2014 Brandcameo Product Placement Awards

sporting brands

Nike Suits Up With Super Bowl Gear and a Big Play for China's Skater Crowd

Posted by Mark J. Miller on January 31, 2013 04:59 PM

The Super Bowl will mark the end of the first season for the apparel deal between Nike and the NFL — and don’t think for a second that the sportswear giant will miss an opportunity to crow about it.

The company notes on its website that as the San Francisco 49ers and the Baltimore Ravens take the field, players will be “wearing the NFL’s most innovative uniform system to date.” If that weren’t enough, athletes sponsored by Nike “will wear the Alpha Pro cleat and Vapor Fly glove.”

While the company trumpets its “Flywire technology” (“the uniform components are constructed to work in concert with each other,” it boasts, also noting “increased sleeve articulation),” one hopes that it has worked out the issues that had some of the league's larger players complaining about their new uniforms earlier in the season.Continue reading...

sporting brands

Hornets No More: New Orleans NBA Team Begins to Morph Into the Pelicans

Posted by Mark J. Miller on January 25, 2013 11:11 AM

Time to buy up all the New Orleans Hornets gear you can: The NBA team has announced it will become the Pelicans.

“This isn’t something that was just done overnight,” said team owner Tom Benson, according to the New Orleans Times-Picayune. “We are not just changing the name to change the name. The Hornets name came from Charlotte. That fits in with Charlotte. It doesn’t fit into New Orleans, La., or our area here."

He continued: "The Hornets don’t mean anything here. We needed something that symbolizes New Orleans and Louisiana and the Gulf Coast. And nothing does that better than this name.”Continue reading...

sporting brands

NASCAR Sponsors: Hertz Backs Penske as Teams Look to Get Back on Track

Posted by Mark J. Miller on January 24, 2013 05:58 PM

Other than Danica Patrick, there may be no other more well-known NASCAR driver to the general public than Dale Earnhardt, Jr. But the 10-time winner of the Sprint Cup series’ Most Popular Driver Award is still having trouble picking up sponsorships for the season, which starts in less than a month. So is the legendary Tony Stewart.

Attendance and TV ratings for NASCAR events have slipped in recent years, and corporations are more tight-fisted with their dollars. "When I first started, the sponsors they got a spot on the car, here's how much it cost them and you went racing,” driver Martin Truex, Jr. told New Hampshire’s WBTV-TV. “Now it's quite a bit different than that. We have to show them the value. They're looking for a lot more value out of their dollar, and we have to figure out a way to show that." 

Hertz Rental Cars is apparently happy with whatever is being promised: The new sponsor has signed a deal with Penske Racing for three years, and is already predicting that the deal will last longer.Continue reading...

sporting brands

Return to Space: Nike Launches a New Line Tied to Houston's NBA All-Star Game

Posted by Mark J. Miller on January 23, 2013 01:45 PM

It's less than a month before the NBA All-Star Game tips off in Houston — which means it's time for Nike’s marketing department to begin leveraging as many sales as possible from basketball fans.

Today, the sportswear giant announced a series of shoes and sportswear tied to the event that use space as a theme since Houston is the home of NASA’s Lyndon B. Johnson Space Center. 

Nike made a similar space tie-in during last year's All-Star Game in Orlando, Fla.Continue reading...

sporting brands

Golf Buddies: Leader Rory McIlroy to Join Tiger Woods in Sporting Nike

Posted by Mark J. Miller on January 14, 2013 12:27 PM

Nike has routinely shelled out millions to athletes to wear its swoosh and use its equipment during competition. On Monday, the company made its next big play. Following months of rumors, the global athletic brand announced it has signed the world's No. 1 player, Rory McIlroy, to carry Nike forward.

The deal is reported to be worth up to $250 million for McIlroy, 23, over a decade.

The first opportunity McIlroy will have to show off his new Nike duds in a tournament will come on Thursday as he joins fellow Nike big-bucks endorser Tiger Woods to kick off the Abu Dhabi HSBC Golf Championship.Continue reading...

sporting brands

How Nike's "Hockey Is Ours" Campaign Helped Nudge NHL Deal

Posted by Mark J. Miller on January 7, 2013 09:55 AM

Now that the NHL has reached a tentative deal that could see the players (finally!) hit the ice as soon as next week, let us now praise Nike's role in egging the league to put on its skates and cut a deal.

For years, Nike has ridden on the parade floats of champion athletes, signing big names to sneaker deals in order for fans to covet what the stars wear and to showcase their powerhouse athletes in a wide variety of advertisements (and add their names to buildings on the Nike campus in Oregon, too, of course).

However, the athletic wear giant struck a chord last summer when it touted a more populist message ("Find Your Greatness") during the London 2012 Summer Olympic Games. Nike hadn’t signed on to sponsor the Games but its name became forever aligned with England’s big event when it aired a commercial that featured everyday athletes competing in other Londons around the globe and urged those watching to find their own greatness.

As winter rolled around in the Western hemisphere, Nike duly hit another nerve for the average fan and athlete. With more than half of the NHL season cancelled due to a stand-off between wealthy owners and wealthy players, Nike launched a campaign on Dec. 19th keying in on the fact that hockey fans were fed up with the lockout and salary cap war — and the sport and its fans didn't need the NHL to survive.Continue reading...

sporting brands

Adidas Ready to Make History in 2013

Posted by Mark J. Miller on December 21, 2012 03:03 PM

This was supposed to be an off year for Adidas. After all, its Reebok subsidiary was set to lose the NFL apparel deal that it had had since 2001 to Adidas archrival Nike. Plus, NHL players wear Reebok and that league’s season hasn’t started yet due to financial differences between the owners and players. That’s not a help to an area that generally brings in $132 million annually. So last month, CEO Herbert Hainer had to tell investors that the company was adjusting its sales expectations for the year.

However, the Financial Times notes, Hainer also had some good news to share: “We will see record sales and earnings in 2013,” he said. “All that I hear from the markets is that we are winning market share in each and every country.” And, adjustments or no, things didn’t go badly for the sportswear giant this year. Its stock price is up 40 percent from the same point last year.

The FT attributes the stock price staying strong for Adidas partially because of the strong confidence of Hainer and his “shrewd instinct about where the sports goods business must go next to expand its appeal to customers.” Serving an aging market as well as helping people deal with the obesity epidemic are two areas that are helping the bottom line at Adidas.Continue reading...

sporting brands

Air Jordan 11 Release Sparks Black Friday-Like Crush for Nike, Retailers

Posted by Shirley Brady on December 21, 2012 10:58 AM

You may have noticed "Jordans" trending on Twitter today. Inclement weather across much of the U.S. did not stop Jordan Brand fans from lining up in the cold to pick up the new $185-$225 Air Jordan 11 Retro "Bred" shoe from Nike, one of the most highly anticipated releases of 2012 for sneaker heads. One mob scene in Alabama saw local police using pepper spray to control the crowd, who were vying for one of 36 bands that would allow them to acquire the iconic kicks at a later date. Nike's stock rose 4% this morning, while its latest quarterly earnings report indicates the company intends to "focus resources on driving growth in the NIKE, Jordan, Converse and Hurley brands" going forward.

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