SBD/23/Sponsorships Advertising Marketing

NFL SIDELINES ARE LATEST FASHION RUNWAYS FOR MODEL COACHES

          "Looking to boost slowing sportswear sales," the NFL
     and licensed apparel companies are seeking to transform NFL
     coaches "into tasteful arbiters of a more subdued line of
     jock chic," according to Chris Reidy of the BOSTON GLOBE. 
     Reidy reports that the NFL and apparel marketers "have
     latched on to golf-inspired casual wear as a way to reach
     new customers," and that NFL coaches on today's sidelines
     "are looking like golf pros, wearing shirts with a team logo
     not much bigger than an Izod alligator."  Reebok Apparel
     Marketing Dir Andrea Hoff said Reebok "has taken an
     inspiration" from its golf lines "and extended it into
     football," meaning better fabrics and "smaller logo
     treatment."  Sporting Goods Intelligence Editor Bob McGee
     added that better fabrics "also mean higher prices and
     higher profit margins for retailers" (BOSTON GLOBE, 10/23).

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Related Topics:

NFL, Reebok

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