SBD/August 8, 2014/Marketing and Sponsorship

Canada Goose Banking On Raonic's Marketing Appeal To Grow Brand Worldwide

Raonic was the first tennis player to sign an endorsement deal with New Balance
Cold-weather clothing manufacturer Canada Goose on Sunday announced a new partnership with tennis player Milos Raonic, hoping that his "global appeal can help spread the Canadian brand worldwide," according to Rachel Brady of the GLOBE & MAIL. He "is the first warm-weather athlete with whom Canada Goose has partnered, and he will appear not in their iconic winter coats, but in light jackets." He "joins a list of endorsers that includes arctic adventurers and scientists." Meanwhile Raonic's marketing appeal overall "has widened along with his portfolio of sponsors," including Rolex, which "added him to its elite list of athletes." New Balance "signed him to a mega-deal to make him their first-ever tennis player" and gave him "creative input into the design of things he wears, even brought him to see clothing and shoes being made." Raonic "helped design the specially-made Canadian Maple Leaf t-shirt he’s worn at Rogers Cup (it has five small stars on the chest for the number of ATP titles he had won, but was made before he won another Sunday in Washington)" (GLOBE & MAIL, 8/8).
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