SBD/December 5, 2011/Marketing and Sponsorship

Marketplace Roundup

The "Windy City" shoe, designed for basketball, will be available Dec. 15
In Chicago, Dahleen Glanton noted Bulls G Derrick Rose will "step onto the court on Christmas Day ... in a new pair of shoes representing Chicago's 'L' train." The "Windy City," which will "be available Dec. 15, is designed for basketball, but the shoes are as much about the athlete's Chicago connection." The "Windy City" is a "red leather shoe with an 'L' map in the sock liner." The shoe is "adorned with a blue pin line representing the Blue Line and a metallic upper to give the brushed-metal look of 'L' cars" (CHICAGO TRIBUNE, 12/3).

NHL COMICS ONE-YEAR OLD: YAHOO SPORTS' Greg Wyshynski noted next month "will mark the one-year anniversary for the debut of the Guardian Project, one of the [NHL's] most misguided, derided and ridiculed duds." A collaboration "between comics legend Stan Lee and Guardian Media Entertainment, the Guardian Project developed 30 superheroes based on NHL teams and a convoluted backstory." The plan was for the characters "to appear inside arenas and on several multimedia platforms." Shop NHL has "only a scant number of items featuring the heroes." The project's official site "has been under construction for months." Wyshynski: "And grand plans to have the heroes appear on arena Jumbotrons to pump up the crowd … well, if you've been to the rink this season, have you seen them? Based on the evidence, the Guardian Project was an epic failure" (SPORTS.YAHOO.com, 12/4).

TEBOW TIME: The FRS Company President & CEO Carl Sweat said the company's endorsement deal with Broncos QB Tim Tebow has “meant a tremendous amount of business” and also “just the recognition for the company.” Sweat said since Tebow’s endorsement, the “distribution piece has gone from about 10% of the U.S.” to about 55%. Sweat said Tebow really “presents this brand as a proven backed-by-science performance brand” (“CNBC Sports Biz: Game On!,” Versus, 12/2).

NOTES: In Boston, Kevin Paul Dupont wrote, "Can’t beat that Tim Thomas commercial that has the Bruins goalie in the back of a Boston cab, placing an urgent call to 'Peggy' from the fictitious USA Prime Credit" (BOSTON GLOBE, 12/4)....In St. Paul, Charley Walters writes the Twins are "pondering whether to pay an expensive price for a commercial highlighting Target Field during this season's Super Bowl telecast" (ST. PAUL PIONEER PRESS, 12/5).
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