A Filipino story

Cesar Guarin was an avid runner back in the late 1970’s. In college. He dreamt of being able to manufacture Filipino running wear for the blockbuster market. At the time, the first quarter of each year was marathon season, and it seemed that every weekend, some race or other was being held along Roxas Boulevard in Manila.

Guarin created Botak, slang for "takbo". No other word would do. His thesis revolved around his passion for designing colorful yet functional singlets and shorts for hard-core runners.

"Our family had a store in Ali Mall," he recalled. "And after college, we tried to display some of my products there. Eventually, I occupied more and more of the store. I guess people liked the clothes."

Botak’s headquarters have been perched on Kamuning in Quezon City since then, and Guarin has maintained the homey size of his company. Once offered a buy-out by a multinational the sportswear company, he declined, knowing it would mean he could no longer keep his hands on the creative side of his business. He never intended to compete with the giants, but, as fate would have it, he actually has found a way to serve his own market and even his competitors, believe it or not.

"I started venturing into the "pasadya" or made-to-order market, I saw how big that portion of the market is, since we have basketball leagues all around the year," he smiled. "But this business is really a rollercoaster. You have one good year, and you have to brace for the next year, because it might be bad."

Today, the bulk of Botak’s clients are corporations, the Armed Forces, and schools. Repeat business keeps his sewers and printers busy, and expansion steady. And Botak got a big break when the PBA decided to centralize some of its merchandising efforts and manufacturing of its uniforms. Other companies pay for the rights to have their logos on PBA uniforms as sponsors, but Botak makes these difficult, outsized jerseys that can’t be found on the rack. On their walls are framed portraits of the PBA Centennial Team, Alaska Aces, and PBA superstars like Asi Taulava, Mick Pennisi, Marlou Aquino, Danny Seigle and other past clients.

"That was a big opportunity for us," admits Guarin, who once planned on running across the Philippines until business overtook him.

"Now, the big majority of our market is made-to-order. Only about fifteen percent are walk-ins."

Being able to niche where large companies can’t go has built Botak into a multi-million peso venture. Although the soft-spoken company owner maintains a small staff and close family atmosphere, their output has been prodigious. And their rubberization technology has been difficult to match.

Guarin’s new target is the international market. Computer technology eased a lot of his problems in design, since he no longer has to hand-draw or photocopy patterns. His foothold overseas curiously enough, came through PBA imports who liked wearing his uniforms.

"Sean Chambers and Lamont Strothers and a few other imports always wanted their own sportswear brands," Guarin revealed. "They give me their designs, I do their manufacturing, then send the finished products to them by overnight express. The market there is so much bigger, and definitely much more profitable."

A set of uniforms would cost overseas clients like Chambers and others about $25 to $35 per player, inclusive of freight cost. They can pass this on at about $65 or more without the headache of hiring laborers and renting expensive factories in the US. The word of mouth and lower cost brings new customers to Guarin’s door from overseas. Filipino basketball leagues in California and other places have started to take notice.

"I really look forward to having a Filipino brand go international and build a name in the made-to-order sector," Guarin adds. "The market is practically limitless. There is so much more we can do."

And soon, Botak’s clients will be running to them, even from overseas.

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Make sure to catch today’s episode of The Basketball Show at 12 noon over RPN 9. This week’s episode features the Negros Slashers’ MBA championship victory, Sen. Robert Jaworski, and an NCAA primer. The Basketball Show The is sponsored by Columbia International, Adidas and Red Horse Extra Strong Beer.