Nike Signs Gatlin To Sponsorship Deal Nike Helped UT Evaluate "Lady Vols" Branding Nike Benefiting From "Athleisure" Trend Nike Reps 49 Teams In Women's Tourney James Leads NBAers In Shoe Sales Under Armour, Nike Could Grab NBA Nike Extends On-Field NFL Deal Nike Representing 51 NCAA Tournament Teams MLB At Bat In New Apple Watch Univ. Of Kentucky Extends 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).