Word: appareled
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...sponsorship strategy has yielded a few early successes. For the soccer team, the N.O.C.I. has inked two-year deals with LG Electronics, a South Korean company; Iraqna, a subsidiary of Egyptian conglomerate Orascom; and Bestseller, a Danish apparel company. Each contract is worth between $300,000 and $550,000. The N.O.C.I. has reached out to U.S. companies with less success. A delegation met with Nike and Motorola in April. "It was the pitch from hell," says Hayder al-Fekaiki, director of IraqiSport, a London-based start-up that the N.O.C.I. hired to help negotiate its sponsorship deals. He cited...
Fashionistas may forever debate whether Abercrombie & Fitch apparel is still in vogue, but one thing is certain this week—it’s out of the Square...
...Reebok--have developed new technologies, from ice vests to metal tape to ventilated shoes, to keep athletes cool in the ancient city. The companies hope Olympic gold will trickle into the bottom line. "The Olympics provide a great opportunity for these companies to create demand for their footwear and apparel," says Mitch Kummentz, senior analyst at D.A. Davidson & Co., an investment bank and research firm based in the Northwest. "Performance products have gained favor among the fashion conscious. Once we get into the Games, this trend should accelerate...
Adidas has already scored success. Its ClimaCool system, first tested in 2000, accounted for 20%, or $82 million, of the company's 2003 U.S. apparel sales. For the Olympics, Adidas has unveiled the Adistar SS running shirt, with a wicking fiber that helps sweat evaporate and wide mesh holes that increase ventilation. Adistar's silver microfibers down the back and metallic tape at the neck let heat escape, creating a cooling sensation upon touch. "Since I started using ClimaCool, I don't sweat as much," says Haile Gebrselassie, the two-time 10,000-m Olympic champion from Ethiopia...
...cite a similar effect; the material also draws sweat to its fibers. U.S. tennis star Andy Roddick, Swedish heptathlete Carolina Kluft--the gold-medal favorite--and the Polish weight-lifting team will be among those sporting Play Dry in Greece. The technology helped Reebok sell some $263 million in apparel worldwide last year...