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Volume 26 No. 50
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Indians' Francisco Lindor Growing Marketing Portfolio, Personal Brand

Indians SS Francisco Lindor "made his presence felt" at this week's MLB All-Star Game in Cleveland, as he is becoming one of the league's "most marketable personalities," according to Jameson Fleming of ADWEEK. Lindor "starred in ads and MLB promos during the broadcast," and brands like T-Mobile, Franklin, New Era, New Balance and SmileDirectClub have made him the "face of their campaigns." Lindor said of his personal brand, "I love when people are smiling. I love kids. I love fashion. So that’s what I try to base my brand off. That’s what Francisco Lindor is." Lindor has taken to Instagram to reveal custom cleats and hats from New Balance and New Era. He said of the design process, "I pretty much go from scratch when I come up with the colors, the logos, the signs; whatever we put in the cleats, I try to come up with it. And then along the way, I (tell) them what’s not in right now." Lindor noted the New Balance Cypher 12 cleats are "one of the coolest things I have designed because it has a very meaningful message," as it is his father's "favorite color, and it represents Puerto Rico." Lindor has a "couple of hats coming out that will be more of my touch, my style and a Puerto Rico style" (ADWEEK.com, 7/11).