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Marketing and Sponsorship

LizardSkins' Multi-Colored Bat Tape Quickly Gaining Popularity Among MLBers

MLBers are "brightening their bats" with specialized, multi-colored tape that is "gaining popularity because it offers a soft, non-slip grip without the stickiness of pine tar," according to John Lott of the NATIONAL POST. The product was introduced in '12 by LizardSkins, a company that "makes a wide array of gear for cyclists." Braves C John Buck "started using it and the product took off." LizardSkins GM Brad Barker said that it is now "used by more than 175 major-league players and 300 minor-leaguers." Barker: "John started using our product in 2013. He was the first player in the majors to use it. He said, ‘This product’s fantastic. You guys are going to go crazy with this.'" Barker added Mets 3B David Wright "became one of our endorsed athletes for 2014, and it just snowballed from there." Other players "on the company’s endorsement list include" Red Sox DH David Ortiz, Mariners 2B Robinson Cano, Giants RF Hunter Pence, Tigers LF Yoenis Cespedes and Cubs 1B Anthony Rizzo. When Ortiz "used a lime-green grip in the World Series two years ago, fans noticed that its glowing hue seemed to change colours under stadium lights on the TV screen." After that, LizardSkins "received requests for grips with fluctuating colours." The company is "expanding the product to worldwide applications in lacrosse, field hockey, floor hockey and cricket" (NATIONAL POST, 3/4). Barker: "We couldn't have written a script better than how it's gone the last three years." The CP's Neil Davidson notes the company "has competition" despite its patents on the tape itself, as Rawlings "has now introduced its own grip tape" (CP, 3/4).

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