SBD/January 10, 2014/Marketing and Sponsorship

Nike Unveils Super Bowl Apparel Line Designed To Combat Cold Temperatures

Nike on Thursday "unveiled a line of products" for Super Bowl XLVIII at MetLife Stadium in an "attempt to combat potential freezing conditions" for the Feb. 2 game, according to ESPN's Keith Olbermann. Players will have the "option to wear a dry-fit base layer with a hood underneath their uniforms." Nike also will offer players "stylish zero-slip cleats, as well as gloves lined with beautiful, textured fleece." Most products also will be made "available for fans to purchase at souvenir stands and stadium vendors" ("Olbermann," ESPN2, 1/9). ESPN.com's Darren Rovell reported players on the sidelines will have access to Nike's Aeroloft Summit Jacket, which is "thin and light or a heavier parka, both of which are filled with goose down for warmth." Like "most of the collection," the jackets feature a "silver color inspired by the Lombardi Trophy" (ESPN.com, 1/9). Nike VP & Football Design Dir Todd Van Horne said the apparel is a "complete system of dress, so it's really designed to protect them from the elements and give them all that they need." He added the apparel includes "some new innovations" and some "new cleats to give them some performance on the field, as well as even sideline products to keep them warms when they're off the field." Eagles RB LeSean McCoy said Nike is "getting the right equipment and the right wear and not kind of bulking you up" ("Fast Money Halftime Report," CNBC, 1/9).
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