Cuban Among Group Raising Funds For Unikrn Nike Sees Sales Rise 4.8% In Q4 Sources: MLBAM Eyes IPO For Non-Baseball Division VenueNext Gets $9M In New Financing Under Armour's Stock Split Plan Criticized Players' Tribune Receives First VC Funding Gametime Closes On $13.3M VC Funding Tribune Media Bullish On MLB Ratings Morgan Stanley Offers Loans To NFL Draftees CBS Quarterly Profits Up, But Revenue Down
ROLLERBLADE BRINGS IN FAMILIAR CONSULTANT TO BOOST IMAGE
Published December 15, 1997
Former Rollerblade VP/Marketing Mary Horwath has rejoined the MN-based in-line skate manufacturer to oversee Rollerblade's "Blade Jam" music and in-line skating promo, a grass-roots promotion slated to tour six cities in '98, and other marketing initiatives, according to Bob Geiger of the Minneapolis STAR TRIBUNE. Blade Jam rolls nationwide "during a key year for Rollerblade," which grew from $2M to more than $100M in annual revenues during Howarth's stint as VP/Marketing from '86-'93. Horwath is seeking co-sponsors for the Blade Jam tour, to be held in Austin, TX; Boston, Cleveland, Kansas City, San Francisco and Washington/ Baltimore. The company is also preparing the January roll- out of an "all terrain" in-line product called Coyote "in hopes of recapturing marketing attention and sales momentum." Rollerblade is "shifting its emphasis from 12- to-17-year-olds to the 18-to-24-year-old market that produced major sales" during Horwath's previous tenure, and the Coyote is "aimed squarely at that older cohort." AD TIME: Geiger also reports that Rollerblade's "decreased usage" of S.F.-based ad agency Goldberg Moser O'Neill signals its attempt "to hire small agencies to create its advertising." During '96, Rollerblade spent $4.026M in advertising, while January to September '97 saw ad spending at just $881,600 (STAR-TRIBUNE, 12/15).