NFL SIDELINES ARE LATEST FASHION RUNWAYS FOR MODEL COACHES
"Looking to boost slowing sportswear sales," the NFL
and licensed apparel companies are seeking to transform NFL
coaches "into tasteful arbiters of a more subdued line of
jock chic," according to Chris Reidy of the BOSTON GLOBE.
Reidy reports that the NFL and apparel marketers "have
latched on to golf-inspired casual wear as a way to reach
new customers," and that NFL coaches on today's sidelines
"are looking like golf pros, wearing shirts with a team logo
not much bigger than an Izod alligator." Reebok Apparel
Marketing Dir Andrea Hoff said Reebok "has taken an
inspiration" from its golf lines "and extended it into
football," meaning better fabrics and "smaller logo
treatment." Sporting Goods Intelligence Editor Bob McGee
added that better fabrics "also mean higher prices and
higher profit margins for retailers" (BOSTON GLOBE, 10/23).