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CHAMPION JOINS WITH CHAMPS AND FOOT LOCKER FOR NBA PUSH
Published January 14, 1997
Champion is teaming with Champs and Foot Locker for a product exclusive on reversible home/away NBA replica jerseys, assisted "by a rare product-specific ad campaign" from Champion," according to Terry Lefton in BRANDWEEK. The initial TV work from Champion agency TBWA Chiat/Day will star Sonic Gary Payton and the $2M campaign breaks after the All-Star game, and will run for the rest of the regular season. The initial shipment of jerseys will include 15 different players' names, "with more likely to be added in the fall." Lefton adds the jerseys allow Champion to "squeeze the last bit of life out of its NBA on-court apparel licensing exclusive" (BRANDWEEK, 1/13 issue). SPARE CARD: Affinity card-issuer First USA and Strike Ten Entertainment, a new trade organization for the $5B bowling industry, "are close to a deal" that will produce a credit card aimed at bowling's 52 million annual participants (BRANDWEEK, 1/13 issue).