SBD/Issue 174/Sponsorships, Advertising & Marketing

Marketplace Roundup

Nike Saturday in collaboration with Massachusetts-based store Concepts will debut the Nike SB Concepts Lobster Dunk sneaker, which is “inspired by the seafood heritage of New England.” Two hundred pairs of the $150 sneakers will be available exclusively at Concepts, and the first 50 pairs will come in wood crates. Besides the sneakers, each crate will contain a lobster bib, a fork and “other items keeping with the crustacean concept” (BOSTON HERALD, 5/30).

IN THE CARDS: The latest iteration of the MLB Cardinals’ “Play Like a Cardinal” campaign features OFs Ryan Ludwick, Brian Barton and Skip Schumaker and Baseball HOFer Red Schoendienst. The ads, which appear on the main scoreboard at Busch Stadium, feature sayings such as “Play Smart,” and “Play a Hard Nine,” as well as an ad featuring Baseball HOFer Ozzie Smith referring to his jersey number that reads, “To be Number One” (ST. LOUIS POST-DISPATCH, 5/30).

Oakley Launches Integrated U.K. Marketing
Campaign For Its Square O Collection
OAKLEY: Oakley has launched an integrated U.K. marketing campaign featuring “six top British freesport athletes.” The focus of the campaign will be Oakley’s “growing lifestyle collection, in particular the ‘Square O.’” The athletes will pen web diaries where fans can “follow the athletes over the course of the year.” The diaries are “hosted by a microsite which is linked to Oakley’s existing channel on social networking site Bebo” (, 5/29).

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