Fashion Statement: Mavericks Unveil Redesigned Uniforms

The Mavericks turned their new practice court at American Airlines Center (AAC) "into a fashion runway [yesterday] to show off the team's redesigned uniforms and a line of casual attire," according to Richard Alm of the DALLAS MORNING NEWS, who writes that the new look "is basic, not flamboyant." The Mavericks "will play on the road in navy blue tops with Dallas in the front, a small star on the back and a horse's head on each side of the shorts." The new home uniforms "are white, with Dallas on the front rather than Mavericks." In addition to displaying the new uniforms, the fashion show included men and women modeling 40 Mavericks outfits, "from hockey sweaters and bowling shirts to sequined tank tops and pajama bottoms." Mavericks President Terdema Ussery said, "We want to see everybody in some Mavericks gear." Mavericks Owner Mark Cuban said that the new design "emphasizes fashion rather than big logos and the team name." Cuban: "We tried to design it so people could wear it just about anywhere" (DALLAS MORNING NEWS, 9/19). In Ft. Worth, Art Garcia writes the team "went with just 'Dallas' to emphasize its tie to the city." Mavericks G Tim Hardaway, on the "understated look" of the new jerseys: "There's not too much going on with them. It's just Dallas, not Dallas Mavericks or Dallas Mavs. They could have had Mavs on it, but it's just Dallas. I like them" (STAR-TELEGRAM, 9/19). Ussery: "When working with Nike and the NBA we communicated our desire for a clean, contemporary look so the emphasis would be on the players' talent rather than the jerseys they are wearing" (Mavs).

SALES ANGLE: The SPORTSBUSINESS JOURNAL's John Lombardo reports the Mavericks "are launching a merchandising effort that officials said is targeted to a wider consumer group." Mavericks execs said that the team ranked eighth in arena product sales last season, but this season they "hope to move to the top" of the league (SBJ, 9/17 issue).

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