Published February 20, 2007
|
Arenas Taking Hands-On
Approach To His Marketing |
Wizards G Gilbert Arenas was profiled in a front-page piece by the WASHINGTON
POST’s Michael Lee, who wrote Arenas told sponsors adidas and Glaceau’s vitaminwater
before the season “that they needed to become more involved in promoting him.”
vitaminwater created a “Vote for Gilbert” campaign around the All-Star Game that
was featured on DC Metrorail stops and bus banners. Arenas was voted by the fans
as a starter. Arenas’ marketing consultant, Paisley Benaza, said that Arenas also
has done “his own ‘organic marketing’ for the brands.” During the season opener
against the Cavaliers, which was broadcast on ESPN, Arenas “strategically took
drinks of [vitaminwater] in the huddle whenever the cameras came near.” Lee reported
Arenas’ No. 0 jersey ranks eighth in sales at the NBA Store in N.Y. and on NBAStore.com
this season after not being in the top 50 last year. adidas Head of Global Basketball
PR Travis Gonzolez said that Arenas’ Gil Zero signature shoe “is selling better
than” those of Rockets F Tracy McGrady and T’Wolves F Kevin Garnett, and that
Foot Locker “recently requested the company’s entire inventory of Gil Zeros.”
Gonzolez: “Very rarely does that happen, with any shoe” (
WASHINGTON
POST, 2/18).
