While it is "well established as an apparel marketer,"
PA-based And 1 is "struggling as a sneaker brand," and
"hopes to make its mark" with the Marbury 2, the second
signature shoe for endorser Stephon Marbury, according to
Terry Lefton of BRANDWEEK. The $85 shoe, which hits retail
in mid-January, will receive $2M in ad support, half of that
for "a dedicated spot" for FootAction. FootAction will back
with window displays in 540 stores, POPs, Marbury-emblazoned
bags, and displays of And 1's new Marbury apparel line.
Meanwhile, And 1 inked two new NBA players, the Suns' Rex
Chapman and the Bulls' Randy Brown (BRANDWEEK, 10/19).
NOTES: Lefton reports that delivery "problems" with
Reebok's reversible NFL jersey, which includes an exclusive
deal with Foot Locker, "has cost the sneaker maker." The
NFL is "stripping" Reebok of its exclusivity and will allow
Logo Athletic to make the jersey in '98....adidas footwear
"will appear on NFL fields next year," as the company will
supply the Bucs with sideline apparel....A-B has signed
one-year deals with USA Hockey and the NHLPA, "giving it
rights to faces" of the NHL players who will play on the USA
team in Nagano. Since league rules "prohibit straight
player testimonials for beer from active players," A-B will
use game footage in TV spots. The company is also
"considering" a team-poster premium (BRANDWEEK, 10/20).
