Posted by Kristen Van Nest on October 29, 2013 07:07 PM
Earlier this month, Under Armour introduced a completely different retail concept to the Chinese sporting apparel market—a market that has proven hard to crack even for the most seasoned retail veterans, including Nike and Adidas. But Under Armour's new Shanghai retail theater experience aims to do much more than just sell clothes and sneakers.
Located in the Jing An Kerry Centre, the store features a 270-degree screen that covers 90 percent of the relatively small boutique, encapsulating store-goes in the sights, sounds and experiences of athletic training—a truly foreign concept in China and greater Asia.
In China, especially, working out is not a common activity. Seeing joggers is a rarity and oftentimes in the gym, Chinese are seen wearing jeans or leather shoes as opposed to sporting apparel. Sports participation is also low due to lack of time, the single child policy, and limited governmental support to popularize sports. But, there is still huge market potential; after the Beijing Olympic Games, there has been dramatic growth in sporting brands.
Still, the market has proven difficult, with Nike, Adidas, and others struggling to localize their retail approach to fit the unique needs of Chinese consumers, both young and old. In fact, Nike and Adidas have spent much of their time in the country with a hard focus on building a lifestyle brand around young consumers, capitalizing on consumer trends towards creativity and self-expression. Still, Nike recently saw a three percent decline in its China sales while it experienced an increase in all other geographic locations.Continue reading...
Posted by Dale Buss on October 28, 2013 05:32 PM
NBC already has indicated it will enjoy a record haul for US TV advertising during the 2014 Winter Olympics in Sochi, Russia. But the job for brand sponsors of the Games and athletes has only begun on their path to the opening of the games on February 7.
Top-tier marketers including Coca-Cola, P&G, Target, and Kellogg's are signing up to sponsor Team USA athletes as well as trying to navigate the increasingly icy waters around Sochi regarding the tendency of the Russian government to violate human rights and LGBT rights.
On Tuesday, the US Olympic Committee will kick-off a 100-Day Countdown campaign featuring Team USA in Times Square in New York, hoping to recreate the excitement of 2012's Road to London event (at top) with the Liberty Mutual-sponsored Road to Sochi (#RoadtoSochi) tour.Continue reading...
follow the money
Posted by Mark J. Miller on October 18, 2013 11:51 AM
Fantasy football players can now take the 'fantasy' out of the equation. Fantex, a new US-based venture that encourages fans to invest in sports stars' brands in a virtual stock exchange of sorts, launched this week.
The first player to accept investments is Houston Texans running back and self-described philsopher and entrepreneur Arian Foster, known for his touchdown 'bow' and who has been to the Pro Bowl three out of the four years that the 27-year-old has played in the NFL. Potential investors are betting on Foster’s value climbing through the years due to a higher salary, more accolades, and more appearances and endorsement deals.
Ahead of its IPO, the startup will offer 10.6 million worth of stocks to potential investors at $10 per share, the New York Times reports. Foster will take home $10 million upon consummation of the offering, promising 20 percent of his future earnings to the company. While it's no guarantee, especially if there isn't a ton of interest in the stocks, it is a much easier pay-day for Foster, who collects a $5.25 million base salary from the Texans and is quite the businessman himself, recently making an undisclosed investment in Health Warrior, a maker of chia bars.Continue reading...
Posted by Abe Sauer on September 19, 2013 11:06 AM
It really is a tragedy. Five of the first ten players selected in the 2013 NFL draft were offensive lineman. And yet, only one of those men was offered an endorsement deal of any kind. Tackle Eric Fischer—the overall No. 1 2013 draft pick—enjoyed a short partnership with Tide laundry detergent.
So please, contain yourselves. Yes, the NFL's One Wipe Charlies campaign is about... well... butt wipes, but let an offensive lineman just enjoy a product endorsement deal for a change.Continue reading...
Posted by Mark J. Miller on August 1, 2013 06:11 PM
Whether you’re playing ball on the playground or in an NBA arena, the basket’s rim typically sits 10 feet above ground, a height generally out of reach for average-sized men and women.
Some people, of course, can not only touch that rim but get up above it; a bunch of them are in the NBA, but there are plenty still out in the streets and Adidas and Chicago Bulls star Derrick Rose went out to find them.
The shoemaker offered a little bit of incentive for its London pop-up shop to those who could jump the 10 ft. height—if they could reach the new Rose shoes, they could keep them.Continue reading...
Posted by Sheila Shayon on April 1, 2013 05:12 PM
AT&T is leveraging the popularity of its "It's not complicated" campaign by switching out children from the TV commercials that broke in November with retired basketball stars such as Larry Bird, Kareem Abdul-Jabbar, Magic Johnson and Bill Russell for March Madness.
In partnership with the NCAA and Turner Broadcasting's TBS, TNT and truTV, AT&T is showing its social media muscle, pumping out Promoted Tweets from the NCAA's @MarchMadness Twitter handle during numerous college basketball games, such as Florida Gulf Coast's two-game run to the Sweet 16 round.
"We want to provide behind-the-scenes content so people from their living rooms on their couches can be a part of the on-site game experience," said Blair Klein, social, digital and emerging communications lead at AT&T, to Adweek.
"Engaging fans around the things they are passionate about helps live our core values—connecting with customers and allowing them to engage with each other and the brand. This [Twitter-based] program reflects that, as well as the speed of conversation. It ties in with our 'fastest 4G LTE network' copy."Continue reading...
Posted by Abe Sauer on February 20, 2013 10:29 AM
When Gold Medal skier Lindsey Vonn's uplifting Facebook post from rehab carried the Instagram/Twitter hashtag #givesyouwings, it was just the latest example of how injury has become another opportunity for athlete spokespeople to service their brands.
Vonn posted the positive message alongside a picture of herself working out her abs as she is recovering from knee surgery after a brutal injury. The picture included her Red Bull water bottle. (She later tweeted a graphic picture of her post-op knee).
Yes, Red Bull is a Lindsey Vonn sponsor, but the fact that the four-time World Cup champion might not strap on skis for another six to eight months isn't stopping her endorsement duties. In fact, as many brands are learning, there may be as much to gain from a sponsor's thrill of victory as there is from his or her agony of defeat.Continue reading...
sports in the spotlight
Posted by Andrew Chan on December 6, 2012 09:28 AM
On Wednesday night, Kobe Bryant became the fifth and youngest member to enter the NBA's exclusive 30,000 point club. He joins Michael Jordan, Wilt Chamberlain, Karl Malone and Kareem Abdul-Jabbar, as the NBA celebrates in its video recounting Bryant's journey.