Mariah rockets basketball dresses popularity
Jessica Santana isn't much of a basketball fan, doesn't have a favorite team
and can't name a lot of the players. But during Michael Jordan's final home
game last spring, the 22-year-old bartender was at the MCI Center in Washington
wearing her own version of Jordan's No. 23 jersey - a v-neck top with the sleeves
cut off and a clingy skirt that ended a couple of inches above the knee.
"I just like them for fashion," Santana said of the jersey dresses - she owns three
- that she wears to nightclubs with high-heeled boots or matching sneakers.|
Player jerseys, a popular slice of the $34 billion U.S. sportswear market, were
once worn almost exclusively by sports-obsessed men and by youngsters emulating
their favorite athletes. But women have begun making their own fashion statements
in team jerseys of the professional football and basketball leagues. The dresses
first appeared in music videos, but rocketed in popularity last winter after Mariah
Carey wore a long dress made of Jordan's jersey while serenading the retiring
superstar during a halftime show at the National Basketball Association All-Star Game.
Individual women and retailers began taking the typically oversize boxy shirts and,
with the help of a good seamstress, turning them into trendy and sometimes risque,
dresses, halter tops and miniskirts.
The popularity of the dress has helped catapult women to the next new marketing
niche for sports companies and athletic leagues looking at ways to boost sales.
A jersey dress costs anywhere from $89 to $300. The NBA launched a product line
called "nba4her" earlier this year. It features jersey dresses designed by Reebok
International of Canton, Mass., one of the largest athletic clothing manufacturers,
and by G-3 Sports, a New York sports apparel company run by Carl Banks, a former
linebacker for the New York Giants.
The league's female wear division began by selling a basic sleeveless, knee-length
dress, but robust sales prompted it to expand the line for the holidays. It now
includes longer dresses and retro jerseys featuring the names of retired stars.
It also plans to expand to matching purses and other accessories. "It's taken on a
whole life of its own," said Gena Gatewood, an NBA spokeswoman who specializes
in global merchandising.
High school girls began contacting the NBA looking for jersey dresses to wear to
their proms last spring, Gatewood said, after the singer Carey was photographed
in two versions of the Jordan dress: a mini of Jordan's former Chicago uniform
designed by Philadelphia-based Mitchell & Ness Nostalgia Co., and a floor-length
model fashioned from Jordan's Washington Wizards uniform.
The lavish NBA Store on Fifth Avenue in New York recently brought a seamstress
on staff to custom make one-of-a-kind outfits for women who want more unconventional
creations. The NFL has sold a small selection of women's wear since the 1970s but
in the last year ramped up its offerings to include jersey dresses, fitted T-shirts,
pajamas and panties with team logos. Reebok and G-3 also make jersey dresses for
the football league, which are among the most popular items. "This is the first year
we've had a full line of women's products and it's because of the demand we saw for
it," said Dan Masonson, a league spokesman in New York
(The Daily News Online - Mariah's Web)
|Wednesday 12 November 2003
||Signature song (48,641)
by Jon from Netherlands|
Jake, you nailed it. I forgot to mention My All but it's pretty apprecited outside the "lambily". In a way Mariah as Hero and AIWFCIY as signature songs. I think both will stay around for long time. As long as there are "Idols" like shows Mariah will stay around, even 100 years from now, because her songs were built for a type of voice anyone will ... read more
(Friday 19 December 2014; 21:01)
||Thanks Jon and re: Marissa (48,640)
by nikki from usa|
Thanks Jon, glad you liked it. Marissa, I felt I did address your questions, but I was more or less summing up specific comments made on the board over the past few months. "Delusional" wasn't a reference to your post, but plenty of people on the board have used that terminology recently. Also, "haters" wasn't a reference to this board. More like t... read more
(Friday 19 December 2014; 20:47)
||Re: Warrior Butterfly (48,639)
by Marissa from USA|
I loved your response and I never thought of the MC situation that way. It is refreshing to hear different perspectives. As much as I like the modern music and songwriting too, the earlier years saw more intricate and sophisticated songwriting from Mariah. It was almost unreal how advanced and sophisticated her songwriting was when she was just in ... read more
(Friday 19 December 2014; 19:37)
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