With its exclusive licensing arrangement for NBA uniforms
and jerseys, Champion has seen sales of those items double over
the past year. But BRANDWEEK reports licensees such as Starter
and Logo 7 reported sales decreases of more than 30% in their
non-exclusive NBA apparel categories. Terry Lefton writes the
NBA licensed lines may be suffering "from the industry's most
feared anathema: oversaturation." Logo 7 President Tom Shine
said the NBA is a "one-item license and that's the replica
jerseys." Starter VP/ Marketing Ian Gomar: "The 'I Love This
Stuff' ad campaign is fine, but we're hoping to convince the
league to give some dollars directly to retail to support their
licensees." NBA Properties President Rick Welts noted the
licensees are experiencing a "business in transition." Welts:
"Just because we didn't miss a game with our labor problems
doesn't mean it didn't affect us, just as the leagues were
affected by theirs. The growth in apparel is overseas. We are
shifting our interest to other areas." Welts would not comment
on next year's 50th anniversary season for the NBA, but licensees
expect 10 or 11 teams to occasionally wear retro uniforms
(BRANDWEEK, 2/12 issue).
