SBD/Issue 238/Sponsorships, Advertising & Marketing

Marketplace Round-Up

adidas Using Pepsi To
Extend Brand Campaign
adidas, as part of an extension of its "Impossible Is Nothing" campaign, partnered with Pepsi to launch 500 million startmystory.com Pepsi cans in the U.S. last weekend (adidas). The "Start My Story" Web site allows visitors to "recount how they overcame their greatest challenge" and also features content from adidas endorsers Galaxy MF David Beckham, Wizards G Gilbert Arenas and U.S. sprinter Allyson Felix. Consumers also can design their own can. The partnership "marks adidas' big plunge into social network marketing," and is a continued attempt by Pepsi "to grab the eyeballs of young people" (OREGONLIVE.com, 9/4)....The White Sox hired Energy BBDO, Chicago, as their ad agency (White Sox)....Kurtis USA is developing "the first products specifically for female surfers." The company will unveil a line of surf goggles called Madam X at this weekend's Action Sports Retailer Trade Show in San Diego (BRANDWEEK.com, 9/3).

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