SBD/August 27, 2013/Marketing and Sponsorship

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  • Designers Using U.S. Open To Showcase Bolder, More Colorful Tennis Apparel

    Nike for the first time will feature reflective material on its tennis shoes and clothes

    Coming on the "heels of the all-white Wimbledon, tennis shoe and apparel manufacturers gear up for a chance to showcase all things spectacle at the U.S. Open," according to Tim Newcomb of Nike for the first time will "unveil reflective material on footwear and outerwear," and adidas will offer designer Stella McCartney dresses and "powerfully-clean looks designed with help from Andy Murray." There will be some "international flair too, with the likes of Italy’s Lotto Sports attempting to place a colorful stamp on New York City." Expect to see players "switching outfits based on the time of the match." McCartney said that the "combination of day and night tennis allows her to develop colors that appear 'glamorous and feminine' in both lighting." McCartney has "created a 'modern vibe' that gives Caroline Wozniacki a multi-blue 'hero ink' dress, and Maria Kirilenko and Laura Robson a soft orange tank/skort combination." However, the adidas men’s line, "led by the close input" of Murray, "strays from McCartney’s designs into a new 'bold' aesthetic." adidas Head of Tennis Design Thomas Weege said of a Barricade design silhouette created specifically for Murray, "The work that has been done for him is very performance-driven and at the same time very sophisticated and clean." That design "represents one-third of all adidas tennis sales." While adidas "may have honed in on colors, textures and patterns, Nike’s design team focused on something altogether new for its shoes: reflective materials." Nike VP/Footwear Design Andrew Caine said that the new materials -- which also will "appear on warm-up jackets -- provide night energy and a 'disruptive' look resulting in an all-new tennis aesthetic." Lotto Sport Italia designer Andrea Tomat said, "New York is New York: young, dynamic, energetic. It naturally prompts for slightly more aggressive and unique solutions. We tend to dare more in New York" (, 8/23).

    Print | Tags: Marketing and Sponsorship, Tennis
  • Wheels & Deals: NASCAR, HP Engagement Center Allows Real-Time Feedback

    NASCAR CMO Steve Phelps said for HP's collaboration with the organization to create the Fan & Media Engagement Center, the technology company "takes all that big data and pushes it down into something that's actionable for us." Appearing on CNBC's "Squawk Box", Phelps said the "actionable data" could be "if we see that fans are confused about a particular call in a race or something happens with a promotional" event. Phelps: "We're able to react immediately and either have our broadcast partner make that change and retell the story in some fashion. But it allows us to do it importantly in real time" ("Squawk Box," CNBC, 8/26).

    SMOKE SHOP: Izod IndyCar Series team Rahal Letterman Lanigan Racing yesterday announced that blu eCigs will be the primary sponsor for the No. 15 car driven by Graham Rahal at the Sept. 1 Grand Prix of Baltimore. It also will sponsor Rahal at the Oct. 5-6 Grand Prix of Houston doubleheader. blu eCigs has been an associate sponsor of the car for the entire '13 season (blu eCigs).

    SHELL SHOCK: REUTERS' Alan Baldwin reported Greenpeace activists "scaled the main grandstand" shortly before the start of the Belgian F1 Grand Prix on Sunday and unfurled a banner protesting against race sponsor Shell's "activities in the Arctic." The banner, dropped just prior to the race, read, "Arctic Oil? Shell no!" (REUTERS, 8/25).

    Print | Tags: Marketing and Sponsorship
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