SBD/August 24, 2011/Marketing and Sponsorship

Marketplace Roundup

In N.Y., Andrew Adam Newman notes Lacoste sponsors professional athletes, including tennis player Andy Roddick, but “in a twist, the brand also recently began outfitting noncelebrities, including the wait staff, bus boys and valets at the Hamptons location” of Japanese restaurant Nobu in clothing featuring the Lacoste logo. Outfitting concierges and waiters is “representative of a broader effort to reinvigorate Lacoste, which some may associate with a bygone preppy era.” Lacoste also partnered online with Jared Eng, the “fashion and celebrity blogger who publishes JustJared.com and JustJaredJr.com, to produce online videos” where Eng interviews celebrities (N.Y. TIMES, 8/24).

GRIN AND BARE IT: The AP’s Sarah Skidmore noted adidas yesterday unveiled its first "barefoot" training shoe, which “is designed to mimic the experience of exercising barefoot while providing the protection, traction and durability of a shoe.” The Adipure Trainer, which is “a cross between a glove for the feet and a traditional shoe, hits U.S. stores in November priced at $90.” The barefoot shoe is “part of a strategy” by adidas to “expand into the U.S. where rival Nike dominates.” adidas joins “a list of athletic makers trying to tap into the small but burgeoning U.S. market of fanatical runners and gym-goers who swear by shoes designed with as little material between the wearer and the ground as possible” (AP, 8/23).

DRINK TO THIS: The GLOBE & MAIL’s James Mirtle notes NHL players are filling Gatorade sponsored bottles “with a new drink called BioSteel, which was developed by trainer Matt Nichol, championed by Montreal Canadiens star Mike Cammalleri and is now being used by nearly half of the league.” Nichol said that 18 NHL teams placed orders last season. This week at BioSteel’s annual camp in Toronto, “20 NHLers and 16 top prospects are all training under Nichol and using his supplements.” Originally “just for pros, it’s now available to anyone in a few stores and online” (GLOBE & MAIL, 8/24).

SHOCKING THE SYSTEM: Minneapolis-based Shock Doctor has signed NHL Kings D Jack Johnson and Blackhawks D Nick Leddy as endorsers. Johnson and Leddy will have access to wear the full line of Shock Doctor’s products, including the brand’s ShockSkin Hockey base protective apparel and full line of mouthguards (Shock Doctor).
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