She said Prime Sport sees a good business potential in Hi-Tec due to its strong brand awareness in the global market and the growing health-conscious trend among Thais, particularly for outdoor activities.

Hi-Tec was founded in 1974 and currently has markets in 80 countries, with 15 offices globally. Its product line consists of sport clothing, bags, shoes and other accessories for all types of sports.

Prime Sport negotiated with Hi-Tec in the UK in April this year and started importing products in August, said sales and marketing manager Watana Pinyawat.

It plans to gradually import all Hi-Tec's shoe categories: tennis, badminton, running and 'outdoor adventure'. More product lines will follow, including clothing, caps, bags and accessories.

The brand targets people with middle to high status, said Watana. Its prices range from just under Bt2,000 to Bt7,000.

The company has already opened 20 sales counters in shopping complexes and department stores in several big cities, with approximately Bt1.5 million investment per branch, and expects to sell at up to 50 counters with at least one flagship store by the end of next year, Watana said.

He said that 90 per cent of its customers are foreigners because the brand is very new in Thailand. To build awareness among Thais, the company is allocating 5 per cent of its expected annual sales of Bt100 million for a marketing and advertising budget, including advertising in men's and sports magazines, sponsoring events and arranging its own marketing activities.

Nitida Asawanipont The Nation