ANNALS OF FASHION:
MICHIGAN GETS STRIPED

Courtesy adidas

Same colors, new Adidas logo.

When adidas and University of Michigan seal their marriage later today with the unveiling of the new gear, it'll be a significant note in the ever increasingly marketing-dominated world of college sports. Michigan, we know, was married before. They were, for a time, THE Nike school (yes, along with Oregon), and when the Fab Five was running around with Air Hurache's and black socks, the swoosh may as well have gone where the "M" was placed. It was a style statement in a realm where that was seen as faux pas. Phil Knight had everything in that team: swagger, an air of brash before the storm and a killer nickname with guys displaying a little more pop than say, the last Big Ten Fab Five, the 1956 Hawkeyes featuring Sharm Scheuerman.

But now, the swoosh has been replaced by the three stripes. (And it looks good, no?) Does it mean something new? And come on, adidas, you're replacing Nike at Michigan. Does that feel like it means something more?

"The satisfaction and excitement comes with the opportunity to tell UM's unique stories paired with our performance technologies to the legions of Wolverine fans around the world," emails Mark Clinard, the U.S. Sports director for adidas. "We aren't necessarily interested in UM's past partnership with our competitor, but excited about helping UM athletes perform better and the fun we can have together bringing this partnership to life."

Somebody needs to help UofM perform better. The basketball program should rebound, but it hasn't sniffed the Steve Fisher days, and football is in for a short lull before Rich Rodriguez can get his people in place. So was this a case of buying low?

Not really. Reports put the deal at about $60 million, a truly massive number, and a fascinating one, seeing as one of the most time-honored uniform ensembles in all of sports—it's not like adidas has talked folks in Ann Arbor into weaving some red or green into the color scheme—won't be changing much. You take what has always been true (and sells!), and accent with the familiar stripes. Nike did the same, and were lucky enough that at Michigan, some kids showed up that guaranteed we'd all call it flair. Adidas should bank on the same, even if Terrelle Pryor's jersey isn't in the next batch.

That flair, of course, doesn't just pay for shoe companies. Michigan's beloved rivals Ohio State ran a $51 million profit last year in athletics. At huge schools, a new batch of buyers shows up each fall, eager to fill up their dorm closets with branded apparel. Sometimes you strike it richer. When you get to sell Vince Young or Reggie Bush jerseys the swoosh or stripes mean a little more.

And Michigan is a gem in the college crown. For adidas, they'll hope another Desmond Howard or Charles Woodson swings through Ann Arbor, making them and the athletic department a lot of dough before the kid escapes to his own riches. Or maybe the stars will align (locally, not celestially), and you get a Fab Five.

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