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SBD/9/Sponsorships Advertising Marketing
STARTER'S NEW AD CAMPAIGN FEATURES EVERY SPORT
Published January 9, 1995
A new Starter ad campaign that breaks this week on NFL playoff broadcasts emphasizes the "traditional values of teamwork, sportsmanship and brotherhood." A 30-second spot, titled "Unity," features past Starter spokesperson Karl Malone, Mark Messier and Emmitt Smith, plus new Starter endorser Jeff Bagwell. The spot will continue through the NFL playoffs and Super Bowl and it will also be seen on TNT's NBA games, ESPN's NHL games and CBS' NCAA basketball tournament games. An NBA- themed spot is in production and a football spot will break this fall. An accompanying print campaign in SPORTS ILLUSTRATED opens later this month (Terry Lefton, BRANDWEEK, 1/9 issue). OTHER STARTER NEWS: The company will debut a Disney apparel line at the Super Show next month....Starter will also launch a clothing line called the Emmitt Zone with Cowboy Emmitt Smith. It will be the first Starter line based on an individual. Sources say they have talked to J.C. Penney about becoming a retail partner for the new line (BRANDWEEK, 1/9 issue).