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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).