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SBD/23/Sponsorships Advertising Marketing
IRONMAN PROPERTIES GOES FROM WATCHES TO SHOES TO BIKES
Published April 23, 1996
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).