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Volume 24 No. 158
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Marketplace Roundup

AD AGE's Jeanine Poggi reported will "sit out of the upcoming Super Bowl, ending a streak of consecutive appearances" going back to '08. The site has "used the Super Bowl as a platform to launch new campaigns, most recently rolling out its 'All Drive. No Drama' campaign with a spot called 'Wolf'" during the '13 game. But company CMO Linda Bartman said that it is "sticking with the same campaign" in '14. She added that since "isn't looking to introduce a new campaign, executives didn't feel it was necessary to spend heavily on the Super Bowl" (, 10/3).

COUGARS SEEING RECORD ROYALTIES: The Univ. of Houston on Thursday announced that it recorded a "record $504,000 in licensing royalties" in '12-13. In Houston, Joseph Duarte noted this "marks the first time the UH athletic department has generated more than $500,000 from the sale of athletic apparel." UH data showed that the university since '10 has "seen an increase of more than $242,000 in royalties," and a 22% increase in licensees from 212 to 259. UH has "made a push to expand its brand in the past year with the unveiling of a new logo and move to the American Athletic Conference" (, 10/3).

REEBOK EXTENDS WITH MMA FIGHTER: reported Reebok is "extending its sponsorship" of UFC fighter Johny Hendricks in advance of his upcoming title bout versus Georges St-Pierre at UFC 167 on Nov. 16 at MGM Grand Garden Arena. Reebok in May "made inroads into the MMA sponsor market when it backed Hendricks and UFC lightweight Jamie Varner for a Spartan Race" (, 10/2).

L.L. BEAN MAKING RED SOX BOOTS: In Boston, Chris Reidy reported outdoor apparel company L.L. Bean is "giving its signature boots a Red Sox makeover." The boots will be "fashioned from the 'upcycled' tarp used to cover parts of the Fenway Park field during rain delays last season." The company said the footwear would be "made to order for 100 lucky Red Sox fans who engage with L.L.Bean on Facebook and other channels" (BOSTON GLOBE, 10/3).