Seahawks uniform changes usher in new era of NFL creativity

[travisduncan]

The Seahawks will have a new uniform in 2012. How drastically the uniform will change is up for debate at this point.

Nike takes over the NFL contract ($1.1 billion for 5-years), and we are already starting to see some changes on the NFL fashion front.

While the NFL and its teams won't give Nike Carte Blanche to redo every aspect, it will usher in a more creative era for the colorful cloths which have taken on so much meaning in various cities and to various franchises.

The ability to re-interpret, re-organize and reveal something new about something as traditional as the NFL is what creativity and art is all about. Can it be done?

The traditional NFL uniform is so tightly associated with guts, glory and triumph-and all kinds of other traditional American values-the thought that it could be revamped by Nike to reflect something entirely different, something so 21st century: the cutting edge, technology and a faster paced technology enhanced society . What better place to take the first step towards that brave new world than Seattle.

And Nike it goes without saying, employs the very best minds in terms of marketing and creative design-they usually don't miss. Just look at the very successful Pro Combat redesigns in college football, most notably Oregon but also traditional powerhouses such as Ohio State.




The effect of Nike's reentry into the NFL will be drastic one way or another. We 've already seen at least one tangible change. The Carolina Panthers have already released a new "more aggressive" logo for 2012 in conjunction with the Nike takeover.

Still the NFL insists that the biggest change you'll see is in uniform technology, for example lighter more breathable materials.

An example of that is the Vapor Jet glove (see photo above), worn in last Sunday's Pro Bowl.

"Logos are controlled by teams and the NFL,” league spokesman Brian McCarthy told ProFootballTalk.com

"That will not change. Teams have to apply to league to make changes to logos and colors. We anticipate new uniform technology (i.e., performance-driven, lighter materials). That’s what Nike’s [Charlie] Denson was referring to in his interview in 2010 regarding changes."

Here is what Nike's Charlie Denson said in 2010 regarding future plans:

"We plan on changing the NFL jersey dramatically just like we've done with the college programs, using new thinking and the greatest technology available," Denson told CNBC.

He added, "The NFL program hasn't had the same type of advancement in recent years."

Regardless of what NFL PR says now, Nike, like the NFL usually gets what it wants. With annual revenue of $20.9 billion in 2011, Nike might just be the one global conglomerate which the NFL needs as much as it needs the NFL. Nike might just be able to change the look and style of the NFL forever-as it did with basketball shoes and other athletic apparel.

At first NFL uniforms will only be slightly altered but everything else, from practice shorts to hats will be dramatically changed by Nike. But if NFL teams see drastic uniform changes as a really significant revenue boost without destroying the tradition it holds so dearly, we could see major changes.

According to Craig Davis of the Sun Sentinel the Seahawks were actually the first NFL team to hold talks with Nike about uniform changes. Other have said that GM John Schneider and coach Pete Carroll were in attendance.

Another factor is the Seahawks already market in a totally different way-be it a regional effect with so many innovators in the region. But the way the Seahawks present the team at Century Link Field and in other marketing endeavors is more cutting edge than the way things are done in Green Bay for instance.

The Seahawks could be the medium through which Nike pushes the creative envelope on the NFL.