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zengzhipeng ([info]zengzhipeng) wrote,
@ 2011-12-30 08:44:00

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probations and lies
The uniforms, designed by Nike and touted as "the most advanced uniform system ever designed, " had

roughly fivetimes the activity that the local NBA season-opener had. Mind you, the Blazers opener

had a typical number of big-game page views. But this uniform unveiling thing buried everything

else, including the actual coverage of the Jan. 2 game between Wisconsin and Oregon.
As much as Knight gets blasted for his passionate involvement and relationship with the Ducks, that

booster-team love affair ends up the most valuable and fascinating partnership in American sports.

I'm not sure what a "uniform system" is, exactly. But that's how I'm referring to my daily wardrobe

from now on. AndMac makeup at

this point, unless Nike stopped sewing the player's numbers on the jerseys I probably wouldn't know

what was new or old with Oregon's uniforms. It all mostly looks the same to me for the Rose Bowl

game with the Badgers. Except for the helmet, that is. It now has the "O" logo up top where birds

can see it, and it's added wings to the side of the helmet where humans can see it.
Bigger point, Nike used the Ducks on Tuesday, big time. Also, the Ducks used Nike. The unveiling

was covered locally and dior blushnationally. The accompanying message from coach Chip

Kelly about Nike's ability to listen to athletes and create innovative products was a hammer.

Oregon posed. The country gawked. Recruits noticed. Basically, the company's top spokesmodel had a

productive day, so much so that that fashion show outdrew eyeballs of the state's only traditional

major league professional sports franchise playing its first meaningful game in months.
Nike has done a marvelous job with developing product and staying innovative as times change. But

what the company does more than anything else is understand the marketplace. It gets you -- in the

simplest manner. And OregonMac Hello Kitty doesn't try to hide the fact that it's mostly attempted

to emulate the Nike mindset when it comes to marketing and promotion.
View full sizeThomas Boyd, The OregonianNationally, Nike CEO Phil Knight is as much a part of

Oregon's football identity as the players and coaches.
That Nike-Oregon relationship is criticized as incestuous. It's blasted as unhealthy. It's joked

about that Knight is the most passionate owner in college football. He's called "Uncle Phil" and

the campus in Eugene is labeled as some spoiled nephew. But in a college sports landscape littered

with scandals, probations and lies, isn't it true that the relationship between Knight/Nike and

Oregon is a functional one?
It works. Nobody gets hurt. Far as we know, no major rules have been broken because of it. Sure,

there's a big-time competitive advantage gained by Oregon through Nike's golden touch. But welcome

to college football, where gaining a competitive advantage is the end game.


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