Arab Today, arab today france\s elite \booster\ socks reach mass market
Last Updated : GMT 21:23:04
Arab Today, arab today
Arab Today, arab today

BV Sport began out of a collaboration in the early 1990s

France\'s elite \'Booster\' socks reach mass market

Arab Today, arab today

Arab Today, arab today France\'s elite \'Booster\' socks reach mass market

CEO of Booster Veines Sports (BV Sports), Salvatore Corona
Paris - Arab Today

CEO of Booster Veines Sports (BV Sports), Salvatore Corona It counted some of the world\'s greatest sportsmen among its clients, from car racer Alain Prost to Zinedine Zidane, but the French maker of Booster sports socks, BV Sport, faced the classic challenge of conquering a mass market .
BV Sport began out of a collaboration in the early 1990s between Serge Couzan, a specialist in blood circulation problems associated with athletes, and doctor and Olympic ski champion Michael Prufer.
The two men developed gradual support socks -- still patented today -- that improve muscular performance and speed up recovery.
The socks provide calibrated pressure in the calf area so as to speed up circulation, unlike traditional products that placed pressure on the ankle.
Quadruple Formula One champion Prost was one of the earliest converts to the socks.
\"According to him, he won a tenth of a second for each lap\" thanks to the comfort of the socks, said BV Sports chief executive Salvatore Corona.
The company also equipped the French football team that triumphed at the World Cup in 1998.
Despite Booster\'s success, the company based in the Loire valley was going through a difficult period when Corona took over in 2007.
The company took in only 150,000 euros ($205,000) annually with just one multi-tasking employee.
Corona admitted he hesitated before taking the job.
At first \"I could not see the interest because, for me, \'varicose veins stockings\' were for grannies.\"
But then he realised his reaction was the problem the company needed to tackle with branding and marketing, and that there was incredible potential as the socks were at that point only being sold to professional athletes.
\"When you have the know-how you have to make it known.\"
So, out with \"stockings\" and in with \"Booster\". And their appearance was jazzed up with a more aesthetic design and a range of colours.
Corona\'s strategy focused on making the socks accessible to the mass market and an advertising push, while still focusing on winning over professional athletes as trendsetters.
Supplying French football clubs helped BV Sport expand across the continent.
\"When French footballers started to emigrate successfully abroad, we entered into the big European clubs,\" said Corona.
Lionel Potillon, a former footballer and now director at the French club Saint-Etienne, said he wore Booster for recovery.
\"When you finish a match, putting on the recovery socks accelerates and eases this process, especially as we spend a lot of time travelling on planes or buses,\" he said.
\"It has become indispensible when you know you will have to play every three days.\"
BV Sport now supplies more than 2,500 elite athletes including 230 world or Olympic champions in various disciplines.
Today the company takes in four million euros a year and employs 25 people.
Originally it had outsourced all of its production, but around four years ago it brought the manufacturing of its key compression and support products, about 70 percent of its products, in-house to a site near Saint-Etienne where it benefits from some tax exemptions.
\"This doesn\'t allow us to be competitive compared with those manufacturing in China,\" acknowledged Corona.
However \"Made in France\" allows BV Sport \"to keep quality at an extreme high level while retaining a minimum of competitiveness,\" he said.
Source: AFP

arabstoday
arabstoday

Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today france\s elite \booster\ socks reach mass market Arab Today, arab today france\s elite \booster\ socks reach mass market

 



Arab Today, arab today

Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today france\s elite \booster\ socks reach mass market Arab Today, arab today france\s elite \booster\ socks reach mass market

 



Arab Today, arab today Designer prepared new set of ornaments

GMT 02:45 2017 Wednesday ,28 June

Designer prepared new set of ornaments
Arab Today, arab today France defies terrorism through tourism

GMT 15:18 2017 Saturday ,20 May

France defies terrorism through tourism
Arab Today, arab today Mai Al-Jeddawi presents décor ideas for Ramadan
Arab Today, arab today
Arab Today, arab today

GMT 08:23 2017 Saturday ,24 June

Actress Feryal Yussef received new drama offers

GMT 09:49 2017 Tuesday ,02 May

Girl barred from Malaysia chess competition

GMT 08:48 2017 Saturday ,06 May

Climate science: Bad news gets worse

GMT 16:25 2017 Sunday ,04 June

“Suhoor” is basic meal for fasting

GMT 06:31 2015 Thursday ,04 June

Pluto's unruly moons

GMT 11:09 2017 Sunday ,25 June

HUAWEI P10 the ‘guru’ of portrait shots

GMT 17:59 2017 Monday ,12 June

Designer Rania Adel reveals her new collection
Arab Today, arab today
Arab Today, arab today
 
 Arab Today Facebook,arab today facebook  Arab Today Twitter,arab today twitter Arab Today Rss,arab today rss  Arab Today Youtube,arab today youtube  Arab Today Youtube,arab today youtube
arabstoday arabstoday arabstoday arabstoday
arabstoday arabstoday arabstoday
arabstoday
بناية النخيل - رأس النبع _ خلف السفارة الفرنسية _بيروت - لبنان
arabstoday, Arabstoday, Arabstoday