The makers of some of other high-end equipment say their new offerings are commanding top-dollar due to the cost of the technology involved.

"The price points are the result of new technology," said Tony Palma, CEO of Easton-Bell Sports. "You can still go buy a Walkman to go for a run and it will cost you $19, but people want a $300 iPod."

Easton Bell's top end products are incorporating carbon nanotube composites into products from bats to hockey skates and sticks. It also sells new high-tech football helmets and shoulder pads, such as the ones pictured here, under its Riddell brand.

"It's a pretty crowded market place," said Palma. "We're constantly looking at either new materials or new designs -- new processes to allow athletes to maximize performance."