Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Sponsorships Advertising Marketing

STARTER'S FASHION STATEMENT BRINGS BACK URBAN BRAND ROOTS

          Starter is "trading athletic positioning for fashion,"
     and is "returning to its roots as an urban brand," according
     to Terry Lefton of BRANDWEEK.  Starter is now focusing on
     stores like Dr. Jay's in New York City and City Sports in
     Philadelphia, which are "the top of the influence pyramid
     when it comes to reaching trend setting youths."  AND 1 VP/
     Product Development Jay Gilbert: "Those kinds of retailers
     are important because they are known as the place to get the
     newest and hottest stuff, much more so than the mall-based
     store."  Starter VP/Marketing Ian Gomar: "In our case, inner
     city is not code for black, Hispanic or Asian.  We had been
     concentrating so much on our on-field authenticity, we
     forgot what originally made us legitimate and authentic off
     the field."  Starter's latest endorser, N.Y. hip-hop deejay
     Funkmaster Flex, will lend his name to a CD that will serve
     as a gift-with-purchase when Starter "breaks a variety of
     new marketing events and programs around next February's NBA
     All-Star Game."  A new TV spot will break with Funkmaster
     "reprising one of Starter's most popular ads" from '92 and
     Starter will also offer a sweepstakes where the winner will
     sit with Funkmaster at the '98 NBA Finals (BRANDWEEK, 12/8).
          MORE EXPOSURE: Lefton adds that Starter has extended
     its official NCAA men's and women's Final Four locker room
     T-shirt and cap deal for two years.  It has also added 10
     other NCAA championships to its cap and T-shirt roster. 
     Starter holds both the official locker room cap and T-shirt
     for the NBA Finals this season and, for the first time, will
     support it through a TV spot (BRANDWEEK, 12/8 issue).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/1997/12/10/Sponsorships-Advertising-Marketing/STARTERS-FASHION-STATEMENT-BRINGS-BACK-URBAN-BRAND-ROOTS.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/1997/12/10/Sponsorships-Advertising-Marketing/STARTERS-FASHION-STATEMENT-BRINGS-BACK-URBAN-BRAND-ROOTS.aspx

CLOSE