Northwestern Univ. marketing professor Tim Calkins indicated that sponsors who signed Cubs LF Kyle Schwarber before the season "shouldn't be surprised if their campaigns are stalling" after his slow start this season. Schwarber, who is hitting just .174 this season, "has relationships with Pepsi, Nike, Majestic, New Era and Dinger bats, and Sheraton Hotels launched a campaign this month prominently featuring" him. It is unlikely those brands already have "buyer's remorse." But Calkins said that potential new brands "may take a wait-and-see approach" (CHICAGO TRIBUNE, 5/31).
LIKE MIKE: AD AGE's Adrianne Pasquarelli notes Pro Football HOFer Michael Strahan has teamed with J.C. Penney for a new "campaign breaking ahead" of Father's Day, and he will appear in the effort's first TV spot "airing June 7." In the 30-second spot, the former Giants player is "filmed at MetLife Stadium." The retail chain also is "expanding its relationship with Strahan, who has had an apparel line" at J.C. Penney since '15, to "now include underwear" (ADAGE.com, 5/31).
BIRD FOOD: In Baltimore, Jonathan Munshaw noted Dunkin' Donuts yesterday announced a new partnership with the Orioles that "includes two new O's-inspired" donuts: the Orioles Magic and the Birdland (BIZJOURNALS.com, 5/30).
