SBD/23/Sponsorships Advertising Marketing

IRONMAN PROPERTIES GOES FROM WATCHES TO SHOES TO BIKES

     Huffy Bicycles is trying to "burnish" its image among more
"particular" bike consumers with two new lines under the Ironman
name, according to BRANDWEEK.  Huffy's licensing deal with
Ironman Properties looks to capitalize on Huffy's "largely
unrecognized" expertise.  Huffy Marketing VP Bill Smith says with
high-end bikes showing the only growth in a flat industry, Huffy
can pick up on Ironman's "core equities" of performance,
endurance and durability.  Ironman hopes to move away from
straight sponsorships in favor of "high-visibility" licensing
deals modeled on the successful Timex Ironman watches.  Ironman
has signed a similar shoe deal with Reebok (Gerry Khermouch,
BRANDWEEK, 4/22 issue).
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