SBD/Issue 94/Sponsorships, Advertising & Marketing

Right Guard Launching NBA-Themed Ad Campaign With Chris Paul

Right Guard's NBA-Themed Ad Campaign
Most Likely Features Game Footage Of Paul
Right Guard is planning to launch an "ad push during the April NBA Playoffs" for its new premium product Right Guard Total Defense 5 that stars Hornets G Chris Paul, according to Karl Greenberg of MARKETING DAILY. Dial Corporation GM Doug Weekes said that the ads will "most likely have game footage" of Paul. Weekes: "For instance where, in the final seconds of a game, he steals the ball, runs it down the court, gets the final point -- that sort of thing." Weekes said that while the spot, via Energy BBDO, Chicago, is "built around an NBA thematic, the media buy isn't limited to hoops, but will include a heavy presence around other sport networks." The tagline for advertising is "Upgrade Your Defense." As part of the campaign, Right Guard also has "signed on as third founding partner of the NBA's new youth basketball initiative" with the NCAA known as iHoops. The brand will sponsor "The Right Guard Total Defense Challenge," a nationwide search for the "best high school defensive stopper, which starts next month" (MARKETING DAILY, 1/28 issue). SPORTSBUSINESS JOURNAL's Michael Smith notes the iHoops connection "puts Right Guard in front of an even younger target audience than the 21-45 it normally seeks." iHoops.com's targeted ages are 14-18. Smith notes Right Guard already has been "visible on the site with ads on a variety of pages" (SPORTSBUSINESS JOURNAL, 1/25 issue).

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