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SBD/25/Sponsorships Advertising Marketing
FIRESTONE AND RASHAD AIM TO GET INSIDE MJ'S HANES BOXERS
Published November 25, 1997
Hanes yesterday debuted its first round of advertising behind the launch of its Michael Jordan Collection, a line of briefs, boxers and T-shirts aimed at men 18-24, according to Becky Ebenkamp of BRANDWEEK. Created by Long Haymes Carr, NC, the campaign airs in primetime on ESPN, MTV, Comedy Central, BET, TNT and TBS. Spots will run about 10 times a day through Christmas, with a budget estimated at $2-4M. One spot, "Sports Show," features Ahmad Rashad and Roy Firestone hosting a fictitious sports news show, then walking off the set wearing only Jordan-brand boxers below their sportscoats. As they stroll down the hall "boasting how chummy they are with Jordan, the basketball star eavesdrops at a water fountain." The Jordan line retails in department stores and Foot Locker and Champs (BRANDWEEK, 11/24). Firestone is represented by Athletes & Artists, a Marquee Group division. He will be featured in both 15- and 30-second spots of "Sports Show" (Marquee Group).