Retail Merchandiser - November/December 2017 - 42
A Fresh Look
The NFL recently collaborated with the Fashion Institute of Technology in
New York City to find new ways to present their time-honored team marks.
Students at the Institute participated in a competition to reimagine the
graphics related to each team's logo.
"The work that came from this exercise was so fresh," Vice President
of Consumer Products Rhiannon Madden says, noting the students were
not NFL fans. "We wanted to think about ways to be innovative with our
marks and appeal to younger fans." The marks/graphics designed by the
students will be introduced on merchandise available on www.nflshop.com
Northwest Company, the exclusive NFL throw licensee;
Picnic Time family of brands, which makes serving trays,
cutting boards and entertaining products; Boelter Brands, a
maker of beverage and food-related merchandise; and Tervis Tumbler, a maker of drinkware.
Though the league coined the term homegating internally several years ago, the concept has been emphasized
even more in recent years. "Every year we add new categories as we learn more about what fans are interested
in," Madden says. "We're always expanding and getting to
know our fans better."
For NFL fans, apparel is a major way to display
their team pride.
Homegating products have a dedicated section on www.
nflshop.com, the league's official merchandise e-commerce
platform. "For many years we had all these products, but
they weren't telling a story - they were just standing on their
own," she adds. "When we looked at how fans watched the
game, we thought wait a minute, we need to tell this story,
so we pulled everything together into a single collection and
made the concept easier to understand."