Attempting to "capitalize" on Pro Player's reversible jacket
success of last year, Reebok used the NSGA show to introduce a
jacket with a team logo on one side and their logo on the other.
Starter will also have reversible pieces, including an NHL jersey
with home and away colors. Pro Player will market a "reversible
soft baseball cap and one of its fall spots will be dedicated to
reversibles" (Terry Lefton, BRANDWEEK, 7/22 issue)....Logo
Athletic will increase its media budget from $10M to $12M,
including spots with Troy Aikman, Dan Marino and John Elway. One
is "an image ad designed to reposition Aikman." Logo President
Tom Shine: "He doesn't want to be known as the kind of Cowboy
who stands in manure anymore." Buys include NFL coverage,
including ESPN/TNT and NFL Sunday Ticket (BRANDWEEK, 7/22).
NEWS & NOTES: Chrysler will have its '97 Dodge Dakota pickup
in the "starring role" in its NHL sponsorship program, according
to BRANDWEEK's Steve Gelsi. Dodge will advertise on fX's World
Cup of Hockey coverage and also feature the truck in the NHL's
Breakout Tour and the NHL All-Star Game. Dodge is expected to
spend $20M to "relaunch the vehicle." ... Previewing the '97
athletic shoe market, Matthew Grimm notes the "wars have cooled
into a game of catch-up in which shelf space, not media spending
and creative edge, is the playing field." Fila is seen as a
"comer," as its brand-image campaign has positioned it as the
more fun, graceful, stylish brand" (BRANDWEEK, 7/22).
