The Glove Bag is pleased to have the opportunity to interview Adam Sells. Adam is the Managing Director of Sells Goalkeeper Products Ltd. Members of TheGloveBag.com provided the majority of the questions in this interview.

1. thelastnomad Asked: As an obvious observer of the goalkeeping communities such as The Glove Bag, do you go out of your way to get the insight on what people are discussing and saying about your products

Adam: Absolutely. Knowledge is power! I don’t think you can ever get enough informed opinion.

Customer feedback is essential if we are to establish ourselves as “the” brand for Goalkeepers. We all have ideas, I believe that you must listen to those around you that work on design, production and sales. Then obviously Goalkeepers that are testing product have a major role and of course you guys who are spending your money. These are all pieces of the jigsaw puzzle that I must put together.

2. Wilk Asked: Sells has always been a strong supporter of the internet based goalkeeper community. How does your relationship with sites like TGB help your company and the GK website?

Adam: I love sites like TGB. You guys are clearly the most knowledgeable and enthusiastic out there so to ignore comments made here would be madness!

A huge advantage of a specialist brand is to be able to adapt and listen to its customers and react accordingly.

My drive and ambition comes from wanting to be the best and do the best for the Goalkeeper so you have to listen.

3. TheKeeperisNo.1 Asked: What was your very first pair of goalkeeper gloves?

Adam: Thirty odd years ago my father purchased a pair of the green cotton gloves worn by the likes of Peter “The Cat” Bonetti and Joe Corrigan. They didn’t grip a thing, my hands were freezing cold, but I thought they were great!

4. tiempo Asked: How many 'prototypes' of a Sells glove are needed on average before the actual glove is found OK to be released?

Adam: I would say that that probably between three and five generally speaking. The first effort tends to be a bit raw. We work on the fit and detail for there in with the last parts, things like slight modifications to logo colours or making a a label from a different material.         

5. uhlsport036 Asked: From start to finish how long does it take you to design a glove?

Adam: The range for release mid 2007 is now being shown to retailers and this development starting around January of this year. So I guess the answer would be approximately six to eight months.

The process starts with drawings, selection of materials, production of parts, stitching, then testing before final tweaking.

Believe me, what we finish up with in the market place bears little resemblance to the original!

6. tiempo Asked: To what extent is Sells' future line up influenced by other brand's new technologies?

Adam:  Not too much really. This may sound strange, but though I am aware and respectful of our competitors, they do not shape our thoughts too much. There is no doubt that ideas come from ideas. That said, I am a firm believer in what we do and therefore if you are focused and doing things for the right reasons you will always do ok. I probably paid more attention to other brands before I was involved in the business when I was an enthusiast like you guys!

7. keep2418 Asked: Sells have kind of made a statement in that they, for the most part, mass-produce and sell the same glove models that the professionals wear.  What was it that led to this strategy?

Adam: Only the best is good enough. You have to have a passion to be the best! As a specialist brand I want to give you the end user, whatever level you play, the same opportunity as a top international Goalkeeper. Some of our Keepers have slight variations very occasionally, but as they test and give us feedback first we know that when a product is released Goalkeepers will wear it. I think that as these guys are revered by the goalkeeping community, so it’s only natural that they want to enjoy the same benefits not a replica copy with inferior materials.          

8. uhlsport036 Asked: Have sells any plans for goalkeeper specific boots?

Adam: It is certainly something we have considered and this may well be something you see in the future. This will come when I think we have something unique to offer that has not been done already. In order to convince keepers to wear our gloves for instance, we must make them grip better than others, more comfortable than others, absorb shock better than others or Keepers would simply not buy SELLS. It would be the same with a boot; i.e. control zones, adding distance to kicking, improving lateral movement, assisting stance and perhaps spring. It would have to be something special that every Keeper would want.

9. uhlsport036 Asked: How involved in Sells is Dean Kiely?

Adam: Dean is a shareholder and close friend as well as being a great source of help and feedback. Due to its continued growth, the company recently raised further capital via a share issue. Dean has been joined as a shareholder by the likes of; Jerzy Dudek, Kelvin Davis, Robert Green, Andy Marshall. One or two more are likely to follow suit shortly.

All these guys are genuinely interested in the development of the SELLS brand and do as much as they can to help. I am truly proud that these guys like the products so much they wanted to invest in our future.

10. Mocc Asked: Most of the goalkeeper gloves from Sells have the roll finger cut, while there are just is a small number of gloves with glove cuts (e.g. negative-cut or flat palms). Is this because of your personal experiences or because of the general inquiries from your customers and testers?

Adam: I have to say that up until now in the UK, “Roll fingers” have generally been the chosen cut. I want our glove range to have something for everyone and every market has its own key models. I think what has been surprising is the amount of times I have heard that “Roll fingers won’t sell in this country…” only for the Adhesion Ultra Wrap to be their best seller a year later!

I think going forward the “Contour” models are going to get to develop a similar following for those that prefer other cuts. The range for 2007 is particularly strong.

11. tiancai Asked: Are there plans to sign goalkeepers in international leagues like the Bundesliga, Serie A, etc?

Adam: Yes, very much so. We have a La Liga Goalkeeper for the first time now and I am talking to others at present in Serie A and Le Championaat. We do have a decent presence in around 25 countries now but I am conscious that as we move the brand forward, the top leagues of France, Italy, Germany and Spain will need my particular focus. I am negotiating with a couple at present and will let TGB know if and when these are concluded.

12. kenny Asked: What makes Sells different from other brands that manufacture goalkeeper products?

Adam: Being a specialist! Constant attention and development. If you cannot change for the better, don’t change for the sake of it.

On the glove side we are continually researching, looking to find new materials, cuts and design. I want our range to be so extensive that no Goalkeeper can look at it and say there is nothing there for him or her.

Our strategy is simple. Grip first, then comfort, with aesthetics, the final angle explored. We look at what has brought us success in the market previously and try to improve the cut or feel. Small detail is what separates you from the rest.

I think also our willingness to produce textile items like the Tempest and Silhouette range, that are not “mainstream” really gains us an affinity with the serious Goalkeeper. Sports brands will look at the numbers and say “no thanks,” but these articles underpin our image.

Last weekend in the UK, our gloves were worn in the Premiership, Championship and SPL by 44% of the Goalkeepers. We do not have limitless amounts of cash to throw around, so it suggests that the professionals are buying into this philosophy.

From a sales perspective, this makes it very difficult for retailers here to ignore us.

13. iampepe Asked: If could sign any one Goalkeeper (money no option) to be the main endorsee of Sells gloves whom would it be and why?

Adam: That’s a great question! I think after five years, the next stage for us as a brand is to gain the endorsement of one of the games iconic goalkeeping images. It is something that I am working very hard on at present. As I am sure that you can appreciate, these Goalkeepers tend to be dominated by the major sports brands due to the astronomical sums involved. I think every brand would want to be associated with these household names. I am hopeful we may be able to add one of these to our portfolio in the not too distant future. If not, I think the key is to identify, where you think the next one might be and tie them to a long term contract. I think the likes of Buffon, Dida, Casillas, Cech, Van der Sar and Lehmann, who play at big clubs and countries that are top performers in international football are all great ambassadors for their respective brands.

14. Biffa Asked: What is your favourite pair of goalkeeper gloves?

Adam: Again another great question! The simple answer is really the next thing we are working on! That always excites me the most! Of the gloves for 2007 I am really pleased with all of them and as always I feel it is our best yet.

The new Wrap series will sell well with a wet, winter and summer version.

The contour d30 technology has moved up a notch from last year and is outstanding with a roll finger version now available.

My particular favourites though are in the Adhesion Ultra Total Contact range. I think this a great cut, great fit and has a striking look too!

But as I said earlier I hope that there is something for everyone.

15. Veteran Keeper Asked: How often do you evaluate materials other than latex for glove grip? For example, my wife and daughter both ride horses and have what is called a gel pad under the saddle. This stuff is sticky like you wouldn't believe...and appears far more durable than normal latex.

Adam: So far we have found nothing that surpasses latex and generally we ask latex producers to refine the formula to keep improving grip in wet conditions or to increase levels of durability. It is an interesting that you have raised this issue as I am committed to researching anything that represents positive progress. Maybe you have stumbled across the next big thing!