personal brands

Tim Tebow Speaks, Doesn't Strut, for Jockey

Posted by Dale Buss on June 27, 2012 02:11 PM

It may be only a matter of time before Tim Tebow's sustained reputation as the NFL's "good guy" runs smack into his growing chops as an underwear model, like some unfortunate tailback trying to run through a hulking defensive lineman. But don't count on that happening any time soon.

For now, as he readies for the next buzz-worthy chapter in his short but colorful professional-football career and practices for his first season with the New York Jets, Tebow and his most notable corporate sponsor, Jockey International, are trying to have it both ways.

In previous campaigns, they have been fully willing to flaunt his considerable physique to ply Jockey underwear. But the star and the brand have been careful not to do so in ways that would undermine Tebow's devotion to personal chastity and his Christian faith.

That was the case again when Jockey asked Tebow to kick off its "Hot City Cool Down" campaign at a fashion show in Orlando. Tebow, dressed in a Jockey t-shirt and jeans, emceed the affair while male and female models showed off Jockey undergarments — and he left the modeling to the professionals.Continue reading...

sporting brands

Lance Armstrong Endorsement Deal Proves Thorny for FRS

Posted by Dale Buss on June 25, 2012 03:09 PM

FRS, a leading U.S. brand of supplement beverages and other products, is experiencing the ups and the downs of powerful celebrity endorsements — simultaneously. 

The brand's three leading athlete endorsers are New York Jets Quarterback Tim Tebow, who is beginning to whip up Gotham-sized buzz in his new home; Christie Rampone, a player on the U.S. Olympic Women's Soccer team that is gearing up to compete in London; and Lance Armstrong, whose rep has been crashing down following a new U.S.-government investigation of doping allegations — charges the most legendary cyclist of all-time is vigorously denying.Continue reading...

personal brands

"Tebowmania" Makes Jockey, Nike, FRS and Millions of Fans Look Prescient

Posted by Dale Buss on October 24, 2011 05:31 PM

"You can't stop Tebowmania," wrote Peter King, the dean of NFL writers, on SportsIllustrated.com this morning. "You can only hope to contain it."

At least that's the way it looks today, after Denver's new starting quarterback led a last-minute comeback for the Broncos, scoring the game-tying points himself following a lackluster three quarters of play in his 2011 starting debut.

Or, as The Wall Street Journal's Jason Gay put it: "His legend only grows now. He's a movement now. He's going to save the universe, or at least, the Denver metro area for the next few days." 

Comparing Tebow to another pop-culture figure who also has haters, Gay even calls him "Football Bieber" and adds: "The guy is irrepressible. Don't try and deny him. He will not be stopped."Continue reading...

celebrity brandmatch

Why Tebow Passed On Gatorade For FRS

Posted by Abe Sauer on January 11, 2011 11:30 AM

First, let's address the biggest question about the new Tim Tebow spot for FRS above: Who exactly said Tebow wouldn't be a first round draft pick?

Now that's out of way, let's look at the very interesting paring of rookie NFL quarterback and the rookie energy beverage brand that is FRS. We're certainly not the only ones intrigued by the superstar's decision to sign with an unknown brand, especially when the star won his Heisman and his NCAA national championship with the University of Florida — the birthplace of Gatorade. Continue reading...

brand news

In the News: Comcast-NBC + more

Posted by Shirley Brady on June 21, 2010 08:00 AM

Comcast-NBC deal raises concerns in the U.S.

Facebook looks to boost ads; 500 million user benchmark tipped in new movie marketing?

Jeep "slowly" relaunches the Grand Jerokee.

Tiger Woods' lost endorsements cost IMG $4.6 million last year, according to CNBC.

Toshiba enters e-reader fray.

Toy Story 3 tops box office in biggest opening weekend for Disney Pixar.Continue reading...

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