Since Reebok Ltd. became the sole supplier of apparel to the National Football League, it has tried to benefit from the retro fashion craze. Now the athletic wear manufacturer's vintage fashion is paying homage to the trucking industry.
|Reebok's "Draft Day" cap is cashing in on the late-70s trucker look, according to New York Jets senior director of merchandise Chris Pierce.|
"The original intent of Reebok was to capitalize on a fashion trend," New York Jets senior director of merchandise Chris Pierce told Fleet Owner. "They went with the polyester and cotton caps for an old-school vintage look, and its bringing back memories of `B.J. and the Bear.'"
According to Pierce, the caps have been selling well.
"We had them available at three Draft Day party locations and they were the most-popular selling cap," Pierce said. "It is also the most popular cap in the team store."
Pierce noted that the trucker-look is becoming a fashion statement, as apparel manufacturers are coming out with clothing emblazed with logos of companies like Caterpillar, Peterbilt, Ford and Chevrolet.
For the NFL, and the Jets, Pierce said it helped that all the league's first-round draft choices, including New York's Dewayne Robertson, were photographed wearing them on Draft Day.
"When you see the cap in its package, there's a pause," Pierce said. "But when they're seen on someone's head, the reaction becomes positive."