ATLANTA -- Several years of slow growth in the sporting goods industry continues to be blamed on some familiar culprits. There's the fashion shift away from licensed apparel and athletic styles, and an explosion of entertainment options that has eroded time spent on physical pursuits.

Another familiar but unsubstantiated explanation occasionally put forth by retailers has been the lack of exciting new products. While its true the industry still hasn't seen anything with the blockbuster potential of the mid '90s ab roller, attendees at the Sporting Goods Manufacturers Association's annual Super Show were presented with an abundance of innovative products and opportunities.

Even in a category such as swimming, where participants need little in the way of apparel or equipment, U.S. Divers offers the potential to grow sales with its new Seal Mask. Ranging from $20 to $35, the product is a cross between conventional swim goggles and a dive mask. It is designed for recreational and fitness swimmers who don't care for the fit of goggles or the marks they leave around eyes. Although introduced last year, this year marks the first time the company plans to advertise the product.

Although licensed apparel sales have struggled in recent years, fan loyalty remains strong. Fotoball hopes to capitalize on this loyalty with its line of commemorative balls, including new oversize baseballs with embossed team logos and commemorative inscriptions. The company has also combined its ability to manufacturer brightly colored and long-lasting playground balls with licenses from Looney Tunes and Coca Cola.

Retailers that pursue the team sports business also have new opportunities. The recent announcement by World Wrestling Federation Entertainment Inc. that it will start a league called the XFL promises to be interesting given the WWF's ability to attract an audience. Although the first games aren't planned to begin until early 2001, the XFL could help the category's sales by increasing interest among teen males. Proposed rule changes and technical innovations for bringing fans closer to the game haven't been announced. However, discussions have already begun with ball and helmet manufacturers to design innovative products that will differentiate the XFL from the NFL.

Even team sports dealers are facing new profit potential in the category as competition heats up among helmet manufacturers. Riddell currently dominates the business, and its helmets are worn by most NFL players. Bike has re-entered the business with a helmet that is noticeably lighter, slightly larger and has two rows of ventilation holes in the top. Its helmets were worn by Dallas Cowboy and Miami Dolphin players last year although the manufacturer's name had to be blacked out because of Riddell's agreement with the league. The new Bike helmet stands to be popular with dealers because several years ago Riddell began selling directly to teams.

In the basketball category, Huffy has introduced a lighted backboard and rim system with a lighted ball. The company also makes a lighted football. Illumination is obtained through a patented LED technology the company calls Hyperlight; it lights the ball from the inside out while maintaining the performance integrity. The company has developed an equally unique black box merchandising display that customers can peer into to get a sense of how the ball looks when lit up.

Another innovative basketball product comes from Sport Fun. The company introduced its Hoop Bustin backboard. Designed for kids to hook on a door, the backboard makes nine different wisecracks when hit by a ball.

Brunswick Bicycles is giving mass market retailers increasing opportunity to profit from the growing popularity of its Mongoose lifestyle brand. Brunswick has licensed the Mongoose name to manufacturers of skateboards, snowboards, wakeboards, inline skates and the potentially new extreme sport of all-terrain boards. There are also Mongoose brand Fun-Karts, hats, shirts, bags, and inflatable water and snow products.

Brunswick is testing the boundaries of the brand's popularity and plans an ad campaign this year that will include spots on ESPN programming and coverage of the Tour de France.

The mass market paintball business, dominated for several years by Brass Eagle, is seeing new competition from a familiar brand. The Canadian firm, Accucap Industries, has licensed the Winchester name and applied it to a complete line of paintball markers, protective gear and accessories.

In the leisure games category, Regent Sports introduced a new table game called Boccerball. The soccer type game uses a steel ball. When a goal is made, a sound chip in the electric model produces simulated crowd noise.

Another category with potential for several years to come is the marine and boating accessories business. Thanks to a booming economy, the pleasure craft industry just reported a record year of sales and those boats require constant upkeep and accessories.