SBD/28/Sponsorships Advertising Marketing

NIKE COLLEGE OUTERWEAR "BADLY OUTSOLD," AND "UN-INSPIRING"?

     Retailers surveyed in the latest SPORTING GOODS BUSINESS
"reacted with cautious optimism" to Nike's planned foray into NFL
authentics, "wondering if the swoosh will carry as much weight
when tucked beneath team logos."  Larry Wilson, a buyer for FL-
based Athletic Attic, notes that the "bottom line didn't shift
noticeably" when Nike became the official supplier for Florida
St. and Miami.  And one buyer told SGB that Nike's college
outerwear "was actually being badly outsold" by other brands due
to "high pricing" and "un-inspiring design features" (SGB, 11/95
issue).
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Related Topics:

NFL, Nike, Wilson Sporting Goods

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