SBD/May 14, 2013/Marketing and Sponsorship

Patriots WR Danny Amendola Appears In Foot Locker Ad Touting Asics

Patriots WR Danny Amendola has “lent his colorful personality to a new Foot Locker television ad debuting today that pits his recognizability" against that of Asics shoes, according to Ira Kantor of the BOSTON HERALD. In the 30-second spot, titled “Park Run,” Amendola “shrugs off the notion" that Asics shoes will "help him ‘get some attention’ because he’s ‘kind of a big deal in New England right now.’” But he “can’t convince a female runner who is in the ad.” Foot Locker officials said that the spot will “air nationwide for about a month and have a strong viral presence through company websites and social media channels.” Foot Locker’s latest marketing campaign with Asics, called “Stand Out with Colors That Run,” also includes a 30-second “Juice Bar” commercial that features 49ers LB Patrick Willis “in a similar scenario.” Asics VP/Brand Marketing Jed Berger said, “Boston is obviously such an incredible sports town, so whenever somebody new comes to town it’s exciting, and Danny certainly is exciting. It’s a fun play off of the Boston sports scene and his arrival” (BOSTON HERALD, 5/14).
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