Ann Arbor area retailers happy with first batch of Adidas-branded Wolverine gear
A year after Adidas became the University of Michigan's official athletic sponsor, retailers have started getting their first shipments of Adidas-produced Wolverines gear.
And so far, they say, they've been pleasantly surprised.
"Any fears we may have had have gone by the wayside," said Doug Horning, co-owner of the M-Den stores, which specialize in selling U-M products. "The quality, so far, has been great, and the lettering has been exactly what we asked for.
"We think the fans will be very pleased with the new product."
Last July, U-M ended a 13-year relationship with Nike and signed an eight-year contract with Adidas.
That new contract - worth an average $7.5 million a year - included a one-time $6.5 million signing bonus. It also has yearly payments of $3.8 million cash, $2.2 million in merchandise and equipment and a guaranteed $600,000 in royalties from retail sales - with the opportunity to receive additional royalties.
That made Adidas the only company that can produce sideline gear for U-M athletes and coaches - and the fans who want to dress like them, Horning said.
"As soon as (fans) see it, they want to buy it. ... They'll say, "I saw Jake Long wearing that shirt on the sidelines. Where can I find it?" Horning said.
Only certain stores can sell the official sideline gear, adding to the exclusive appeal of the apparel. Anxious customers were contacting Moe's Sports Shops, a local retailer that sells the official gear, in the weeks leading up to its first shipment, said Jeremy Gove, assistant manager at Moe's.
"When they saw the quality, everyone settled down," Gove said. "It's actually a little cheaper so people warmed up pretty quickly. We just have to get used to the three stripes as opposed to the swoosh.
"But Adidas has done everything Nike did and then more; they really stepped to the plate."
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