Marketplace Roundup
In Ft. Worth, Joe Garza reports Glaceau's Vitaminwater is "standing behind" Mavericks F and company endorser Josh Howard after Howard last week admitted that he "uses marijuana during the off-season." Glaceau President Mike Repole: "Josh has been and continues to be an excellent partner. He's a fan of the brand, he drinks VitaminWater to help him perform at his best, and he is recognized for his charitable efforts and commitment to the community. Those are all qualities that we look for in our VitaminWater partnerships." Repole added, "If Josh is looking for a way to chill out during the off-season, we'll get him a case of VitaminWater B-Relaxed" (FT. WORTH STAR-TELEGRAM, 4/30).
PARKER: adidas will create a signature shoe around WNBA Sparks F Candace Parker that "will hit next season." adidas also is "looking to align her with its urban ProMama line" which includes footwear, clothing and jewelry. Analysts said that Parker "could top $10[M] in annual endorsements relatively quickly via such areas as food, tech and health & beauty" (BRANDWEEK, 4/28 issue).
RED BIRD: Dallas-based Havoc Distribution, which markets energy drinks through co-branding sponsorships with corporations, universities and pro sports teams, has debuted the Univ. of Louisville's Red Bird Energy Drink. The drink will be sold in 8.4- and 16-ounce quantities, and will be distributed to Kroger, Thornton's and "other retail outlets in Kentucky by River City Distribution Inc. and Axton Candy & Tobacco Co." (BUSINESS FIRST OF LOUISVILLE, 4/25 issue).
OLYMPICS IN HD: Panasonic has launched a campaign that "involves a nationwide tour of custom-built trucks carrying the message: 'Get Your Family Ready For The First HD Olympics.'" The tour includes a 53-foot truck that will visit retailers across the U.S. and will offer autograph signings by Olympic gold medalists swimmer Mark Spitz and gymnast Kerri Strug. The vehicles have been "rebranded and redesigned" for this summer's Beijing Olympics. Panasonic will supply various HD audio and video technologies to the Games (BRANDWEEK.com, 4/29).
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