SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/February 24, 2012/Marketing and Sponsorship
Marketers In Wait-And-See Mode Before Jumping To Sign Jeremy Lin To Brand
Published February 24, 2012
NIKE LOOKING AT CHINA PROSPECTS: Nike Brand President Charlie Denson said that the company was “already exploring ways to profit from its most unexpected celebrity in China.” Denson: “We’re developing plans as we speak. The fact he’s experiencing the kind of success he’s having now is a very, very pleasant surprise for us.” When asked if Lin’s Taiwanese background would affect Nike’s plans, Denson said: “We’ll see. We haven’t really got that far yet. All we know is that the kids who love basketball in China relate to Jeremy Lin” (FINANCIAL TIMES, 2/24).
GOING TO THE CRAFT FAIR: In N.Y., Mary Pilon noted online handmade marketplace Etsy.com is “among the crafters’ Web sites that has been brimming with Jeremy Lin goods beyond the normal sports jersey.” Knicks fans with a “penchant for embroidery are in luck, as Lin’s face can be found on” a photostitch machine embroidery design. There is also a Jeremy Lin bottle cap necklace, which reads “Bal-Lin, #17,” a Jeremy Lin iPhone case, a “selection of MacBook decals” and a Jeremy Lin wall clock (NYTIMES.com, 2/23).