SBD/January 24, 2014/Marketing and Sponsorship

Olympic Marketing Notes: Did The Norwegian Curling Team Go Too Bold With Uniforms?

Norway's look was compared to that of a barbershop quartet and the Bay City Rollers
The Norwegian curling team's Loudmouth-designed uniforms continue to draw myriad reactions, with Yahoo Sports' Melanie Collins calling them a "disaster of red, white and blue." However, she noted they will "certainly garner a lot of attention." Comcast SportsNet Bay Area's Jim Kozimor:, "Curling always ends up being a darling event at the Olympic Games. ... they'll get some eyeballs for that" ("Yahoo Sports Talk Live," CSN Bay Area, 1/22). ESPN's Keith Olbermann said the curlers "look like they're a barbershop quartet about to break into 'Sweet Adeline' but with a little Donny Osmond flair" ("Olbermann," ESPN2, 1/22). CBS Sports Network's Allie LaForce noted the uniforms are "so ridiculous and hideous" that they "look like they were inspired by Zubaz pants of the early '90s" ("Lead Off," CBSSN, 1/22). The N.Y. Daily News' Frank Isola said the uniform has a "Bay City Roller look to it," and it will make people "somewhat interested in the Winter Olympics" ("Around The Horn," ESPN, 1/22).

THEY'RE GRRRRREAT!: Kellogg's Frosted Flakes will celebrate the father-daughter relationship by showcasing U.S. Olympic ski jump hopeful Sarah Hendrickson and her father, Bill, and by encouraging dads everywhere to share their passion for sports with their girls. Bill Hendrickson is a former ski jumper. Frosted Flakes will feature the Hendricksons in a TV ad that will air during the U.S. Olympic Trials and Sochi Games. In the spot, the two share their thoughts on their shared passion for ski jumping and compare their personal records (Kellogg's).

LADIES FIRST: Baltimore-based manufacturer STX signed U.S. women's ice hockey player Hilary Knight to a five-year agreement. She will begin using STX products at the Sochi Games. In addition, Knight will be heavily involved in the testing and development of STX ice hockey equipment (STX). Knight said of STX, "I heard they were coming into the hockey world and knowing them from the field hockey and lacrosse side I thought it would be a great idea to have my agency reach out to them" (Baltimore SUN, 1/24). 

JOURNEY TO THE TOP: Canada-based Sport Chek has rolled out an integrated marketing campaign, #whatittakes, to celebrate the country's high performance athletes and their journeys to the podium. The #whatittakes campaign, developed by Sid Lee, Toronto, includes a 60-second TV spot featuring snowboarder Mark McMorris and Penguins C Sidney Crosby (Sport Chek).
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