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SBD/Issue 146/Sponsorships, Advertising & Marketing
U See The Swoosh Dub-Ed All Over Huskies Uniforms, Logos
Published April 26, 2001
There is "no escaping the Nike swoosh in nearly every aspect of" the Univ. of WA's (UW) new uniforms and logos designed by Nike and "launched with a fashion show, a runway display for the full" Nike collegiate line of sportswear, according to Angelo Bruscas of the SEATTLE POST-INTELLIGENCER. Some UW athletes posed last week wearing their new uniforms, and "it didn't take much imagination to figure what the publicity was worth" to Nike. But it also "left questions about the use of student-athletes to promote a product for which they supposedly don't receive a dime." Bruscas writes with college athletes wearing the Nike marks, there is "no need for high-priced athletes and endorsement appearance fees." UW AD Barbara Hedges, on the fashion show: "This is a service that they provide (free) for some of their clients and schools. We did not know that, however, before we selected them. It came as a pleasant surprise." Bruscas wrote Nike "was happy to do it for ... all the free publicity." Bruscas: "Whether or not you like the new logo, the pervasive influence of sports apparel companies on collegiate athletics deserves a closer look" (SEATTLE POST-INTELLIGENCER, 4/25).