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Q&A: Nike Brand Pres. Charlie Denson on NFL Deal

Earlier today, the NFL awarded exclusive on-field apparel rights to Nike. We spoke to Brand President Charlie Denson, who wouldn't confirm financials, but did drill deeper into what consumers can expect.

Darren:Why did you do this deal?

Denson:When you think about Nike and the NFL and what we both represent, it's a great opportunity. We think the U.S. marketplace still has some growth potential and they are a great partner to continue to position the brand here in the U.S. What better place than the NFL to show our brand on the field, in the training room, in the gym and of course off the field, the lifestyle aspect.

Darren:Why didn't you want the hat business that went to New Era?

Denson:We feel really good about the pieces of the puzzle that we got, but the hat business is certainly an interesting one and is a big deal for New Era.

Darren:Do you think the American Needle case could possibly negate this deal?

Denson:We've watched that case with great interest and at this point in time we're not taking it into specific consideration. We've entered into this deal that starts in 2012 and hopefully by that time it will be resolved and we'll be able to go full speed ahead.

Darren:Many fans want to know how much you are going to change the jersey. Will it be similar to what you've done in college with pretty significant overhauls?

Denson:We plan on changing the NFL jersey dramatically just like we've done with the college programs, using new thinking and the greatest technology available. The NFL program hasn't had the same type of advancement in recent years.

Darren: Any comments on Nike reaching an all-time high today?

Denson:You never know what's going to happen in the market. But we hope people perceive us as a growth company.

Questions? Comments? SportsBiz@cnbc.com