There is a lot to dive in to here and I don't have time to do it in this post. Nike Pro Combat was on full display during Monday night's Boise State-Virginia Tech game and it has sparked a lot of conversation across the web.
Don't fool yourself into thinking this is about fashion. Nike has spent years investing in college programs and owns about 80% of the D1 market. Responding aggressively to Under Armour's claim on the performance apparel space, Nike is flexing its sponsorship muscle by basically just using uniforms as blatant advertising, much to the ire of hard core fans. There are a lot of articles on this topic - here (thanks Meghan @megflan2), here and here. Expect more on this later...
Uniforms are definitely much sleaker and the campaign is successful in that the players definitely appear more athletic and tougher. However, the uniforms also represent a real departure from the same tradition and history that defines college football. OSU in red helmets? VaTech in black unis? Just doesnt seem right.
ReplyDeleteAlthough there are different opinions on the popularity of these new uniforms, they did generate interest around the country. Many major news sources, such as ESPN, USA Today, CBS News, and Fox Sports, wrote stories on the Nike campaign. Publicity from these organizations has to be considered a positive from Nike's standpoint.
ReplyDeleteSo given the buzz, would you call it a successful effort?
ReplyDeleteIn terms of success, since it's past week two of the CFB season and we're still talking about it, I deem it pretty effective so far. I think since some teams are only wearing the line once or twice in the season, the point of exclusivity comes into play and makes people turn their heads to watch the game when each team wears them. Nike could not have had more of a successful launch party with the Boise St./Va Tech game being the highest rated CFB in history and both teams donning the new look. Since many of the reviews have been mixed, I think it plays into the "all publicity is good publicity" scheme and the fact that people are noticing is a powerful thing. I also love the personal touched the designers detailed into certain teams (Bear Bryant's houndstooth hat pattern in Bama's numbers, coal color in W. Va in tribute to miners, red helmets for Ohio St. in honor of 1942 national champions). The design cut provides a tight and 'armour' look hence the Combat name and they really push for the marketing tool of football as a war and that these players need to be equipped to do so (and look good while doing it!)
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