Bill Belichick’s hoodie now setting fashion trends
Posted by Administrator on Jul 20, 2009
Don’t laugh: Bill Belichick has become a fashion trendsetter.
The Boston Globe reports that the Patriots’ gray hoodie sweatshirt that has become a Belichick hallmark accounts for about 50% of the NFL hoodie sweatshirts sold by Reebok. The company produces apparel worn by NFL players and coaches during games.
Reebok VP of merchandising Kenny Gamble told the Globe that company officials weren’t happy in 2002 when Belichick began wearing the hoodie, which wasn’t approved for coaches’ use on the sideline. (The NFL approves the apparel coaches can wear during games).
But instead of challenging the sartorial decisions of the Patriots coach, Reebok adjusted and started turning the frumpy look into cash.
“After a while, our approach was, ‘Let’s not fight it, let’s try to take advantage of it,’ ” Gamble told the Globe.
“He’s made that piece famous.”
And while it’s unlikely Belichick will be taking to a Paris runway, he may not yet be finished impacting the fashion world.
The Patriots coach wore an AFL throwback sweatshirt with “Boston Patriots” embedded on the front during a May practice. But the design wasn’t yet in production by Reebok, which has had a wave of requests for the sweatshirt that the Globe says will be worn in the AFL legacy games scheduled for this season.
Said Gamble, “Unknowingly, and probably the last thing he cares about, he’s kind of been a fashion icon.”
AP photos
