SBD/December 12, 2013/Marketing and Sponsorship

Marketplace Roundup

E-trade will not bring back its talking baby at the Super Bowl
AD AGE's Shareen Pathak noted E-Trade confirmed that for the first time since '07, "viewers won't be seeing its financially savvy talking baby -- or anything else from the company" during Fox' Feb. 2 telecast of Super Bowl XLVIII. E-Trade Senior VP/Branding & Acquisition Rich Muhlstock in an e-mail wrote that the company is "reallocating media dollars more strategically." Pathak noted the decision is "not entirely surprising" after the company earlier this year parted ways with longtime ad agency Grey, N.Y., which "created the chubby-cheeked face of online brokerage" in '08 (, 12/11).

'TIS THE SEASON: In N.Y., John DeMarzo noted Nike yesterday released its "Christmas colorways" designs with sneakers bearing the namesakes of NBAers LeBron James, Kobe Bryant and Kevin Durant that will "go on sale Dec. 26 at select retail stores in limited quantities." The LeBron 11 sneaker features "a chilly mint color" taking on "a Christmas green with bold red accents and a frosty translucent outsole." The Kobe 8 System "sheds its skin" with a "bold modern interpretation of aggressive snake scales attached to a translucent mesh shroud." Durant's KD VI "features a Fair Isle style Christmas sweater pattern that incorporates trees, stripes, and his number 35." Christmas plaid "adorns the collar lining, with decorative detail worked into the metallic red Nike Flywire technology upper and a mint green speckled sole" (, 12/1).

BIGGER IS BETTER: In Portland, Allan Brettman noted local apparel brand Respect Your Universe on Tuesday announced it "will open a flagship store later this month in downtown Seattle's Westlake Center." The company also said that its "near-term expansion plans include an outlet store at an unspecified location in early 2014 and another retail store, also at an unspecified location, opening in the first half of next year." The "expansion blueprint falls in line with plans the company announced in June" when it raised $1.8M (, 12/11).
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