AVP Apparel – Take 2
Whoever created this shirt should be prosecuted for the death of our apparel industry. 20 to life...
Have I already written about this topic? Yes. Was it quite recently? Yes. Am I willing to overstate the already overstated? Yes, yes I am.
I returned to Dick’s Sporting Goods a little over a week ago at Fashion Island and bought two things: an Under Armor calf sleeve and an Under Armor ankle brace. Why? Because it’s the end of the season and I am beat up to all hell.
Case in point: The muscle in my left calf feels like it’s separating from the bone and I’m not afraid to kick the end of my couch with my right foot, possibly fracturing the lateral cuneiform, after my computer crashed and deleted all of the files on my desktop, including the only thing of significance that I’ve written in the last six months. No, not my book, again, just a column I was about to submit to Outside Magazine regarding Beach Volleyball and its future and why we’re never mentioned in a magazine that only covers sports and athletic activities that take place OUTSIDE?
Regardless, that’s not what this column is about. It’s about the fact that I seem to love walking around Dick’s Sporting Goods reminding myself of the fact that we, the sport of beach volleyball, have no stake in the consumer marketplace. Not even a pirate’s wooden peg leg to stand on. Only the same cheap net set-up and this time, a plastic Mikasa ball with Misty’s signature.
Bottom line: Big name apparel brands build sports and their stars, and beach volleyball does not currently have one single big name brand to call its own.
The other day, I linked through to Oakley’s website from a Twitter feed and landed on this mysterious girl’s product line called the “Gretchen Bleiler Collection.” And we all know how difficult that was for me considering my utter disdain for Oakley and its employees (although I met a girl named Justina from Oakley this past weekend in Vegas and quite liked her, so maybe my final opinion is still up in the air), but either way I made my way over there to check it out because I wanted to see just how much time and energy Oakley was dedicating to an athlete I’ve never heard of, and I’m guessing, 98% of the population has never heard of either. You know, similar to beach volleyball stars. So, why does this “Gretchen Bleiler” have her very own product line? Is it because she snowboards? Really well, from what I gather. Or, is it because she’s blond, looks halfway decent in an open oversized coat and bikini top, and can rock a half pipe well enough for teenage boys to put her poster on the wall? OR, is it because she competes in a “sport” that actually generates consumer merchandise that sells? Think about that for another second. I would still not know who she was, nor would she have any sponsors, if snow boarding did not have its own alternative/punk/retro, or, quote, un-quote, cool (rabbit fingers flying in the air), niche in the consumer apparel marketplace. Now I want you to think about it for another second. Why? Because I’m thinking of my next point…
Why don’t we have any brands to call our own? I mean, Oakley gives sunglasses and turquoise colored board shorts to innumerable players on tour, delicately matching the personalities of those who embrace them, but they certainly don’t produce anything that is specific to the sport of beach volleyball. And as much as we think “Polarized Flak Jackets” are sport specific, they’re not. Although they do carry that essential sporty/nerdy appeal to them that is required for any true volley shade.
Now, what prompted a 2nd blog (Missed the 1st? Click here) regarding our absence in the apparel industry? An email from the Kinda Good team. Or, the only guys out there doing anything to make our sport grow. And when I say “guys,” I’m referring to Billy Allen, Dan Madden, and AJ Mihalic. Although, AJ has gone missing of late, so perhaps it’s now a two-man show. Either way, KG asked me and every other player on tour this question: “What three things do you dislike or would like to see change in the volleyball world?”
Don’t worry, I’m guessing I’m the only one who responded with an answer.
Here’s what I had to say:
1. There is currently zero advertising being done by, or for, the AVP. Nobody outside those who log onto avp.com is aware a professional beach volleyball tour even exists. Advertising has to be done nationwide, at a far greater scale, for people to finally become aware that there are tournaments in their area coming soon. We can no longer rely on our miniscule outreach to those who simply play the game and already know how to log onto avp.com. Information regarding the sport has to be quadrupled daily and spread to the unreachable reaches of the galaxy.
2. Beach Volleyball has zero presence in the consumer marketplace. Zero. I got a link the other day regarding some obscure snowboarder that just joined the Oakley team and now has her own line and ad campaign. A snowboarder. Why? Because she’s wearing stuff that sells. We don’t wear anything that is our own, that people want to buy. We don’t have our own industry. And that’s why we’re unable to grow. Or advertise at the level we need to.
3. There is a serious disconnect between the beach game and the indoor game and I’m not sure where it stems from or how to fix it? At all levels, especially at USA Volleyball and the FIVB. Beach is the only game people care to watch, yet it receives zero respect and, therefore, limited funding. Not to mention, pointless bickering exists on 50 different levels between all governing bodies.
Obviously point number two is what we’re focusing on here today, but that doesn’t mean I won’t comment further on points one and three at a later date.
As of 2010, Speedo will no longer be involved with player sponsorship, except for Kerri Walsh, who signed a 2-year deal following Beijing. Which means, we will no longer have any athletes on the men’s side of the draw with a financial apparel deal. Even the bald wonder himself will be out on the streets looking for boardshorts to purchase at retail. Well, I wouldn’t go that far. Phil will no doubt land somebody to accompany his cool Red Bull arm band. So, Nautica and Speedo both depart, and now we’re left with no one.
I stated in my earlier apparel proposal that if a brand like Vilebrequin didn’t emerge and take over as the new volleyball-style apparel, then I thought an established brand like Quiksilver should develop their own volleyball-based line to piggy back their colossal surf presence, especially now that the market is completely open for the taking, but after hearing that Bob McKnight got drunk recently and blamed me personally for the poor performance of Quiksilver’s 6-man team, I’m pretty sure I could care less if Quik ever decides to get re-involved. I mean, why wouldn’t it be one man’s fault that our team couldn’t pass or set the rock? And isn’t the 6-Man supposed to be played for fun? Well done. You just lost another customer. And to think, every year when I visited Australia, I would always make the trek down to Torquay to see famous Bell’s Beach; you know, the one from “Point Break,” and stop by the Quiksilver mega-store to purchase one pair of shorts that were not yet available stateside. But, all things must come to an end. I really don’t think companies realize how loyal a customer can be, and how easily they can disappear if they’re not respected.
This brings me to my last point of the afternoon; the very limited relationship between athletes and their rarely acquired sponsors. For example, my association with the clothing brand, Patagonia. Not that anyone watching me play this season would have any idea that I repped Patagonia because the logos on the shorts were so small they were almost invisible, and the sleeveless Capilene t-shirts they provided me had a branding on the back of the neck that was even smaller. But that’s their loss, right? I mean, if they don’t care, why should I? It’s not like I received anything from them for free anyway. I was merely placed on their “Pro” Team and rewarded with apparel at a discounted price; sometimes at cost, sometimes 50% off, sometimes even less. But it’s all I had this year, so I wore the gear with pride. What’s weird is how little they cared about me or what I could have done for them? The advertising world today is made up of social marketers generating electronic word of mouth. I happen to have a blog that way more people read than I ever believed to be possible – the Google Analytics actually frightened me – and despite the fact that I promised both myself and my readers that I would never advertise here, because it would then no longer be a “blog,” I do have a lovely 250 x 250 banner ad spot available right above that drop down column titled, “recent posts.” Have I offered said space multiple times to my contact at Patagonia to be used for an affiliate tag similar to those in my musical playlists that zoom you straight through to iTunes? Yes, yes I have. Has my contact even cared to view my blog to see what it is that I’m offering for free? No, she hasn’t. Remarkable, no? I mean, seriously remarkable. Granted, this takes us right back to the top of the blog; Patagonia does not have a beach volleyball based product line to sell, and therefore, they could care less as a brand what kind of sales might be produced from a guy wearing their gear on the sand; or, advertising on his tiny beach volleyball based blog.
To conclude: I always loved pulling together a college term paper with ‘to conclude.’ Our sport will always remain exactly where it is, unless a few brands take an Indiana Jones type leap into the unknown and start building a new beach volleyball based foundation atop the deep sand on which they land.
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Great article Hans! I totally agree and maybe you can be the man who turns this amazing sport into a marketing and advertising phenomenon.
No worries about the disappearance of my last comment. I’m just glad you are doing something to create a buzz.
Thanks Julia. I appreciate it. Sorry again.
And Casey, I know that must have taken more than a few minutes to write, but please do me a favor and try to duplicate it. Your ideas with the tent and main draw players representing was brilliant, and I think everyone else needs to read it too. Sorry bud, especially for wasting your time. Keep bringing the ideas! Momentum is building!
Hans
I’m sure that my previous post was genius and I know that Hans only deleted it because the carefully crafted prose was so delightful. I won’t even attempt to recreate the tone or flare but I think I can relate the idea for others to think about and consider.
After reading Hans’ previous post on clothing and attending my first AVP event, I was struck by the contrast between AVP and other professional team sports. Attend an Eagles game, a Lakers game, a Yankees game, or even, a Devils game and the fans are decked out in the uniform of the teams they support. This is a tremendous revenue stream and explains the national recognition of the NFL, NBA, MLB, and NHL brands. While standing in the tent at an AVP event, it occurred to me that I didn’t want to buy AVP gear because wearing it would make it clear to everyone that I was a total barney. Therefore, I agree with Hans’ assertion that there needs to be a volleyball specific clothing line but the AVP shouldn’t want someone else to create it. The AVP should create the line and then control the revenue that line will create.
My plan is simple and the timing is perfect for it. Currently, as Hans noted, the number of players who get paid to wear particular brands of clothes is approaching zero. Now is the perfect time for the AVP to create a series of rule changes that will result in greater brand recognition, increased revenue for the AVP and its players, and a better visual product.
The first rule change that needs to be instituted is that every team in the main draw should be provided with AVP uniforms and required to wear the uniform to compete. Long term, that uniform could include jerseys like the FIVB has the players wear but I don’t think that is necessary. At this point it would be sufficient if each team wears matching AVP bikinis and shorts with their names on them. You could even have a team wear black with gold trim while their opponents wear gold with black trim.
The primary effect of this at the grass roots level is that making a main draw wouldn’t only be an anticlimatic opportunity for destruction by Phil and Todd, it would also result in receiving your own, official set of AVP competition gear with your name on it. The result is that the best players nationally and in most regions will all have, as a mark of their skill, the current year’s AVP clothes. AVP’s brand recognition will increase dramatically. Importantly, players who couldn’t possibly earn themselves AVP gear in a qualifier will buy AVP gear with the top players names on it and wear that gear to play, to AVP events, and around their locales. This increase in AVP brand recognition would allow the AVP to entice advertisers more easily. Imagine approaching KFC and offering them a spot, not just on the wall of stadium court, but on the official gear for that year. The resulting eyeballs on the KFC logo would be tremendous and the cost for the space would be much higher.
Knowing some AVP players, I’m sure there would be resistance to the idea of being forced to wear a uniform to compete. I think this resistance would be overcome by allocating a portion of the revenue from AVP clothing sales to all exempt teams. Basically, instead of hoping someone else will step in and create a vibrant brand of volleyball clothes and start paying players to play, the AVP can start creating that brand immediately and exempt players can start getting paid to play. This will also help to distinguish the exempt players income as a volleyball player from those players still fighting through the qualifiers. Exempt would truly mean professional.
Ideally, AVP events would have Rosie’s Raiders wearing their Rosie AVP shorts that they bought at Dick’s Sporting Goods. Todd Rodger’s AVP jersey, like the #23 Bulls Jersey, would be worn by anyone who wanted to be like Todd. The legitimacy of the brand would be simultaneously developed at both the grass roots and pinnacle levels and the resulting proceeds would keep the Hans Stolfus types in the sport.
For confirmation that this would work, look no further than the Wilson volleyballs. Have you ever looked at the price of those balls compared to similar balls that aren’t “official”? The difference is dramatic and represents the marketplace of untapped dollars who would buy Jake Gibb jerseys and wear “The Beast” shorts when they go to the mall in Hoboken.
Frankly, I realize that the concept is foreign to the SoCal AVP culture. I realize that there would be player pushback. The feeling of a counter-culture sport is very strong in the AVP players culture. At the end of the day, you can’t have your cake and eat it too. If you want to get paid, you have to sell something and it seems the players are not selling the AVP. Every main draw player should be repping the AVP, not Oakley, or Quicksilver, or even Redsand. If we could do that, there might be money in the sport.
Frankly Hans, I might have missed some of my points that I talked about earlier. I really need to write the marketing plan down because there is more to it than I have put here. If you notice some major points that I missed, refresh my recollection and I’ll try and remember them and post them. If I ever get around to it, I’m going to call the AVP CEO and talk to him about this because it seems to me that it’s a solution to many problems including TV marketability, perception within the broader volleyball community, professionalism amongst the AVP players, national branding of the AVP, and revenue.
Casey – I couldn’t be happier that you took the time to rewrite that for me. All brilliant ideas, and ideas we desperately need to get in the hands of Jason Hodell when he returns to his desk next Monday off of Howard Hughes Parkway. Seriously. I’ll do my part to make sure someone with “power” takes down your notes and starts brainstorming how we can make AVP branding and player uniforms a reality. Of course, “cool” branding that everyone actually wants to be a part of and doesn’t revolt against.
Thanks again Casey. And sorry again for taking up your well earned time.
Hans
The funniest part in all of this is that I was talking to Hodell at the San Fran. event when this idea was coalescing and I was very tempted to ask him why no AVP players were wearing the gear found in the AVP tent?
On the subject of “cool” branding. I agree that the design has to palatable to the players but, more importantly, it needs to be palatable to the market. I see a lot of players wearing gear I wouldn’t wear. A simple design would be best to start. better yet, cut 3 designs a year and make them the award for making a main draw. Two designs can be simple and basic (i.e. black with tasteful gold AVP logo and corporate ads) and the third can be trendsetting (i.e. something more funky that might get a non-volleyball guy to wear it). I think it would be hilarious to turn the tables and see surfers wearing AVP shorts.
I also forgot to mention, AVP could direct certain teams to non-AVP venues for purposes of expanding the AVP brand. For example, they could give a player their exempt share for a tournament at MotherLode or at the FIVB. Nice way to get advertising eyes at a non-sanctioned event and thereby weaken the non-sanctioned events clout relative to AVP clout. Of course, the team would have to be good enough to do well.
[...] Not done yet? Looking for part 2? Click here. [...]
YOU ARE RIGHT ON REGARDING THIS OVERVIEW. EVERY SENIOR MANAGEMENT TEAM AT THE AVP MISSED THE SHOT TO CONNECT WITH ANY MEDIA ON ALL LEVELS. THEY SCREWED UP WITH MLBAM ON STREAMING, WEBSITE HAS NO TRAFFIC AND COMPANY DOES NOT DRIVE TRAFFIC TO THE SITE. NO PLAN TO INTEGRATE SPONSOR BRANDING. THEIR CLOTHING INITIATIVE HAS BEEN NON EXISTENT FOR 7 YEARS. NBC AND FOX OWNED EQUITY IN THE COMPANY AND THEY DID NOT EVEN CARRY SCORES ON THEIR WEBSITES. THIS HAS BEEN TREATED AS AN ORPHAN SPORT BECAUSE THE LEADERSHIP HAS HAD NO PLAN TO BRAND ITSELF. COMPANY DID NOT EVEN MARKET ITS GOLD MEDAL PLAYERS PROPERLY. THE AGENT DID ALL THE HEAVY LIFTING. CLOTHING LINE…..ONE CAN ONLY REMEMBER THE KARCH PINK HAT. SORRY STATE OF AFFAIRS WHILE AT THE SAME TIME, ITS LEADERSHIP TAKES $250,000 SALARIES. LOSING MILLIONS EVERY YEAR. COMPANY HAS BEEN THRU $100,000,000 IN CASH FLOW SINCE 2004. THATS RIGHT, ONE HUNDRED MILLION DOLLARS. WHAT IS THE BRAND WORTH TODAY ?
Come on now, four or five double calls in a match to fifteen is no big deal. That’s easy to overcome as long as your superstar pulls his weight
And that Quicksilver sponsorship was solid for the six man, I’ve got a black headband sitting around here somewhere.
Seriously though, the clothing issue is a huge deal. And no matter how much we talk about marketing and branding, etc… the core of the entire issue (as with so much else in the world) comes down to making a product that is really exceptional. Someone makes a “volleyball” brand boardshort that looks incredible and people will buy it. I know this isn’t a groundbreaking statement but it is one that I think gets lost in the shuffle sometimes. We have to put something out there that people really want to buy if anything is ever going to get done. Can the AVP create something special on its own? I’m not sure.
It would be interesting to find out if there was someone out there on tour with a more fashion/artistic forward point of view. Volleyball players in general aren’t like surfers who have always been much more involved in the fashion side of the business, designing their own lines, etc… With very few exceptions the players that are getting the most exposure are not the players that one looks to for fashion advice. Let’s face it, we don’t look to Brad Keenan or Todd Rogers for what to wear. It would be really interesting to see someone like Rosie or Anthony Medel create something in conjunction with the AVP. But, no matter what, I agree that it is vital that style plays a larger part on the volleyball landscape.
It would also be interesting to hear what, in particular, volleyball players would want when looking at volleyball specific clothing. Materials? Style?
You’re more right than you know MISTMON. If the AVP doesn’t invest in the brand, why should anybody else? But, just as always, there remains this blind hope that one day a second of time will pass and present an opportunity to turn it all around. Who knows?
And Jordan – Sorry bud. That wasn’t a crack on you. Just on the fact that a grown man, the CEO of the biggest surf company in the world, is going to get all wasted and blame one guy for an entire team playing like crap. Seriously? And you never got a pass to set all tourney, that was our biggest problem. As Pepe Delahoz likes to say, “Can’t pass, can’t play, Papi!”
How’s Denmark?
Hans
Hans,
IIRC, you played a tournament in St. George, Utah at one point. As the leader of team “801″ and final arbiter of all roster decisions, I might be able to get you a spot. We can talk…
On a more serious note, I don’t agree with Jordan’s take. The quality and look of the short is what will sell in volleyball mecca. Out here in the hinterlands, I think the “official” nature of gear is what will sell. In support of my position on this, look at how few Mikasa and Spalding balls are sold. They are not the “official” ball and people don’t want to play with them. The AVP needs to take advantage of that. I would venture a conservative guess that 1 out of 10 people have ever heard of the AVP in this country. Visibility is the key to fixing that, not quality and style of gear.
Hans,
When I played AVP, my approach to sponsors from the beginning was to creat win-win relationships that went beyond them just giving me free stuff. This often times just led to a successful negotiation but NEVER was fully capitalized on! The shame is that volleyball players are extremely resourcefull and capable of such promotions…yet companies don’t capitalize on this. Thanks for bringing this topic to the surface for discussion!
I think the focus here is on sponsors taking the steps to create a national sport.
I can tell you now.. It wont happen.. If you are relying on sponsors to try and create a revenue stream and have to work hard to get it, why would they.. THere are plenty of other things they can invest their money in and get better results.
harsh reality but the truth. The mere fact that Speedo is pulling out shows that the money spent abviously is not worth the effort or returns. I could be wrong.
You need to look at where Beach Volleyball is Massive. Where kids grow up with pictures of players on their walls, where nets are strung between old houses and made from fish nets.
This is how a sport grows so much it becomes national and every man and his dog plays it.
Why is Brazil so different to anywhere else.
I can tell you why.
Because children are exposed to it at a young age.
How many of you even saw a Beach Volleyball game as a kid? How many of you saw a basketball game with Jordan playing? What Jersey did you where as a kid?
I can tell you because it is exactly the same in Australia. We could not even fund a National Tour Last year because it is just not popular enough for any sponsor to even touch it. It all came out of Competitors pockets.
Change the Kids… Change the Future.
We all know why we love the game.. It is the best game in the world. Expose the schools to the sport and it will explode in 10 years time.
This is the vision of a few of us here in QLD and we are looking at attaking the schools first.
In a country dominated by Football and Cricket it will be a tough slog and will battle on well after my days on the court are finished.
Hans.. The key is the kids!
Sorry if my rant is way off the mark but that is what it is like here in Oz…
Gilly
Sadly enough, most non-volleyball folks I meet do not even today know who Karch is.
Volleyball is a third tier sport and I hate to say it, but it always will be…In America at least.
I assumed all you top pros were raking in sponsors and big money to take your yearly winnings over the top. Guess I was wrong.
If I had a huge company, would i sponsor beach volleyball?
No, because the stands, which are small to begin with, are only full for the finals. Yes, i would throw some free shorts and shirts to my buddies like Hans, but that is where it would end.
The sport itself needs exposure. A match needs to be arranged between Hans and partner against Derek Jeter and Lebron james. You need to pack Lebron in the face to show people what a difficult sport it is.
Otherwise, third tier in America forever. I suggest milking it for all its worth though, cause real jobs suck compared to living the dream.
Hans:
Good thoughts. Executing may be a little more difficult….What we really need is to find an apparel sponsor that signs a tour wide apparel deal. Make the Main Draw, and you automatically get an apparel deal based on your finishes….
Hi Hans
Interesting comments as always and an interesting problem space. It would be interesting to team up with some young designers and try to create a look from the bottom up rather than rely on larger manufacturers. Something consistent that says “beach volleyball” and happens to be desirable… I’m on the east coast and don’t know the west coast design schools, but a partnership might lead to something. Make it practical, distinct and desirable to beach volleyball players – just walking around at a few matches this Summer I didn’t see anything remotely consistent.
I’m not a player, but a good family friend has been trying to make the transition from indoor to the beach and has basically been worn down. No money in the game at her level, so she would try to balance part-time jobs, training, travel and trying to have a life. The problem of finding a good teammate was made worse by all of this… Someone good would always have to give up midseason for lack of money and those who could afford it might not be the best match, on top of all the other issues that come with trying to find a partner.
It is sad seeing her come to this realization, but I’m sure she’ll do well as she transitions to the real world. She is still a big supporter of the sport and will be doing a road trip next summer with a sponsor going around to AAA and AA tournaments around the country. She just doesn’t have the resources to do what it takes to compete seriously in the AVP.
Last year the two of us teamed in a quest to find sponsorships for her. In general, few were interested in beach volleyball and certainly not in someone who wasn’t going to be in the top 8 every tournament. When I asked, it came down to how they manage their shrinking promotion budgets and beach volleyball was either not on their radar or it had a “bad” image. She was able to get a non-trivial sponsorship from a bike company that almost hid the fact that she was a beach volleyballer. They were more interested in her work with kids; getting them out of the house, encouraging biking and gardening, that sort of thing. She is athletic and that is a huge plus to them, but they aren’t concerned with how she places in tournaments. She happened to match the lifestyle they believe in…
My worry for beach volleyball is the concept of a lifestyle is so poorly defined, or so negative in some cases, that it doesn’t align with what sponsors feel is important.
My gut tells me that taking into account the involvement of the millions who play volleyball as a hobby and all of the kids in school playing indoor; sponsors need a sense of involvement in the sport that is larger than having just a few greats at the top. Starting now is good. It will be a couple of years before a new volleyball brand/sponsor has solid funding and is ready with a product they can get behind that has the capacity to spread deep within the entire volleyball community and just makes more sense. The timing might be 2011, which will coincide with the build-up to London.
I’m just a physicist, but I know people who work on the concept of brands and design… Are there people in your community that are experts? It would be interesting to get their comments and see if there are people who would be willing to pitch in and really start building something worth talking about.
Best,
Steve Crandall
Hans,
No offense taken, I love the fact that someone actually blamed our performance on you. Ironic that the blame would fall on one guy when the real problem was having 37 guys on the team… Denmark’s just like always – nothing to complain about…
Casey,
I didn’t mean to sound like I disagree with you. I actually totally agree with everything you said and think that your ideas are right on. My point is that if we were to get an official AVP style “uniform” for 2010, it’s absolutely essential that it looks really, really good. Or even better, was interesting and groundbreaking in its design or material choice, etc… Too often, we sit back and think that just because something is official or whatever that people will want it. Yeah, the players who make it into a main draw would be stoked to get a pair of black AVP boardshorts that have sponsors on them, but the average fan might not be as excited about them. If we could find a way to make something interesting and new and then make it the new official clothing then I think there would be something there.
Once again, I realize saying that the product needs to be special is not a life changing statement. I do, however, think that the volleyball community has a history of doing things 50%, laid back lifestyle and all that, and if someone is serious about changing the fate of the sport it will require an over the top effort in a lot of different areas. Creating volleyball specific apparel should be one of these areas.
Jordan,
Good explanation. I understand what you are saying now and I agree with it conceptually.
Regarding #3, I suggest staying as far from the FIVB as possible. These are the people who think it’s good policy to cut off national anthems played before games at 45 seconds!!
The FIVB killed the indoor game in the 1990s by thinking that it was the game that needed changing and not their inept marketing. Stay far, far away.
(that being said, the FIVB has awesome high res photos on their web site; the AVP should definitely copy that)
[...] in the sport of beach volleyball for the tide to officially turn. Fortunately it was easy to find. And I believe I followed it up [...]
[...] second blog, AVP Apparel - Take 2, came only a few short months later. I felt compelled to elaborate on my earlier vision. It [...]