For a few seconds before and after Thursday night's NFL kickoff game between the New England Patriots and Pittsburgh Steelers, America's oldest suit maker and Cleveland institution Hardwick Clothes got a few seconds in the sun, credited for providing wardrobes for NBC's on-air talent.
And it won't be the last time this season: Hardwick officials say NBC talent will be wearing Cleveland-made suits, slacks and blazers for the next 16 weeks during NFL broadcasts.
"It's huge for the brand," said Jake Cremer, director of brand and digital strategy at Hardwick. "This is really our first opportunity on a national stage for wardrobe."
Rows of suit coats hang on racks Thursday at Hardwick Clothes in Cleveland, Tenn.Cremer said Hardwick started out providing wardrobes for NBC during hockey telecasts earlier this year, and through that agreement fostered a good relationship with the network, which led to Hardwick becoming the clothier of choice for NBC's big-time pro football broadcasts.
NBC currently owns "NBC Sunday Night Football," and every week airs one of the National Football League's premier games. Thursday night's kickoff game drew around 27 million viewers, according to CNN Money.
After the Hardwick name flashed across TV screens nationwide Thursday evening, Cremer said he watched social media light up with viewers pointing out the wardrobe credit and mentioning Cleveland.
"I saw the credit, and it was great," Cremer said. "That was exciting to kind of see it light up like that."
The NFL agreement is huge for Hardwick, which is only two years removed from the brink of bankruptcy and closing up shop.
Last summer, Check Into Cash founder and Cleveland native Allan Jones finalized the purchase of Hardwick Clothes out of bankruptcy court.
Jones poured resources into the manufacturer, hired a blue ribbon leadership team and now watches as Hardwick tries to keep up with the new, heightened demand for its products.
He said Friday that Hardwick employs around 300 people now, and would continue to add to its workforce as company officials find more workers.
He said the flash of the Hardwick Clothes name across TV screens during 16 weeks of NFL games this season is part of the company's concentrated effort on getting the Hardwick name out there.
"We're trying to build the brand," said Jones. "We're doing what we can."
But while sales have turned around at Hardwick, he said there is now the issue of meeting the new demand.
"We're not out of the woods," he said.
Jones also said Hardwick is continually upgrading its equipment and infrastructure, and will soon have German-made machines in place and touch screens replacing 30-year-old sewing machines.
"We're trying to automate our way out of this," he said.
In the next couple of weeks, Hardwick's fall 2015 collection will be released. Then, any jacket worn by Al Michaels, Cris Collinsworth, Hines Ward or Tony Dungy - among others - that NFL on NBC viewers like will be available for purchase at local men's clothiers or online.
Contact staff writer Alex Green at agreen@timesfreepress.com or 423-757-6480.