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SBD/July 13, 2012/Marketing and Sponsorship
Published July 13, 2012
REBUTTAL: The WALL STREET JOURNAL's Angus Loten noted BodyArmor Nutrition on Thursday responded to Under Armour's trademark infringement allegations, claiming Under Armour's lawsuit filed in federal court in Baltimore is a "prime example of trademark bullying by a corporate giant." Under Armour VP/Global Brand Communications & Entertainment Diane Pelkey Thursday in a statement said, "The fact that our brand image is being exploited validates the unfortunate need for this lawsuit." BodyArmor Nutrition co-Owner Mike Repole said, "No one is going to confuse an apparel company with a beverage company. We're going to fight this" (WSJ.com, 7/12).
I WORK OUT: In Baltimore, Jill Rosen reported Ravens LB Ray Lewis is “selling a new fitness program that involves little more than a deck of cards.” It costs $75 but consumers had the chance to buy it Thursday “for $35 through Groupon.” Lewis' website, “RL52 Cycling Shop, insists that all anyone needs to build muscle and lose fat, Ray-style, is that deck of cards and 52 days.” He is also “selling workout DVDs,” and one of his “exercise bikes -- he’s got three models on the site -- will cost $1,100 to $1,900” (BALTIMORESUN.com, 7/12).
GEOGRAPHY LESSON: In Boston, Galen Moore reported Powerade has erected a billboard on I-93N near TD Garden depicting Heat F LeBron James "grinning at them.” The billboard reads, “Congrats LeBron. A championship has a nice ring to it” (BIZJOURNALS.com, 7/12). The Heat have ousted the Celtics in the playoffs each of the last two seasons (THE DAILY).