ADWEEK's Garrett Sloane noted Seahawks WR Chris Matthews -- who "worked at Foot Locker before the team recruited him" -- caught a game-tying touchdown just before halftime, which was "enough to send him trending on Twitter and give Foot Locker a big boost." By the second half, "Foot Locker" was "trending on Twitter, as well, making the sneaker shop perhaps the big winner among non-Super Bowl brands looking to make marketing hay during advertising's biggest day of the year" (ADWEEK.com, 2/1).
IN IT FOR THE LONG RUN: In N.Y., Bob Raissman wrote there is "absolutely no way," Seahawks RB Marshawn Lynch would have "commercial endorsement deals with Skittles or Progressive Insurance" if he was simply a "superior running back." Raissman: "No, he’s the guy who looks like he just stepped out of an old Parliament-Funkadelic video. He’s the guy who, always smiling, goofs on the media, which endears him to most of the free world who detests us." Lynch has created a "cartoonish personality, perceived as lovable by many, that emerges through the clutter of these so-called athlete/celebrities," and he "needed no image consultants." Raissman: "Through his own inventiveness, a contrived rebelliousness, and plenty of circumstance, Lynch has created a persona that SELLS. He is cashing in" (N.Y. DAILY NEWS, 2/1). In S.F., Al Saracevic noted Seahawks CB Richard Sherman will be forever “remembered as the mouth that roared, whose endorsements soared,” but Lynch’s silence was “equally calculated.” He “told his inner circle what he was up to,” and they “were OK with that.” The Skittles ad “has received more than 4 million views on YouTube” since debuting last week. Doug Hendrickson, Lynch’s agent with Realtivity Sports, said his client's refusal to speak to the media is “actually proving the opposite” of hurting him in the long run (S.F. CHRONICLE, 1/31).
FIREWORK DISPLAY: A GLAM SLAM’s Heather Zeller wrote Super Bowl halftime performer Katy Perry “put her fashion stamp on the festivities.,” as she “teamed up with Forever Collectibles, to create a limited-edition Super Bowl XLIX apparel design.” The Katy Perry Eyelash Sweater dress, “in purple, black, and silver hues, features long sleeves and a ribbed turtleneck.” Additional details “include an embroidered Super Bowl XLIX logo on the sleeve, and a sequin ‘49’ on the front and back.” The dress “retails for $149.99 and is available at NFLShop.com” (AGLAMSLAM.com, 1/31).
