Reebok Int'l CMO Angel Martinez said that the company,
under its recently-announced exclusive on-field licensing
deal with the NFL, "hopes to make changes to the uniforms of
all" of the league's teams by the start of the '02 season
"to make them more appealing to consumers," according to
Curtis Eichelberger of BLOOMBERG NEWS. Martinez said,
"Consumers need fresh product. Our objective is a new,
dynamic look. You might see some major changes." Martinez
added that the Broncos uniform will "undergo some changes
because" Nike, which currently outfits the team,
"incorporated its swoosh logo" in the uniforms and "onto the
team logo." Martinez, on changes to the Broncos uniforms:
"I can guarantee that" (BLOOMBERG NEWS, 12/22).
ANGEL, WE HAVE HEARD ON HIGH: Martinez is interviewed
by Judy Leand of SPORTING GOODS BUSINESS and says the U.S.
apparel market is "flat, at best. When you look at the
athletic apparel available in stores, it's not very
inspired." Martinez added Reebok's "greatest strength is
that we appeal to a broad cross-section of people. This
whole active, athletic lifestyle aspect of our brand is
incredibly powerful worldwide. ... The downside is that if
we don't clearly articulate to the consumer what our brand
is all about, then the diversity works against us -- then
you're out there with so many different messages and so many
different approaches to product, that it doesn't hold
together as a brand" (SPORTING GOODS BUSINESS, 12/8 issue).
