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SBD/12/Sponsorships Advertising Marketing
Published June 12, 1995
Reebok is updating its Planet Reebok marketing concept with the introduction of a design and in-store merchandising program called "Mobius." Rebook's new ad and point-of-purchase tagline is reportedly "This is my Planet." The Mobius line, which will include all "performance product categories," will feature a campaign by Leo Burnett, USA next spring..... Quaker Oats is "breaking a $15 million pan-European Gatordade sports drink campaign by TBWA," presenting the drink as a "mainstream youth brand, rather than an older, sports-players' brand" (AD AGE ONLINE, 6/12). ....Athlete's Foot is looking to place stores inside bigger retailers, according to CEO Pierre Serralta. The chain is looking to join with several department stores and could open the new outlets in '96 (ATLANTA CONSTITUTION, 6/11).... MLB Properties announced the names of two licensees who will be manufacturing milk caps and related products bearing the marks and logos of the 28 teams. Russ Berrie & Co. has developed a MLB Grand Slammer Milk Cap Game, and A.C. Sales, a new MLB licensee, has developed different collector packs. The merchandise will available July 1 (MLB)....ESPN's Keith Olbermann: "Of all the strange sponsors names ever given to a sporting event, except for maybe the women's golf tournament named for Jamie Farr, perhaps this weekend's NASCAR stop is the strangest. The Teamwork 500 is co-sponsored by General Motors and the United Auto Workers union. Grievances, they're wonderful" ("SportsCenter," 6/11)....ESPN's Mike Milbury reported that Nike is donating 200 sets of hockey equipment to Russia to help that country's underfunded hockey development programs ("National Hockey Night," 6/10)....Converse has cut 200 jobs at its Lumberton, NC, plant because of "soft domestic sales of some canvas footwear and a weak" U.S. retail market (N.Y. TIMES, 6/12). Converse will also reportedly have a "major marketing agreement" soon with the Cowboys, as they will feature Converse-branded Cowboys apparel to arrive in stores in late fall (AD AGE ONLINE, 6/12)...PepsiCo has begun "preliminary testing of a carbonated beverage called Josta." The product is made from the Brazilian guarana berry, has a high caffeine content, and has "been used for centuries by Amazon tribes as a stimulant and appetite suppresant. Brazilians also praise the berry's use as an aphrodisiac, although such qualities have never been proven" (WALL STREET JOURNAL, 6/12)....Sporting Goods stocks are examined by Steve Halpern in the MIAMI HERALD. Sporting goods stocks "have been trailing the pack recently, so buy in now and you'll be taking a victory lap next year." Among the picks profiled: Rawlings, Johnson Worldwide, Nike, First Team Sports, and CML Group (MIAMI HERALD, 6/10).