In Phoenix, Mike Sunnucks reported Axalta Coating Systems “will sponsor” the NASCAR Xfinity Series race on March 14 at Phoenix Int’l Raceway. The race will be called the Axalta Faster. Tougher. Brighter. 200. Axalta North America VP Nigel Budden said that the company “wants to increase its market share and penetration into the West Coast making PIR's March race a way to reach out to the regional customer base of body shops and automakers” (BIZJOURNALS.com, 2/10). The company last month also announced it will title sponsor the June Sprint Cup race at Pocono Raceway (THE DAILY). Axalta today also announced a multiyear extension of its deal with driver Jeff Gordon, who will become Axalta's Global Business Advisor. Gordon will have the additional title of Special Advisor to Axalta Chair & CEO Charlie Shaver (Axalta).
KID & PLAY: Kids Foot Locker yesterday debuted its new TV spot, "Dreams," which stars Clippers G Chris Paul and his son. The pair are shown waiting for their car at valet when they are approached by a fan and talk about fulfilling childhood dreams. The spot is part of the retailer's national marketing campaign titled, "It Must Be February." The ad is Paul's fourth with Foot Locker and was created by BBDO (Foot Locker).
FIGHT KINGS: N.Y.-based The Raine Group VP Colin Neville, whose venture capital firm holds a stake in DraftKings, said that UFC and the daily fantasy sports site are “close to announcing an exclusive sponsorship deal.” In N.Y. Ben Fischer noted Neville made comments "indicating exclusivity” for DraftKings (BIZJOURNALS.com, 2/10).
RARIFIED HARE: In Chicago, Kevin O’Brien noted Jordan Brand and Warner Bros. have “announced the return of the Hare Jordan campaign as part of the 30th anniversary of the Air Jordan franchise.” The Hare Jordan collection “first took off" back in '92 after Jordan "delivered his first NBA championship.” The popularity of the brand and campaign “went from strength to strength and eventually culminated in the 1996 classic film ‘Space Jam’” (SUNTIMES.com, 2/10).
