AD AGE's Ann-Christine Diaz noted Billie Jean King is at the center of Adidas' "unusual U.S. Open campaign," as the brand has stated it will "transform any kicks ... into King's blue three-striped trainers -- an homage to the shoes she wore during her historic 'Battle of the Sexes' against Bobby Riggs at the Houston Astrodome 45 years ago." The activation via TBWA/Chiat/Day, N.Y., is part of Adidas' "broader 'Here to Create Change' platform" and took place yesterday at the Flushing Meadows Adidas store. Consumers were able to "walk in and get their shoes a BJK makeover for free at the hands of artists using stencils and spray paint" (ADAGE.com, 8/27).
IN THE PASSENGER SEAT: SPORTS BUSINESS JOURNAL's Adam Stern reports IndyCar has "started working with CSM Sport & Entertainment to help find a new title sponsor for the series, which suggests that the search to replace Verizon is not near completion." The open-wheel series has "about six months left until the start" of the '19 season, which is when Verizon will "vacate the role it has held" since replacing Izod in '14. The "fee structure of the deal" with CSM was "unclear" (SPORTS BUSINESS JOURNAL, 8/27 issue).
COINING A PHRASE: In S.F., Alyssa Pereira notes Colin Kaepernick has "filed to trademark the phrase 'I'm with Kap.'" The phrase has already "widely circulated on social media and appeared on t-shirts and other clothing items, but some speculate that if the trademark effort is successful, the former footballer will be able to make money for himself or his philanthropy efforts." Some of that income could "potentially come from lucrative deals with major athletic wear companies." Kaepernick has donated $1M to a "number of nonprofits and charities working to end police brutality" (S.F. CHRONICLE, 8/28).
