SBD/7/Sponsorships Advertising Marketing

SUPER SHOW SETS NEW ATTENDANCE RECORD

     Attendance at the annual Super Show in Atlanta "climbed
considerably, especially among foreign participants."  Some
113,985 attended the four-day trade show, an increase of 7.1%.
Foreign attendees were estimated at nearly 22,000, a 32.7% jump
from last year.  Buyers made up 78,000 of the participants, up
9.4%.  The number of companies exhibiting was nearly 3,000, up
6.9%.  Also, 966 members of the media covered the event (Al
Levine, ATLANTA CONSTITUTION, 2/7).
     FOOTWEAR BATTLES DOMINATE COVERAGE:  BLOOMBERG BUSINESS
NEWS' Heather Pauley examines the approaches announced by the
major footwear companies at the Super Show, with Nike and Reebok
"attacking" the team sports market.  While Reebok will not
challenge Nike in street hockey, L.A. Gear will enter the
category with a Wayne Gretzky-sponsored line of shoes and apparel
(WASHINGTON TIMES, 2/7).  Reebok spokesperson Dan Shanrahan:
"We've talked a lot about street hockey because of Nike.  But I
have a hard time seeing kids taking off their skates just to move
slower" (Michael Hiestand, USA TODAY, 2/7).
     OTHER SUPER SHOW NOTES:  The N.Y. TIMES' Richard Sandomir
offers vignettes from this year's show, including Isiah Thomas'
take on the Raptors' new logo:  "This is what the kids want."
Thomas had no comment when asked if he would have worn the
uniforms (N.Y. TIMES, 2/7). ....Columbia Sportswear plans to
double its TV advertising to $4M and continue its $3M print
campaign.  The company will also debut "concept shop" store
displays.  Avia is embarking on a $7-10M print campaign "to
define its image as a shoemaker for Everyman" (Portland
OREGONIAN, 2/3).
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