Posted by Abe Sauer on August 26, 2013 04:45 PM
It's been over a year since "Linsanity" took over in New York City before spurring a global marketing phenomenon. Since then, Jeremy Lin has become the face of numerous brands in China and Taiwan, including Nike, Gatorade, Volvo and KFC. It's the last of those brands that's currently using Lin in a way that Western consumers would likely never see, shedding some light on why Lin is such a valuable spokesperson in Asia.
China (and Taiwan) have seemingly become Lin's regualr off-season home after he shot to stardom. He is nearly as well integrated in Asian culture as he is in the US, with a Weibo account as robust as his Twitter. And when he's not being mobbed by fans, Lin spends his time touring the country with his JLin Basketball Camp and visiting sickly orphans. Could Asia ask for a better role model?Continue reading...
Posted by Sheila Shayon on March 19, 2013 06:16 PM
Champs Sports, the mall-based sporting goods retailer owned by Foot Locker and Adidas Originals are launching the latest adicolor Collection with a Tumblr-inspired ad campaign featuring a 30-second spot with Damian Lillard of the Portland Trail Blazers, Iman Shumpert of the New York Knicks and Von Miller of the Denver Broncos.
The spot premiered during the TNT broadcast of the Knicks vs. Blazers NBA game on March 14th, with was "conceived to turn the attention of multimedia-tasking teens to TV, then back online where they can view alternate versions of the commercial," according to a press release.Continue reading...
Posted by Abe Sauer on September 4, 2012 12:08 PM
Does anyone remember Linsanity? The media melee last spring engulfed NBA fans in NYC and beyond when an unknown player and Harvard grad of Taiwanese parents rocketed to stardom with the New York Knicks. The term "Linsanity" came to describe the Jeremy Lin phenomenon. Brands, sensing an opportunity to tap into the China market via the NBA's new Asian sensation, rushed to cash in on Lin. One of those brands was Volvo.
Volvo? Yes, Volvo. Now, Lin's first Volvo commercial for the China market has finally been released. While Volvo is trying to appeal to well-heeled Chinese consumers about their aspirations versus the status quo, it's less than Linspiring.Continue reading...
sports in the spotlight
Posted by Mark J. Miller on July 20, 2012 05:10 PM
You’re just sitting watching the game, enjoying the dull rhythm of massive millionaire players pounding back and forth down the court to help make other millionaires even richer through ticket sales, souvenir sales, beer sales, and, of course, jersey sales.
Suddenly NBA owners have found a new way to make some dough from that last category. And who doesn’t like to make a buck?
The NBA Board of Governors has voted to allow teams to sell small advertising patches on uniforms ("just above the heart") starting in the season after next, according to the Houston Chronicle. That seemingly little change could bring in $100 million annually for the league and open the door to other North American professional leagues to do the same thing.Continue reading...
Posted by Dale Buss on July 18, 2012 09:02 AM
Apple slims down next iPhone as analyst says that iPad Mini and iTV are real products.
AT&T is introducing shared data plans as iPhone users fear iPhone FaceTime charges.
Bank of America swings to profit.
Bob Evans may be considering sale of Mimi's Cafe.
Coke and PepsiCo step up campaign against New York soda ban.
DirecTV finds unlikely friends in dispute with Viacom.
Ericsson earnings plunge on economic slowdowns.Continue reading...
Posted by Dale Buss on July 6, 2012 09:01 AM
Jeremy Lin signs free agent deal with Houston Rockets, ending "Linsanity" in NYC if the Knicks don't make him a better offer.
Yahoo considers CEO of Hulu for top job.
Porsche tries to adjust to Volkswagen embrace.
Anheuser-Busch encourages responsible drinking.
Bausch & Lomb could go public by year-end.
Chevrolet plans to show off vehicles at MLB All-Star Game in Kansas City next week.
Chuck E. Cheese burns long-time voice with new mascot.
Dynegy files for bankruptcy.Continue reading...
Posted by Abe Sauer on June 29, 2012 10:07 AM
The China Daily uses the ongoing frenzy around the Euro 2012 soccer football tournament to revisit a known, but not well known enough, phenomenon in China. Namely, names being registered in China by people who have nothing to do with the trademarked names themselves.
As The China Daily notes, "Philipp Lahm, Cristiano Ronaldo and Andres Iniesta are world-popular soccer stars, but they have also attracted attention that they might not want — from Chinese companies registering their names as trademarks."
Anyone charged with protecting a brand, or who might BE a brand, should drop what they are doing immediately and check to see if your brand has been registered in China without your approval, spelling your doom. Don't even bother reading the rest of this piece on China and trademarks. Go check.Continue reading...
Posted by Mark J. Miller on June 26, 2012 01:01 PM
The fever pitch of Linsanity has died down a bit since mid-February, when every move New York Knicks point guard Jeremy Lin made was scrutinized and revered. His spot on his brother’s couch was ballyhooed as the mark of a man who overly impressed with himself and his status as an NBA player. His entire manner was an antidote to the general self-promoting boorishness that is generally expected from his fellow NBA players.
Plus, the guy went to Harvard! And helped build the Asian market even further and bring in more bucks for the sport! Not to mention being the very model of a modern Asian American. What else could the league ask for?
A few others, of course, saw Lin’s rise as a big opportunity to make some money for themselves as well and went ahead and filed for the “Linsanity” trademark. As we recently noted, Lin — who is not yet confirmed to be returning as a Knick — did the same in an attempt to keep himself from potentially seeing his own name on hot pads and t-shirts and ice-cream flavorings (and, naturally, make a few dollars down the road as well).Continue reading...