SBD/Issue 204/Sponsorships, Advertising & Marketing

adidas To Unveil New Univ. of Michigan Football Jerseys Today

adidas Today To Officially Unveil
New Michigan Football Jerseys
adidas today will officially unveil its new Univ. of Michigan (UM) football jerseys, and the "visible portion of authentic game jerseys will not be dramatically different from those of the past on the blue home uniforms," according to Mark Snyder of the DETROIT FREE PRESS. However, the road white jerseys are a "bit more of a departure from tradition," as they feature blue numbers outlined in maize, "thin maize stripes between the shoulder and the upper chest, and thicker, more pronounced stripes beginning in the middle outside the numbers and wrapping around the side, forming dual tails in the back." There will also be a "sticky strip that says Go Blue across the bottom to hold the jersey in the player's pants." adidas Business Dir for Football Mark Clinard said, "We put [former UM football coach] Bo Schembechler's famous quote 'Those Who Stay Will Be Champions' in the hem of the authentic jersey." Snyder notes adidas is "touting three technological aspects of the jerseys" -- the ClimaCool system that enhances ventilation in "high heat zones;" Foromotion cuts, which are "strategically placed seams that remove excess fabric such as when a wide receiver stretches for a ball;" and the TechFit PowerWeb sleeve "for their calves to improve oxygen delivery and increase blood flow." adidas last year signed an eight-year, $60M deal with UM, the "largest known college licensing agreement in the country" (DETROIT FREE PRESS, 7/14).

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