In Baltimore, Lorraine Mirabella noted Under Armour is "on the verge of consolidating an online community that could put it in a league with the biggest social media sites." With the recent acquisitions of MyFitnessPal, Endomondo and MapMyFitness, UA "will own sites where 120 million fitness enthusiasts regularly go for help getting in shape and staying healthy." For a brand "that aspires to become the world's biggest in sports apparel, the big move into fitness apps represents more than just a cutting-edge advertising opportunity" (Baltimore SUN, 2/8).
PRODUCT PLACEMENT: New Balance President & CEO Robert DeMartini on Friday discussed the company venturing into soccer. DeMartini: "What we're doing in the soccer business is working very closely with those athletes, and they've been wearing our product for months now. We've been using their feedback to build better product. This is still an industry where product is king and we think that we can build very successful product in soccer just like we have for years in track and field, and like we've done with Major League Baseball over the last five years." He added, "It certainly is an expensive business" ("Closing Bell," CNBC, 2/6).
NUMBERS GAME: In Seattle, Chris Daniels reported Texas A&M's has "already begun negotiations" with the Seahawks regarding the use of the school's "12th Man" mark. The two parties' agreement will "expire next year, " and the school "would like to continue the licensing agreement -- within reason." Texas A&M Assistant VP Shane Hinckley said, "We are not as focused on financial as we are the overall protection of the brand." The school said that there "have been more than 550 infringement cases since it trademarked the '12th Man.'" The Bills "are the only other NFL franchise licensed to use the phrase" (KING5.com, 2/6).
FINER THINGS IN LIFE: Oregon-based Reser's Fine Foods will return in '15 to sponsor NASCAR driver Matt Kenseth's No. 20 Xfinity Series Toyota. The brand will appear on the Joe Gibbs Racing car five times (Reser's).
