Licensed merchandise for the WNBA and ABL is examined
by Marianne Bhonslay in the current issue of SGB. For the
WNBA, Bhonslay notes that Champion "is banking on a sleekly
silhouetted women's jersey ... to facilitate the women's
licensed business." Because of "tight design, development
and production timelines ... that business will consist of a
core product offering of replica apparel in one year." WNBA
licensed apparel will be priced "on par" with "traditional
licensed offerings," with replica jerseys costing around $40
and authentic jerseys, when available in year two, priced at
approximately $120 (SGB, 5/12 issue).
REEBOK BRINGS ON MORE ABL GOODS: For the ABL, Reebok
will expand its sponsorship for the league's second season,
and Reebok Dir of Women's Sports Marketing Kathy O'Connell
said its ABL apparel line is expected to increase by as much
as three-fold next season. Reebok outfitted four teams last
season, by will outfit all nine teams in '97-98 and add
apparel such as shooting shirts and tear-away pants.
Bhonslay adds that "overall sell through" for Reebok's ABL
products was about 70% in the first season, with the top-
selling item a replica jersey of the Laser's Jennifer Azzi.
JCPenney reported that sell through of ABL merchandise was
"spotty at best," while The Sports Authority confirmed that
sales were "only fair" in ABL cities (SGB, 5/12 issue).
