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NFL PROPERTIES USES WINNING LOOK TO BUILD ON SUCCESS
Published September 6, 1996
NFL Properties will once again score double-digit sales increases this year and "widen its lead as the best marketing sports league in the world," according to Richard Wilner in the N.Y. POST. NFLP expects to register more than $250M in revenue this season, according to POST sources. A new marketing campaign will kick off this month aimed at "America's baby boomers and women." The NFL's Lee Sport Genuine Casualwear program, aimed at baby boomers, is the NFL's "first stab at fashion-forward merchandise." The collection features casual clothes with "under-stated logo presentations." An NFL Women's line will also debut this season through both discounters and department stores. Industry "veterans" expect the NFL to maintain their double-digit growth this season, and one league source told the POST that the NFL may change uniforms to include team logos on the jerseys. These changes, retailers say, always increase sales (N.Y. POST, 9/6). GEE, LEE: Lee Sport will participate in two Chiefs-related "pep-rally" events today in Kansas City as part of the Genuine Casualwear introduction (Lee Sport). The casual NFL line is also available in seven other markets -- Chicago, San Francisco, St. Louis, Dallas, Pittsburgh, Baltimore and Denver. Similar events will take place in each market as the NFL season progresses (THE DAILY).