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SBD/27/Sponsorships Advertising Marketing
Published February 27, 1998
Serena Williams, who recently signed with Puma, said she will have "input" into what she will wear. Williams: "I told them I like the full dresses a little more than the skirts, so, it is just -- right now we are working on a lot of different designs so we are trying to get something together." Williams said the Puma deal will involve "sports and entertainment and we just want to bring something different to the game of tennis" (THE DAILY). OTHER NOTES: In Miami, Elaine Walker profiled New Balance and wrote, "While other athletic shoe manufacturers are struggling with stagnating sales, New Balance is riding a wave of popularity that has sent sales climbing at a double-digit pace" (MIAMI HERALD, 2/26)....Nike "is working" to move the March 25 launch of the new Air Jordans from a school day to a weekend after complaints from "educators nationwide." The likely new launch date is Saturday, March 28 (CINCINNATI ENQUIRER, 2/26)....ROLLING STONE's Eric Boehlert examines the corporate use of contemporary music in TV advertising, noting Nike's use of the Verve's "Bitter Sweet Symphony." Boehlert: "Why the mad rush from Madison Avenue? Clients, eager for any sort of marketing edge, want the authenticity and star association that hit songs deliver." Levi's Senior Ad Manager Joe Townsend: "If we can show kids we're cool, we have a step up." Boehlert writes that the "going rate" for licensing of a "top pop song" is $200,000 to $400,000 (ROLLING STONE, 3/19 issue).