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SBJ/Jan. 31-Feb. 6, 2011/Marketing and Sponsorship
Ugg to feature Brady in television ads; Wade hawks skin care
Published January 31, 2011, Page 12
However, Ugg President Constance Rishwain tells us they won’t be doing anything marketing-wise with Brady until the spring, and those ads won’t be seen until Sept. 1. She did, though, also reveal for the first time that the three-time Super Bowl winner will appear in TV ads for Ugg and that the creative work, which will be the brand’s first television campaign, has been quietly awarded to M&C Saatchi. Print work will continue to be handled by House Design, Los Angeles.
|Ugg made Super Bowl XLV-logoed boots.|
Ugg will still have some Super Bowl presence. Rishwain said her company made about 350 pairs of Super Bowl XLV-logoed Butte boots for coaches and players. They will not be sold at retail, and Rishwain said Ugg has no plans to license any NFL marks for their men’s products.
|Dwyane Wade is the latest of more than a dozen athletes to tour Mission Skincare.|
The three-year-old brand, which employs a “designed for and by athletes” positioning, should hit about $20 million in retail sales this year. Its “athlete-care products,’’ including ultra-grip gels to keep hands dry during competition, and anti-chafe cream, are sold in sports specialty retailers like Dick’s Sporting Goods, Hibbett Sports and mass drug chain CVS. In the pipeline are a new muscle rub and some new foot-care products, said Josh Shaw, Mission founder and president.
Mission’s athletes do product development and appearances as well as social and digital media elements for the company. Shaw said Mission will spend between $5 million and $7 million on marketing this year, including the possibility of the brand’s first TV advertising. Other Mission endorser/owners include Serena Williams, MLB all-star David Wright, two-time NBA MVP Steve Nash and gold medal soccer champion Mia Hamm. The athletes get an equity stake in Mission, royalties and a financial tie to their own foundations or another charity.
Data from Scarborough Sports Marketing shows why the passionate fan bases of the Green Bay Packers and Pittsburgh Steelers could result in a record television audience on Super Bowl Sunday, and a record for licensed product sales.
MAJESTIC PRACTICE PLAN: MLB uniform rights holder Majestic Athletic was scheduled to film a TV ad at Rangers Ballpark in Arlington last week to back the launch of Majestic’s batting practice jersey. The ad was set to feature Texas center-fielder and AL MVP Josh Hamilton, Rangers second baseman Ian Kinsler and San Francisco Giants outfielder Cody Ross. Waylon Advertising, St. Louis, is the ad agency.
“Coming off an MVP season in a region that gets really excited about baseball, Hamilton just seemed like the right guy,” said Michael Johnson, vice president of marketing at VF Corp.’s licensed sports group. The ad will depict fans and players taking batting practice together. “It is the first time we’ve used players in advertising, and we’re still delivering the message that we’re as close to on-field as you can get,” Johnson said.
The ad will break in March and run through the season on national and local baseball broadcasts, backed by a point-of-sale, print, and digital/social media campaign, which Johnson said was Majestic’s largest product launch ever.
The new batting practice jersey is designed with fabric said to make it the lightest batting practice jersey yet, along with a new full-button front. It will launch at retail this spring with the same $100 price point as its predecessor.
Terry Lefton can be reached at email@example.com.