Rah-Rah Rides
A new take on hubcaps helps rabid sports fans cheer their alma maters anywhere they spin their wheels.
What: Designer hubcaps for
sports fans
Who: John D. Smith of Clever
Covers Inc.
Where: Orlando, Florida
When: Started in 1996
College sports fans will buy just about anything with their
favorite team's logo on it. That's why John D. Smith,
33-year-old president and CEO of Clever Covers, suspected he'd
have a "built-in market of fanatics" when he designed his
product, a line of hubcaps emblazoned with the logos of collegiate
sports teams.
"Every year, there's a new crop of graduates,
there's new alumni, and [there are] guys who graduated 40 years
ago who are retired and have money and can't wait for football
season," Smith reasons.
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He'd seen team flags and other car accessories at school
stores, but nothing high-quality enough to withstand the
environmental rigors of being driven around town on game nights. It
took him three years to finalize the patented design for his
hubcap, which is made of PVC plastic and attaches to a
vehicle's wheels using industrial-strength, Velcro-like
fasteners. Smith even speed-tested the hubcaps on a NASCAR
racetrack to ensure they wouldn't fall off when in use.
The hubcaps, which retail for $59.95, are sold at team stores
and through his company's Web site. So far they're a hot booster item
with University of Florida, Miami State and Florida State
University students and alumni. (Those three schools alone brought
in sales of $200,000 last year.) With 20 universities in the
pipeline across the country, sales are expected to top $1 million
this year. What's next on the horizon for Smith? Obtaining
licensing rights from a slew of professional sports teams.
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