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SBD/April 19, 2011/Marketing and Sponsorship
Published April 19, 2011
TRI US ON FOR COMFORT: In L.A., Cyndia Zwahlen noted Stephanie Swanson and Kebby Holden last year launched Soas Racing to “design and manufacture athletic tops and shorts for the growing number of women participating in triathlons.” The San Diego-based company’s “first order for 600 pieces, which featured flared tank tops and running shorts with elastic-free waist bands, sold out in January.” The second order was “twice as big, and a third order for 2,000 pieces is being manufactured.” A “major line expansion is underway for fall,” and it will “add swimsuits, cycling jerseys and arm warmers to the line, all designed to mix and match” (L.A. TIMES, 4/18).
EVERYTHING'S BIGGER IN TEXAS: In Houston, Joseph Duarte wrote Meineke Car Care’s three-year deal to title sponsor the Texas Bowl will “make an already established national retailer even more recognizable.” The deal “translates into a nationwide advertising blitz,” as the company will receive “eight 30-second national TV spots” during the game broadcast. Meineke “typically does 15-second ads, so it will be the equivalent of 16 ads during the game.” Driven Brands Chair & CEO Ken Walker, whose company owns Meineke, said, “We believe it’s a good, solid branding opportunity over a long period of time.” Meineke last year ended its title sponsorship of the Charlotte bowl, but it is “expected to keep a minor sponsorship” of the game, which has been renamed the Belk Bowl (HOUSTON CHRONICLE, 4/17).