SBD/December 6, 2011/Marketing and Sponsorship

Arnold Palmer Enterprises To Target Younger Fans In Midst Of Branding Review

Arnold Palmer Enterprises is in the "midst of a branding review with the aim of reaching a generation of fans who weren't even born when he was racking up tour wins," according to E.J. Schultz of AD AGE. Arnold Palmer Enterprises VP Cori Britt said, "We're looking forward to ensuring the Arnold Palmer brand is positioned for success 20, 30, 40, 50 years from now." The group is "culling nonstrategic licenses while seeking out new ones that dig deeper into Mr. Palmer's past." Among the projects in the works "are a new clothing line featuring styles Mr. Palmer wore decades ago that seek to recapture the spirit that this year vaulted him onto GQ magazine's list of 'The 25 Coolest Athletes of All Time.'" The branding review, "run by New Jersey-based brand-strategy firm Trajectory, is expected to be completed by the end of the year and was launched to ensure Arnold Palmer Enterprises has consistency across its products, while positioning it to move into new categories." The process "began several years ago, when the group took a hard look at its deals and began paring back, eliminating more fringe licensing arrangements for items such as Christmas ornaments and card games." Palmer's "classic cool look will be showcased in a retro clothing line called 'Arnie,' set to launch in February." Three upscale collections will "feature styles he wore in the '50s (small collars and short plackets), '60s (wider-legged pants and collars) and '70s (more subdued colors)." Palmer is also "growing his partnership with Arizona Beverages, which is expanding distribution of its recently launched Arnold Palmer Hard Half & Half, a spiked version of the lemonade-tea mixture the golfer made famous long ago" (AD AGE, 12/5 issue).
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