the market as these bags are gaining in popularity every day. They craft a much larger line with the same genuine variety, and they are all worth a look as one is sure to fit your daily mold or routine. Don’t overlook these bags, as they are light weight and crafted from fine materials. The only caveat is that some of these bags can be a little pricey which is unusual for them. Nevertheless, if quality makes your list for consideration, then they have a backpack or bag for you. As Superdry continues to dominate their industry, you can rest assured that their product line is here to stay.

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Important Structural And Functional Features Of Soccer Cleats

Scoring goals can be fun, but there is great importance in choosing the right footwear to increase all important elements of game like stability, dribbling, traction, and accuracy that increase overall performance. A quality soccer shoe is one that allows complete freedom of movement and function. It ought to offer total support and comfort and as a player looking for the best you must be able to understand what cleats are all about and what reactions will mean to your performance when wearing the cleats.

When there is excessive motion of the feet during play, there is risk of blisters and tendonitis. This is, however an issue that most manufacturers have eliminated by making various improvements to the cleat environment. Different features are integrated to offer comfort and control for all kinds of soccer players.

The upper

It acts as protective foot covering and the material used is what will determine the ball feel you have as well as control especially when dribbling down the field. The cleat upper plays a significant role in side to side stability of your feet. This part of the shoe should be leather or synthetic with each coming with its pros and cons. The op portion of cleat upper is the strike zone and it is what contacts the ball. It could feature rubber or silicone areas that help in ball control. In some cleats, the outer areas are padded so they can dampen the impact of hard passes to the feet.

The heel counter

This is the clear structure that cradles the heel back. A good heel counter should not only be bonded strongly to the upper and outsole plate, but should also not bend even after long periods of vigorous use. A bended counter will not be as functional and when buying your cleats you should therefore ensure that it is bound to remain rigid from outside and have good padding too on the inside to keep blistering at bay. It is a part that should offer support and cushioning so you remain stable even when making quick turns, stops and starts. The main function of the heel counter is to absorb shock during running and releasing energy when pulling from turf to propel you. The heel counters can be internal or external with internal heels being more durable but not as protective especially when kicked.

The internal last

It is the footbed construction which has an important role in performance. It is what you will find under arch support or sock liner of your boots. A good quality footbed will offer you support for the arch and foot type too. The construction delivers the optimal blend of flexibility and stability. A footbed that fails to offer adequate support will only increase the risk of problems like plantar fasciitis. You may need to replace it with an insole that is more supportive. The insole offers support, absorbs shod and also holds the foot securely, but only the right materials will be able to offer you this.

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Get The Right Soccer Cleat Size For An Enjoyable Performance

Soccer cleats just like regular shoes are sized to help players find snug fitting shoes that will make kicking the ball ad running as comfortable as possible. Considering that soccer cleats need to be tighter in terms of fit, you really cannot rely on your regular shoe size when buying your cleats. Soccer shoes are made from thin materials and a tight fit ensures optimal ball touch and feel.

Materials

When looking for the right snug fitting soccer boot, the material is among the things you should always consider. Cleats made from premium leather, especially kangaroo leather tends to start stretching after a few uses. High quality leather molds to feet shape and when new they need to fit snugly so that even after a few uses they do not stretch and feel too roomy for your feet. When buying synthetics, remember they do not stretch that much, hence you should buy comfortably fitting cleats compared to tight ones.

Width and length

These two elements are used to determine cleat size and using them you can be in a position to choose a pair you will love and enjoy wearing and playing in. For performance and comfort, your cleats should fit closely to end of foot, but not touch on toes; the gap should be anywhere between ¼ and ½ inch. Usually the upper part of the soccer shoe is designed narrow to keep the feet from sliding around inside as you play. For this reason, most cleats come in one width dimensions differing only in length. If you have wide feet, then you may want to check cleats designed with wide feet in mind.

Determining the right fit

When looking for the best, start by picking a pair that you actually like and from a brand you can trust with quality. Players who love their shoes tend to give better performances than those who don’t.

Next, you should figure out your size. If you have the luxury of trying them on before buying, try them on to ensure they are tight, but not so much that they hurt your feet. They should be close fitting otherwise you will have issues kicking ball properly.

When trying on the cleats, pay attention to pressure points; a snug fit does not in any way mean uncomfortable. In case you are a young player who is still growing, cleats that are a little large sized may be ideal. You can get proper socks to fill in the space as your feet grow.

Be sure to stand up and walk around a little in the cleats when testing the size. This is the only way you will be able to truly feel the toe position and how good they feel on your feet. Of course you may need a little time to break-in your cleats but even though the feel should be tight, it should feel right in every sense. You can try on as many different sizes as possible until you find the perfect one for your feet.

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England Wayne Rooney to Watch His Foul Language in the World Cup

Footballers must be aware of their language on the pitch during World Cup 2010. The England team striker will have to be extra careful as he is infamous for his swearing in English Premier League games. Indeed, this is not the first time officials will be looking out for bad mouth footballers. Wayne Rooney was sent off during a friendly game against another local South African football club.

The referees in the last England Vs USA game were astute to any swearing in English. The Brazilian referees were given crash courses on the use of profanity in English before the game in order to keep potty mouth players under control. We all know that it is common for football players to swear, so referees will only be penalising footballers that go above and beyond in their swearing, which Wayne Rooney is the likely candidate. All World Cup referees have been given directions to book any players who swear at them and if appropriate, they will send the player off the pitch. There were also rumours that FIFA had sent a list of English swear words to world cup referees for quick reference.

Most people will acknowledge that Wayne Rooney is a fantastic player because of his fiery temper. Steven Gerrard, the England team captain said that Rooney is always on the edge and that is just the type of player Rooney is. Rooney is said to be inclined to listen to Gerrard due to their similar origin from Liverpool Football Club. Gerrard’s role as the team captain will be absolutely vital in keeping Rooney focused on the pitch and to keep communicating with the fiery tempered striker.

Rooney will have to be on guard and not slip his tongue during the World Cup playoffs. In fact, during the England Vs USA game, Rooney seemed to have kept his use of colourful language to a minimum even though he still showed a fiery facial expression to the referee when he was tackled by the opponent. This is certainly a good start and hopefully he will keep at it.

As stated before, most football players tend to swear during the game, be it in English or any other language. However, as the English Premier League is the most broadcasted football league in the world, English players’ conduct has been under close observations by many officials. With English language firmly established as the international lingua, the English swear words have also become widely used by many people to a point even those who do not speak the language can swear in English. A good example is the F-word being one of the most well known English words around the world, be it in Asia or Africa. This is not surprising at all when Hollywood movies usually feature a few F-words in their dialogue. The F-word has also taken on a cool image amongst the younger generation.

That said, there is still a way around this problem for Wayne Rooney, or for all English speaking football players for that matter. If you are going to swear, just make sure you choose a different language other than English.

How To Be An Excellent Football Player

Playing football looks like an easy task. But if you try it, you will find it somewhat difficult. Similar to any kind of sports, you have to learn specific skills. Also, you must know some of its places so you can enjoy playing it.

If you want to excel in this sporting activity, you have to practice. Also, you have to focus much of your time and effort so you can be a better football player. It would be a smart idea for you to learn only from the experts. This way, you are sure that you are getting the right knowledge and information.

Football Playing Tips

Boost your cardio – An excellent cardiovascular workout is running 3 miles per day. This will help you at your peak fitness. It would be wise also for you to run uphill as much as you possibly can.

Increase your speed – Stand on a barrel or on a safe object with the same height. After that, land on both feet in a squatting position and stand up straight as fast as you possibly can. Ensure you are well stretched and wared up prior to performing such activity in order to avoid injury. This exercise indeed will strengthen quick reflex muscles in your legs.

Learn new skills – If you see new tricks by a professional, you must watch it very closely, over and over again prior to trying it. Experts recommend spending about 10 minutes daily for learning and mastering the trick. You must not try it in a game until you really can do it perfectly.

Play with both feet – Plenty of footballers play better with one foot than the other. Experts say that by concentrating on your weaker foot, you may have a quick win. It would be wise for you to use your weaker foot when kicking a ball against a wall. Apart from that, consider having a scratch game in training where everyone can play only with their weaker foot.

Tips For Improving Your Weaker Foot

There are different drills in order to improve your control, touches and balances. First, kick ups with your weaker foot. Kick up the ball using the laces section of your foot for about 5-10 minutes. Once you become better, do not let the ball bounce on the ground as long as you can.

Second, trap the ball with your weaker foot. Throwing the ball upwards and trapping it by allowing the ball fall on your toe part is indeed the simplest way of doing this. Once you notice some improvements, throw the ball against a wall and trap it with your weaker foot when it bounces back towards you. After making successful traps, throw the ball with increase intensity. Try controlling it with a single first touch.

There are indeed a lot of things you can do to improve your skill. Watch live football games to learn new tricks from professionals.

Going International? Learn the Language Or Bite the Wax Tadpole

With the reach that the Internet can give your business into foreign markets, there is great opportunity to grow and prosper. There is also a real chance that your business efforts overseas could run into some real snags, especially when it comes to your overseas marketing efforts.

Bad Translations at Work

We have all heard the apocryphal-and completely debunked-tale of the disastrous Central and South American introduction of the Chevy Nova (no va, in Spanish, means «won’t go»). If that one, however, is untrue, there are others that have actually taken place. Some of these include:

Coca-Cola: Bite the Wax Tadpole

Back in 1928, when Coke first entered the Chinese market, they had to choose 4 Chinese characters to represent the sounds Ko Ka Ko La. The problem was that they pursued this phonetic needle in the haystack of Chinese characters with no regard to what the characters they finally chose would mean. Depending on the dialect, the characters they finally chose could mean:

  • Bite the wax tadpole (My personal favorite)
  • Wax-flattened mare
  • Female horse fastened with wax

Happily, once they realized the mistake, they rectified it, changing the characters so that the meaning came out as «Something palatable from which one receives pleasure.» A vast improvement over a waxy tadpole!

Pepsi Cola: Raise the Dead

There was no question about the translation of Pepsi’s slogan, «Come alive with the Pepsi Generation.» The Chinese translation for this came out as, «Pepsi brings your ancestors back from the grave.» That might explain those poor sales figures.

The American Dairy Association: A Question for New Mothers Everywhere

You shouldn’t think that this only happens in China. Remember the highly successful «Got Milk?» campaign? Well, they decided to translate it into Spanish. «Got Milk?» was promptly rendered into that language and slapped on billboards all over the place. Unfortunately, it was translated as, «Are you lactating?» Where is the La Leche League when you need them?

Coors: Beer and Pepto-Bismal, The Breakfast of Champions

More slogan issues, this time with Coors Beer. When Coors decided to go after the Central and South American market, they had a slogan that said, «Turn It Loose.» It worked in the US, so why wouldn’t it work somewhere else, right? Perhaps it would have, except they translated their slogan to mean, «Suffer From Diarrhea.» Could it be the water?

Electrolux. A Strong Word of Caution from the Manufacturer

Another slogan, and this time it’s a foreign company trying to market something here in the United States. See, it happens here, too. Some time ago, the Scandinavian vacuum manufacturer Electrolux came up with a slogan for their American advertising campaign. Here is what they came up with: «Nothing sucks like an Electrolux.» Consider yourself warned.

Literal vs. Literary

All fun aside, the common factor here is that these companies went ahead with translations that were totally unsuited for the markets they wished to penetrate and a major reason for that was the literal nature of their translations. Language is more than just a system of sounds and symbols that have some meaning attached to them, things that you can plug in and replace at whim. Meanings change over time (Do you remember when «gay» meant «happy?») and there are usually many ways to say the same thing, some of which are more appropriate than others, and many terms have double meanings. Sure, an Electrolux machine sucks, so do Kirbys and Hoovers, but it is still a good vacuum cleaner.

What you need to do is concentrate on a literary translation of what you want to say. By that I mean you need to concentrate on the concept you are trying to get across rather than the exact wording. If Electrolux had done that, then they would have said something like «Nothing picks up like an Electrolux;» or Pepsi could have discussed how bona fide living people could feel better and have more energy rather than the necromantic possibilities of their cola.

The Bottom Line

The fact is that the Internet has made international business a possibility for companies of all sizes and if you decide to go down that road, remember that the language you use when trying to do business overseas is of extraordinary importance. How you translate English into other tongues, or translate those languages into English, will have a profound effect on your marketing efforts. Forget translating your brand name, leave that as is; but as for your slogans, make sure that it is the idea that is translated, not necessarily the words. Do that and you could avoid joining the winners sited above on this or some other linguistic Wall of Shame.

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