The results of a company research revealed that more than 40 percent of the viewers of NFL games are women and, making women’s NFL apparel is Reebok’s fastest growing business.
Reebok’s NFL women’s product manager explains:"We realized how women were buying the product, but then we were ignoring them for nine months while they were pregnant.”
The new collection consists of “a line of cotton maternity T-shirts with team logos and kitschy sayings like “#1 Draft Pick” and “Kicker” printed across the belly.
There is also a line of gift packs available, which includes a T-shirt and matching bib and onesie.
The collection will be presented for public during the fall 2010 football season, and is going to sell in stores like Destination Maternity and NFLShop.com, as well as all the NFL team stores nationwide.
The face of the ad campaign for the collection is The View co-host Elisabeth Hasselbeck whose husband Tim is a former NFL quarterback.
Elisabeth says:
"I actually did a design internship at Reebok years ago. The NFL has a tremendous amount of female fans. Watching a game can be a real family bonding experience, and I can tell you that the women behind the games are truly the most intense of the fans.”
Elisabeth, who is due with her third child on August 11, said the T-shirts are comfortable,
"they have a great fit, they are super soft and nice and long so you can easily wear them over your workout pants.”
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