Marketplace Round-Up

Uli Becker (with Scarlett Johansson) Says Industry Is Changing

Reebok Head of Global Marketing Uli Becker said in a Q&A with BRANDWEEK’s Barry Janoff the idea that has “driven our industry for many years is that you need a superstar to make things sexy for every consumer,” but to a “certain degree that is not true anymore.” Becker: “There are great athletes out there with great personalities who drive image and business. ... Today, consumers act differently. You do need stars, because of their reputation. But you have to mix them with other people so that you get an inclusive message” (BRANDWEEK, 4/30 issue).

NOTES: Schutt Sports has signed Raiders draftee JaMarcus Russell, Lions draftee Calvin Johnson, Buccaneers draftee Gaines Adams and Cardinals draftee Levi Brown -– four of the top five picks in the NFL Draft — to wear Schutt helmets (Schutt)....The PGA Tour Buick Open is offering players the GM Driving Experience, in which the golfers can drive GM cars at Waterford Hills race track, as a perk (DETROIT NEWS, 5/2)....The Spyker F1 team has signed a deal with Heineken to launch an F1-themed sports bar in the Netherlands. The bar will carry both Spyker and Heineken branding. As part of the deal, Heineken will be the team’s official beer supplier (FORMULA1.com, 5/1).