In N.Y., Barrow, O'Keeffe & Samuel wrote Sheets energy strips could be a "new quick-energy trend on the horizon," thanks to "some serious superstar backing." Sheets, created by a company co-founded by Heat F LeBron James, also counts Knicks F Amar'e Stoudemire and Ravens RB Ray Rice as endorsers. Stoudemire and Rice also have "invested serious dough in Sheets, believing it could be the next big thing." Rice: "It was a great opportunity for me to build something outside of football. And it's not as big a time commitment as you think" (N.Y. DAILY NEWS, 5/8).
IF YOU FILL IT, THEY WILL COME: In St. Petersburg, Rick Stroud reported Rays 3B Evan Longoria "has a prominent role in a Pepsi Max commercial that starts airing" today. It is the second commercial in the Pepsi Max series playing off the movie "Field of Dreams," and also features former Rays manager Lou Piniella. In the spot, Longoria "emerges from the cornfield amid several Hall of Famers and heads to an empty Pepsi Max machine." He "begins a rally drumbeat that ends with the Pepsi Max vendor arriving with refills" (ST. PETERSBURG TIMES, 5/7).
PRETTY IN PINK: In N.Y., Mark Feinsand notes to celebrate Mother's Day, several MLB players sported pink gear, including bats, wristbands and necklaces, but Yankees RF Nick Swisher "took it one step further, wearing specially made pink-and-black spikes by New Balance." However, the decision "cost him, as MLB had told players that only pink shoes made by Under Armour -- the league's footwear partner -- would be allowed" (N.Y. DAILY NEWS, 5/9). It was announced last week Swisher had signed an endorsement deal with New Balance (THE DAILY).
JUMPING BACK IN THE POOL: In this week's SPORTSBUSINESS JOURNAL, Terry Lefton reports Michael Phelps is "back in the pool with Subway restaurants" more than a year ahead of the '12 London Games. Phelps "shot some ads in late April in and around the pool at Loyola University in Baltimore that could air as soon as next month." Fox NFL reporter Jay Glazer also appears in the spots (SPORTSBUSINESS JOURNAL, 5/9 issue).