SBD/December 1, 2011/Marketing and Sponsorship

Marketplace Roundup

James uses Carmex lip balm as part of his pregame ritual
In Milwaukee, Don Walker noted Heat F LeBron James uses the lip balm Carmex as "part of his pregame ritual." As a result, Bolin Marketing Senior Account Exec Jeff Gerst "reached out to LRMR Marketing & Branding ... and suggested a collaboration." James on his website "invites fans to 'Share Your Game' and write how Carmex helps them in their daily lives." The fans "then become eligible for prizes." Gerst said that the "intent of the campaign is to drive social media impressions about Carmex and James." He added that the campaign "may expand into convenience stores around the country." Gerst "declined to say how much Carmex, which is privately held, is investing in the deal" (JSONLINE.com, 11/30).

NO PRO COMBAT REPEAT: In Georgia, Marc Weiszer noted there will "be no repeat of the Nike Pro Combat uniforms" for Univ. of Georgia when the team plays LSU Saturday in the SEC championship game. UGA football coach Mark Richt said, "No Pro Combats. Nobody even asked me. A couple of them we’re like 'Don’t do it coach.'" Richt "promised the players before the 35-21 loss to Boise State to open the season that if they made it back to the Georgia Dome for the SEC championship, he would let them wear it again." Richt: "I thought that would be a really nice incentive. As it turned out, it wasn’t much of an incentive" (DOGBYTESONLINE.com, 11/30).

PAST HIS SHADES: GOLF.com's Woody Hochswender noted golfer Rory McIlroy has "done a lot to raise the golf profile of Oakley." Oakley "recently gave a preview of what McIlroy will be wearing in upcoming tournaments, including the Masters." McIlroy will be "decked out in stronger colors, plenty of sharp, abstract print shirts ... and specially developed plaid-print golf trousers the company calls 'fractured plaid.'" Both McIlroy’s shirts and the plaid pants "employ body mapping, the strategic placement of mesh panels to facilitate ventilation and movement" (GOLF.com, 11/29).

TURN UP THE HEAT: In Portland, Kerry Eggers notes T'Wolves F Kevin Love has a new six-year endorsement contract with Chinese shoe company 361 Degrees. Love said, "It was a too-good-to-be-true offer. I couldn't turn it down" (PORTLAND TRIBUNE, 12/1).
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