Patriots QB Tom Brady is an "even bigger marketing boon" after Deflategate than he was before it, as unofficial “Free Brady” and “Shady Brady” T-shirts have become "hot items," according to a front-page piece by Megan Woolhouse of the BOSTON GLOBE. A minor cottage industry of vendors "has been cashing in on the moment, hawking $25 T-shirts, raking in millions, and sparking fierce competition between rival makers." Syracuse-based brand consultant Scott Deming: "People are always looking for a story, and if the story can be about an extremely popular person, it’s that much more popular." Woolhouse notes there are "at least a dozen companies that make 'Free Brady' T-shirts," and when Massachusetts Gov. Charlie Baker "was photographed in a 'Free Brady' T-shirt earlier this week, he unwittingly waded into an ugly battle between two businesses trying to cash in on the moment." Demand for T-shirts protesting Bruins LW Brad Marchand’s January suspension and celebrating former Celtics F Kevin Garnett’s comment about the wife of Knicks F Carmelo Anthony "flamed out just as quickly as it erupted." But Brady’s charges, suspension and appeal "have dragged on for months -- much to the delight of some T-shirt companies." Cornell Univ. marketing professor Chekitan Dev said that if there is "damage to Brady’s image, it will probably be short-lived." Dev said that future endorsements "will depend on Brady’s next move, whether he apologizes, is vindicated by new evidence, or does nothing" (BOSTON GLOBE, 8/14).
