SBD/November 27, 2013/Marketing and Sponsorship

NBA Presents Fertile Marketing Ground For Men's Grooming Products

Many NBA players are "known for their stylish wardrobes," but what is "less obvious is the considerable attention men in the league pay to their grooming routines," according to Elizabeth Holmes of the WALL STREET JOURNAL. Many are "devoted to particular products and have devised specific hair and skin-care regimens tailored to their sweat-laden and shower-heavy lifestyle." The added care "fits with the (quite literal) exposure that basketball players have while competing." Unlike other sports, where helmets cover players' faces, basketball players "are on full display during a game." Rockets F Chandler Parsons said, "We're a walking billboard. You want to look good to everyone who is watching." Holmes notes makers of men's grooming products are "catching on and forming relationships with teams and players." Anthony Brands "stocks the locker rooms" at Barclays Center for the Nets with "hundreds of bottles of its products like glycolic facial cleanser and pre-shave oil." Also, Dove Men+Care "ran an ad campaign earlier this year" featuring Heat G Dwyane Wade. Unilever VP/Marketing for Skincare Rob Candelino said that "well-known men talking about grooming lend legitimacy to the use of products that might otherwise make men hesitant" (WALL STREET JOURNAL, 11/27).
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