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PRO PLAYER TO SELL ITS "CONTEMPORARY" STYLES IN FOOT LOCKER
Published September 23, 1997
Pro Player next week will launch "a regional ad effort with Foot Locker targeting the urban market," according to Jeff Jensen of ADVERTISING AGE. The media plan "is consistent" with Pro Player's "strategy of spending where popular pro teams play," as the company is "setting itself apart" by marketing a "more contemporary style." Jensen adds that Pro Player "eschews low-end pricing and retail outlets while supporting its retail accounts with exclusives and multiple styles of key products." Pro Player President Doug Kelly said that event-oriented products, like the company's "Can the Tuna" T-shirts during Bill Parcells' recent return to New England, "account for 15% of sales ... a figure that's expected to grow" (ADVERTISING AGE, 9/22). HALFTIME SHOW LOCKOUT: BRANDWEEK's Terry Lefton reports that agency sources say Pro Player, in tandem with Foot Locker, was "bidding hard" for the Super Bowl XXXII halftime show, but "bad blood" from past dealings between Foot Locker and NBC "killed the deal." Lefton adds that Pro Player "is expected to go all out" for rights to the Super Bowl XXXIII halftime show, "pending completion of a new TV deal and subsequent network assignment" (BRANDWEEK, 9/22).