Starter, which is "currently in the second-year of what
was a four-year deal to outfit nine NBA teams," has "pulled
out" of its licensing deal with the league for next season,
according to Andy Bernstein of the SPORTSBUSINESS JOURNAL.
The $7.5M annual deal produced "little tangible value" for
Starter because "no manufacturer logos appear on NBA player
jerseys, and Starter did not gain the rights to sell replica
jerseys at retail." Starter is able to sell $100 authentic
jerseys, "for which there is little consumer demand," and
will continue to sell non-authentic NBA products. NBA CMO
Rick Welts said that the league has "not decided which
company will pick up Starter's teams." Bernstein adds that
the Nets will debut "sleeveless V-neck" jerseys on March 4,
marking the first time an NBA team will wear something other
than a tank top (SPORTSBUSINESS JOURNAL, 2/22 issue).
SHAKE YOUR MONEY MAKER: Welts talked to BRANDWEEK's
Terry Lefton on the state of NBA corporate sponsorships: "We
still have a lot of deals to finish we started a year ago,
but all those people are still talking to us about what they
can do (to leverage) this season. ... We will get back to
(pre-lockout) levels fairly quickly, but if you're asking me
if we will return to pre-'97 levels in licensed apparel, I
don't think we will" (Terry Lefton, BRANDWEEK, 2/22 issue).
SEE ME, FILA ME, TOUCH ME: Lefton reports that Fila,
after losing "50% of its U.S. share" in '98, is
"contemplating a return to its marketing roots" and is
looking to re-establish "its tennis ties." Fila is talking
"to its original brand icon, Bjorn Borg, about a possible
return as an endorser." In other tennis efforts, Fila will
be the official apparel and footwear at the Lipton
Championships in FL, is "negotiating" with the RCA
Championships in IN and is "close to renewing a long-
standing" U.S. Open apparel deal (BRANDWEEK, 2/22 issue).
AND 1 MORE PRODUCT: Both the SPORTSBUSINESS JOURNAL and
BRANDWEEK report that And 1 will develop a line of
basketballs. The SPORTSBUSINESS JOURNAL's Gotthelf &
Bernstein report that And 1 will launch a ball line this
fall, which will be produced by Denver-based Classic Ball
Co., and will be offered at "four price points: $15, $25,
$35 and $50" (SPORTSBUSINESS JOURNAL, 2/22 issue).
TOP CATS: SPORTSBUSINESS JOURNAL's Andy Bernstein notes
the buzz around Puma's NFL wear at the Super Show. The NFL
has licensed Puma to launch a line of "fashion jerseys,"
which "combine elements of typical football jerseys with
edgy colors and styles" (SPORTSBUSINESS JOURNAL, 2/22
issue). BRANDWEEK's Lefton writes that Puma-branded NFL
authentic wear was "attracting as much attention as any
licensed apparel"....In other Super Show news, Lefton
reports that the NHL was showing an "NHL 2000" logo that
will "appear on uniforms and game pucks as part of the
league's millennium marketing effort" (BRANDWEEK, 2/22).
