The NFL is "re-branding its on-field garb and launching
the first TV push behind its top retail apparel in three
years," according to Terry Lefton of BRANDWEEK. The "Pro-
Line" designation that has been used to "distinguish the
high-ticket on-field apparel" marketed by licensees Nike,
Starter, adidas, Reebok, Champion and Logo Athletic will be
"gone," as the league, which is now referring to its top
tier as "shieldwear," begins "targeting younger NFL fans"
with an in-house print/TV campaign featuring young players
such as Jets WR Keyshawn Johnson and Steelers QB Kordell
Stewart. The print campaign will break later this month in
ESPN Magazine, SI, Vibe, Sport, Spin, The Source and USA
Today, while the TV spots will debut during the preseason.
Lefton writes that with the numerous licensees "producing
garb often seen by consumers as indistinguishable, the NFL
needs to buoy the high-end garments with retailers." As
part of the promo effort, "more than" 100 concept shops will
be opened in Champs and Sports Authority outlets in each NFL
market. NFLP Senior VP/Marketing Howard Handler, on the new
campaign: "We're not trying to create a new brand as much as
we want to draw a direct line between what our fans see on
the field and what they see at retail" (BRANDWEEK, 7/20).
