SBD/January 26, 2012/Marketing and Sponsorship

Nike Promotes NFL Jerseys In New Video Narrated By Michael Irvin

Nike continues to “stoke anticipation” of its upcoming debut as the NFL’s uniform provider next season with a promotional video, “Nike Football Epic Transformation” narrated by Pro Football HOFer Michael Irvin, according to Craig Davis of the South Florida SUN-SENTINEL. Irvin in the video says, “Friday nights and Saturday afternoons don’t lie, change is good. And we’re bringing all the change we’ve got to Sundays.” The NFL’s Nike jerseys "will be unveiled in April" and the NFL Draft “could be the coming out party for Nike’s new line.” The “conservative nature of the NFL suggests the change will not be revolutionary,” but Nike “clearly wants to put its stamp on the look of the league, as it has on college football in recent years” (, 1/25). Meanwhile, Steelers President Art Rooney II said that fans should not “expect any visible changes to the Steelers uniforms, even though Nike will take over for Reebok.” Rooney: "There will be some changes that won't be noticeable to the fans in terms of the materials used and stuff like that" (PITTSBURGH TRIBUNE-REVIEW, 1/26).

HOT ON THE MARKET: In New Jersey, Eliot Caroom noted the change from Reebok to Nike “has led to a dwindling inventory for fans -- causing upheaval for both retailers and customers.” An informal survey of New Jersey stores Tuesday found “short supplies” of both Giants WR Victor Cruz and DE Jason Pierre-Paul jerseys at Modell’s and “none at Sports Authority stores.” The Sports Authority District Manager Tyler Reed said that Reebok “bought jerseys for each team conservatively so it wouldn’t lose money on the tail end of its contract.” Reed: "Reebok has to buy the jerseys from overseas, and they order blanks from overseas and they put the screen print on them with the names and numbers. Once their blanks were done, they’re not going to go and buy more." Retail managers “agreed Cruz is the biggest draw.” Modell's CEO Mitchell Modell said, "It’s the single hottest item we’ve had since the Razor Scooter." Stores are also “slashing prices on Jets gear to clear their inventory of Reebok jerseys as well” (, 1/25).
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