SBD/May 3, 2012/Marketing and Sponsorship

Marketplace Roundup

ADWEEK's Tim Peterson reported headphone maker Skullcandy yesterday "launched the first in a series of ‘Take a Supermodel to Work’ videos” for its latest campaign. The initial ad features model Kate Upton “visiting and training" with Thunder F Kevin Durant and G James Harden. The videos “stem from a partnership with IMG Models and Funny or Die’s production arm Gifted Youth.” Skullcandy VP/Global Marketing & Creative Nate Morley said that the company on Monday will “unveil a new look and feel aimed at positioning the company as a ‘performance lifestyle audio brand.’” The new positioning “is a big deal,” for Skullcandy, which “organized a focus group composed of its sponsored athletes," including snowboarder Devun Walsh, skateboarder Theotis Beasley and surfer Kolohe Andino (, 5/1).

CHILLED OUT: Jagermeister today announced it will debut an ad campaign called "Stronger Bond," aimed at the 21-29 year-old male demo. The TV spot features ESPN NFL analyst Keyshawn Johnson, boxing trainer Freddie Roach, NASCAR pit crew member Mike Lingerfelt and surfer Nathan Fletcher. Through their media buyer, CrossMedia, Jagermeister will have product integration across numerous cable networks, including FX, Spike, Comedy Central, ESPN, Discovery and Fox Sports (Jagermeister).

NOTES: EPL club Liverpool yesterday announced that Turkish menswear brand Ramsey will be providing the team's formal suits for the FA Cup final and the '12-13 EPL season. The two-year deal will have Ramsey provide products to the team, including suits, shirts, ties and belts (Liverpool)....Golfer Rory McIlroy and Gold Medal-winning snowboarder Shaun White spent yesterday "shooting a commercial for St. Jude's Hospital." The spot also "involved a 7-year-old who is fighting a serious illness" (CHARLOTTE OBSERVER, 5/3)....adidas plans to “cut the number of its Reebok stores in India by about one-third as it restructures operations in the country after discovering ‘irregularities’ at Rebook India” (REUTERS, 5/3).
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