Licensed lines for boys sport new promotions - licensed clothing lines

Discount Store News, April 3, 1995

Boys take their sports and the heroes who play them very seriously. In a recent poll of 8,000 readers conducted by Sports Illustrated for Kids, boys voted Michael Jordan their No. 1 athlete, followed by Shaquille O'Neal, Shawn Kemp, Ken Griffey Jr. and Emmitt Smith.

The poll also revealed that baseball isn't dead yet. More than 64% of respondents like the sport as much as they did before the strike; 71% said they miss the game.

Pro sports organizations are working to translate boys' love of sports into increased apparel sales.

National Football League Properties, the marketing and licensing arm of the NFL, is heavily committed to the youth market. Its Pro Line for Kids, NFL Kids and NFL Baby lines are supported by spokesman Junior Seau, linebacker for the San Diego Chargers.

Its commitment shines bright at retail, where it has formed solid partnerships with the likes of JCPenney, Target, Kmart, Sears, The Sports Authority, Champs and Modell's, running contests and promotions, that emphasize the finer points of the game and the importance of education and helping others. Promotions are executed year-round with an extra thrust for Back-to-School and Holiday.

NBA Properties is also determined to strengthen its kids' business.

The organization recently commissioned The Taylor Group to investigate the demographics of its fan base and found that three out of four kids are NBA fans. Of that, 36% describe themselves as "big fans," which means that they attend and view more games than the average fan.

Hockey is giving the big three sports a run for their money. NHL Enterprises reported that sales of licensed products have grown by 300% in the past four years.

The fan base is young and loyal, giving the NHL an ideal foundation from which to build their kids' apparel programs, led by the Pucksters and Muppets Take the Ice lines and the NIKE/NHL Youth Street Hockey program.

In the `90s, the leagues are more attuned to fashion-and they're fast learning that with kids, team colors and logos matter more than performance.

The sports fashion trend was spearheaded by designer Alexander Julian, who created the Charlotte Hornets' scheme of purple/white/teal. The NHL followed suit with the San Jose Sharks and The, Mighty Ducks of Anaheim - doormat expansion teams whose logos continue to break merchandise sales records. The NFL is touting the slick logos of the Carolina Panthers and Jacksonville Jaguar.