Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
It's not everyday you see the fashion realm and football align, except for maybe an affection of spandex. As part of its WWD CEO Summit, WWD sat down with Patriots owner Robert Kraft to discuss that sporty group of gentleman we tend to consider gods among men. Sure, Bob isn't a retail expert, but he does an earnest attempt at drawing parallels between the two industries. What really charmed us though was an anecdote about Coach Belichick's infamous hoodie:
"My marketing team said, 'You've got to get Belichick to change what he's wearing. He's got the greasy hair and he's got a gray hooded sweatshirt with cut-off arms. We've got all this fancy garb that we put in his locker. He never wears it.' I said, 'As long as he wins, he can wear whatever he wants.' And Reebok's CEO started calling. I said, 'Look, fine us.' Long story short—that gray hooded sweatshirt after we won our second Super Bowl became our number-one seller."
Kraft then goes on to remind that it's all about balance, with Tom Brady and Gisele Bundchen on the opposite end of the Patriots style spectrum.
· Q&A With Robert Kraft, Owner of the New England Patriots [WWD]