NBA Marketing News: AND 1 Readies Launch Of Mystique Mid
AND 1 will support the launch of its Mystique Mid shoe, which is worn by about
50 NBA players, with two 30-second TV ads featuring a “mix of AND 1’s NBA and
Mix Tape Tour endorsers,” according to Barry Janoff of BRANDWEEK. The ads were
created in-house. The $90 shoe will be released January 13 exclusively at Finish
Line stores. AND 1 will also run print ads in basketball publications like Slam,
Dime, Inside Stuff and School Sports, while Finish Line will “highlight the Mystique
Mid line in its magalog,” which will be sent to 3.5 million consumers during the
first quarter. Support for the shoe also includes POP and Internet (BRANDWEEK,
1/2).
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Columnist Questions Absence Of
Shoe In Nike’s New LeBron Spots |
HE’S GOT PERSONALITIES: SLATE’s Seth Stevenson, in a review of the new
Nike ads titled “Meet the LeBrons” featuring Cavaliers F LeBron James as multiple
characters, gave the campaign a grade of “B+.” Stevenson wrote the ads promoting
James’ signature shoe “are baffling. Nothing happens in them. There’s no explanation
as to who these characters are, how they relate to each other, and what (if anything)
they’re trying to sell. ... Only one of the four spots in this campaign deigns
to show us the sneaker at all.” The new campaign “seems like the first real effort
to give [James] some personality. ... [But] rather than committing to a single
image for LeBron, Nike throws out a smorgasbord and lets us pick our favorite”
(SLATE.com, 1/2).
BOUNCING BACK? BRANDWEEK’s Janoff, in an overview of the sports marketing
landscape for ’06, notes some analysts think the NBA is the “‘sleeper’ among sports
properties.” Steiner Sports Marketing CEO Brandon Steiner: “This will be the year
of the NBA comeback, its hottest season since the Michael Jordan/Larry Bird/Magic
Johnson (era). This has been the NBA’s best year as far as superstar (marketing)
power” (BRANDWEEK, 1/2 issue).
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