SBD/April 25, 2013/Marketing and Sponsorship

Retailers, Sports Teams Racking Up Sales Of "Boston Strong" Themed Merchandise

Many of the shirts sell for $26.20, in homage to the 26.2-mile Marathon course
Major retailers, Boston sports teams, and "average citizens are selling massive amounts of Boston-related apparel­ to raise money for victims of the Marathon­ bombings," according to Katie Johnston of the BOSTON GLOBE. Many of the shirts feature the "blue and yellow Boston Marathon colors, with some variation of the city skyline and the words 'Boston Strong.'" Most of the "proceeds are going to" The One Fund Boston. adidas has raised more than $1M with its "limited-edition T-shirt, which, like several others, sells for $26.20 -- a reference to the 26.2-mile Marathon course." Boston sports teams have "joined in the fund-raising." The Bruins have "collected more than $100,000," and the MLL Boston Cannons have "raised about $30,000 with versions of 'Boston Strong' shirts and other donations." Sports apparel company ‘47 Brand has "brought in more than $300,000 from its 'B Strong' cap featuring the Red Sox 'B.'" Barstool Sports "designed a shirt featuring" Red Sox DH David Ortiz' quote, "This is our (expletive) city." Barstool Sports has "raised $165,000" from the shirt, plus two others (BOSTON GLOBE, 4/25).

BROTHERLY LOVE: In Philadelphia, Brian McCrone noted race sponsors for the city's Blue Cross Broad Street Run on May 5 "released a new logo with the phrase 'From Philly to Boston with Love' that each runner will be given to wear during the race." The new logo's design includes "images of the Liberty Bell and a four-leaf clover within the words and a backdrop of a heart." Race sponsor Independence Blue Cross and logo designer Cadient Group also "donated $10,000 each to" The One Fund Boston (, 4/24).
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