Canterbury scores cricket win

NEW ZEALAND: Multinational sports apparel manufacturer Canterbury is hoping to spread its magic to a new code. The New Zealand-based brand has built a reputation for being one of the world's best rugby brands but is now looking to cement its cricket credentials after being named as the official apparel sponsor of the New Zealand men's and women's cricket sides as welll as five regional cricket teams.

Effective this summer, Canterbury will take over the design and creation of all team apparel including playing uniforms for test, one-day and twenty20 sides and, baselayer and training gear. The brand, whose Australian headquarters are in Queensland, also supplies apparel to the Western Australia and South Australia state sides.

Canterbury International CEO Hugo Venter said player uniform innovations for the New Zealand men's side, known as the Blackcaps, would include bowling pants with built-in chamois for drying hands and the ball, micro-slide field pants designed to slide across the ground to minimise injury, and "revolutionary" vented batting pants for player comfort.

Venter said all players would also gain access to the brand's IonX baselayer garments that featured ionised fabric to help regulate temperature.

"We are continuing to research and develop amazing new products and intend to be able to bring further innovations to international cricket in the years to come."

The announcement follows revelations last month that Canterbury intends overhauling its online marketing strategy to promote its clothing range. The sports brand will focus on search marketing activities across MSN Search, Google and Yahoo, in a bid to drive sales and create strong brand awareness.