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Doug Kelly got his start marketing Converse shoes in 1974, eventually moving into team sports equipment marketing at Easton Sports. In 1994, he was recruited to build a brand identity for Pro Player, Fruit of the Loom's licensed sportswear division. Pro Player will star on Jan. 31 as title sponsor of Miami's stadium, where Super Bowl XXXIII is played.

Age: 46.

Title: President-chief operating officer, Pro Player, Hudson, N.H.

Coup: Helping ink the deal that made the little-known Pro Player brand highly recognized almost overnight through a stadium sponsorship.

Opinion: Not all stadium sponsors actually target sports-minded consumers like Pro Player's audience.

Prediction: Sales of licensed sports apparel were hurt by the baseball strike then the basketball lockout, but watch for baseball merchandise to boom this year.

Insight: Authentic jerseys remain hot sellers, especially with hockey and football fans, but fashion-style team apparel styled for everyday wear is growing fastest.

Thrill: Speed. When University of Tennessee won the NCAA championship, we had thousands of licensed apparel items in stores the next day. Within three days,

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