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SBD/28/Sponsorships Advertising Marketing
NIKE COLLEGE OUTERWEAR "BADLY OUTSOLD," AND "UN-INSPIRING"?
Published November 28, 1995
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).