SBD/12/Sponsorships Advertising Marketing

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  • MARKETPLACE ROUND-UP

              LIKE FATHER, LIKE SON: BRANDWEEK's Terry Lefton reports
         that both Peyton Manning and his father, Archie, were signed
         last week by adidas.  The company "will pump up" the
         family's Manning Passing Academy camps as part of the deal. 
         Lefton adds that adidas has also signed "a quartet" of Bucs
         players, the first NFL team it will provide with uniforms
         and sideline wear....Kordell Stewart has signed a two-year,
         "low six-figure" deal for Midway's "NFL Blitz" video game. 
         Stewart will appear in spots for Midway, part of a $5.5M
         marketing push behind the fall launch of Blitz....CA-based
         Management Plus is now representing Oscar de La Hoya for
         marketing deals (Terry Lefton, BRANDWEEK, 5/11 issue).
              NOTES: The Boston Lager billboard on the outfield wall
         of a little league facility in Newton, MA, which has been up
         for five years, "will now stay down for good."  The sign was
         removed from the field last week due to parental protest
         (ADWEEK, 5/11 issue)....MLBP announced that CO-based Zephyr
         Graf-X has joined the Minor League licensing program to
         produce fitted adjustable replica and non-replica caps for
         158 Minor League teams.  The deal runs from '98-2000 (MLBP).
         ....Columbia Sportswear opened its first retail store in
         Nagoya, Japan.  The 1,152-square-foot shop opened March 14
         (Columbia)....Hibbett Sporting Goods opened 15 new stores in
         the first quarter of '98 -- with initial stores in TX and IN
         -- bringing its total to 135 stores in 16 states (Hibbett). 
    
    

    Print | Tags: NFL, Tampa Bay Buccaneers, Washington Nationals
  • REEBOK GOES ALL OUT, AGAINST ZOMBIES AND NIKE, IN NEW ADS

              The new Reebok ad campaign "looks like something out of
         Cecil B. DeMille," according to Chris Reidy of the BOSTON
         GLOBE.  Partly filmed at an abandoned Soviet army base in
         Prague, Reebok's "epic ads have an epic job to do."  The new
         ad opens with a marathon run by clones, before one
         individual breaks lose from the pack "to reveal a free
         spirit."  The spot closes as "a Reebok-shod foot crushes a
         mask" of one of the clones.  The TV ads will break Monday,
         May 25, during the NBA playoffs, and will later run in about
         one-third of U.S. movie theaters (BOSTON GLOBE, 5/12). 
              GLOVES ARE OFF: Reidy reports that "at first glance,"
         the message of the ad seems similar to Nike's "I can" theme,
         but the imagery and mood are "very different."  Throughout
         the ads, the number 97005 constantly appears, and Reidy
         notes that 97005 is the zip code for Beaverton, OR, where
         Nike is based.  Reebok Dir of Global Advertising John
         Wardley: "We've really decided to take the gloves off with
         this one."  The tagline for the ads, from Berlin Cameron &
         Partners, NY, is still being "tweaked," with one top
         candidate being, "Creating possibilities.  One athlete at a
         time" (BOSTON GLOBE, 5/12).  USA TODAY's Melanie Wells calls
         the ads reminiscent of the film "Invasion of the Body
         Snatchers." Reebok VP/Marketing Brenda Goodell: "There are
         moments you wait for and this was one of them; the market is
         in disarray and there's a window of opportunity."  Reebok is
         "expected to spend about" $15M on "its first ad effort" from
         Berlin Cameron & Partners (Melanie Wells, USA TODAY, 5/12).
    
    

    Print | Tags: NBA, Nike, Reebok
  • RETAILERS DEVELOP OWN SHOE LINES; MORE ON OAKLEY'S LAUNCH

              As the athletic shoe industry "is squeezed by a glut of
         product," some of its largest retailers "are fighting back
         with private labels," according to BRANDWEEK's Terry Lefton. 
         This year, FootAction will introduce a line of hiking, trail
         and outdoors shoes via a license from Land Rove; The Sports
         Authority will roll-out a similar line under license from
         Tyrolia; and Foot Locker and Champs will market a line of
         Champion-branded footwear for back-to-school. In addition,
         NY-based Muller Sports Group is developing branded footwear
         for JCPenney, one of which will use the company's rights to
         the U.S. Olympic Team marks.  Lefton reports that selling a
         private label allows shoe retailers to improve margins by a
         "minimum" of 10%, "a big attraction at a time when the
         athletic shoe business is suffering and both consumers and
         retailers are seeing too many me-too product in too many me-
         too stores."  Smith Barney analyst Faye Landes: "It will
         take a lot of marketing muscle if they really want to grow
         private label as a business, but most of them are investing
         a lot there anyway, so why not throw that money toward
         something where they can get better margins and build
         something they can keep?" (BRANDWEEK, 5/11 issue).
              NOT YOUR SAME OLD TIRE-D SHOE: In N.Y., James Sterngold
         examines Oakley's introduction in the sneaker market, "an
         unusual black and yellow woven shoe with a motorcycle racing
         tire for a sole."  Oakley will focus its shoe sale on 200 or
         so sporting goods stores which also carry its sunglasses and
         it will retail for $125.  Sterngold adds that the new shoe
         "is an attempt to do in the shoe market what Oakley's
         sunglasses did in that market: create a niche by using high
         technology and a high-technology look" (N.Y. TIMES, 5/12).
    
    

    Print | Tags: Foot Locker/Venator Group, Oakley
  • TOSCO HAPPY AS A PIT IN NASCAR; TRAILERS DOING SPORTS BIZ

              Tosco Marketing Co. will tout its designation as
         NASCAR's Official Pit-Stop as it pushes an alliance of its
         Circle K and 76 brand with NASCAR via an ad campaign
         breaking next week, according to Cuneo & Halliday of AD AGE. 
         The campaign, from CA-based Dailey & Associates, will
         include spending in the $14M range.  Dailey Chair & Creative
         Dir Cliff Einstein said that Tosco is trying to use its
         NASCAR tie "much as Nike uses Michael Jordan for its
         endorsements."  Einstein: "The only athletes in the auto
         industry are the automobile racers" (AD AGE, 5/11 issue).
              COMING ATTRACTIONS: AD AGE's Jeff Jensen reports that
         more and more feature films are sponsoring sporting events,
         "arguably the most effective vehicle to reach young adult
         males -- the primary consumer of summer flicks."  Last
         month, MGM used track signage at CART's Toyota Grand Prix to
         promote "Species 2."  This summer, Dreamworks Pictures will
         team with Joe Gibbs' Interstate Batteries Racing to sponsor
         three different cars, each promoting the July release of
         "Small Soldiers."  And Walt Disney's Touchstone Pictures has
         linked with the '98 X Games, where "Armageddon" will become
         an associate sponsor (Jeff Jensen, AD AGE, 5/11).
     
    

    Print | Tags: Champ Car World Series, ESPN, NASCAR, Nike, Toyota, Walt Disney
  • WILL KNIGHT HAVE MAJOR ANNOUNCEMENTS IN PRESS CLUB SPEECH?

              Nike Chair Phil Knight will address the National Press
         Club in Washington today and USA TODAY reports that he will
         "unveil a series of initiatives" aimed at improving the
         company's working conditions.  The steps would include
         expanding its independent monitoring system to include non-
         governmental organizations and adopting U.S. federal air
         quality standards worldwide (USA TODAY, 5/12).  Look for
         details of his remarks in tomorrow's issue of THE DAILY.
    
    

    Print | Tags: Nike
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