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SBD/December 27, 2013/Marketing and Sponsorship
Mavericks' Cuban Says NBA Players, Fans Turned Off By Tight Fit Of Sleeved Jerseys
Published December 27, 2013
EVERYONE'S A CRITIC: In N.Y., Phil Mushnick writes the NBA "used to sell basketball. Now? Merchandise. Its national telecasts resemble a shopping channel." The short-sleeved jerseys "may have looked like thermal underwear, but they'll make the perfect purchase for the fools who will buy anything" (N.Y. POST, 12/27). CBS Sports Network's Paul Burmeister said of the Nets’ Christmas Day uniforms, “Forget Reindeer, Jason Terry looked like he skinned a zebra for those knee highs. On the bright side, considering the Nets had their worst shooting second quarter in a decade, those stockings were only the second most embarrassing thing about that team” (“Rome,” CBSSN, 12/26). CBSSN’s Tony Luftman said, “Basketball players need to be comfortable. It’s their league, it’s their game. When everybody marvels at David Stern and celebrates how great he is, they’re have been several times during his legendary run where he’s made bad decisions. ... This unilateral decision to put [players] in these tight jerseys that impacted their comfort in playing the game, this is ludicrous.” But CBSSN’s Doug Gottlieb said, “Most guys shoot in these exact same kind of shirts everyday when they practice.” Gottlieb added, “What I didn’t like about it was it was uniform. I like when there is a certain amount of creativity for different teams, (and) different looks. It was pretty obvious that this was a hardcore sale by the NBA. You even saw the ad running for the NBA store. …it became too much” (“Lead Off,” CBSSN, 12/26).