2014 Brandcameo Product Placement Awards

sporting brands

Adidas Celebrates 50 Years of Iconic Stan Smith Sneaker with Pop-Up, 3D Printing

Posted by Mark J. Miller on January 20, 2014 12:41 PM

Despite the fact that many people may not know who Stan Smith actually is, they likely know his shoe. Smith himself says his own son once asked him if the shoe had been named for him or if he had been named for the shoe.

The shoes, in fact, were named for the American tennis icon 50 years ago—a date Adidas is celebrating by introducing two new Stan Smith collections. After all, more than 40 million pairs have already been sold, making it the top-selling brand in the history of Adidas.

The big anniversary celebration included a Stan Smith-themed pop-up store at the Old Truman Brewery in East London that featured “an interactive floor, a digital 'Stan Yourself' station, and a 3D printing post” that allows consumers to print out “trefoil lace locks,” according to Dexigner.com. What's "Stan Yourself," you may ask?Continue reading...

social media watch

US Open to Display Real-Time Social Commentary on 50-Foot Digital Wall

Posted by Sheila Shayon on August 21, 2013 10:43 AM

Furthering the relationship between social media and sports, the US Open, running Aug. 26 through Sept. 9 in New York, is erecting a 50-by-8-foot social media wall next to Louis Armstrong Stadium to display real-time social media commentary.

The wall, like a digital water-cooler, will aggregate posts from Twitter, Facebook and Instagram and put them on display for some 700,000 spectators expected to attend the tennis event. "It also connects our global fan base, combining them with the live event and the attendee," Nicole Jeter West, director of digital strategies and partnerships for the US Tennis Assocation, told USA Today.Continue reading...

sporting brands

Andy Murray's Wimbledon Win a Boon for Britain, Sponsors

Posted by Mark J. Miller on July 8, 2013 01:54 PM

Andy Murray became the first British man to win Wimbledon in 77 years on Sunday—a feat that could boost his endorsement value to $74 million annually, Bloomberg Businessweek reports. “A British man winning Wimbledon hasn’t happened for such a long time,” branding consultant Jonathan Gabay said. “The sky really is the limit for him.”

The 26-year-old Murray demonstrated his loyalty to his endorsement partners when he showed up Monday in central London to take part in an Adidas UK event. Murray, after finishing off the sport's top-seeded athlete in a heated final, took on 100 fans for the brand's #hitthewinner contest. Adidas made sure to show its gratitude as well, releasing a congratulatory post on its social media channels.

Currently, Murray has deals with Adidas, the Royal Bank of Scotland, Jaguar and watchmaker Rado, which signed a seven-figure deal with him last summer before he won the US Open, the Telegraph notes. Other unofficial sponsors, like British soft drink brand Robinsons are hanging on to Murray's promotional coattails after the long-awaited victory.Continue reading...

celebrity brandmatch

Andre Agassi Goes "Home" to Nike

Posted by Mark J. Miller on May 16, 2013 07:36 PM

Giving charity is apparently the way to retired tennis great Andre Agassi’s heart. He left Nike eight years ago after a 17-year relationship to join the folks at Adidas, partially because the company was willing to put more financial oomph into Agassi’s foundation than Nike was.

But it looks like the tide has turned back in Nike’s favor and is shooting Agassi back into the spotlight. The company announced Monday that the 43-year-old Agassi is back in the fold, Yahoo! Sports reports, and Agassi celebrated the event by posting an image of himself under a huge Nike swoosh with the caption “Back Home” on his Facebook page—a bit of a dig to nearly 8-year sponsor Adidas.Continue reading...

ad watch

Apple Serves iPhone 5 Campaign With Williams Sisters at Wrong Time

Posted by Trent Edison on January 2, 2013 09:58 AM

Apple's latest iPhone 5 commercial — starring U.S. tennis stars Venus Williams and Serena Williams — landed with a thud on January 1st, touting the iOS 6 "Do Not Disturb" feature just as users discovered bugs were still being worked out.

personal brands

China's Li Na "来了." But is the World Ready?

Posted by Abe Sauer on June 4, 2012 10:35 AM

"巴黎,我来了" Translation: "Paris, Here I come."

That was the message Li Na posted on her Facebook page on May 25th. The message captioned a photo of a blue sky, likely of the view from her flight. On June 4th, as news of China focuses on, let's say, less proud moments, Li Na will challenge to make the quarterfinals for the French Open, the grand slam event she won last year. It was a single championship win that put $42 million in endorsement deals in her pocket and made Li the second highest earning female athlete in the world.

Ah, pity Michael Chang.Continue reading...

celebrity designers

Venus (Williams) Rising Again With Clothing Line

Posted by Mark J. Miller on March 21, 2012 10:14 AM

When you’re a celeb athlete, being the best in the world at something isn’t good enough. You’ve got to build your brand. After all, those playing days are only going to last so long and the good life shouldn’t just end because you’re dealing with whatever stresses your body has taken on during your athletic career.

Venus Williams is getting back into the act. She had launched a clothing line for Steve & Barry’s years ago but that retailer went into liquidation in 2008. Now she’s back.

As Women’s Wear Daily notes, she has “partnered with brands including Ralph Lauren and Gilt Group” in the past, and is now relaunching her personally designed apparel collection EleVen, which is, no surprise, geared for on and off the court.Continue reading...

celebrity brandmatch

Uniqlo Hits Ace with Nishikori Endorsement

Posted by Mark J. Miller on January 27, 2012 05:08 PM

Japanese pro tennis player Kei Nishikori, ranked 26th in the world, made it all the way to the quarterfinals of the Australian Open before being taken down by Andy Murray, the world’s fourth best.

Nishikori’s excellent tournament will raise him up to 20th in the world and surely has a few executives at sponsor Fast Retailing Co. and its famous retail subsidiary, Uniqlo, smiling a whole lot these days, one year into a five-year deal brokered by IMG. The same probably can’t be said for Sony, which didn’t renew a sponsorship deal last November, and Adidas, which wasn’t aggressive enough and lost its deal with Nishikori to Uniqlo.

Even though Nishikori lost the match to Murray, it was likely watched by 55 million more viewers than it would have been if Nishikori wasn’t in it. “Japan’s public broadcaster NHK purchased the rights to air” the match, Bloomberg reports, which grew the viewing audience exponentially.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
BPBP
Branding Comeback Challenges
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
Digital Watch: WahlAT&T
Rethinking Possible With Transmedia Storytelling
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements