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SBD/Issue 141/Sponsorships, Advertising & Marketing
Winner Of Boston Marathon’s Masters Title Wears Banned Shoe
Published April 17, 2007
|Spira Makes Splash At Boston
Marathon With Bright Yellow Shoes
YELLOW SUBMARINE: CNBC’s Darren Rovell noted the bright yellow Spira shoes were also worn by Jared Nyamboki and Josephat Ongeri, two “complete unknowns (who) ran away from the pack” at the start of the race. At the time, Versus announcer Larry Rawson said, “Take a look at these guys who are out front right now. ... They’re probably advertising some sponsorship.” But the Spira brand was never mentioned and they stayed out front for 1 hour, 32 minutes before dropping out. Advertising and PR author Laura Ries said of Spira, “The best thing they ever did was make these shoes bright yellow and everyone noticed them.” Krafsur: “Our goal now is to get our shoes on more and more people and to create the buzz and create the word of mouth, because we don’t have an advertising budget that can compete with our competitors.” Rovell noted Spira sued USATF last week saying that the rule banning its design violates anti-trust laws (“On The Money,” CBNC, 4/16).