Fans are not the only ones that have caught hold of the February’s
Jeremy Lin explosion into NBA stardom. Homemade
Lin jerseys and fanatical declarations filled social networking sites following
his February 4th breakout game against the New Jersey Nets. The subsequent appearance of available official
Lin NBA gear was inevitable, but came to the market in startling speed.
Adidas, official apparel provider of the NBA, is looking to capitalize
on Lin’s outbreak performances by providing replica jerseys and apparel offerings
within weeks of the players booming debut.
Adidas entered into an 11 year contract with the NBA in 2006. The sporting goods giant is no stranger to
banking on young athletes across several sporting categories and the
international buzz of Lin fans will certainly provide the demand they need to
kick start the investment in this new sensation.
Due to the timeliness of the appearance of the apparel
offerings to the market, it is speculated that Adidas looked to customizable
products as an early outlet to hungry consumers. Number 17 jerseys were the soonest to hit web
retail and were conceivably the easiest to manufacture on such short lead-times.
Individually stylized apparel creations have also made their
way to the NBA’s official store only weeks later and speak to the investment Adidas
has made that goes beyond the satisfaction of an immediate demand. Though banking on fashionable and quick to
market trends does historically yield lower sell through quantities, the
creation of additional apparel offerings does suggest that Adidas will continue
to manufacture for this un-forecasted niche market. As these products have certainly spun the Adidas
supply chain and development teams into a high octane frenzy, the sporting
goods leader must be looking for a continued Lin performance to fuel its
investment.
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