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).
