Mike’s Sports is gearing up for the 2010 FIFA World Cup™ by opening a special 2010 Concept Store on the route of the Fan Walk, upholding the Augoustides family’s decades-old commitment to “the beautiful game”. By Carola Koblitz

There are still a few Capetonians alive today that will remember the original “Mike’s” department store that begin its life in Woodstock some 61 years ago, but to the people of the Central City, the name these days is synonomous with specialist soccer store, Mike’s Sports, at the corner of Strand and Bree Streets.

Within just a few minutes of chatting to Casey Augoustides, who – together with brother Mike, today runs the operation – you suddenly “get” why it’s called “the beautiful game: the Augoustides family’s pure passion for and commitment to the sport goes right back to their father (and founder of Mike’s), Nick Augoustidies, the first captain to steer the Hellenic Football Club, established in Cape Town in 1958.

(And in case, like me, you’re wondering why the shop was called “Mike’s” and not “Nick’s”, Casey explains with a smile: “My dad’s brother, uncle and son were all named Mike! So he went with that name instead.”)

Originally a “proper” department store selling everything from furniture to haberdashery and clothing, the profile of Mike’s started to change as the family picked up on the shifting trends in retail, with more and more stores moving into specialist outfits during the later part of last century.

Explains Casey: “So ‘Mike’s’ became ‘Mike’s Sports’ in the early 1990s and by 2000 it was a purely soccer-focused store.”

That was the same year Augoustides senior hung up his retail boots, handing the game over to his sons to run, and today the shop front that faces onto Bree Street is just a hint of what goes on behind the scenes at Mike’s Sports: there are stock rooms throughout the building packed to the rafters with merchandise and an entire cut, make and trim operation on the first floor, together with a screen printing side that can pump out up to 5000 garments a day.

“We supply all South African and Cape Town teams’ outfits, and we also do a lot of branding and manufacturing in-house, right here on the premises,” says Casey. “We supply clubs, promotional products, corporate gear – we can make up and supply anything that’s soccer-oriented, from clothing to trophies, bags, studs, balls and of course we also carry a lot of 2010 FIFA World Cup™ and SAFA merchandise, as well as replica merchandise from teams around the world.”

Of course, stocking up for the World Cup is in itself a mission – not to mention a major investment with a huge risk factor. But showing their commitment to the World Cup and with a strong belief in the success of the event in Cape Town, Mike’s Sports not only stocks gear for all countries participating (quite a balancing act, notes Casey: “We doubt they’ll be much demand post the World Cup for kit from Korea and Russia!”) but also the fun items that will make the event feel like a City-wide mardi gras.

“We want to make sure that there are items for everyone to purchase. So along with replica team shirts, we’re selling everything from T-shirts to Mohawk wigs, masks, vuvuzelas and even collapsible makarapas for travelers to pack easily,” says Casey.

Adding to the build-up and the vibe in the Central City, February also sees the opening of the Mike’s Sports 2010 Concept Store on the corner of Bree and Waterkant – right on the route that the official Fan Walk will take as fans make their way on foot from the Central City to the Cape Town Stadium.

The shop will therefore focus just on the 32 teams that are coming. Explains Casey: “We’re assuming of course that many of the fans will be bring their gear with them and it’s always gear from the Host Country that sells the best at any World Cup. But you still have to cater for local fans who are supporting teams from other countries, plus the fans that may change their allegiance once their favourites are knocked out.”

The irony is that, until the World Cup, Bafana Bafana shirts were Mike’s Sports’ worst sellers.

“And now they’re our best sellers! Since Final Draw we’ve also seen an increase in the team shirts of those countries that are coming to play in Cape Town, particularly Cameroon and England. And there’s a huge demand for gear representing the Dutch team … but interestingly enough, not much demand yet for France. Could of course have something to do with the media coverage around the France vs Ireland game …” speculates Casey. “However, we have no doubt that too will pick up soon!”

Also picking up are local retailers and restaurants starting to catch World Cup fever. As a result, Mike’s Sports are now producing customized gear, for example, for restaurant staff from the Doppio Zero brand, complete with their own branded soccer team shirt, double-O team numbers, and matching aprons.

“We’re making a huge investment for the World Cup and hope to really add to the vibe that Capetonians will get to experience next year, says Casey.

In fact, that’s a challenge that both Mike’s Sports and the CCID would like to put out to other operations in the Central City: it’s time to decide on your own ‘team colours’ and how you intend to participate in ‘the beautiful’ game when it hits town. After all: you have to be “in it”, to win it!

For more info on Mike’s Sports visit www.mikes-sports.com

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