Nov 28, 2011, 11:10 PM EST
There are some very complex marketing principles at work here. (Re-read that sentence in your best sarcastic voice.)
Turns out if you cancel 480 NBA games, stage a lockout where the owners and players snipe at each other while sounding greedy, fewer people buy NBA jerseys. Who knew?
The New York Post has the numbers to confirm all this.
NBA threads, like the Miami Heat’s LeBron James’ — last season’s highest-selling jersey — are down 38 percent.
Most online retailers are offering 15 percent to 20 percent discounts, in addition to peddling old-school or throwback jerseys at half-price to entice visitors.
“Expect FootLocker, Champs and others to follow suit,” said an insider. “It has nothing to do with the holiday, either. Retailers understand that after the lockout, the price tag must be cut.”
Adidas has the NBA jersey deal and they may be one of the businesses happiest to see the lockout end.
There will be some dampening of NBA popularity for the lockout, but because the games were saved by Christmas — when the more casual sports fan really starts to tune in — the hit may not be that serious. We’ll see how it impacts the playoff television numbers, but most observers feel that by next season it will be back to normal for the NBA.
And jersey sales. So if you want a good deal, shop now.
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