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SBD/March 9, 2012/Marketing and Sponsorship
Brighter Than Sunshine: Baylor's New Adidas Uniforms The Talk Of The Big 12 Tourney
Published March 9, 2012
GREAT ADVERTISEMENT FOR ADIDAS: CBSSPORTS.com's Dodd noted high-profile games “have become the new fashion runways for apparel manufacturers,” and adidas “just fired off a shot across Nike’s bow” with Baylor's uniforms. The school got a “two-hour plus commercial Thursday for Adidas -- and Baylor -- in that order.” Thursday's game alone “may enhance a relationship that just got a lot more intimate,” as adidas' deal with Baylor only “has a year to go” (CBSSPORTS.com, 3/8). In Ft. Worth, Mac Engel wrote the continual changing of uniforms “is all about merchandise and the opportunity to sell something else in the bookstore, at the team spirit center or online.” But this “fad has jumped the shark” (STAR-TELEGRAM.com, 3/8). Meanwhile, Kansas men's basketball coach Bill Self said of the jerseys, "I’ll be real honest with you, I’m not a fan. But certainly that’s kind of the new fad, with teams being out of the box with their uniforms. But those are really bright." Kansas F Thomas Robinson said, “It’s a different color, but the whole material and the uniform, I wish we had it in our color” (Topeka CAPITAL-JOURNAL, 3/9).
BAYLOR'S NOT ALONE: Louisville is also wearing a new adidas uniform during the postseason, and ESPN’s Stephen Bardo said of Thursday night's Louisville-Marquette game in the Big East tournament, “I think for the first 10 minutes, Marquette trying to get used to those salmon-colored jerseys of Louisville” (“College Basketball Live,” ESPN2, 3/8).