Florida State football head coach Jimbo Fisher was reportedly told to make his son stop wearing an Under Armour FSU sweatshirt to games, according to a report from the Wall Street Journal. This all stemmed from an innocent moment after the Seminoles defeated Miami in November. Nine-year old Ethan Fisher ran up to his father on television to hug him, and apparently Nike’s USA Director of Sports Marketing took offense to the child’s choice of attire.
Nike’s assistant director for football sports marketing, Mark Dupes, sent an e-mail to some FSU administrators after the game to alert them of the issue:
“Hey guys great win and game! Appreciate everything you all do for us! Keep it rolling. 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 at 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”
The Wall Street Journal reached out to FSU associate athletic director Monk Bonasorte to ask about the e-mail.
“What am I going to do, go to coach and say, ‘Hey can you take that shirt off him?'” Bonasorte said. “I’m not going to call Jimbo Fisher and tell him what his son can wear. I think Mark was just trying to say, ‘Hey, can the coach’s son wear something else?’ It was more just a joke to us. It wasn’t Nike being the big bad wolf telling a kid what to wear.”
Yes, Monk, that’s exactly what you’re going to do. Or at the very least it’s what some did do, because Ethan Fisher was seen sporting Nike gear for the remainder of the season, leaving his offensive Under Armour sweatshirt in the closet where it should be.
Nike informed the Wall Street Journal that their partnership with Florida State does not extend to family members, so technically Ethan Fisher is allowed to wear whatever he wants, but unless there was a huge coincidence, someone told Jimbo to keep his son in check and keep that traitor clothing off of television.
It’s funny because nobody would have ever noticed the Under Armour sweatshirt if Nike’s didn’t send an e-mail that leaked to the press. Instead, NIke now looks like a big doucher (yes, that is a real word according to Urban Dictionary) and Under Armour gets a bunch of free publicity. The irony!