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SBD/March 21, 2013/Marketing and Sponsorship
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Published March 21, 2013
HOUSE OF STYLE: The AP's Samantha Critchell reported adidas’ college basketball postseason uniform changes “happened to be in line with fashion runways and recreational athleticwear, where highlighter brights and creative camo have been bona fide trends.” Alternative uniforms have “become part of the college football and basketball landscape." GQ Senior Editor Will Welch said that the uniforms “could be a recruiting tool for next-gen talent.” Welch said, "There's something gimmicky about them, but outlandish choices like this can end up defining an era." Former Gap Creative Dir Patrick Robinson said, "It takes guts to make change. As a designer, I admire that Adidas is not being afraid, not testing it, not dipping the toe. They just went out there with this bold look. They changed the conversation" (AP, 3/20). ESPN.com’s Paul Lukas wrote there is “definitely a generation gap when it comes to uniform tastes, but it probably has as much to do with quantity as it does with quality.” The “Fruit Stripe uniforms” from adidas offer fans “something to ponder: What exactly is the point of wearing a new, ‘innovative’ design if a bunch of other teams are wearing essentially the same thing?” Lukas asked, “Wouldn't you rather wear something unique, something you can totally claim as your own?” (ESPN.com, 3/20).