Does the retirement of Michael Jordan leave a gaping hole in the sports loyalties of Hispanic teens? So one can infer from a survey by San Diego-based Market Development Inc. to see which teams' logo-bearing wares are favorites in that demographic niche. Polling Hispanic teens in Houston, Los Angeles, Miami, New York and San Antonio, MDI found 46% of those surveyed had bought officially licensed team sports apparel in the previous 30 days. Among those purchasers, 19% had bought Chicago Bulls gear. Even in New York, Bulls merchandise predominated over New York Knicks apparel, by a narrow margin. "It remains to be seen how much impact Jordan's retirement will have on sales of Bulls items," says Roger Sennott, general manager of MDI, which specializes in research among Hispanics in the U.S. and Mexico. Despite baseball's strong roots in Latin America, clothes with a pro basketball team logo had an edge over major league baseball paraphernalia. And pro team merchandise was favored over items bearing a college team logo by a margin of better than two to one. In one of those only-in-America oddities, items bearing the insignia of the Notre Dame Fighting Irish were among the favorites with Hispanic teens, lagging only behind Miami Hurricanes and Georgetown Hoyas items.
Copyright Adweek L.P. (1993)