Best Global Green Brands 2014

sporting brands

Notre Dame Reportedly Will Cut Ties with Adidas for Player-Favored Under Armour

Posted by Mark J. Miller on January 10, 2014 03:57 PM

Get ready to re-outfit your leprechaun. According to a report from ESPN, Notre Dame, one of the most iconic brands in college athletics, is preparing to end its apparel contract with Adidas at the end of the school year and sign-on with Under Armour. 

Sources told reporter Darren Rovell that Under Armour CEO Kevin Plank himself went out to Notre Dame Thursday to discuss the deal with school heads. And why not? College athletics present a huge branding—and financial—opportunity for Nike, Adidas and the like, and Under Armour has been growing its brand exponentially, even getting under the skin of the NFL for infiltrating its strict uniform policies. 

"We have been very happy with adidas," ND athletic director Jack Swarbrick told last month while noting that all the big brands were under consideration, including Nike. “It is just good business to use the expiration of a contract to review all options."Continue reading...

sporting brands

Sweet Kicks: Foot Locker, NBA Extend Multi-Year Marketing Partnership

Posted by Mark J. Miller on December 17, 2013 04:12 PM

For nearly two decades, Foot Locker and the NBA have had a fruitful partnership, one that won't be ending anytime soon. The twosome just agreed to a multi-year deal that makes the retailer an official marketing partner of the NBA, MediaPost reports. This puts Foot Locker in the same category as Coca-Cola, Anheuser-Busch InBev, Diageo, American Express, Adidas, Nike, and 13 other major brands. 

Fans that tune into All-Star weekend’s annual skills competition will witness the Foot Locker Three-Point Contest—both on TV and online. The retailer will also sponsor the "Kicks of All-Star" section on, which will show-off footwear—most available for purchase from the retailer—worn by NBA stars during All-Star weekend.Continue reading...

sporting brands

Dow, Blue Diamond Boost US Olympic Efforts

Posted by Dale Buss on December 2, 2013 12:46 PM

American commercial sponsors of US Olympics teams have long helped the home-country effort in lots of ways beyond buying ads on TV telecasts, ranging from employing olympians while they're training to broad efforts to boost American hopes such as that launched for the 2012 Summer Olympics by Procter & Gamble.

And with US medal hopes suffering a number of blows in the weeks before the games begin in February in Sochi, Russia, it may be all the more important for brands to do their parts to be helpful to American olympians.

One example of that assistance will come from Blue Diamond Almond Growers, which is an official sponsor of the US Ski, Snowboarding and Freeskiing teams heading into olympics season. Continue reading...

sporting brands

NHL Hopes to Emulate NFL in Coverage, But Not Lawsuits

Posted by Mark J. Miller on November 27, 2013 02:36 PM

The NHL has long been in the shadow of pro football, baseball, and basketball in the American psyche, but Commissioner Gary Bettman has been plugging away to try and gain ground. 

The league’s latest effort takes a page directly from the National Football League's playbook by creating a new television series that gives fans a view into the behind-the-scenes world of professional hockey, Ad Age reports. The seven episodes of NHL Revealed: A Series Like No Other will debut on the NBC Sports Network, another brand that is battling to better compete against market leader ESPN. The NFL found an interested audience for the two behind-the-scenes shows it has been a part of: HBO’s Hard Knocks and Showtime’s Inside the NFL.

The plan is to follow pro players at the Winter Olympics in Sochi, Russia, as well as at the pro games being played outdoors this season, one of the league’s biggest successes in recent years. The games debuted in 2008 and have grown each year since, though it was not played in 2013 due to the disagreement between owners and players that shortened the season. There will be six outdoor games played this season, and only one of them will not be part of the NBC series—but that's only because it will be the focus of an HBO special.Continue reading...

sporting brands

Under Armour Looks to Take a Bite Out of FuelBand Success with MapMyFitness Acquisition

Posted by Mark J. Miller on November 15, 2013 12:51 PM

It's no longer enough to just go for a run. Athletes and first-steppers alike are more data driven than ever, feeding off of fitness apps that tell them how many steps they've taken, their heart rate, calories burned and so on. After all, if it can be measured, it can be improved.

Following the runaway success of personal fitness trackers like Nike's FuelBand, main competitor Under Armour has announced that it has acquired MapMyFitness for about $150 million. It may not have cost UA too much, but the addition of the new technology will lift the company to a whole other level in the fitness business.

The one differentiator that will set UA apart (and perhaps above) competitors? MapMyFitness analyzes data from multiple mobile device brands and operating systems, unlike Nike's FuelBand, which works exclusively with Apple's iOS.Continue reading...

sporting brands

Critics Blitz Dr. Oz Over NFL Endorsement Despite Head Injuries

Posted by Dale Buss on November 1, 2013 04:14 PM

When it comes to the National Football League and the sport of football, apparently TV uber-physician Mehmet Oz is making his affinities clear. And in doing so, some observers believe he's doing everything short of violating the Hippocratic Oath.

Oz is one of the celebrities who is participating in the new NFL advertising campaign, "Together We Make Football," which is a series of odes to the sport and how important it is to the lives of rank-and-file Americans. It's part of a broad effort by league stewards to move past what some have cast as an existential crisis for the game because of head injuries and their medical legacy.

"When my son Oliver told us he wanted to play football, we were thrilled," he says on-screen. "It was a rite of passage.... The game started, and sure enough he tackled this kid. My jaw dropped and then the loudspeaker said, 'Tackle, Oliver Oz.' That I think is a memory he'll never forget. Certainly his father won't."Continue reading...

sporting brands

In China, Under Armour Looks to Brand the Workout Experience

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...

sporting brands

LeBron James Teams With Old Pals Nike and Samsung for NBA Season Opener

Posted by Mark J. Miller on October 28, 2013 06:33 PM

The NBA season kicks off Tuesday night with the defending champion Miami Heat versing the Chicago Bulls, and if LeBron James' latest Nike ad has anything to say about it, it seems that James is feeling pretty carefree heading into another season.

The new TV commercial, titled "Training Day," follows James riding his bike through the streets of Miami, all along collecting a troupe of neighborhood kids like a scene out of Rocky II.

James, wearing his new LeBron XI shoes, is seen heading to the arena to practice some shots, the beach for a swim, and ending at the playground to play some pickup with the kids.Continue reading...

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