SBD/May 19, 2011/Marketing and Sponsorship

Company Already Making Shirts With Nick Gilbert's "What's Not To Like" Phrase

Portion of proceeds from "What's Not To Like" T-shirt sales will go to charity
Cleveland-based Fresh Brewed Tees began selling "What's Not to Like" T-shirts just "hours after the new Cleveland catch phrase was born" when Nick Gilbert said it at the NBA Draft Lottery, according to a front-page piece by Katie Byard of the AKRON BEACON JOURNAL. Gilbert, the 14-year-old son of Cavaliers Owner Dan Gilbert, served as the Cavs' representative at the lottery as the team secured the No. 1 pick for the first time since '03. He "coined the 'What's Not to Like' phrase during an interview with ESPN reporter Heather Cox." Fresh Brewed Tees President & CEO Tony Madalone "within minutes ... started getting tweets and texts from his friends" about what Nick Gilbert said. Madalone: "We had a dozen tweets from different people saying, 'You've got to come out with a shirt.'" He added the shirt debuted on the Fresh Brewed Tees website at 11:30pm ET Tuesday night. Byard reports the $24.99 shirts "promote what Madalone calls 'Team Nick,'" and the company is donating $5 from each sale "to the Children's Tumor Foundation, which funds neurofibromatosis research." Nick Gilbert suffers from the nerve disorder. Many of the shirts Fresh Brewed Tees offers are "Cleveland sports- and city-centric," including a "Quitness" T-shirt that was a "riff on LeBron James' Witness campaign" (AKRON BEACON JOURNAL, 5/19).
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