Nike to Florida State: Can Coach's Son Not Wear Under Armour Gear on National TV?

Nike and Adidas have been the apparel mega-giants for college football for many, many moons, but bit by bit Under Armour has been carving out a niche. As the competition grows it becomes more and more important for guys like Nike to do what it has to do to protect its house.

If that means asking that the son of Florida State head coach Jimbo Fisher not wear Under Armour gear than so be it!

via screen grab from WSJ.com

The story is really pretty funny (so thanks for uncovering it with a recent Freedom of Information Act request WSJ). Last November following Florida State's win over Miami FSU head coach Jimbo Fisher was seen on camera giving his son Ethan a great big hug.

Nothing wrong with that, right?

As it turns out Ethan was wearing an Under Armour FSU sweatshirt--and FSU is Nike territory. This is part of an email Mark Dupes, Nike's assistant director for football sports marketing, received from higher up the food chain (via WSJ):

"....ABC cameras were on Jimbo and his Son at end of the game…His son was Wearing Under Armour FSU sweatshirt! Ouch. Can we please ask Jimbo to eliminate that from the son's wardrobe in the future! Let me know if I can help w anything. Thx guys. MD"

Ummm...okay.

So did they ask Fisher to make sure his boy protected the right merchandising house? Monk Bonasorte, FSU senior associate athletics director, says he didn't ask him to. Nike says it's relationship lies with the school and not the coach's kids.

But the Under Armour sweat shirt was never seen on the sideline again.

Coincidence? I think not!

[WSJ]

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