The impact of the NBA lockout on league-licensed
merchandise and sneaker sales is examined by Agoglia,
Bronson & Tedeschi in the cover story of SPORTING GOODS
BUSINESS. Retailers, licensees and "category watchdogs"
have estimated that sales of licensed merchandise are "down
nearly" 50% for the Fall/Holiday season, and that number
"could dip even further as fans become more disgruntled."
NBA licensed sales "could be hit by as much as" 80%, or
$680M, in the post-holiday season through Spring '99. Gart
Sports Senior VP Ken Snyder: "It's been pretty tough selling
NBA-licensed merchandise. It's the biggest hit we're
taking. It's down double-digits. And it doesn't matter who
the team is. When they don't play, interest is down." Pro
Image General Merchandise Manager Bill Townsend: "About the
only thing that would really help NBA sales [in the near
term] is if there's a lot of player movement with free
agents. It would be great to be able to sell a [Scottie]
Pippen jersey that's not a Bulls jersey, for example."
Despite the league's woes, other sports are "remaining
mostly quiet." MLBP Dir of National Retail Marketing Rick
Platt: "We're not using the lockout to gain any advantage
[at retail]. One of us will be down again someday, and I'd
hate to think someone else is bashing me" (SGB, 12/15).
