SBD/March 14, 2013/Marketing and Sponsorship

Carmelo Anthony Seeing His Profile, Business Grow Since Joining Knicks

Anthony has endorsements with companies including Jordan Brand and PowerCoco
Carmelo Anthony is "not in the elite class of superstar endorsers" like Heat F LeBron James or Lakers G Kobe Bryant, but since being traded to the Knicks in '11 his "visibility and business has grown," according to Jason Gay of the WALL STREET JOURNAL. Anthony's "current relationships include Nike's Jordan Brand, PowerCoco sports drink and the supplement Isotonix Champion Blend Plus." Anthony's manager, Robert Frazier, said that Anthony "just agreed to terms on a deal with Degree deodorant, and he recently became a stakeholder in Haute Time, a luxury publishing company covering timepieces." Anthony said that he is "no longer interested in strict endorsement deals; he prefers partnerships that offer a percentage of ownership." He said, "An endorsement deal -- I just feel like it's a one-off thing. ... After that contract is up, you have no ties with that product. So I go into a deal and say, 'OK, forget the money. Let's be partners.'" Anthony said that his wife, La La Vasquez, is "an ideal advisor." He noted that he and Vasquez "keep their individual businesses separate, but adds that Vasquez encourages him to look beyond the traditional borders of sports." Gay reports Anthony is "among the wave of NBA stars who have prioritized fashion down to idiosyncratic details, migrating away from blankety suits and garish ties to slimmer-fitting Ivy League looks." Melo Enterprises Dir of Operations Asani Swann said that when Anthony was with the Nuggets, he "began making a conscious effort to freshen his look." Part of this was "prompted by the dress code the NBA instituted ..., but part of it was also growing up -- and trying to alter public perception." Swann: "We recognized that Melo had the opportunity as he was changing his look to change how people referred to him" (WALL STREET JOURNAL, 3/14).

FLASH MOB: CNBC.com's Jessica Golden wrote Heat G Dwyane Wade's portfolio off the court is "reaching all-star status, and includes everything from Gatorade to a shoe deal with the Chinese sportswear company Li-Ning, and his most recent collaboration with Dove Brands in a commercial showing 'real moments' of fatherhood." Wade's Dove ad campaign, "How to Stay in Shape," reveals a "humorous take on his daily routine, shot with his own children." He said, "It was a really cool day. My kids loved it and (we) felt like celebrities." Wade added that it is "important for him to keep his brand authentic" (CNBC.com, 3/13).
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