Swing Time: Taylormade-adidas To Air First Golf TV Ad This Year
By Jon Show, Staff Writer, SportsBusiness Journal
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Taylormade-adidas Golf Promoting Tour360,
Powerband Sport Footwear In New Campaign |
Taylormade-adidas Golf will air its first over-the-air network TV ads later this year. The three spots, via NYCA, will introduce the new Tour 360 Limited and Powerband Sport footwear and ClimaCool apparel. The ads reinforce adidas Golf’s “Equipment For Your Body” platform, which seeks to extend equipment phrases into the apparel and footwear realm. “Just like store clerks ask shoppers, ‘What clubs do you play,’ We want them to ask questions like, ‘What spike do you play?’” said Taylormade-adidas Golf Senior Dir of Marketing Bob Maggiore. “We’re positioning this as a performance brand, not a lifestyle brand.” Sergio Garcia and Justin Rose are in all three ads while Jason Day will appear his first as an adidas endorser. No decision has been made on the inclusion of LPGA members Paula Creamer and Natalie Gulbis. The ads will break on Golf Channel on April 1 and later air on CBS’ weekend coverage of PGA Tour events. Print ads will start running next month in golf publications and Sports Illustrated.
BRIDGESTONE: Bridgestone Firestone Tire will film a new ad later this month at the Northern Trust Open that ties together its tire and golf technologies. In the spot, Stuart Appleby will race in a car against a golf shot hit by Fred Couples, as Charles Howell III and Brandt Snedeker wait at the finish line to declare the winner. The spot will likely air on Golf Channel and network TV. Meanwhile, Bridgestone Firestone has become the official tire of Golf Channel under a one-year deal with options. It gains network exclusivity in the tire category and presenting sponsorship of the network’s post-round show during The Masters.
PUMA: Puma Golf is expanding its traveling golf/casino event to six cities in '08. It will visit N.Y., Chicago, L.A., Boston, Ft. Lauderdale and Austin after only going to the first three last year. The event is open to the general public and consists of a nine-hole scramble, gambling, food and beverage, and other entertainment. Maxim has replaced the now-defunct Stuff magazine as the event’s main sponsor. Meanwhile, Puma Golf’s apparel advertising this year will mostly feature PGA Tour member Geoff Ogilvy. A porcupine will appear in ads for the company’s new golf spike technology, dubbed Smart Quill. Print ads will run in golf publications and Maxim.
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