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Marketing and Sponsorship

Pittsburgh-Based Crons Fights For Market Share In Crowded Uniform Market

Pittsburgh-based apparel brand Crons "isn't a household name, even if it's starting to show up in more locker rooms and athletic facilities," but its strategy is "starting to gain visibility," according to Teresa Lindeman of the PITTSBURGH POST-GAZETTE. Robert Morris Univ. and UNC-Asheville wore Crons in the NCAA men's basketball tournament earlier this year, while the Big South Conference has extended its partnership with Crons "for another three years." Crons, founded by former Univ. of Pittsburgh basketball player Pat Cavanaugh, also has signed a deal to become the "official motivation brand" of the Penguins, which involves "outfitting the hockey team’s youth camps, selling products at Consol Energy Center and creating promotions for season ticket holders." In addition, a "line of Crons nutritional bars is helping the Pitt football team refuel at halftime during games and is now carried” at GNC stores. Lindeman noted while Under Armour "used engineered fabrics to become more than an upstart brand, Crons is selling motivation -- along with customization and the kind of attention that the not-quite-haves of the athletic world crave." Some Big South teams "are still wearing other brands, and they aren't required to switch." But Big South Associate Commissioner James Companion Jr. "expects more to make the move, in part because Crons has done a good job providing the service that teams need." Cavanaugh estimated that Crons revenues are "less than $10 million" annually. Cavanaugh Marketing and the Crons division “employ about 20 employees in the West View offices, with a small group of freelance designers in New York working on uniform and logo designs" (PITTSBURGH POST-GAZETTE, 9/11).

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