SBD/April 17, 2014/Marketing and Sponsorship

Marketplace Roundup

ADWEEK's David Griner noted Powerade is featuring Nico Calabria, the "youngest member of the U.S. national amputee soccer team," in a new two-minute spot as part of its '14 FIFA World Cup Campaign. The ad, via Wieden + Kennedy, Amsterdam, is dubbed "Nico's Story." In the spot, viewers "watch home movies as Nico grows from a toddler to a confident child and finally into his teen years, when his talent for soccer becomes truly remarkable" (ADWEEK.com, 4/16).

BABY IT'S COLD OUTSIDE: The Hilton Head ISLAND PACKET notes precipitation Tuesday at the PGA Tour RBC Heritage sent spectators "scurrying for umbrellas and rain jackets" inside the merchandise tent. The cold weather yesterday "had them scrambling for sweaters, fleece pullovers and hats." The shop also "was packed Wednesday morning with patrons trying on Greg Norman-brand quarter-zips and tartan jackets." Store manager Caroline Dennison said that she "ordered another 400 pieces of cold-weather gear for overnight delivery." That is "as many as the store started with at the beginning of the week" (Hilton Head ISLAND PACKET, 4/17).

BRAIN TRUST: In Vancouver, Brian Morton reports Whitecaps players yesterday had "their heads scanned into 3D images using EA Sports technology to capture human faces for reproduction in video games." The Whitecaps are "the first MLS club to use the technology after EA Sports became a Whitecaps founding partner and the club's official video game partner three years ago." The whole process "takes about five minutes per player" (VANCOUVER SUN, 4/17).
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