New Nike Deal: Could Michigan be in for a Uniform change?
Is what your team wears more important than whether or not it wins?
Earlier this week, the University of Michigan announced a new multimillion-dollar apparel deal with Nike. The deal, which doesn’t begin until August of 2016, is the largest in the nation, according to Michigan’s interim athletic director, Jim Hackett. Reports are circulating that Nike will pay Michigan $10 million dollars a year to outfit the Wolverines. There is little doubt that the sports apparel/marketing business is a cash cow. It seems that what your team is wearing is almost as important as whether your team is winning. From shoes to jerseys to hats and helmets, America’s sports fans are obsessed with athletic swag.
Detroit Today Host Stephen Henderson talks to Paul Lukas, a uniform columnist for ESPN.com and Mike Bernacchi, a professor of business administration at University of Detroit Mercy, about what we’re looking at right now in terms of uniforms and sports.
- The most outrageous uniforms are most talked about, but Lukas says there are still many conservative uniforms, even ones designed by Nike, including those worn by Penn St. and Alabama.
- Custom fonts are the trend for teams these days. Lukas is not a big fan because he feels that custom fonts must be legible, which is not the case with most teams, including the Detroit Lions. Detroit’s numbers are difficult to read and the font is ugly.
- A board of fans should get to weigh in when a team is considering a uniform change or modification, Professor Bernacchi suggests. He believes it’s all about keeping the customer happy and one of the best ways to accomplish that feat is to make them a part of the decision process.
Click the audio link above to hear the full conversation.
