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SBD Global/April 16, 2013/Marketing and Sponsorship
Adam Scott Poised To Break Out After Masters Win; Uniqlo Scores With Recent Deal
Published April 16, 2013
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PERFECT TIMING: The WALL STREET JOURNAL’s Daisuke Wakabayashi wrote Scott’s victory was “also a big win” for Japan-based clothing brand Uniqlo, which signed Scott as brand ambassador last Tuesday, “just a few days before the Masters began.” Scott will wear Uniqlo “in all competitions and participate in promotions for the company, including the launch of a global polo shirt campaign in mid-April.” The timing “couldn’t be better for Uniqlo, which is trying to build its image outside Japan.” The company “already has athletic-wear sponsorship deals” with tennis players Novak Djokovic and Kei Nishikori (WSJ, 4/15).
FIRST MOVE: FORBES' Kurt Badenhausen reported Scott "represents Uniqlo’s first move into golf." Tadashi Yanai, president of Fast Retailing, which owns Uniqlo, said: "Given its widespread following worldwide and accessibility regardless of age, golf is a good match for us." Fast Retailing was founded by Yanai, and it is the biggest apparel company in Asia with sales of $11.9B. Nike "is a dominant player in golf and tennis apparel." It "is not sweating Uniqlo, but the brand, still relatively unknown in the U.S., now has the top tennis player in the world and third ranked golfer" (FORBES, 4/15).