SBD/January 26, 2011/Marketing and Sponsorship

Hamilton, Kinsler, Ross To Star In Majestic Athletic Ad For New BP Jersey

Rangers' Hamilton among MLBers appearing in new Majestic Athletic spot

Due to the usual Super Bowl hyperbole, the Dallas area and football will be at the center of America's sports consciousness for the next 12 days. However, baseball takes center stage in North Texas tomorrow with MLB uniform rightsholder Majestic Athletic filming a TV ad at Rangers Ballpark in Arlington to back the launch of Majestic's batting practice jersey. The ad will feature Rangers CF and AL MVP Josh Hamilton, Rangers 2B Ian Kinsler and Giants RF Cody Ross. Waylon Advertising, St. Louis, is the ad agency. "Coming off an MVP season in a region that gets really excited about baseball, Hamilton just seemed like the right guy," said Michael Johnson, VP/Marketing at VF's licensed sports group. The ad will depict fans and players taking batting practice together. "It is the first time we've used players in advertising and we're still delivering the message that we're as close to on-field as you can get," Johnson said. The ad will break in early March and run through the season on national and local baseball broadcasts, backed by an integrated POS, print, and digital/social media campaign, which Johnson said was Majestic's largest product launch ever. The new batting practice jersey from VF's Licensed Sports Division is designed with fabrication said to make it the lightest batting practice jersey yet, along with a new full-button front. It will launch at retail this spring with the same $100 price point as its predecessor.

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