SBD/December 16, 2010/Marketing and Sponsorship

Patriots Fans Show Love For RB Woodhead Through T-Shirt Sales

Patriots Fans Are Snapping Up Woodhead T-Shirts During RB's First Season With Team

Danny Woodhead T-shirts are "outselling every other Patriot" at some Boston-area stores as the 5'8" RB "builds a cult following among New England fans," according to Thomas Grillo of the BOSTON HERALD. At Modell's Sporting Goods, Woodhead has "sold twice as many $20 T-shirts in the past month as the team’s top-selling duo," Patriots QB Tom Brady and WR Wes Welker. Modell's Senior VP/Marketing Jed Berger said that the retailer "stocked 144 Woodhead T-shirts in 11 of its New England stores in mid-November, but most were gone within a week." The chain "tripled the order to keep up with demand." Modell's Marketing Dir Rich Lampmann noted that this week, Woodhead "even suited up as a Modell’s sales associate at the South Attleboro store and sold his own T-shirts." Patriots Pro Shop Manager Michael Periello indicated that at his store, "Brady and Welker still are the top sellers, but Woodhead T-shirts and game jerseys are the third most popular item." Periello said, "Woodhead is one of those scrappy, hard-working players that appeals to New Englanders." He added, "We had to move quickly to fill the demand. ... We’re trying to keep up with the demand, but it’s been through the roof" (BOSTON HERALD, 12/16).

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