Jeremy Lin Linsanity finally arrives in Toronto as

Jeremy Lin Linsanity finally arrives in Toronto as New Era store receives first shipment of licensed apparel,[link widoczny dla zalogowanych]
Bootlegs have been on the street for weeks but the wait for officially licensed "Linsanity" gear ended Thursday afternoon, when the first shipment of New Era caps bearing the NBA's most popular catch phrase hit shelves at the company's flagship store on Queen St. W.
The caps,[link widoczny dla zalogowanych], which reference the hype surrounding fast-rising basketball star Jeremy Lin,[link widoczny dla zalogowanych], have been on sale at New Era flagship stores in Buffalo and New York City since last week. But Toronto store manager Adrian Fenty says the company hesitated to ship them here until they were sure demand for the product existed.
Fenty already knew it did. He's been fielding requests for Lin-related gear for nearly a month,[link widoczny dla zalogowanych], and remembers the boost in business that accompanied the Lin's Valentine's Day visit to Toronto for a game against the Raptors.
"As soon as we opened the door,[link widoczny dla zalogowanych], throughout that whole day we had customers coming in and grabbing (New York) Knicks gear," says Fenty,[link widoczny dla zalogowanych], who will use the store's twitter feed to keep shoppers updated on sales of the new Lin products. "We're going to spread the buzz that we have (the caps) in the store. People were looking for it and now that we have it in stock it will be flying off shelves for sure."
Fenty expects the caps to sell out within a week, but says he'll be prepared for a surge of Lin-related business when Lin's New York Knicks return to Toronto to play the Raptors March 23.
The demand for apparel bearing any variation of Jeremy Lin's name has been high ever since the 23-year old rocketed from near-obscurity to NBA fame with the Knicks last month. But his sudden stardom caught NBA apparel makers off guard, forcing vendors in New York to iron his name and number onto blank Knicks jerseys because Adidas hadn't produced any before season.
In Canada official jerseys bearing Lin's name and number still can't be found on retail racks,[link widoczny dla zalogowanych], and probably won't appear until next season.
But before Lin's Feb. 14 appearance in Toronto,[link widoczny dla zalogowanych], Linsanity bootlegs abounded,[link widoczny dla zalogowanych], with sellers offering t-shirts on sites like Kijiji and Ebay,[link widoczny dla zalogowanych], and street vendors hawking T-shirts out of boxes outside the Air Canada Centre.
That same day a legal battle was developing in California, where two men - one a fan and the other claiming to be Lin's former coach - filed competing claims to trademark the term "Linsanity."
Since then five more people - including Lin himself - have filed trademark claims,[link widoczny dla zalogowanych].
Still,[link widoczny dla zalogowanych], Buffalo-based New Era says they encountered no legal obstacles in getting the Linsanity gear to market,[link widoczny dla zalogowanych], thanks to a pre-existing licensing agreement with the NBA.
"They turned it around and approved it for us right away,[link widoczny dla zalogowanych]," says Dana Marciniak,[link widoczny dla zalogowanych], New Era's corporate communications manager. "Everyone knew it was something we wanted to be a part of."
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