Kirjoittaja Aihe: The Story Behind the NFL’s 1990s Uniform Deals (Luettu 748 kertaa)

upamfva · 09.04.22 - 04:25

The Story Behind the NFL’s 1990s Uniform Deals

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Now then: Over the past two decades we’ve gotten used to the idea of the major sports having league-wide apparel deals with a single outfitter. But for most of the 1900s, teams cut their own deals with sporting goods companies (sometimes even having different suppliers for their home and road uniforms). Fans usually had no idea who those companies were, because visible maker’s marks weren’t yet a thing, and neither was widespread jersey retailing.
But for a period in the 1990s — during the rise of maker’s marks but before the rise of league-wide deals with a single outfitter — you could see the carousel of outfitting deals on display. This was particularly true in the NFL, where teams wore a wide variety of manufacturers’ logos, as seen in here:
For some insights on how these deals worked, we’re going to hear today from from Kurt Evans. As you may recall, a year ago he wrote a sensational guest entry for us about his time working for Starter in 1980s and ’90s, so he was right in the middle of all the churn among NFL teams and outfitters during that period. He’s now the curator for the Patriots Hall of Fame (hence the photo shown below, which you can click to enlarge) but still has lots of invaluable stories to tell from his time at Starter. Take it away, Kurt!

In the late 1980s and early ’90s, Starter — the company I worked for at the time — had the lion’s share of sideline gear outfitting the NFL teams. We provided a somewhat informal “promo program” of items at no charge: 24 team polo shirts, 12 satin jackets, and 36 hats. Other styles were seeded to the teams as desired. Aside from Logo 7 on some sidelines, we were the most prevalent brand in the NFL sideline landscape.

In 1990, along came Apex One. They deeply cut into our exposure by flooding teams with their signature jackets. Soon the Chiefs, Oilers, Lions, Bills, Cowboys, and other teams were blanketed in the brand. Logo 7 (which became Logo Athletic) got into the mix as well, and bidding wars commenced. We began offering teams cash and product deals, typically via their head coach, in exchange for their team’s sartorial loyalty. It became highly competitive.

Then, I believe in 1993, the system changed. Instead of outfitters bidding and teams choosing, the league decided to assign a sideline merchandise licensee to each team. This started to include the respective on-field uniforms as well. The licensees included Starter, Logo, Apex, Nike, Adidas, and Reebok. Apex One went out of business in 1994, so this new system really took hold in 1995. We started with the most teams, but more and more of them were pulled away from us each year until 1999, when we went out of business.

I’m not sure what sort of system the NFL had for assigning certain teams to certain companies. It seemed to be, at least from our end, that they kept a licensee assigned to that team that they were already supplying for. For example, at Starter we were solidly outfitting the Jets and Dolphins for years, so they kept us with them. But I don’t know the overall reasoning as to why they’d pull a team from us and assign it to Nike, or whomever, but it may have been financially driven. The Cowboys were the only team that seemed to dictate who they wanted. They went from Apex to Nike, per Jerry Jones’s wishes.

So from 1995 through 2001, those remaining companies — Starter, Logo, Nike, Adidas, and Reebok — provided the uniforms to their league-assigned team. In 1999 and 2000, Logo Athletic partnered with Puma, so Puma was the on-field brand for those years. (Another quirk from that period: In 1996, the Packers wore Starter uniforms but Logo Athletic sideline gear — a strange outlier situation.)

wellthisisme · Vastaus #1 08.07.22 - 18:22

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wellthisisme · Vastaus #2 04.09.22 - 18:11

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wellthisisme · Vastaus #4 03.12.22 - 09:12

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