New Nike Jerseys For NBA Players Bring New Revenue, Ad Stream For NBA
Thursday, July 20, 2017 at 01:37PM in NBA, NBA, Nike, jerseys, sports marketing

By Barry Janoff

July 19, 2017: Next season, company logos will be coming to NBA jerseys.

So, too, will recycled bottles.

As Nike moves into its first year of an eight=year deal, valued at $1 billion, as official provider of on-court NBA apparel, the company has unveiled preview uniforms, which are comprised of a “combination of Alpha Yarns and recycled polyester, with each athlete uniform representing approximately 20 recycled PET bottles.”

According to Nike, "Not only does this yarn blend match Nike’s broad commitment to sustainability, it also removes moisture more quickly than previous NBA uniforms, wicking sweat 30% faster than current NBA uniforms."

The change in uniform providers, with Nike taking over from adidas, is coming with other major innovations, including jersey logo patches under a three-year test by the NBA, and a reconfiguration of the traditional jersey options.

Beginning with the 2017-18 season, the NBA is eliminating its "home" and "road" uniform designations. Because of this change, "Nike and the NBA worked together to create four core uniforms for each team, classified as editions, which draw from the rich heritage of the NBA and its respective franchises.”

Home teams will be allowed to pick which of their uniforms will be worn at all home games, with visiting teams then choosing a contrasting uniform within their own assortment.

The first two editions of the NBA uniforms, which will be introduced by teams this summer and will make their on-court debut at the start of the season, are the Association (home) and Icon (road) editions.

The other two core uniforms, "inspired by the mindset of the NBA athlete and the communities that support their teams through thick and thin, respectively,” will be revealed in the coming months," per Nike.

Also this season, eight NBA teams will have a Classic Edition uniform that will be available in the fall.

The Classic Edition "celebrates some of the most iconic uniforms in league history and can be worn at each team’s discretion," according to the NBA.

Nike said it would also unveil a new on-court collection, including tights and socks, that "provide a seamless look for the greatest athletes in the world when they play on the game’s biggest stages."

Along with the new jersey logo patch, the new four-option Nike jerseys will reinvigorate the revenue stream from fans and consumers, who now have several options from which to add to their collections.

Company logos in a  2.5 x 2.5 patch will be placed on the upper left side of the jersey, with the Nike Swoosh on the left.

Nine NBA teams to date  have unveiled jersey-patch logo deals, including the Boston Celtics (GE), Brooklyn Nets (Infor), Cleveland Cavaliers (Goodyear), Minnesota Timberwolves (Fitbit), Orlando Magic (Disney World), Philadelphia 76ers (StubHub), Sacramento Kings (Blue Diamond), Toronto Raptors (Sun Life) and the Utah Jazz (Qualtrics).

Most of the deals unveiled to date have been in the $5-$8 million range annually.

However, a recent deal signed between the Cavaliers and Goodyear could top $10 million, according to industry analysts.

"Nike and the NBA worked together to create four core uniforms for each team, which draw from the rich heritage of the NBA and its respective franchises."

The NBA champion Golden State Warriors, which have not yet signed a jersey patch deal, were said to be asking $15-$20 million.

All patches will be 2.5 x 2.5 on the left side, with a Nike Swoosh logo on the right side, with Nike taking over as the league's official on-court uniform provider.

The Charlotte Hornets will wear a Nike division Jordan Brand as the team is majority owned by Michael Jordan.

According to Nike, NBA players, including members of last summer’s gold medal-winning USA Basketball team, tested early versions of the uniforms and provided specific feedback that prompted Nike "to further evolve the designs in ways that included moving the armhole, neck and side seams to eliminate distractions for athletes."

Nike has been a global marketing partner of the NBA since 1992, a marketing partner of the WNBA since the league's inception in 1997 and has served as the footwear and exclusive apparel provider of USA Basketball since 2006.

The new deal as uniform provider also named Nike as a first-time marketing partner for the NBA Gatorade (developmental) League.

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