Marketplace Roundup

AirTran Airways has signed Packers WR Donald Driver and Ravens TE Todd Heap to endorsement deals. Driver will be featured in radio spots and billboards across the Milwaukee area, while Heap will be featured in radio spots and on billboards in the Baltimore/DC area. Other AirTran endorsers include Colts QB Peyton Manning, Falcons LB Keith Brooking and IRL driver Danica Patrick (THE DAILY).

FULL HOUSE: BRANDWEEK's Mike Beirne reported this year's World Series of Poker (WSOP) has "about 30 brands" on board as sponsors, including Miller High Life and Hershey, which are both in the "final year of their marketing partnerships." Meanwhile, Kraft's Planters is sponsoring "The All In Moment" and "will run a sweepstakes offering a seat to play in the Main Event" at the '09 WSOP (BRANDWEEK.com, 8/4).

FASHION STATEMENT: In Boston, Donna Goodison reports Under Armour's newest store set to open in Natick, Massachusetts, is the "third-full priced store" for the company. The "4,600-square-foot store will sell adult and youth clothing, footwear and accessories." The store was "built to resemble a sports stadium, has a concrete facade, a ramped tunnel entrance, a 120-inch rear-projection HDTV and heated dressing room floors" (BOSTON HERALD, 8/6).

COVER BOYS: Toronto FC MF Maurice Edu will be featured on the cover of EA Sports' "FIFA Soccer 09" videogame in North America, along with AC Milan MF Ronaldinho and Mexico's Club America G Guillermo Ochoa (AP, 8/5).