Nike Launches Equality Initiative Nike, Adidas Battling For British Soccer Teens Nike Shifts Approach To Sponsorship As NBA Evolves Nike Will Not Include Sleeves On NBA Jerseys J.C. Penney, Kohl's Going Big On Activewear Nike Makes Batch Of LeBron 14's For Early Release Recent Tennis Trend Has Opponents Dressing Alike Nike Gets Diverse For Latest Kyrie Shoe RBC Doesn't Renew Deal With Jason Day Nike Debuts LeBron 14 Sneakers On Christmas Day
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).