When Sports Illustrated was sold to The Maven (now The Arena Group), it was clearly a decision to license the SI brand in different ways.
There are still a lot of good copywriters at SI who manage to do a good job on a regular basis. (This good job is sometimes hard to find, but again, a lot of sports media UIs are now less appealing. It’s never the writer’s fault.)
We’re not here today to talk about the SI editorial in 2022, however. No. Instead, we’re here to discuss the news that SI is launching its own brand of sports and leisure wear through a deal with JCPenney. Lisa Lacy from AdWeek got the news yesterday.
The clothing line includes lines for men, women and children, such as tracksuits, t-shirts, shorts, skirts and outerwear.
Michelle Wlazlo, executive vice president and chief merchandising officer at JCPenney, said the sportswear collection, Sports Illustrated for JCPenney, was “inspired by iconic moments in sport.” The styles are available online and at over 650 JCPenney stores in the United States.
“Sports Illustrated is committed to reaching consumers in new and unique ways,” said Dana Carpenter, vice president of entertainment at Authentic Brands Group, which purchased Sports Illustrated in 2019. Although this is her first fashion and lifestyle collection, the brand launched a collection of swimwear. in 2018.
So what kinds of items does SI offer? We’re glad you asked! Let’s take a look at a few options to choose from.
Who wouldn’t want to wear this pencil skirt, for example?
Is there a real call for a below-the-knee pencil skirt made from some sort of stretchy sports fabric for $ 37? It’s hard to imagine. I’m not the target market here, but neither LuLuLemon nor UnderArmour make a pencil skirt of any kind. Maybe the market will prove us wrong, but it is difficult to see this trend.
None of these items have a country of origin listed. They are all simply listed as “Imported,” which defeats JCPenney’s goal of offering a “Country of Origin” fact line. Feel free to speculate exactly in which country they were produced and under what conditions. The material is perhaps even better; this, for example, is 50% nylon, 50% polyester. What a mixture! And it’s $ 60, for the option of wearing something that would likely melt if left in a car in July.
To say a few positive things: it’s good that they have plus sizes for women. And tall and tall for men.
This is enough on both sides-ism. Back to the fun stuff, for another entry:
Listen, parents: I have no children. This usually automatically disqualifies me from giving parenting advice, and I’m almost always more than happy to be apologized for this discussion. But I’m going to make a plea here, in case anyone is willing to listen: please, please, please don’t send your child to school with a t – $ 20 SI branded t-shirt. Don’t even send them to a virtual / distance school wearing an SI branded t-shirt. If a well-meaning parent gives your child an SI branded graphic t-shirt, burn it, then spend $ 20 to buy a regular t-shirt for your child (or to donate to Goodwill instead.)
I know very little about the culture of adolescents / youth / children today. (I knew very little about this when I was actually a teenager / toddler / child.) But I do know, with absolute certainty, that it’s on the “what not to do” list. If you don’t remove anything else from this post, let it be.
Either way, stay tuned for the upcoming Awful Announcing Summer ’22 collection, produced in collaboration with Ross Dress For Less!