REEBOK RETREATS ON NFL; ADIDAS GAINS PATS AND 'SKINS IN '99
June 30, 1998
Reebok "is out" as an NFL Pro Line licensee as of the
'99 season and will lose the sideline TV exposure
accompanying the "top-tier NFL apparel license," according
to Terry Lefton of BRANDWEEK. The move comes as Reebok
continues to pull back much of its sports marketing
activity, "further fueling the widely held industry belief
that it will eventually exit sports apparel licensing
altogether." In related news, Lefton adds that adidas,
which gets on the sidelines this season via the Bucs, "is
expected to add" the Patriots and Redskins, now Starter
teams, to its portfolio in '99 (BRANDWEEK, 6/29 issue).