SBD/September 29, 2010/Marketing and Sponsorhip

NFL Wives Help Model League's "Fit For You" Women's Fashion Line

The NFL's new "Fit for You" women's fashion line launching this week is "targeted toward 29- to 40-year-old females" but will "score big with all women," according to Stadtmiller & Kaplan of the N.Y. POST. The new collection features "thousands of new products including logoed jeans, branded yoga mats and even a purse made of recycled license plates." The items are "cut, fit and geared toward women versus the standard, classic, oversized gear." The line, "which will be stocked in 3,000 stores nationwide this fall, including Victoria's Secret, will also offer juniors and maternity sizes for the first time." NFL VP/Consumer Products & Apparel Tracey Bleczinski did not reveal figures, but she said that women's clothes are "onefourth the size of the men's business." Meanwhile, for the first time, "wives of famous players and coaches are modeling the clothes," as 20 NFL wives "participated in the campaign, along with one notable Giants superfan, actress Alyssa Milano." Bleczinski noted the wives who participated in the campaign said, "This is so great. I never knew how to dress this jersey up." Stadtmiller & Kaplan note Redskins Owner Daniel Snyder's wife, Tanya, was the "ringleader who got the women involved in this launch," and "don't be surprised if you see these NFL wives in the outfits at the games" (N.Y. POST, 9/29).
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