SBD/May 20, 2014/Marketing and Sponsorship

Changing Their Stripes: Tigers Players Don Zubaz Gear, Providing A Boon To Company

Comerica Park's D Shop does not carry Zubaz, but is reportedly looking into it
Zubaz has had "promotional ties with the Tigers for the last four years," but it "took for the Tigers players to buy in -- and say as much on Twitter and Instagram -- to really make a splash and catch the fans' attention," according to Paul & Gage of the DETROIT NEWS. Tigers 1B Miguel Cabrera during a recent live interview with MLB Network "not only wore Zubaz, he also brought several Tigers teammates into the camera shot, all wearing their stripes." Sunday night the players during their travel from Boston to Cleveland opted to "wear head-to-toe Zubaz gear." Tigers P Joba Chamberlain "got the ball rolling" and was "calling Zubaz's corporate offices in Minnesota to place an order." By Sunday night and early yesterday morning, the Tigers were "all over Twitter, wearing the company's pants, sweatshirts and ties." It has been a "phenomenal boon for the business" made popular in the '90s. Zubaz co-Founder Dan Stock said, "We love seeing this. No. 1, the team's hot. You can't beat that. They're the most superstitious athletes out there. We're glad they're winning." Comerica Park's D Shop "doesn't carry the line, but is looking into it" (DETROIT NEWS, 5/20). MLB Network's Chris Rose asked, "Is there any way that the Zubaz could turn into this year's version of the Boston beards?" ("Intentional Talk," MLB Network, 5/19).
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