Tuesday, September 28, 2010

"Shrink It And Pink It" Goes the Way Of The Dinosaur

Years after other sporting apparel companies (Nike, Adidas, Reebok, Under Armour, etc.) figured out that women won't settle for smaller sized men's gear in pink, the NFL is finally catching up.

They've launched an entire NFL apparel line and website targeted specifically on its fashion conscious, nfl loving female audience. The apparel line's strategy is to put a high end fashion, feminine touch on NFL team gear, and allow shoppers/fans to submit videos of their game day wear and how they incorporate it into their lifestyle, including tips on what to wear and what not to wear on game day. Can you say engagement?

The NFL is also expanding the product line to include team color nail polish, yoga mats, sequined flip flops, handbags, jeans with team logos on the back pockets, etc. The NFL will be marketing offline as well with existing partners J.C. Penney Co., Kohl's Corp., Dick's Sporting Goods Inc. and adding Victoria's Secret and Destination Maternity to the line up this fall. 

With women comprising 44 percent of NFL fans, but only 1/4 of the men's merchandise sales, this is a smart move for the NFL. I expect other leagues to follow.

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