SBD/9/Sponsorships Advertising Marketing

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  • ADIDAS AMERICA OWNERSHIP SOLIDIFIED; L.A. GEAR AD CAMPAIGN

         Robert Louis-Dreyfus, the owner of Adidas AG, "quietly
    sealed the deal last week" to acquire the remaining 20% of
    Portland-based Adidas America Inc.  According to company
    officials, the deal will "not alter the Portland operation's
    role" as overseer of North American operations and design center
    for the entire corporation.  Adidas America spokesperson John
    Fread:  "This will have no effect on day-to-day operations" (Jeff
    Manning, Portland OREGONIAN, 3/8).
         L.A. GEAR:  Two separate ad campaigns break next week
    targeting women and young males.  The ads are part of the L.A.
    Gear's estimated $20M '95 ad budget.  (USA TODAY, 3/9).     NIKE
    IN THE GRAY AREA:  Nike is going back to their "Just Do It" theme
    in nine new ads the company says goes to "the soul" of their
    business.  In addition to new Jordan /Spike Lee ads and a spot
    featuring an HIV+ marathoner, their latest ad highlights elderly
    athletes,  Titled "Older Persons, the black-and-white spot shows
    "strong, fit older people" with the voiceover:  "You'll never
    hear me say 'I've fallen and I can't get up'" (N.Y. DAILY NEWS,
    3/9).
         REEBOK ON THE MOVE:  Reebok Int'l reportedly still wants to
    build a new headquarters on state land in Dedham, MA, according
    to the BOSTON GLOBE.  This comes despite "caution" from state
    officials that the sale of the site, currently designated to
    become a public park, "carries political risks" (Jerry Ackerman,
    BOSTON GLOBE, 3/8).
    

    Print | Tags: Nike, Reebok, Washington Nationals
  • MARKETPLACE ROUND-UP

         The Pacers' ad agency, Caldwell VanRiper Inc., won the
    Indianapolis Addy award's "Best of Show" for its public service
    announcements for the team (INDIANAPOLIS BUSINESS JOURNAL, 3/6-12
    issue)....Video game maker Electronic Arts is developing new
    titles for Microsoft's online service.  Other titles that may
    also be offered on the service include "John Madden Football" and
    "NHL Hockey" (BOSTON GLOBE, 3/8). ....Power-Bilt, the Louisville
    golf club-maker, signed a 5-year deal as title sponsor of the
    Hurricane Golf Tour, a southeastern USA mini-circuit which begins
    next week (USA TODAY, 3/9)....Besides shooting ads for Prime
    Sports-West, the directors of the movie "Hoop Dreams" have been
    shooting ads for Fila and Easy Spirit shoes (WALL STREET JOURNAL,
    3/9)....David Letterman wore a Breathe Right nasal strip during
    one of his skits last night ("Late Night," CBS, 3/8).
    ....Triple Crown Sports has announced a joint marketing agreement
    with Roller Hockey Int'l to promote roller and street hockey,
    RHI, and Triple Crown street hockey events nationwide.  The
    following companies signed on with the '95-'96 Triple Crown
    Street Hockey Festival Series:  Bauer, a division of Nike's
    Canstar Sports; Dodger, an Iowa-based manufacturer of athletic
    clothing; Easton Sports; and Franklin Sports (Triple Crown).
    

    Print | Tags: CBS, Fila USA, Indiana Pacers, Microsoft, NHL, Nike, Viacom
  • MILLER TO EXPERIMENT WITH NEW AD CAMPAIGN

         Miller Brewing announced that it would begin a test of new
    ads and packaging for its No. 2 brand, Miller Genuine Draft.  In
    Upstate NY, AL, AR, LA and MS, the company is testing the theme
    "Miller Genuine Draft.  It just comes easy."  Currently, MGD's
    theme in its national ads is "With Miller Genuine Draft, the
    world's a very cool place."  Also in those states, Miller will
    test the sale of MGD in brown bottles and white cans, rather than
    clear bottles and gold cans (Andrea Adelson, N.Y. TIMES, 3/9).
    

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