sporting brands

Legends of the Court: Federer, Jordan Team Up for Air Jordan Tennis Shoe

Posted by Mark J. Miller on August 28, 2014 11:23 AM

America’s premier tennis event, the US Open, got underway in Queens earlier this week and with it came a lot of expectations for one particular player: 17-time Grand Slam winner Roger Federer. 

Federer had a rough year in 2013, but he seems to have gotten his groove back, barely losing to world No. 1 Novak Djokovic at Wimbledon this summer and picking up three tournament wins this year. While Federer's wins on the court may have taken a little hiatus, his professional brand hasn't skipped a beat. 

Sponsor Nike released Fed's new line of tennis shoes to much fanfare after the athlete debuted the new kicks on the court Tuesday, where fellow Nike partner, sports star and design inspiration Michael Jordan looked on. 

The legendary athletes actually worked together to develop the new tennis shoes, which are based on the Air Jodan 3, which came out in 1988 just when Federer was getting into sports. Nike designer Tinker Hatfield, who designed the Jordan 3, also designed Federer’s Zoom Vapor AJ 3.Continue reading...

sporting brands

With Thursday Night Football, CBS Joins Brands Betting Bigger on NFL

Posted by Dale Buss on August 19, 2014 02:52 PM

In many ways the National Football League brand has become a 365-day-a-year enterprise. But there's still nothing for football fans like the traditional kickoff of the actual NFL season, which begins September 4 when the Green Bay Packers visit the Seattle Seahawks.

That means the NFL itself, and the increasing number of other brands that depend on its success, are about as keyed up right now as the kicking team getting ready to rush down the field to defend their first kickoff.

Arguably no brand has more at stake this NFL season than CBS, which paid the league handsomely to add a package of games under Thursday Night Football to complement the network's Sunday programming. CBS will begin on September 11 airing a package of eight games that it hopes to turn into a prime-time powerhouse much like ABC did with Monday Night Football decades ago. The league launched its Thursday-night broadcasts a few years ago by airing them only on the NFL Network.Continue reading...

sporting brands

Nike Says Goodbye to ManU, Hello to Moscow with New Kits

Posted by Mark J. Miller on July 30, 2014 03:14 PM

Nike has one last go-around with the soccer world’s best-known brand, Manchester United, before it exits the stadium to make room for adidas after the sporting brand failed to renew its contract with the team after negotiations reached over $100 million per year. 

For the price of about $40 million annually, Nike has been outfitting ManU in Nike-branded uniforms for the last 12 seasons and has just unveiled its final kit which will be worn this coming season. The kit, which is the club's third uniform for the season, was unveiled during a preseason match as part of the club's US tour.Continue reading...

sporting brands

RE2PECT: Nike, Celebrities and Fans Tip Hats to Jeter

Posted by Shirley Brady on July 14, 2014 08:51 PM

The campaign: Nike's Jordan Brand pays respect to retiring New York Yankees captain Derek Jeter in "RE2PECT," a star-studded "tip of the cap" to retiring New York Yankees captain Derek Jeter (and so-called for his jersey number). Cameos include Michael Jordan (of course) along with Tiger Woods, Jay Z, Spike Lee, Billy Crystal, Rudy Giuliani, Joe Torre, Phil Jackson, Carmelo Anthony, and baseball rivals the Boston Red Sox and the New York Mets.

The pitch: "No matter what hat you wear, tip it to The Captain. #RE2PECT"

The response: 1.2 million YouTube views (and counting) in the first 12 hours.

Watch the video, which will debut on TV during Tuesday's All-Star Game—Jeter's 14th and last—below.Continue reading...

sporting brands

World Cup Branding: adidas Animates Argentina v Holland Semi-Final

Posted by Shirley Brady on July 9, 2014 11:14 AM

No confirmation on adidas signing on to replace soccer-bullish Nike as Manchester United's official kit-maker, but the FIFA sponsor just released an animated video ahead of the Argentina vs. Holland semi-final with its "all in" tagline: "Messi or RVP. Robben or Di Maria. Destiny is at their feet. This is the World Cup semi-final. It's now or never. all in or nothing."

Check it out below, along with the adidas #VAMOSLEO Lionel Messi app (vs. the Nike football app), McDonald's #FryFutbol recap of Brazil's crushing defeat by Germany, and more sports branding headlines.Continue reading...

sporting brands

New Kit on the Block: Nike Cuts Manchester United Ties [Updated]

Posted by Mark J. Miller on July 8, 2014 02:08 PM

Soccer is the one category where Adidas has a significant market-share lead over archrival Nike and the latter would love to change that. For evidence, take a gander at how much Nike has invested in World Cup-related marketing.

As much as Nike would like to conquer the one last silo Adidas has, it apparently isn’t ready to open its wallets completely in order to continue being associated with the biggest-name football club in the world: Manchester United.

Nike’s 13-year deal to supply uniforms for the team ends next year and the pair have been in talks about an extension. Nike currently pays out around $40 million annually along with a percentage of merchandise sales to ManU, Bloomberg reports. Now the team is said to want $102.8 million each year—an amount that Adidas may be willing to pay—as Nike confirmed today that it will no longer sponsor the storied team.Continue reading...

sporting brands

With Hornets' New Jerseys Comes New Advertising Opportunity for NBA

Posted by Mark J. Miller on June 20, 2014 02:41 PM

When the Charlotte Hornets unveiled their new uniform earlier this week, a small detail was missing from the front of the jersey—the red, white and blue NBA logo. 

The league's marker has long adorned players' chests, but now, as seen on the Hornets uniforms, the logo has been relocated to the back of jerseys, a migration that will be applied across the board next season, ESPN reports. The seemingly minor move could end up meaning hundreds of millions of dollars in revenue for the NBA if the "stylistic" reasoning behind the move allows for the introduction of advertising on jerseys.

That would mark the long-awaited adaptation of a revenue model that pro soccer has long embraced—and benefitted from. Earlier this year, NBA commissioner Adam Silver called the move “inevitable” and NBA owners “were shown mockups of ad-laden uniforms” two years ago, Time reports.Continue reading...

sporting brands

Change the Mascot Hails Cancellation of Washington Redskins Trademarks

Posted by Mark J. Miller on June 18, 2014 11:56 AM

The fight against the Washington Redskins mascot just got a whole lot more interesting.

Today, the US Patent and Trademark Office cancelled the organization's trademarks related to its team mascot after the Trademark Trial and Appeal Board (TTAB) ruled that the marks were "disparaging" to Native Americans. 

While the trademarks are no longer viable, the team can continue to use them—though with no protection from unauthorized merchants that sell Redskins gear, a stipulation that could drive the team's valuation down over time.

The action was the result of a lawsuit against the team filed by “five Native Americans” eight years ago, the USPTO said. “This victory was a long time coming and reflects the hard work of many attorneys at our firm,” lead attorney Jesse Witten, of Drinker Biddle & Reath, told the Washington Post.Continue reading...

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