Sponsorships Advertising Marketing

NFL SET TO MAKE PUSH IN WOMEN'S APPAREL MARKET

8.21.1996

     Exploring new niche opportunities as the $12B market for
licensed athletic apparel "flattens," the NFL will test-market a
women's line of casual and fitness clothing this season,
according to BRANDWEEK.  Game Day clothing will be manufactured
by NC-based Moretz Mills, and will be aimed at the mass market.
Kmart and Target will carry the lines.  A yet-unnamed line by PA-
based Fit for Sport will be sold to specialty and department
stores.  Jones Stores and JC Penney will be among those that test
the Fit For Sport line.  The test will encompass 100 retail
stores, and BRANDWEEK's Terry Lefton notes this is not the NFL's
first foray into the women's market.  Five years ago the league
offered the NFL Spirit line of "pricey fanwear" (BRANDWEEK, 8/19
issue).

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