With an item that narrowly missed being the meat of today’s Phil Mushnick column (give it a few days, folks), the Wall Street Journal’s Sharon Terlap and Andrew Beaton report FSU head coach Jumbo Fisher was called to the carpet by Nike after his 9 year old son was seen on national TV donning an Under Armor shirt.
The postgame embrace, captured by ABC cameras, struck most viewers as a heartwarming moment—especially given Ethan Fisher’s widely reported struggle with Fanconi anemia, a rare and serious genetic disease. But a different reaction emerged from one camp: Nike Inc.
In an email sent hours after the Nov. 2 game, Mark Dupes, who as Nike’s assistant director for football sports marketing helps oversee the company’s $4.2 million licensing and apparel deal with the school, congratulated Florida State administrators on the win. “Hey guys great win and game! Appreciate everything you all do for us! Keep it rolling.”
Then Dupes turned to another matter: the sweatshirt Ethan wore during that on-field embrace. “Hey got a text from the USA Director of Sports Marketing last night telling me of how good things look w FSU and our players and sideline staff, exposure for the Brand was exceptional. Then 5 min later I rec a new message…Said ABC cameras were on Jimbo and his Son ad end of the game…His son was Wearing Under Armour FSU sweatshirt! Ouch. Can we please ask Jimbo to eliminate that from the son’s wardrobe in the future! Let me know if I can help w anything. Thx guys. MD”