Nike Signs Mariota To Endorsement Deal Bright Nike Apparel Turns Heads At Aussie Open Nike Breaks Out Bright Colors At Aussie Open Univ. Of Florida Extends Nike Deal Through '24 Nike's Coin Toss Ad Goes Viral On Twitter Nike Unveils Uniforms For CFP Championship Knight Exerts Influence On Oregon Athletics Nike Reports Relatively Strong Q2 MJ Leads eBay Athlete Merch Sales Univ. Of Miami Could End Nike Deal
Upcoming Conferences and Events
SBD/21/Sponsorships Advertising Marketing
MAYBE TYSON IS MARKETABLE -- JUST ASK "LIVE HARD"
Published March 21, 1996
Since Mike Tyson wore a cap with the "Live Hard" logo to a pre-fight press conference last week, sales of the cap and t- shirt line have "soared," according to USA TODAY. Tyson is not a paid endorser for Live Hard and only got the cap at an apparel trade show last month, when Live Hard co-founder Michael Kupferberg spotted Tyson and gave it to him. With the help of Tyson's exposure, projected revenue for the Chicago-based apparel line has "rocketed tenfold" to $10M. Marketing consultant Darcy Bouzeos, on the exposure: "In terms of product name recognition, it's invaluable." Live Hard has no ad budget and makes a practice of sending caps and t-shirts to celebrities -- though Tyson is the first to wear an item. Live Hard President Brett Bombicino, who notes Michael Jordan has been sent the most merchandise: "Maybe someday when Michael's in a rush to leave his house, he'll accidentally grab his Live Hard cap instead of his Nike hat" (Bruce Horovitz, USA TODAY, 3/21).