SBD/October 25, 2012/Marketing and Sponsorship

Marketplace Roundup

In Boston, Donna Goodison reports Reebok-CCM Hockey and Cambridge, Mass.-based conformal electronics company MC10 have “developed a wearable device that identifies impacts to athletes’ heads during play to detect possible traumatic brain injuries such as concussions.” The “sports impact indicator device,” which is “housed inside a thin, breathable mesh skullcap that can be worn under helmets used for any sport, will be available commercially to consumers early next year.” Reebok said the device provides a visual measurement of the force of impact to “direct athletes on a pathway to assessment to determine if medical treatment or rest is needed before resuming play” (BOSTON HERALD, 10/25).

RAIL SERVICE: WORLD TENNIS MAGAZINE's Justin Cohen noted Switzerland-based insurance company Nationale Suisse announced an extension of its sponsorship with tennis player Roger Federer, which began in ‘07 and is “more than just an ordinary advertising contract.” Federer in addition to appearing in TV, print and digital advertising campaigns, also has “lent his name to the Nationale Suisse locomotive, which has been transporting passengers around Switzerland for a year now.” Nationale Suisse for every kilometer traveled “makes a contribution to the Roger Federer Foundation which focuses most of its efforts on educational projects for children in Africa.” Financial terms of the extension were not disclosed (, 10/24).
COURT REPORT: In Portland, Allan Brettman reported adidas “appears to have won the latest round in the legal tangle over Nike's contention that Adidas infringed on Nike's development of a super-lightweight running shoe.” The Nuremberg, Germany District Court yesterday said, "The granted injunction cannot be sustained. It is to be expected that on November 7, 2012, the Court will set aside its initial decision and decide in favour of adidas." Nike had “sought and obtained an injunction Aug. 28, alleging the adizero Primeknit was a copy of the Nike Flyknit” (, 10/24).
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