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Signia (sportswear)

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Signia
Product typeSportswear
OwnerGGM S.A.[1]
Produced byGatic S.A.
(1999-2001)[2]
CountryArgentina
Introduced1999;25 years ago(1999)[2]
MarketsArgentina
Previous ownersTorneos y Competencias[2]
Gatic S.A.[2]
(1999–2001)

Signiais anArgentinesportswearbrand which manufacturesfootwearandclothing.The brand has experienced some restructuring plans in the past due to financial problems, even disappearing from the market for some periods of time. Signia has also sponsored somePrimera Divisiónfootball teams in Argentina, mostly at the beginning of the 2000s.

Established in 1999 from a partnership between media companyTorneos y Competenciasand textile manufacturer Gatic S.A., the brand was relaunched in 2011 after being acquired by GGM S.A., a company that also managed thePonyandAsicsbrands in Argentina.[1]

Signia was official uniform provider of theArgentine Olympic Committeeuntil 2023, when the committed signed a deal with FrenchLe Coq Sportif.[3][4]

History

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First years: TyC

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The brand made its debut in 1999 as "TyC Signia". TyC was the acronym ofTorneos y Competencias,an Argentine company created by Carlos Avila which had signed an agreement with theArgentine Football Associationto be the exclusive broadcaster of all thePrimera Divisiónfootball matches.

TyC expanded its business, creating a sportswear division due to its partnership with Gatic S.A., the Argentinetextile manufacturingcompany founded in 1953 which had the exclusive license of international brands such asAdidas(since 1970),[5]Le Coq Sportif,New Balance,Arena,Asics,LA Gear,andUmbroamongst others to produce and sell their products in the region.[5][6]However, the incomes of the company had strongly decreased during the last years, due to theArgentine economic crisis.

TyC and Gatic signed an agreement with the objective of creating, developing and commercialising the "TyC Signia" brand, which was officially released in April 2009. Signia was conceived as an exclusive brand focused on high-performance products, in order to compete with other premium sports brands.[2]

Despite being supported with massive advertisement campaigns, the sales of the TyC Signia products were poor, as well its repercussion as a new brand. This caused the first restructuring just one year later, when the brand was renamed simply as "Signia". Soon after, TyC signed its first agreements with some Primera División football teams, such asSan Lorenzo de AlmagroandLos Andes,which played its third run on Primera División wearing Signia equipment.

Signia designed some uniforms for San Lorenzo that were controversial, such as the black model (inspired by both, the nicknamed of the club,cuervo–raven– and the colour of father Lorenzo Massa'scassock), with a yellow sleeve to supposedly represent a raven peak.[7]The model debuted in a match vs.River Plate,which would be the only time it was worn so the club recalled the jersey despite sales were good. Another model made by Signia for San Lorenzo was a silver kit, a rare jersey at the time, worn in the2000 Copa Mercosur.[8]

Although Gatic had the exclusive license to manufacture theAdidasproducts in Argentina, the German company had settled in the country during the 1990s, becoming Gatic's main rival. In 2002, Adidas decided to end its partnership with Gatic, after the Argentinesubsidiarycalled to a creditor's meeting.[9]

The2001 Argentine economic collapseand the high price of thedollarstopped the entry of imported products (which had relegated the sporting goods manufactured in Argentina during the decade of the 1990s due to their lower costs) to the country. That situation encouraged Eduardo Bakchellian (the old owner of Gatic) to take Gatic over again in 2002. The company would be not a licensor but a manufacturer and provider of products for other brands such as Adidas (its former licensor) orNike,which had arrived to Argentina a few years before.

Relaunching

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Once the agreement with TyC concluded, Bakchellian searched for a new partner to relaunch Signia. The company finally signed an agreement with TV businessmanMarcelo Tinelli,who had created avolleyballteam inBolivar, Buenos Aires Province(his home town). Therefore, the team was renamed "Bolívar Signia"[10]with the company as its main sponsor and uniform manufacturer.

During its second era, Signia continued sponsoring San Lorenzo but also incorporatedArsenal de Sarandí,HuracánandComisión de Actividades Infantilesto its list of endorsements. The most successful rugby union team of Argentina,Club Atlético San Isidro(mostly known as CASI) also signed with Signia.

In 2003, Signia signed a deal with theArgentine Football Associationbecoming the exclusive ball provider for all the Primera División matches. This agreement ended in 2004.[11]

In September 2004, Gatic was finally declaredbankruptcyand went into liquidation.[12][13]The factory located inSan Martín Partidowas taken over by its former employees, being assisted by an internationalNGO.[14]The other Gatic factories (the textile inLas Floresand the shoes manufacturer ofCoronel Suárez) were rented by a recently created company, Indular Manufacturas S.A.[15]

Third period

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Indular Manufacturas kept the Signia brand, while the rest of former Gatic brands were dismissed or acquired by other companies. Signia had ceased sponsoring teams during the period of bankruptcy. Nevertheless, the company signed deals with more teams in 2006:Argentinos JuniorsandGimnasia y Esgrima de Jujuy.One year later Signia addedBelgrano de CórdobaandLanústo its list of teams sponsored.

In July 2007 Indular Manufacturas was acquired byBraziliancompanyVulcabras,owner ofOlympikusand part of the Grendene Group.[16]

Soon after arriving to Argentina, Vulcabras (through its brand Olympikus) began its business in the region, taking over the teams sponsored by Signia at the time: Lanús (in 2009)[17]and Argentinos Juniors (in 2010).[18]As a result, Signia disappeared from the sports business for a while.

Fourth run: 2010–present

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TaekwondoathleteSebastián Crismanichwearing Signia official equipment, August 2012

In August 2010, Signia made a new appearance in the Argentine sports market, signing a deal withAll Boys,[19]which had promoted to Primera División that same year. The brand was relaunched by a new company called GGM S.A., which also obtained the license to manufacture and commercialize thePonyproducts in Argentina, Brazil, Uruguay and Paraguay.

Signia also signed an agreement with the Argentine Olympic Committee to provide equipment to its athletes during theSummer OlympicsandPan American Games.The brand made its debut during the2011 Pan American Gamesheld inGuadalajara.[20][21]

The partnership ended in 2023 when the COA signed a deal with French companyLe Coq Sportifas its exclusive uniforms provider.[3][4]

Former sponsorships

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Football

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Olympic

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Rugby union

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Volleyball

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Basketball

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Bibliography

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  • The story of Signia:Part 1,Part 2,Part 3,andPart 4by Eugenio Palopoli on Arte y Sport website, April 16, to May 7, 2012 (links archived)
  • El Error de ser Argentinoby Eduardo Bakchellian, Galerna Editor, Argentina (2000) –ISBN9505564090

Further reading

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References

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  1. ^abc2014 “PARA SIGNIA ES UN ORGULLO VESTIR A NUESTROS ATLETAS”on COA, 15 Mar 2014
  2. ^abcdeTyC lanza una línea de indumentaria,La Nación,23 April 1999
  3. ^abLe Coq Sportif realizó la presentación oficial de la indumentaria que lucirán los atletas y oficiales de la Delegación Argentina que participará en los XIX Juegos Panamericanos Santiago 2023on Le Coq Sportif Argentina
  4. ^abLE COQ SPORTIF PRESENTÓ LA INDUMENTARÍA QUE LUCIRÁ LA DELEGACIÓN ARGENTINA EN SANTIAGO 2023on COA, 6 Oct 2023
  5. ^abEl ‘shoe dog’ que supimos conseguirby Eugenio Palópoli, 17 Jul 2022
  6. ^Lo que hicieron con Gatic no tiene nombreby Tomás Labrit (interview to Eduardo Bakchellian), 2 Aug 2018 on Periódico El Barrio
  7. ^La otra camiseta negraon Mundo Azulgrana, 4 Dec 2018
  8. ^San Lorenzo es el arte de la elegancia,Clarín,3 August 2000
  9. ^"Gatic se quedó sin Adidas".6 February 2002.Retrieved10 March2017.
  10. ^"Bolívar Signia in Somos Voley website".Archived fromthe originalon 2012-04-30.Retrieved2012-05-11.
  11. ^ab"Cuestión de pelotas" by Gustavo Veiga,Página/12, 2003-01-20
  12. ^"La Justicia decretó la quiebra de Gatic".Retrieved10 March2017.
  13. ^"La Nueva – La Nueva Provincia – Diario de Bahía Blanca".Archived fromthe originalon 27 January 2013.Retrieved10 March2017.
  14. ^"Filosofía global y zapatos de lona – Rolling Stone Argentina".Archived fromthe originalon 12 March 2017.Retrieved10 March2017.
  15. ^"Gotelli ya tiene las plantas de Gatic".Retrieved10 March2017.
  16. ^""En seis años la producción de calzado aumentó más del triple", Ministerio de Industria de Argentina ".Archived fromthe originalon 2012-03-09.Retrieved2012-05-11.
  17. ^Silber, Diego (4 August 2009)."Olympikus ya está en Argentina: nuevas camisetas de Lanús – Marca de Gol".Retrieved10 March2017.
  18. ^"Racing de estreno: nuevo sponsor y camiseta", Racing Club website, 2009-12-29Archived2010-12-04 at theWayback Machine
  19. ^Silber, Diego (4 August 2010)."All Boys regresa a Primera, y Signia al fútbol – Marca de Gol".Retrieved10 March2017.
  20. ^Palopoli, Eugenio (4 October 2011)."Signia auspicia a los deportistas argentinos en los Juegos Panamericanos de Guadalajara".Retrieved10 March2017.
  21. ^"Signia viste a los atletas que nos representarán en los Juegos Panamericanos".6 October 2011.Retrieved10 March2017.
  22. ^"Signia, nuevo sponsorship del Club All Boys" on All Boys website,11 Dec 2014
  23. ^"All Boys presentó sus nuevas camisetas para 2015" on MinutoUno,13 Feb 2015
  24. ^"Descuentos exclusivos del básquet".
  25. ^https://twitter.com/mundoazulgrana/status/317015941915504640[bare URL]
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