FMM 275 Athletic Wear: Marketing, Licensing & Endorsement
***Course title should be "Athletic Wear: Marketing, Licensing & Endorsement". Couldn't fit title into original text box.
This course encompasses the product -development, marketing, and promotion of athletic wear and
footwear in the sporting goods industry. The marketing strategies of Nike, Reebok, Adidas, Under
Armour, lululemon, Champion, and other companies will be analyzed. Through this analysis, the class
will observe how these firms create and sell products to the elite competitor, the serious amateur, and
persons interested in pursuing a healthy lifestyle. The fashion element of this course will cover how
athletic clothing and footwear looks have evolved over time and have ultimately launched the athleisure market.
The course will stress not only the look of the products, but also their ability to enhance performance. In addition,
global licensing, endorsement, and sponsorship of athletic wear will be covered.