Nike's Football Business Is About Adults Buying Expensive Jerseys

Nike pays a fortune for the privilege of making all of the gear worn in the National Football League, and most of it will be bought by almost nobody. Professional and college players get their equipment for free, and few fans have enough enthusiasm to buy the same $100 gloves worn by their favorite wide receiver. But grown men and women have proved eager in the past decade to pay as much as $300 for jerseys identical to those worn on the field. The same feats of fabric wizardry meant to enhance the performance of elite athletes see more use by fans rushing the beer vendor at halftime and blitzing platters of chicken wings in front of the TV.

Last week, in the middle of its fourth year as the league’s gear supplier, Nike unveiled yet another futuristic football uniform. The shirts and pants players will wear next season, dubbed Vapor Untouchable, are almost a third lighter than the current uniform. “The feedback from the athletes is, ‘I’ve got better range of motion, and I feel faster,’” said Todd Van Horne, Nike’s creative director for football. Fans probably aren't concerned with how much their shirts weigh, but they will need to spend again to match the on-field look—and that’s exactly what Nike was counting on when it bet heavily on football.

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