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Marketing and Sponsorship

Marketplace Roundup

WOMEN'S WEAR DAILY's Rosemary Feitelberg reported Fila is planning an "exclusive women's collection for Urban Outfitters." Launching Monday in 94 Urban Outfitters stores and on its e-commerce site, the collection will feature "polo dresses, windbreakers, buckets hats, athletic bags and an update of the 1993 Cage high-top basketball sneaker and athletic bags." Aimed at Millennials, many of whom "weren’t even born" when Fila-sponsored tennis player Björn Borg was at the top of his game, the new line "leans on more of a Wes Anderson-inspired aesthetic than an athletic one." Meanwhile, Feitelberg reported Fila has "signed a multiyear endorsement deal" with tennis player Jamie Loeb (WWD.com, 9/2).

COSTUME PARTY: Broncos QB Peyton Manning said of DirecTV’s "NFL Sunday Ticket" commercials featuring NFL players, "The commercial that I did is going to come out here probably in the next couple of weeks, but all of them are good. I think (Tony) Romo’s costume is outstanding. I loved Eli’s outfit. I’m really jealous, DirecTV let Eli keep his costume permanently so he’s got a guaranteed Halloween costume this year. That’s huge for a football player. It’s hard finding something new and creative. I don’t know how Eli will duplicate the combover. That could be a challenge” (“America’s Pregame,” FS1, 9/2).

MUCH TO PONDER: Energy drink Xyience this week re-launched under new ownership from Austin-based Big Red, announcing a new marketing campaign that leverages college football. Xyience's college football-led efforts feature in-store and online promotions, activations and a TV commercial featuring the brand's new spokesperson, ESPN's Samantha Ponder. The spot debuts Monday during the Ohio State-Virginia Tech game on ESPN (Xyience).

BALANCING ACT: In Boston, Donna Goodison reported New Balance is "taking aim at post-collegiate, metropolitan female athletes with a new marketing push that includes its first-ever catalog set to reach 1 million targeted consumers next week." The 72-page catalog -- one of three planned this fall -- features "performance clothing and footwear for running, training and studio workouts, and 'sporty chic' lifestyle products." About half of New Balance’s current running customers "are women, but they tend to be older than the new audience it’s trying to reach" (BOSTON HERALD, 9/3).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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