SBD/July 30, 2013/Marketing and Sponsorship

Marketplace Roundup

PRO FOOTBALL TALK's Mike Florio cited a source as saying that Lions RB Reggie Bush’s "deal with adidas has ended," and he will "start the new phase of his career wearing Nike shoes and apparel." SneakerReport.com recently "spotted Bush wearing Nike shoes" at a practice. When Bush entered the league in '06, his marketing team "pushed the limits of NFL rules, with Bush initially wearing adidas shoes even though adidas had no shoe deal with the league." Bush was fined $10,000 (PROFOOTBALLTALK.com, 7/29).

DOUBLE DOWN: Esurance has launched a multimedia ad campaign around tennis players Bob Bryan and Mike Bryan that features a 30-second TV commercial titled, "Tennis for the Modern World." The ad shows the Bryans wearing iconic tennis fashion from the last century and highlights the game's advancement over the past 100 years. The spot will air during U.S. Open and U.S. Open Series programming. The campaign also includes print, online, search, display, social media and on-site activation at the U.S. Open (Esurance).

TRAINING DAY: Everlast has agreed to an exclusive equipment and apparel contract with Bellator MMA fighter Michael Chandler. Chandler under the agreement will fight in Everlast competition apparel and train exclusively with Everlast equipment. Additionally, he will play a prominent role in direct-to-consumer and retail marketing initiatives internationally (Everlast).

RINGING ENDORSEMENT: Rhode Island-based jewelry maker Alex & Ani has agreed to a three-year partnership to become the official title sponsor of the Patriots cheerleaders. The partnership includes fixed in-stadium signage, team-related social media, online media, branding and charitable efforts throughout Gillette Stadium. An Alex & Ani retail store will open later this year at Patriot Place in Foxborough (Alex & Ani).
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