purchase_line_reference_athletic/purchase_reference_view.xml

<?xml version="1.0" encoding="utf-8"?>
<openerp>
    <data>
       <record model="ir.ui.view" id="purchase_prod_factory_ref_view">
           <field name="name">purchase.prod.factory.ref.view</field>
           <field name="model">purchase.order</field>
           <field name="inherit_id" ref="purchase.purchase_order_form"/>
           <field name="arch" type="xml">
               <xpath expr="//tree/field[@name='product_id']" position="after">
                    <field name="product_factory_ref"/>
               </xpath>
               <xpath expr="//tree/field[@name='name']" position="replace">
                    <field name="name" invisible="1"/>
               </xpath>
           </field>
       </record>
   </data>
</openerp>