SBD/May 3, 2011/Marketing and Sponsorship

Nash Developing Skills In Advertising Through Off-Court Endeavors

Few athletes are "as known for their on- and off-court intelligence, offbeat sense of humour and business savvy" as Suns G Steve Nash, who is "multi-tasking ... as a respected marketer, filmmaker, branding strategist and venture capitalist," according to Hollie Shaw of the NATIONAL POST. The public was introduced to Nash's advertising work "when he wrote, produced and directed his own commercials for Vitaminwater and Nike through Meathawk Productions, a company he owns with his cousin, Canadian filmmaker Ezra Holland." Nash and Holland "have also collaborated on ads" for EA Sports, Toyota, B.C. Hydro" and China-based footwear and apparel company Luyou, whom Nash "signed with in January after 15 years as a Nike spokesman." Nash: "I realized that many of the opportunities to make films were in advertising. Creating compelling and creative content for different brands is a way to express yourself and develop your skills as a filmmaker or as a writer. As you get a bit more accustomed to the game of advertising and marketing, the whole thing becomes intertwined." Nash added as a spokesperson he wants to "be involved with products or people that I am excited about (and) have a vested interest in a company." Nash: "As far as writing and directing and producing, if they have an openness and willingness to allow us to get involved and create some things, then definitely that is going to play a big part in whether I sign with a company." Execs in Nash's latest venture, Montreal-based QSR Liquid Nutrition, "in which he has become an equity partner, are using his production company for marketing and viral ads." Liquid Nutrition Group Inc. President Glenn Young said that the company "is also in talks with another Nash venture, Tempe, Ariz.-based vitamin company OneBodé, about creating a line of private-label multivitamins" (NATIONAL POST, 4/30).
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