A few weeks ago the Cardinals unveiled their new jerseys for the 2023 season. The opportunity for fans and collectors to jerseys to get a taste of the changes announced by Nike for its NFL jerseys this year, which will affect the consumer range of the supplier.
Without touching its extremities of the catalog – the entry level and the top of the range should remain unchanged – the comma brand has taken the decision to develop its intermediate models, which were particularly popular, and to change their positioning.
A small revolution in the world of jersey fans. Unfortunately, it is not particularly received as good news.
A two-headed hydra: Nike and Fanatics
Faced with production and distribution problems at the turn of the century, the NFL decided to rationalize its system of selling merchandise in 2000. The league thus established exclusive agreements with major brands to end the mosaic of producers who made and sold jerseys until then. It was in this way that Reebok held the market between 2002 and 2012, before Nike recovered the license since (the current contract is signed until 2028).
In May 2018, an exclusive 10-year production agreement was reached between the NFL and Fanatics, the world’s largest seller of sports merchandise, mirroring the agreement with Nike. Fanatics obtains the rights to produce all adult jerseys for the general public, which will retain the Nike logo. With this agreement, the comma brand withdraws from consumer production but continues to supply professionals and to do research and development.
The current segmentation of the Nike range
At the time of its takeover of NFL merchandise in 2012, Nike wanted to evolve the jerseys in a pronounced way. The brand proposed new materials, yokes, designs and new cuts, then supported the franchises in changing uniforms.
However, even if it upset the codes established until then, Nike did not transform the historical segmentation of the market and more or less maintained the three categories of jerseys present for several decades. Today, the range is still divided into three types of finishes:
– The suits Game : the entry level. These jerseys are fully flocked (screen-print). Flexible and light consumer models, their selling price is around 70-80€
– The suits Limited Vapor : the intermediate range. These jerseys offer numbers and names of players sewn on a single thickness, but also embroidered finishes (name of team/city, Nike logo) and sewn patches (logos). Their selling price is around 150-160€.
– The suits Elite : the top of the range. These jerseys are supposed to be as close as possible to the equipment worn by professionals in the field. The fabrics are of high quality and all the finishes are embroidered or sewn on several layers for a sale price of around 300€.
The implications of switching from Limited Vapor to Limited Fuse
The suits Limited Vapor, with their attractive finishes and affordable price, were particularly popular with discerning fans and collectors. A great way to get your hands on a quality jersey without having to blow your budget.
However, based on experiments in the NCAA since 2019, Nike has decided to “evolve” them for 2023. Changes that will undermine the very notion of mid-range products as it was established until then.
Finishing Vapor will give way to the series FUSE for 2023. Not all teams will make the transition, but 2/3 of the league have already made the transition; Currently, 19 franchises offer this series for their commercial lineup.
What does not change for NFL Nike jerseys:
– the fabrics used will be equivalent to the series Limited Vapor: no change in quality;
– the Nike logo on the shoulders will always be embroidered;
– the team logos on the sleeves remain embroidered patches;
– for franchises that have an element on the breastplate (logo, team or city name) they will remain a sewn patch or embroidery depending on each team;
– the NFL shield on the collar has not been modified: it will retain its metallic presentation introduced in 2017.
What changes for NFL Nike jerseys:
– the yokes on the front and back sides have been modified. Now a large rectangular room is added. The famous inverted Y seam on the back of the Vapors disappears. For some franchises (Colts, Texans, etc.) this involves shortening the bands on the shoulders;
– the main front panel label (jock tag) is transformed. The new version will no longer bear the mention of the jersey size, which will only be consultable on the neck label;
– the pass grid changes from a triangle to a V-shape. For some franchises (Bills) this leads to a discontinuity in the colors of the pass;
– the numbers and the name of the player will no longer be sewn, but flocked. This is the main point of dissatisfaction of the fans. Even if Nike announces a superior quality flocking (heat pressed instead of screen-printed like on the jerseys Game), THE Limited lose one of their main selling points with this modification;
– the price will increase by about 10%. Now the Limited FUSE will be sold for approximately €175. A decision also difficult to hear by the fans.
The expected consequences on the NFL jerseys market
NFL fans and jersey collectors received the announcement of the passage of the Limited of the finish Vapor to the series FUSE. Beyond aesthetic considerations, they feel like they have to pay more for less. Where the Vapors offered an embroidered/sewn product quite acceptable for a mid-range, they will now have to deal with a patchwork of flocking, embroidery and patches. A loss of quality and consistency that does not appeal at first sight, especially considering the requested budget increase.
This transition could have several consequences.
First of all, we must expect a raid on the stocks of Vapors still available from distributors. Then, the second-hand market will certainly take note of an increased demand for Vapors on the secondary market as well as the price increase of the new alternative. The competition promises to be fierce.
On purchase, fans may not see the point of spending an extra €100 to ultimately only get an additional patch compared to what the range of jerseys offers. Games. The entry-level finish will therefore probably become all the more attractive.
And for those who wish to obtain an embroidered jersey, there will now be no alternative but to break the bank to afford a jersey from the range. Elite.
Not to mention the risk of pushing potential buyers a little more towards low-priced counterfeits, since it will be more difficult to find what you are looking for through official networks.
