• Ad Age, Tuesday, November 22, 2005 1:15 PM

Apparel marketers are rushing to take advantage of a new National Basketball Association rule that requires players to dress in business attire for public functions and appearances. The rule is the NBA's attempt to clean up its image after a nasty brawl in Detroit between players and fans last year left its reputation severely tarnished. Now players are prohibited from wearing everything form jeans and throw-back jerseys to sunglasses, caps and even excessive jewelry. Since then, Levi Strauss & Co.'s Dockers brand has offered to outfit all 450 NBA players with business-casual clothing from pants to shirts to shoes to socks, at a cost of almost half a million dollars. And the company is not alone. J.A. Apparel Corp.'s Joseph Abboud, maker of high-end suits, has contacted more than 100 first- and second-year players--with the league's blessing--offering a clothing-for-advertising deal. Even Italian fashion house extraordinaire Valentino has contacted the league about an apparel deal, according to executives familiar with the matter. The NBA has been tight-lipped about any arrangements, but is clearly thrilled with the offers, which fit nicely with the league's ongoing efforts to revive its image.

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