On the flip side, the company has already done more for the NFL than its owners ever imagined. “The last thing we ever wanted to be in was the customization business,” Erin says, referring to the nine months it took to create the Guardian Cap pinnies that matched the helmets of every team so they could be worn in games this season. Between designing the concepts, conducting testing through Biocore, enlisting two college teams (Colorado and Georgia) to pilot them at spring practice, and ensuring the proper pantones and logos—all but four sent the initial batch back, including the Carolina Panthers, who requested that the silver pinnie “sparkle more,” Erin says—every step was geared toward aesthetic goals. Asked if it was a necessary headache to collaborate with the league, Lee replies immediately: “Yes.”
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