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SBD/November 20, 2013/Marketing and Sponsorship
MLS Sporting K.C.'s Argyle-Styled Third Jerseys Double As Fashionwear, Draw Big Demand
Published November 20, 2013
HOW THE ARGYLE SOLD: The jersey’s popularity helped the club’s per caps at Sporting Park rise over 20% this season, making it one of the highest per caps in the league despite the city’s status as a medium-size market. The club's primary jersey, the only other new uniform Sporting released this season, sold just as well as the argyle kit. But the argyle collection, which has featured various items including hoodies, scarves, track tops and socks, was such a hot commodity, the club sold more of it in '13 than all the merchandise the club sold in '10 combined. Moncke said of the reason the club sold out of argyle items so quickly, “We took an approach to not flood the market with this stuff, so we’ve tried to keep some exclusivity. Each time we introduce a new item, for all intents and purposes, it sells out that match, and then we’ll introduce a new item. We probably could have exploited it for more sales, but just to keep our brand’s integrity, we kept the argyle a little bit exclusive.”
WHAT’S NEXT: Moncke, who indicated other MLS clubs have inquired about the idea of the argyle collection, said the black third jersey will definitely be back next year because the team uses two-year jersey cycles. Still, he would not reveal what the exact plan was for after that. The club is still planning to release new argyle-patterned products, and Moncke added, "You can expect to see more really cool interpretations of that argyle pattern on merchandise over the next year."