SBD/April 30, 2014/Marketing and Sponsorship

Marketplace Roundup

In N.Y., David Gelles noted Columbia Sportswear will see yoga gear maker Prana Living join its “stable of sports apparel brands” in a $190M deal with San Diego-based investment firm Steelpoint Capital Partners. Prana “operates five of its own stores and sells through other retailers.” The company said that “just 5 percent of its sales are outside” the U.S., giving Columbia “an opportunity to grow the brand overseas” (NYTIMES.com, 4/29). In San Diego, Katherine Poythress notes Prana “was established 21 years ago, but its growth in the sportswear market has exploded in recent years, with sales growing” at a compound annual rate of more than 30% from ’10-13. Sales are “poised to surpass” $100M this year (SAN DIEGO UNION-TRIBUNE, 4/30).

ENERGY BOOST: In K.C., Randy Covitz notes the May 10 NASCAR Sprint Cup Series race at Kansas Speedway will be called the 5-Hour Energy 400 Benefiting Special Operations Warrior Foundation. Living Essentials, which is 5-Hour Energy’s parent company, from May 1-July 31 “will donate 5 cents from the sale of every specially marked bottle of cherry-flavored 5-hour Energy to the Warrior Foundation, a nonprofit organization that supports the military’s special ops forces and their families through college scholarships, family services and financial stipends.” The “minimum guaranteed donation is $75,000” (KANSASCITY.com, 4/29).

BLOOD TYPE: In Detroit, Bill Shea notes Browns WR Nate Burleson “plans to go national” with his Lionblood Clothing Co., and the brand “will remain headquartered in metro Detroit.” Burleson launched Lionblood in ’13 while with the Lions. Lionblood co-Owner Robert Montalvo said that the company “has generated about $250,000 in revenue” since its launch. Burleson and Montalvo also are “working on a new concept: providing services to pro athletes in other cities who want to launch clothing brands of their own” (CRAINSDETROIT.com, 4/27).

SWOOSH NOTES: In Orlando, Paul Tenorio notes NFL Draft prospect Blake Bortles “has signed an endorsement deal with Nike.” Bortles “also inked” deals with New Era and Upper Deck (ORLANDOSENTINEL.com, 4/27). In Portland, Allan Brettman noted a Native American group on Monday “called on Nike to stop producing products” that feature the Indians’ Chief Wahoo mascot (OREGONLIVE.com, 4/28).

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