SBD/December 19, 2011/Marketing and Sponsorship

Adidas Faces Limitations With BCS Apparel License For Nike-Sponsored Schools

adidas was prohibited from using stylized "O" because of Oregon's deal with Nike
adidas is the official supplier for BCS-licensed apparel and has created merchandise for the Univ. of Oregon in advance of their Rose Bowl appearance, but it was “prohibited from using the stylized ‘O’ that appears often on Nike-licensed merchandise, as well as the Disney-licensed Duck mascot image,” according to Allan Brettman of the Portland OREGONIAN. adidas' Oregon apparel instead “feature a block-letter ‘UO.’” Oregon Senior Associate AD/Marketing & PR Craig Pintens said in situations when the bowl's apparel partner is non-Nike, schools "would have a choice of our secondary marks," which does not include the "O" or the Duck. The Oregon T-shirt also “lacks a feature Adidas or any sporting goods apparel company would like to display on the fabric: the company logo.” adidas PR Manager Michael Ehrlich said, "There are some limitations to licensing agreements." Brettman noted those limitations are “why there is no Adidas logo incorporated into the graphics for Stanford or LSU, either,” as Nike “also is the uniform supplier for those schools.” But Nike is the supplier for BCS schools Alabama, West Virginia, Virginia Tech and Oklahoma State as well and the adidas logo “appears on their BCS apparel” (Portland OREGONIAN, 12/18).
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