SBD/21/Sponsorships Advertising Marketing

RETAILERS SAY MLB APPAREL SALES HITTING PRE-STRIKE LEVELS

          Following a three-year recovery period at retail, MLB
     licensed sales "are staging a credible comeback," according
     to Marianne Bhonslay of SPORTING GOODS BUSINESS.  Some
     specialty store dealers say baseball "is currently the best
     seller in licensed" wear, and its sales are approaching '94
     pre-strike levels due to "improved delivery to the fashion
     or 'pop' colors in licensed merchandise."  CA-based Chick's
     Sporting Goods has posted a 25% gain for its MLB licensed
     products.  Part of the sales increase is attributed to new
     product, such as MLBP licensee Majestic Athletic's tackle
     twill jerseys with "bright lime, gold and scarlet," and
     Starter's classic satin jacket, which is among the items
     "stimulating" MLB sales at JCPenney (SGB, 5/15 issue).

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