SBD/30/Sponsorships Advertising Marketing

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  • GREG NORMAN'S LINE ATTACKS A "LIFESTYLE" CONSUMER

         Greg Norman's bright, stylish Reebok outfits -- along with
    his trademark wide-brimmed hat -- have become a signature look
    and a key ingredient to his vast fan appeal.  Last year, those
    managing the Greg Norman Collection changed their retail approach
    from golf shops to higher-end department stores, such as
    Bloomingdale's in New York which was the test store for the
    line's new concept.  Earlier this week, THE SPORTS BUSINESS DAILY
    spoke with Michael Stein, VP and General Merchandise Manager of
    the Greg Norman Collection, on their strategy and plans for the
    future.
         NOT JUST FOR GOLFERS ANYMORE:  Stein said the "successful"
    test at Bloomies led to a Greg Norman Shop and presence in Lord &
    Taylor's and Nordstrom's.  Stein:  "The golf lifestyle is very
    much a part of fashion today, and we feel that if we go in in a
    very careful way to only the finest level of department stores,
    we can maintain our 'green grass' [golf shop] business and grow
    our business in a helpful way."  There are also plans to set up
    Norman displays in Neiman Marcus and Saks Fifth Avenue.  Stein
    believes the move into high-end retail will not alienate the
    golfer base, as they have remained conscious of their traditional
    golf consumer.  Stein said they plan to will make a special
    grouping of merchandise, maybe 30% of their line, "green grass-
    exclusive."  Stein:  "That is our heritage, and the cornerstone
    of our business and we are not interested in vacating it, but
    growing it to its maximum."
         SHARK ATTACK:  The Norman line will be marketed under the
    "Attack Life" slogan.  To kick off the summer campaign, the
    Collection underwent a massive PR campaign in New York. Norman
    did a personal appearance at Bloomingdale's and his face adorns a
    huge 36 x 67 foot billboard on Broadway between 45th and 46th,
    with the "Attack Life" tagline.  The ad also runs on 40 bus
    shelters around the city.  Stein said a print media campaign
    which will be featured in GQ, Esquire, Men's Journal, and
    selective golf publications, beginning in July.  A TV campaign
    will commence next year.
         HOW 'BOUT THOSE COLORS, MATE?  Stein said the Norman look is
    based on aboriginal, primitive designs from Norman's native
    Australia.  Although the colors and designs used to be "very wild
    and very loud, and mostly primary colors,"  Stein said they are
    now doing "more subtle elegant designs" to make the whole line
    "an idea of dressy, elegant sportswear, not just golf clothing --
     which means it can be worn anywhere, on the golf course, off the
    course."  The Norman Fall Line will be in stores starting August
    1.
         NOT A "JOCK" LINE:  Stein said the Greg Norman Collection,
    with its offices in New York, is under their own umbrellas after
    being part of Reebok Golf.  Stein:  "They will still own us.  But
    we run Greg Norman as a separate line company and are responsible
    for a bottom line to Reebok as a separate company.  We are doing
    everything we can to take Reebok off the name because that
    conjures up another kind of image and thought that we don't want
    in our line.  It is not 'athletic jock wear.'  This is not
    exercise clothing, this is elegant, worldly sportswear" (THE
    DAILY).
    

    Print | Tags: Reebok
  • IS GOLF IN DECLINE, OR IS IT JUST "STAGNATION"?

         "Golf's apparent boom may by deceiving," reads the headline
    in this morning's WALL STREET JOURNAL.  James Sterba examines the
    popularity of the game and reports that "most golf experts"
    disagree with the "widely held perception that golf is booming."
    The National Golf Foundation (NGF) reports that participation has
    experienced a decline across the board.  Sterba:  "Flatness?
    Sure. Stagnation?  We'll see.  So far we're not talking anything
    close to tennis' nose dive."  Causes for the "flatness":  The
    perception of golf as a game for rich men, and the percieved
    difficulty of getting on a golf course and playing 18 holes.
    Phil Guarascio, VP Marketing for GM, compares golf today to GM in
    the 60's, "facing mounting environmental concerns and needing to
    diversify and contain costs."  Diane Perlmutter, COO of Burson
    Marsteller, which has been hired by the NGF to develop a PR plan
    for the game, said that "in the public's eye to the fur-coat
    industry as unfriendly to nature."  The NGF's new logo has a golf
    tee with a leaf growing out of it, with the slogan:  "Golf.  It's
    Only Natural" (WALL STREET JOURNAL, 6/30).  In the current SI's
    Golf Section, Jack Nicklaus says that "technology is killing
    golf" (SI, 7/3 issue).
    

    Print | Tags: Sports Illustrated
  • MARKETPLACE ROUND-UP

         Peggy Fleming has signed with IMG for exclusive
    representation.  IMG has recently renegotiated her contract with
    ABC-TV for her analyst role. IMG also books lectures and speaking
    engagements for Fleming, most recently IBM, Sears and John
    Hancock (IMG)....Calamari, anyone?  The Red Wings' early exit
    from the Cup Finals has left fish dealers in Detroit with
    thousands of pounds of octopus.  Merchants ordered extra in
    preparation for an extended playoffs (WASHINGTON POST,
    6/30)....Bullets GM John Nash on Jackie Wallace, mother of
    Rasheed Wallace, selected by the Bullets: "I haven't met her yet,
    but I can't wait.  I just have visions of her in a Reebok ad."
    ... The 76ers "clearly beleive" their first round draft choice
    Jerry Stackhouse can help them sell tickets.  76ers VP/ Business
    Tom Chestnut: "One of the things I want to do is help get the
    people excited about our team.  Jerry's the type of player and
    person that will make my job easier" (PHILADELPHIA DAILY NEWS,
    6/29)...."Entertainment Tonight" profiled Pizza Hut's "stuffed
    crust" ad campaign, which stars, among others, Spurs David
    Robinson and Dennis Rodman ("ET," 6/29)....CNN's Jan Hopkins
    reported on "Moneyline" that Coors had "dismal" second quarter
    earnings, due in part to the fact that sales of Zima fell 60%,
    despite a "heavily hyped advertising campaign." The company said
    it has no plans to discontinue  Zima ("Moneyline," CNN,
    6/29)....New Balance owner Jim Davis will appear in court on July
    18 in Washington to explain to a law judge "why its athletic
    shoes should continue to sport their 'Made in the USA'" label"
    (BOSTON HERALD, 6/29).
    

    Print | Tags: ABC, Comcast-Spectacor, Detroit Red Wings, IBM, IMG, Philadelphia 76ers, Reebok, San Antonio Spurs, Sears, Time Warner, Walt Disney
  • NHL ENTERPRISES' CREATIVE CHALLENGE; LOGO DESIGN FOR ECHL

         NHL Enterprises has signed as the licensing agent for the
    East Coast Central Hockey League.  NHL Enterprises will take over
    all licensing activity for the ECHL and its 21 clubs, including
    logo redesign, retail marketing and positioning, as well as
    oversight and execution of worldwide licensing activity (ECHL/NHL
    Enterprises).
    

    Print | Tags: CHL, ECHL, NHL
  • PEPSI GETS ON NASCAR BANDWAGON, SIGNS UP KING RICHARD

         Pepsi-Cola, the official soft drink of NASCAR, has signed
    Richard Petty as an endorser.  Petty, a seven-time NASCAR Winston
    Cup champion, has signed a multi-year agreement that will include
    national promotions as well as fountain cups and point-of-sale
    materials featuring Petty.  Promotional sweepstakes are also
    planned.  Financial details were not disclosed (ERNIE SAXTON
    SPONSORSHIP NEWS).
    

    Print | Tags: NASCAR, PepsiCo, R J Reynolds
  • THERE'S ENOUGH MLS TO GO AROUND FOR ALL THEIR SPONSORS

         The state of the Boston/Foxborough MLS team and the entire
    league is examined by Frank Dell'Apa in this morning's BOSTON
    GLOBE.  "Signs are pointing to the league becoming a sponsors
    battleground," and Nike "has taken the first step by placing"
    star players Jorge Campos in L.A. and Tab Ramos in New York.
    Alexi Lalas has been targeted by Boston.  Reebok will sponsor the
    Boston and Washington teams, and "likely supply marquee players.
    Adidas will sponsor Columbus and Kansas City; Puma has Denver;
    and Nike has Dallas, Los Angeles, New York, San Jose and Tampa
    (BOSTON GLOBE, 6/30).
    

    Print | Tags: MLS, Nike, Puma, Reebok, Washington Nationals
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