How Can A Genuine Jersey With Swoosh Logo Be A Product Of Nike?

NFL sold on the market

Nike brand is printed, but from production to sale, it is completed by Fanatics, a sports supplier.

NFL is ushering in a new mode of licensed goods cooperation.

In May 24th, NFL, the most popular professional alliance in North America, announced that it had reached a 10 year licensing agreement with Fanatics, a sports e-commerce platform.

This means that the NFL Jersey on the market, though printed with Nike logo and designed by the American brand, is actually not Nike's product.

Fanatics is responsible for the whole process from Jersey production to sales.

In other words, Fanatics has become the sole manufacturer and distributor of Nike specific products.

At the same time, the online retail platform is allowed to distribute sales rights to more other distributors.

Starting in 2020, these goods will be sold through NFL's official electronic platform and physical stores.

In this regard, NFL Alliance said in a statement, "Nike and Fanatics cooperation will launch a new chartered sports commodity mode."

NFL said that the aim of this approach is to improve the ability of the alliance to produce jerseys on demand and flexibly respond to changes in market demand.

Michelle Micone, the senior vice president of the alliance's consumer goods business, believes that fans often choose to buy their Jersey suddenly because of a player's performance or story in a match, or a star player has a poor season.

All these factors are affecting the actual demand of the Jersey market.

NFL hopes to meet this trend immediately, so it chooses to cooperate with online retailer and manufacturer Fanatics to cope with the market pformation quicker.

It is reported that Fanatics is NFL's largest selling platform for peripheral commodities. Compared with sporting goods manufacturers, Fanatics has a complete design, production and sales process, and is highly efficient. Previously, after the Super Bowl competition, Fanatics quickly put the winning T-shirt on the shelves in a few hours.

Obviously, this is the important reason why NFL and Nike choose to cooperate with other parties.

In addition, Nike has benefited from this Agreement and obtained a licence fee.

At the same time, the logo and design of the Jersey are still controlled by Nike, so that they maintain close ties with NFL, and the original marketing objectives of the brand are not affected.

Fanatics is a sporting goods online retailer in Florida, USA. Most of its businesses are in the US.

In addition to self licensed products, the platform also provides e-commerce services to its customers, including the four major sports professional alliances in North America and several football clubs.

ESPN reported that Fanatics's valuation has reached $4 billion 500 million, and it is a fast-growing e-commerce platform.

In September last year, the retailer received $1 billion in Softbank's lead, of which two major consortium NFL and MLB voted.

It is noteworthy that the US sports brand Under Armour and MLB and Fanatics have also reached multilateral cooperation in the field of licensed products.

Preliminary information shows that since 2020, Under Armour is responsible for the design and production of jerseys for 30 teams, and the sales business is assigned to Fanatics. The two companies share the cost of contract and authorized sales revenue.

In the future, it will not rule out that MLB will learn from NFL's cooperation mode and give the ball market products to the Fanatics market.