NFL Woos Female Shoppers With Product Variety
STEVE INSKEEP, host:
And today's last word in business is, shrink it and pink it.
That was the name of the old strategy for marketing pro football merchandise to women - take a jersey, make it smaller and pinker.
ARI SHAPIRO, host:
Well, now the NFL is taking a more sophisticated approach to women. The league says women make up 44 percent of its fans.
INSKEEP: And with that in mind, yesterday, the league kicked off a $10 million marketing campaign to sell them more stuff.
SHAPIRO: So, you can get jeans, now, with team logos on back pockets.
INSKEEP: NFL designer coats and handbags.
SHAPIRO: The NFL is even rolling out team yoga mats.
INSKEEP: The league has even launched a website for women to share football-friendly fashion tips.
SHAPIRO: As the NFL puts it, who says football isn't pretty.
And that's the business news on MORNING EDITION from NPR News. Im Ari Shapiro.
INSKEEP: And I'm Steve Inskeep.