The Daily Observer London Desk: Reporter- Judith Benjamin
Every August, after the NBA releases its schedule for the upcoming season, Michael McCullough, the Miami Heat’s chief marketing officer, thinks about the next 82 games. He not only considers ticket sales and promotions but also sets a meeting with the team’s equipment manager and focuses on an essential part of his job: uniforms.
Laying out the right jerseys used to be an easy exercise across the NBA. There were just two choices. When Rob Pimental, the Heat’s equipment manager and travel coordinator, began his career with the Sacramento Kings in the 1980s, it was just white and blue: white jerseys at home, dark ones on the road. What to wear didn’t demand a conversation.
Today, it needs lots of meetings. It has become one of the benchmark choices a franchise can make each season. Over the last six-plus years, jerseys have grown to become not just merchandise but also part of an entire marketing ensemble, a diadem of that year’s commercial enterprise.
Jerseys were once hidebound by convention — not always constant but at least consistent in color and place — but they are now ever-changing. Aesthetically, the NBA looks different from year to year as it introduces new uniforms with each season. It is exhilarating or exhausting, depending on whom you ask. The league is either running into grand ideas behind the creativity of its teams, or it is running away from convention and diluting its storied brands.
The story of the league’s changeover can be told by the erosion of one old mainstay: the home white jersey. For decades, this was an NBA staple. Now, it is increasingly a rarity.
The process to pick jerseys for each of the 1,230 NBA games each season seems simple: The home team picks its uniform first, and the road team chooses next. But it is exhaustingly complicated. What used to be mostly a binary decision tree is now complex.
In a way, it begins years ahead of time. Teams start designing their latest City Edition jerseys with Nike two seasons ahead of their debut.
“It’s like a jigsaw puzzle in many ways,” McCullough said.
The makeover began with the 2017-18 season, when Nike took over the NBA’s on-court uniform and apparel business. Teams occasionally had asked the league to step away from the usual uniform split to introduce or highlight new alternate jerseys. That trend began in the late 1990s and has increased incrementally since.
Still, teams needed permission from the league to do so. Nike brought on a four-uniform system: the Association, a white jersey; the Icon, a dark jersey; the Statement, an alternate jersey; and the City Edition, which changes annually and has no set color scheme. Some teams have a Classic jersey, too.
The NBA streamlined the process. Christopher Arena, head of on-court and brand partnerships for the NBA, used to keep an Excel spreadsheet of every team’s uniform decision for each game, occasionally hunting them down to get their picks in or calling another team to adjust its choice to avoid a color clash. Then the NBA modernized. It debuted NBA LockerVision, a digital database where teams log in their uniforms weeks after the schedule is released.
