SBD/June 20, 2013/Marketing and Sponsorship

More NBA Teams To Wear Sleeved Adidas Jerseys Next Season For Up To 12 Games

The Warriors this season became the first NBA team to wear adidas' short-sleeve jersey during games, and as many as five clubs will wear them "as an alternate jersey for as much as 12 games" next year, according to a source cited by Darren Rovell of ESPN.com. NBA Exec VP/Global Marketing Sal LaRocca said that all teams were "offered the option to add this jersey." He did not "confirm exactly how many teams have committed to it." adidas North America President Patrik Nilsson yesterday said that the company is "motivated to get more fans wearing jerseys, while also innovating the game jersey for the players." LaRocca noted that "part of the appeal of this jersey was to offer a different option at retail." However, he "doesn't expect it to outpace the sales of the current design of the league's jersey any time soon" (ESPN.com, 6/19). CBS Sports Network's Doug Gottlieb said adding more short-sleeve uniforms is about "selling jerseys, not about how good it looks." Gottlieb: "Of course, it works with their sponsorship with adidas.” Gottlieb and CBSSN's Allie LaForce discussed which teams would wear the jerseys, with LaForce suggesting the teams "with the new bad names, like the Pelicans or whoever the Raptors are going to be next?” Gottlieb said, "It’s got to be jerseys that are going to sell, that’s the big thing. ... It’s probably got to be kind of young, hip teams that are willing to try something that people will want. I think the Grizzlies are the type of team because they have a cult following, if you will. Maybe Oklahoma City, the Nets more than the Knicks would go with those types of jerseys” (“Lead Off,” CBSSN, 6/19).
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