SBD/May 31, 2012/Marketing and Sponsorship

Names & Faces: Latest Hanes Ad Campaign Starring Michael Jordan Debuts

MEDIAPOST’s Sarah Mahoney reported Hanes is using Bobcats Owner and brand endorser Michael Jordan to introduce “tagless underwear for men with a new TV campaign.” The ads are scheduled to “run on high-profile entertainment and sports programming, including the NBA playoffs.” Jordan in the spots “steps in to rescue men from these relentlessly irritating tags.” In one spot, a “mild-mannered cubicle dweller is trying to get some work done, constantly interrupted by the banter of his tag.” Jordan then “yanks it out and runs it through the shredder.” In another, the tag “gives gratuitous (and insulting) grilling advice to its owner, before Jordan throws it into the flames” (MEDIAPOST.com, 5/29).

DANCING DONALD: In Milwaukee, Don Walker wrote after Packers WR Donald Driver won “Dancing With The Stars,” his “national profile has increased markedly.” Lammi Sports Management Founder & President Brian Lammi “has been working with Driver for 10 years to develop his marketing career and recently inked a new 25-year deal to work with the Packers star.” Lammi said, "We certainly have felt an immediate increase in PR requests and national media requests. We also had a number of requests for national speaking engagements." Driver has had endorsement deals “with McDonald's, Nike and Kwik Trip, to name a few” and he also has “a longstanding relationship with Goodwill.” But now Lammi “is looking for some bigger, more meaningful deals” (MILWAUKEE JOURNAL SENTINEL, 5/26).

MAKING IT OFFICIAL: GOLFWEEK’s Gene Yasuda reported athletic brand Ashworth “in a move designed to showcase its performance wear and greater presence on pro tours … announced Justin Rose as its latest brand endorser.” Rose is already part of the TaylorMade-adidas family that owns Ashworth and began wearing the brand’s “shirts and Cardiff shoes at the European Tour’s BMW PGA Championship at Wentworth” (GOLFWEEK.com, 5/28).

CLOSE TO HIS HEART
: In Indianapolis, Phillip Wilson wrote IndyCar driver Alex Tagliani is teaming with Quebec-based Le Petite Bretonne "to produce a peanut-free cookie.” Tags On The Go has “begun distribution in Canada and is expected hit grocery stores in the U.S. later this year.” The cookies “come in two flavors: oatmeal made with real oatmeal and chocolate chip made with real chocolate from 50 percent cocoa.” A raisin cookie “is next in line for production.” Tagliani “foresees a Tags On The Go racing sponsorship and selling his cookie at Indianapolis Motor Speedway” (INDYSTAR.com, 5/26).
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