Nike has become the latest sports brand to adopt the uniforms and apparel of the National Football League (NFL) fans in the United States. Rivals Reebok, who have worked in partnership with the NFL for the past decade, will not renew their contract when it ends in 2012.
The deal was announced by the NFL in Chicago and provided the names of six other apparel partners. New Era Cap Co. has been announced as the official cap supplier and will handle the hats for the court, as other companies will continue to provide clothing and hats for fans. Reebok executives had already admitted defeat to the American press before the deal was closed and they weren’t worried that the lost offer would hurt their company.
For the past decade, Reebok has partnered with the NFL and they will leave on friendly terms. They released a statement earlier this month crediting the association for doubling sales since they worked together. Although details are vague at this time, Nike is believed to have been awarded a five-year contract. The deal may seem like a big loss for Adidas-owned Reebok, but they have several sports contracts in the United States that generate big profits. Adidas currently holds the uniform rights to the National Basketball Association, Major League Soccer, and the National Hockey League.
Nike is already a predominant site on the field, through its partnerships with individual players like Adrian Peterson of the Minnesota Vikings and Drew Brees who plays for the New Orleans Saints. Nike already has the on-field display rights for its soccer gloves, the swoosh logo can be seen on players’ soccer boots, and its ads feature heavily on television breaks.
Terms of the deal have yet to be confirmed, but Nike is already excited about the 5-year deal, which they hope will enhance the Nike brand and provide a “significant opportunity to drive growth across the business.”