Go Joe Bruin
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UCLA Apparel Hot Takes – Adidas, Nike, or Under Armour?

By Nathan Eberhardt

Nov 1, 2014; Pasadena, CA, USA; UCLA Bruins defensive lineman Ainuu Taua (35) looks on during the second quarter against the Arizona Wildcats at Rose Bowl. Mandatory Credit: Jake Roth-USA TODAY Sports
Nov 1, 2014; Pasadena, CA, USA; UCLA Bruins defensive lineman Ainuu Taua (35) looks on during the second quarter against the Arizona Wildcats at Rose Bowl. Mandatory Credit: Jake Roth-USA TODAY Sports /
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Jan 30, 2016; New Orleans, LA, USA; New Orleans Pelicans forward Anthony Davis (23) wears a pair of Nike Sneakers as he warms up before the game against the Brooklyn Nets at the Smoothie King Center. The Pelicans won 105-103. Mandatory Credit: Matt Bush-USA TODAY Sports
Jan 30, 2016; New Orleans, LA, USA; New Orleans Pelicans forward Anthony Davis (23) wears a pair of Nike Sneakers as he warms up before the game against the Brooklyn Nets at the Smoothie King Center. The Pelicans won 105-103. Mandatory Credit: Matt Bush-USA TODAY Sports /

The Swoosh

Now, the thought of signing on with the company that has been making USC’s uniforms for as long as I can remember is gross.

But for those who need a less sentimental reason, consider that UCLA would essentially be a nameless, faceless account number for Nike. How much energy is Nike going to put into crafting UCLA’s visual brand, marketing the program, distributing merchandise to out-of-market retailers?

It simply doesn’t make business sense for Nike to expend the effort to grow UCLA’s market share so that they can sell more Bruins gear. The margins involved, relative to Nike’s other apparel clients, are just too small.

No, Nike would put UCLA into one of its pre-existing uniform templates, feed Bruins merchandise into its local retail networks, and move on to the next client. So UCLA should move on to the next bidder.

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