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SBD/January 9, 2014/Marketing and Sponsorship
Olympic Marketing Notes: Oakley Planning To Renew Deal With Lindsey Vonn
Published January 9, 2014
DRESSED TO IMPRESS: In Portland, Allan Brettman noted Columbia Sportswear yesterday unveiled "the uniforms for the U.S., Canadian and Russian freestyle ski teams." Columbia officials "have high hopes for a marketing boost, calling the uniforms for the three federations the company's largest global investment ever" in the Olympics. However, the officials "would not say how much money Columbia has invested." The Columbia-designed uniforms feature details such as "a snow camouflage pattern to help mask body movement -- a key judging component -- for moguls skiers," and graphics and prints "unique to the sponsored countries" (OREGONLIVE.com, 1/8).
OVERCOMING ADVERSITY: AD AGE noted Hill Holliday has created a "moving new series of online docs" for Liberty Mutual. The series -- titled "Rise" and directed by Jay Heyman of Make -- highlights "tremendous setbacks in the careers of athletes" like speed skater J.R. Celski, Paralympian Rico Roman and skeleton racer Katie Uhlaender. The stories "promote the insurance company's sponsorship of the USA team." In the run-up to the Olympics, Liberty Mutual will "debut the short films on a dedicated Rise website and through social media." Each week, the Liberty Mutual will "highlight a single athlete, who will take over the brand's Facebook cover photo and Twitter skin" (ADAGE.com, 1/8).
SCIENCE OF SPORT: MLIVE.com's Heather Jordan noted the U.S. luge team in Sochi will have "some help from an unlikely source" in Dow Chemical Co. A team of Dow scientists "worked with USA Luge to engineer new sleds" for Olympic competition. Meanwhile, Dow's involvement in the Games "goes beyond the sport of luge." The company's sponsorship of the games "makes it a Worldwide Olympic Partner and also the 'Official Chemistry Company' of the games." Dow has been a technical partner of USA Luge since '07. Officials said that the company developed the sled at "its Michigan operations’ core research and development division in Midland" (MLIVE.com, 1/8).