Nike NFL 2012 contract

Seven major apparel partners will start new contracts with the NFL on Sunday, April 1. On Monday, April 2, NFL Commissioner Roger Goodell will cut the ribbon and ring up the first sale as the league opens an NFL pop-up shop in Manhattan to herald the launch of its new apparel deals. Finally, on Tuesday, April 3, in Brooklyn, Nike will unveil all 32 team NFL jerseys at an invitation-only event. The NFL chose Nike after 10 years with Reebok.

In addition to Nike and New Era, Under Armour will continue as the official sponsor of the NFL Scouting Combine; GIII will continue manufacturing fan gear, including outerwear and lifestyle collections for men and women; VF will remain an apparel partner manufacturing fan gear, including T-shirts and fleece; Outerstuff will continue as the NFL's youth-apparel provider; and "47 Brand will produce headwear for fans.

According to several executives with knowledge of the deal that was finalized in October 2010, Nike is paying between $1 billion and $1.5 billion for its five-year agreement to be the league's official uniform and on-field apparel provider, as well as to produce sideline-personnel apparel and fan gear.

Nike is already benefiting. The league's No. 1 endorser, Peyton Manning, and the No. 2 jersey-seller last year, Tim Tebow, changed teams last week, meaning fans will have to shell out for fresh gear. With this huge new deal, Nikes advertising and introduction with certainly be something to look forward to. As rumor has it that Nike could make back half of its investment in the first year of the contract.

Nike Giants Uniform concept 

Classic Nike Advertising tactic

Nike is one of the more celebrated exponents of ambush marketing. Much to the embarrassment of London marathon sponsors, Asics,  Nike purchased every bus stop poster site around the marathon course and ran unofficial advertisements featuring a disabled competitor at the 1997 marathon. The result of this was that the organizers of London City Marathon had to set up the angle of every camera recording the event in a manner that not one single Nike poster could be seen by the TV audience viewing the event. At the 1996 Atlanta Olympic Games, Nike set up a “Nike Village” opposite the Olympic Athlete’s village, they handed out Nike merchandise to spectators entering the event and bought up most of the advertising space in the city of Atlanta. This activity was to the huge detriment of the official sponsor of the games which was Reebok.

Nike is in the process of building a 9,182 square foot store in the London Designer Outlet, which is situated close to Wembley Stadium, which is a venue that will be hosting Olympic events. Although the store is not going to open until 2013, development will have progressed enough by the time the Olympics commence to display prominent Nike signage.