College Football

Nike Was Salty That Jimbo Fisher's Son Wore an Under Armour Hoodie


After Florida State beat in-state rival Miami last November, ABC cameras panned to Seminoles head coach Jimbo Fisher getting congratulated by his 9-year-old son Ethan. It was a touching enough moment, but also one that would stick out in almost nobody’s mind. Well, save for a Nike executive that couldn’t bear to see the younger Fisher’s hoodie displaying Under Armour logo instead of his company’s swoosh.

Nike, you see, has a $4.2 million licensing deal with the Seminoles. The Wall Street Journal FOIA’d an email sent from Mark Dupes, the brand’s assistant director for football sports marketing, to Florida State’s athletics department:

Hey got a text from the USA Director of Sports Marketing last night telling me of how good things look w FSU and our players and sideline staff, exposure for the Brand was exceptional. Then 5 min later I rec a new message…Said 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

Is Nike’s empire crumbling in the coveted pre-teen demographic?

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