Winning Time

Winning Time

The timing has never been better for Jeffrey Neil Fox and his family, who run a retail business that caters to fans of the Rays, Bucs, Bulls and Lightning.

If timing is everything in the licensed sports apparel and collectibles business, Tampa retailer Jeffrey Neil Fox has hit a grand slam.

First, there are the Tampa Bay Rays, who, under new ownership, dropped the "Devil" from their name, created a classic new logo and color scheme and shocked the baseball world by making it the World Series this month.

Second, there are the Tampa Bay Buccaneers, who are in first place, and University of South Florida Bulls, who reached national rankings and changed their logo a year ago and are ranked nationally again this year.

The Tampa Bay Lightning just started a new season with a new and well-known coach, former ESPN analyst Barry Melrose.

Winning, new ownership, new players and changes in logos and colors can be a boost for businesses that sell clothing and other merchandise for fans of those teams, such as Authentic Team Merchandise, Fox's company. Plus, it is heading into the Christmas shopping season.

"All of this couldn't have come at better time of year for us," says Fox, 55, president and chief executive officer of Authentic Team. "I can't remember a better time to be a local fan of the Bucs, Bulls, Rays and Lightning."

Besides the sports teams, there's Fox's team, which is his family. His wife Sara is vice president. His daughter Jessica, 26, and his son, Eric, 25, also work for the business, which centers around a 6,500-square-foot store on Florida Avenue in North Tampa.

Fox, a Long Island native, began in the publishing business. For 18 years, he ran the Pewter Report, the official fan magazine for the Tampa Bay Buccaneers.

In 1991, he also began a mail-order business to sell licensed Bucs merchandise. In 1996, the year the Bucs unveiled their new skull-and-swords pirate logo and new red, pewter and black colors, he opened a store for that merchandise. Then he added licensed merchandise from the Bulls, Lightning and Rays.

Retailers like Authentic Team pay a fee to be able to sell licensed merchandise, which is approved by the different leagues. But Authentic Team has made suggestions to the leagues on apparel and collectibles and has thought about getting into manufacturing.

"We're looking at it, especially on the collegiate side," Fox says. "We want novel merchandise. We're pretty creative. We have our finger on the pulse of the culture."

All of the teams Authentic Team deals with have changed their logos, which boosted sales. But another ingredient was also important.

"The most important thing I found is winning," Fox says.

So is timing. For example, if the Rays win the World Series, Fox is ready because he has put in "what if orders" with vendors, who will quickly print championship apparel if the Rays win the championship. If the Rays don't win, the orders get shredded.

Even with the local teams winning, the economy has challenged Fox. But sports can be a good distraction for customers, an escape from the doom and gloom of everyday headlines.

What is the winning strategy at Authentic Team? It includes a deep and fully stocked line of merchandise and collectables, including infant, children and women's clothes; competitive prices; merchandise focus (It does not carry Gator or Seminole wear.); events, such as autograph signings with players visiting the store; and staying current. If Bucs Head Coach Jon Gruden is wearing a new black Reebok long-sleeve nylon cover-up on the sidelines, Authentic Team tries to get it.

Fox is considering opening other stores or buying other stores.

- Dave Szymanski