Marketplace Roundup

Purdue Unveils New Jerseys To Update Look, Generating Revenue Barely A Factor

In Indianapolis, Terry Hutchens notes Purdue Univ. (PU) last month unveiled new basketball jerseys, including an alternate uniform "to update its look," but generating revenue was "barely a factor." PU, a Nike school, is using three basketball jerseys for the first time, but the school said that it "wanted to be 'on the cutting edge' from a performance (fabric) and visual perspective." PU Licensing Dir David Wilson said that basketball jerseys "account for less than $5,000 in licensing revenue." Meanwhile, Wilson noted that alternate football jerseys are "big sellers," and while PU does not currently have one, Nike is "exploring that possibility." The company also plans to debut in the fall "throwback football jerseys" for former PU players QB Drew Brees and RB Mike Alstott (INDIANAPOLIS STAR, 3/3).

BUILDING A BRAND: In Hilton Head, Justin Jarrett writes golfer Boo Weekley has "become a big-time brand" during his three years on the PGA Tour, which includes two Tour wins. Weekley's brand also has "grown exponentially more valuable" since he was part of the victorious U.S. Ryder Cup team in September. The merchandise list on BooWeekley.com covers "everything from autographed Red Man cans to camouflage T-shirts," but "don't ask him about his new clothing line with Firethorn." Weekley: "It's just clothes, man. Do I look like I'm a fashion guy?" (Hilton Head ISLAND PACKET, 3/3).

Pepsi's New Logo Gets Negative Feedback

COLD RECEPTION: In L.A., Dan Neil notes that within design and marketing circles, Pepsi's new logo has "gotten a reception roughly as warm as might be given a bagpipe player stepping onto an elevator." California-based Design magazine Before & After Founder & Creative Dir John McWade said the logo is "static, empty, vaguely bland," and "conveys no energy, no motion, no effervescence, and, well, it's not young" (L.A. TIMES, 3/3).

NOTES: Easton Sports has reached a multi-year deal to become the Official Team Equipment Supplier to Little League Baseball and Softball. Easton will immediately gain exclusive rights on-site at the Little League World Series to distribute gloves, batter's gloves, catcher's gear, bags, footwear and accessories to each participating team. Bats will be added to the list beginning in '11 (Easton)....While 14 universities recently have ended licensing agreements with Russell Athletic, Georgia Tech, "which holds a multi-million dollar deal with Russell to outfit its teams, is staying put," as is the Univ. of Georgia (ATLANTA CONSTITUTION, 2/28)....The TRU Global Teen Study, a poll asking 16,000 teens in 15 countries to name their favorite brands, found that teens in 11 countries named Coca-Cola and Nike among their top-three, while teens in 10 countries similarly honored adidas (TRU).