SBD/Issue 9/Sponsorships, Advertising & Marketing
NBA Unveils New, Lighter Adidas "Revolution 30" Jerseys In N.Y.
Published September 23, 2010
|Watch This Spot On adidas' New NBA Jerseys|
All 30 NBA teams are switching to "new, redesigned jerseys" this season by adidas that are "headlined by material that is 30 percent lighter and dries twice as fast as last season's uniforms," according to Chris Sesno of FANHOUSE.com. The NBA unveiled the new jerseys yesterday at the NBA Store in N.Y., and the "most notable change" in the "Revolution 30" jerseys is on the numbering. The "old solid, heavy material has been replaced by a new breathable mesh numbering that increases ventilation" to one of adidas' targeted "hot spots." The new material is "thinner, lighter and stretches more than last year's heavier, denser uniforms." But Sesno wondered, "Are people off the court going to care? Fans are more concerned about what these unis are going to look like rather than the intricacies of their creation." The lines and design are "very similar to last year's uniforms," and the numbering is the "most noticeable difference, both in performance and style." adidas Global Dir of Basketball Apparel Travis Blasingame said that there was "virtually no hesitation from any teams to make the switch" (FANHOUSE.com, 9/22). NBA.com's Art Garcia noted the new jerseys are "designed to be worn tighter and closer to the body." Magic C Dwight Howard said that this "makes it harder for opponents to grab." The inside of the jerseys has "much less stitching, increasing the comfort" (NBA.com, 9/22). YAHOO SPORTS' Trey Kerby wrote, "Probably the best part of these uniforms -- aside from the fact that they look significantly less shiny than the previous way-too-shimmery fabric used in the old kits -- is that they have special ventilation channels that allow more air in to the sweatiest parts of a player's body" (SPORTS.YAHOO.com, 9/22).
NOT-SO-GRAND UNVEILING: ESPN.com's Paul Lukas wrote, "Even by the relatively low standards of uniform unveilings, Wednesday's event at the NBA Store in Manhattan was a bit of a snooze." When it "came time to explain what's so revolutionary about the new uniforms, the league tossed up an air ball." Lukas: "We heard the same rote claims that get trotted out at every other uni unveiling: Lighter this, faster that, better performanczzzzzz... Whoops, sorry, nodded off there for a sec." Fans "want to know if the new uniforms will look different, and they want to know about all the new little details," but for the most part, "none of that info was presented, at least not coherently" (ESPN.com, 9/22).