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Volume 24 No. 117

Marketing and Sponsorship

adidas Originals today unveiled its fall '11 “all Originals" campaign with a national TV and digital roll-out. The campaign features adidas endorsers Magic C Dwight Howard, Hawks F Josh Smith, Bills RB C.J. Spiller, fashion designer Jeremy Scott and musicians Snoop Dogg, Big Sean and Sky Ferreira set against the brand’s footwear and apparel. The campaign, via Kamp Grizzly, Portland, was shot in N.Y., Portland, L.A. and Atlanta. It includes TV, digital media, and retail and event activation components (adidas). Kelly Olmstead, adidas America's Dir of Brand Marketing for the sport style division, said that this is the "most extensive campaign for the Originals in three years." In Portland, Allan Brettman reports the campaign includes "four oldies-but-goodies from its grab bag of hundreds of discontinued styles" -- the Gazelle, Superstar, Samoa and Campus styles. Olmstead said the four styles "are still some of our best-selling products." Olmstead: "We wanted to celebrate that. No other brand has a history like that." Brettman notes the campaign, which is "limited to the U.S. and Canada markets and concluding Labor Day, is aimed primarily at 15 to 18-year-old consumers making back-to-school purchases." The campaign "got its first public exposure over the weekend" during Lollapalooza in Chicago. The largest Originals campaign had been the "House Party" effort, which "coincided with the 60th anniversary of the Adidas brand in 2008" (Portland OREGONIAN, 8/10).

AD REVIEW: ADWEEK's Gabriel Beltrone reviewed the first TV ad from the new Originals campaign and wrote it "continues the brand's tradition of cutting star-studded spots to push its line of classic sneakers and street wear." The ad "feels more accessible than much of the recent high-profile work for Adidas Originals -- less pure atmosphere and more direct appeal to the self-image of its target consumers." The spot "also ties in mention of the campaign's four centerpiece shoe styles ... and enough product shots to make any brand manager weep with joy" (, 8/9).

Texas Tech Univ. unveiled its new Under Armour football uniforms Monday, and the changes are "more technical than aesthetic," according to David Just of the Lubbock AVALANCHE-JOURNAL. The school released images of several color combinations, including the "all-red, all-white and all-black styles." None of the images included the white helmets that were "reintroduced last season after a 35-year hiatus." The numbers on the jerseys are "now in red on the new black and white shirts, the largest change from last year’s uniform, and black on the red shirts." The phrase "Guns Up" is "written in red on the back of the belt line." Several players were also "wearing prototype footwear" during practice yesterday. The Under Armour shoes were "high-tops more in the mold of boxing footwear." Texas Tech coach Tommy Tuberville said, "They're not for this year" (Lubbock AVALANCHE-JOURNAL, 8/10).


THROWING IT OUT THERE: In Baltimore, Jeff Barker reported the Univ. of Maryland "will use an Under Armour football this season for the first time." UM QB Danny O'Brien, an intern for Under Armour this summer, "has been throwing and handling the new ball during the offseason" (Baltimore SUN, 8/5).


The PGA of America today announced that N.Y.-based Hospital for Special Surgery will become the association’s official hospital. HSS intends to launch a new fitness program, “Let’s Move on Course,” this week at the PGA Championship in Atlanta. PGA of America CEO Joe Steranka was slated to announce the deal today during his state of association press conference. HSS, whose campus is linked to the Weill Cornell Medical Center just off FDR Drive in Manhattan, signed a three-year deal with the PGA. Financial terms were not released. “We’re experts at helping people get their mobility back and golfers at all levels represent a segment of the country that we are able to take care of,” said HSS President & CEO Louis Shapiro. “This allows us to get the message out and raise our awareness to that community and they can learn more about how to stay healthy and the benefits of playing golf.” HSS’ new program, “Let’s Move on Course,” will tee off this week with the hospital handing out 25,000 branded pedometers to fans at the Atlanta Athletic Club. HSS also will have activation opportunities at the Ryder Cup, Senior PGA and other championships. The PGA’s website,, will be the home for HSS’ fitness program. “We’re really excited about helping the PGA promote golf as a way to stay fit,” Shapiro said. HSS specializes in orthopedics, rheumatology and rehabilitation and was recently ranked as the top orthopedic facility by U.S. News & World Report.

MLB Giants P Tim Lincecum is teaming with sponsor Red Bull to challenge fans to a "competition in which they are asked to duplicate his unorthodox delivery on video for an opportunity to hit" against him at Spring Training next year. The "Red Bull Ultimate" competition began Tuesday and will run through Sept. 16. Fans can submit their videos on Lincecum's Facebook page (AP, 10/9).

DRIVING THE MARKET:'s Pete Pistone reported as the "most prominent face of Ford Motor Company's racing endeavors," expect to see NASCAR driver Carl Edwards in "more Ford marketing and advertising initiatives including everything from television commercials to billboard campaigns." Edwards last week signed a multiyear contract extension to continue driving the No. 99 Ford for Roush Fenway Racing in the Sprint Cup Series, and it will be "only a matter of time before a Carl Edwards Ford dealer or two pops up." Meanwhile, RFR Owner Jack Roush said, "I think he's going to become a sportscaster for ESPN for the Nationwide Series." Pistone wrote such a move would bring "unprecedented insight to ESPN's television product by having a current driver in its telecast mix." But it also "brings a set of challenges, namely in the form of potential conflict of interests." There also is the "question of whether overexposure in general is an issue for Edwards" (, 8/9).

PLACING THEIR BETS: MEDIAWEEK's Loulla-Mae Eleftheriou-Smith reported ESPN has struck a "major sponsorship deal with Bet365 ahead of the launch of its free mobile app, ESPN Goals, which allows consumers access to instant video content" from EPL matches. Bet365 will be the "exclusive betting partner for the app and the deal includes a 'bet now' button being housed on the app's 'live scores' pages, accompanied by Bet365 branding on the loading page, ad banners and video pre-rolls." Sources said that the rights "cost ESPN in the low tens of millions [in British pounds] and that the Bet365 deal is not exclusive" (, 8/9).

DEEP FREEZE: The WALL STREET JOURNAL's Mark Yost reports Chicago-based businessman Jim Cortez and real-estate agent Greg Kendra "came up with a process by which bats are cryogenically frozen at minus-310 degrees Fahrenheit for up to 24 hours, and then slowly allowed to come back to ambient temperature." They have had their bats "tested by an independent university laboratory and claim in their patent filing that their cryogenically treated bats are 26% stronger than standard bats." They have filed paperwork with MLB to have their bats "certified for use, but say they have heard nothing back from the league" (WALL STREET JOURNAL, 8/10).