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TURBO SPORTSWEAR'S SUCCESSFUL CAMPAIGN
Published November 30, 1994
"Sniping" -- a "guerilla brand of outdoor advertising that swathes construction sites, scaffolds, and other public property with poster-size ads" -- is proving to be a big boost for Turbo Sportswear in New York. Turbo is seeing its First Down line of parkas and vests become the "must have item of the season." The ads have been running only since September, but have made a big impact on the city's youth. The ad campaign, created by Manhattan-based ad agency Cain Associates, has tapped "into the trendsetting inner city market" and is being "launched in ethnic neighborhoods in Chicago, Detroit, Philadelphia, and Baltimore." One of the next step for First Down is a line of NFL- and MLB- licensed merchandise (Ylonda Gault, CRAIN'S NEW YORK, 11/28 issue).