SBD/August 5, 2013/Marketing and Sponsorship

Jaguars Merchandise With New Logo, Colors Flying Off Jacksonville Shelves

Jaguars merchandise sales are up 600% on
Jaguars merchandise with the team's new logo and color patterns are causing a "bonanza of apparel sales" at Jacksonville-area stores, according to Drew Dixon of the FLORIDA TIMES-UNION. Jacksonville-based retail outlet Sports Mania manager Jeff Fingland said that demand for the new Jags gear "had been ramping up" since the new logo, jerseys and helmets were unveiled in April. Fingland: "As soon as we get something in, it sells out." Though Fingland "admitted there's a lag in supply of the official team jerseys produced by Nike," the store is "hoping for a wider variety of team player selections of names and numbers before making a large order." Dixon reported the demand for Jags apparel "goes well beyond local stores." Fanatics Inc. has noted the "demand for the revamped Jaguars look has been extreme." Fanatics President Jamie Davis said that online orders from the Jacksonville market "have increased 600 percent at the Fanatics website just since the logo and uniform revisions were announced." That figure is up 350% for orders "from other locations across the nation" (FLORIDA TIMES-UNION, 8/2).
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