Thursday, May 17

New NFL Uniforms

I'm not much of a sports guy, to tell you the truth, but when there's marketing involved then it sparks my interest.  Particularly when it involves a brand and its experience for consumers.

The NFL recently released its new uniforms - created by Nike - which is causing quite the scene, on the field and off!  I think it's fascinating to see a sports organization create a new "look" across the board, completely in partnership and in line with another brand's essence as well.  In this case the brands are the NFL and Nike in full partnership.

The uniforms are not radically different, but they do create a uniform look across the 32 teams.  A common format but with key visual distinctions by team ... all with a signature Nike logo prominently featured on each team's shoulder.  My focus group of one 17 year old says, "the uniforms really pop off the screen."

Is this a huge departure?  No.  Could it have been more dramatic?  Sure.  But it's much more than any of that ... it's one big sports brand helping another sports brand enhance its branding ... in a dual win-win situation.  From a marketing perspective, it's pretty cool.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect
Professor, NYU

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