Launched in the UK last autumn, and already enjoying strong sales growth across the country, Japanese brand ZeroFit’s range of Heat Rub baselayers are designed to enhance performance when the temperature drops.
The brainchild of Koji Higashi, a fitness fanatic, avid golfer and outdoor enthusiast, Zerofit baselayers boast Heat Rub technology, which not only seals in body heat, but also creates its own heat due to the unique properties of the fibres that are built into the inside of the garment. Even the slightest movement of these fibres causes friction, which creates heat simply by putting it on, instantly warming up the wearer and maintaining that heat as they go about their activity.
The four models in the range are designed for use in a wide variety of temperatures and activities, with the Light and Hybrid models being best for golf, as they offer the most freedom of movement, as well as superb temperature regulation, while the Move and Ultimate models are designed for more athletic sports. They are available in black, charcoal and white, in sizes S, M, L and XL.
Despite the fact that the £50 retail price is at the upper end of the range for golf baselayers, it seems that consumers are prepared to pay a little more for technology that really does keep them warm. A spokesman for Zerofit’s European subsidiary said: “We have been absolutely astounded by the repeat orders of Zerofit. Having been around the sports industry for some time I have never seen consumers embrace a product line to this extent.
“I think the tough retail market conditions has helped us as retailers are looking for something new that they can engage their customers with. It’s rare to have a new and revolutionary piece of clothing and it’s clear that retailers see that Zerofit is such a product and as a result they are recommending it to their customers.”
While the product is being sold in flagship golf shops such as Royal Portrush, Cruden Bay and Auchterlonies of St. Andrews it’s moving off the shelf in every outlet where the retailer gets behind it. Paul Stevenson, at Portadown Golf club in Co. Armagh, Northern Ireland has sold 124 pieces since taking on Zerofit in mid-October. “In 20 years of trading this has been my best ever November and this is down to Zerofit, it’s a great product and there is a huge need for a product that really keeps people warm on the course.”