When St. Louis-based Rawlings Sporting Goods announced it will end production of its football helmets and football shoulder pads this year, The St. Louis Post-Dispatch called on Olin’s Joe Goodman, associate professor of marketing for comment.
“It’s important to be known for something specific in the minds of consumers,” Goodman said. “In marketing language, brands need a clear position in the minds of consumers. While Rawlings is strong in football, they are stronger in baseball and they probably decided to focus on what consumers know about them, which is baseball.”
Link to article: End of the line for Rawlings’ football helmets 
