Posted by Shirley Brady on February 20, 2012 06:25 PM
He may Lin some and lose some, but the New York Knicks' Jeremy Lin is such a huge star in China that Adidas, the exclusive maker of NBA jerseys, promises that Lin's #17 Knicks jersey — already the top selling jersey in the NBA's online store — will be ready for sale in China by Wednesday.
“Will he become a superstar? We don’t know. We are absolutely happy with our portfolio,” Adidas CEO Herbert Hainer told Bloomberg about the possibility of signing an endorsement deal with the rising star. “But Jeremy Lin definitely has the potential.”
sports in the spotlight
Posted by Barry Silverstein on February 16, 2012 11:07 AM
Major sporting events and major brands go hand in hand, and marketers can't get started early enough with pre-event promotions.
Witness the recent Super Bowl. An unprecedented number of Super Bowl ads appeared prior to the Super Bowl, as online unveilings appeared via YouTube and on promotional websites. Some pundits questioned the wisdom of such pre-game publicity, wondering if it simply undermined advertising effectiveness.
But that isn't stopping big brands from doing it again, this time in advance of the 2012 Summer Olympics to be held in London. Coca-Cola, a major Super Bowl advertiser, has gone public with its "Move to the Beat" London 2012 Olympics campaign that was announced in September.Continue reading...
what girls want
Posted by Mark J. Miller on February 15, 2012 02:05 PM
Adidas already pulls in billions upon billions in revenue each year. So what do they want? A little more, of course.
The 88-year-old German shoe and apparel giant is planning to target “teenage girls more influenced by music and fashion than sports” and expand its three-year-old NEO fashion outlets and “exploiting social-media platforms including Facebook and Twitter,” Bloomberg reports.
The hope is that the world’s 14 to 19-year-olds (or their parents, in many cases) will cough up enough cash in that competitive marketplace to net Adidas another $1.3 billion by 2015. Some of NEO's marketing tactics include tapping into teens' love of music, with a love song digital promotion for Valentine's Day, and convincing David Beckham (who has a longtime endorsement deal with Adidas) to put his name on a special collection for NEO.
“Teenage girls are a target group we didn't really reach so far, whereas boys are closer connected to Adidas via sports,” said Erich Stamminger, the board member responsible for global brands. “For girls, you need a bit more of fashion influence and that's exactly what we are offering with NEO.”Continue reading...
Posted by Mark J. Miller on February 9, 2012 02:18 PM
Athletes aren't the only ones competing at the London 2012 Summer Olympics — their sponsors are, too. Team Great Britain competitors have been asked to sign a contract they will wear the clothing and footwear of Adidas, a sponsor of the British Olympic Association, while moving about the Olympic Village and during medal ceremonies. Athletes can wear whatever brand of footwear they want during competition, of course, but it’s the rest of the time that is getting complicated.
But what about those British athletes who have endorsement deals with Adidas rival Nike? The Telegraph reports that some of their agents are saying their clients may have to accept any medals they receive barefoot in order to not step on anyone’s toes. Nike, for its part, isn’t backing down. "As far as we are concerned, our contracts with individual athletes are binding,” a Nike spokesperson told the Telegraph. “We are still in discussion on this point with the BOA."
Ricky Simms, the agent to Nike-sponsored British runner Mo Farah, at top, says he had thought that the medal podium wouldn’t be part of the agreement but then discovered this week it was.Continue reading...
Posted by Mark J. Miller on February 9, 2012 12:03 PM
Online shopping is continuing to grow, but it still only accounts for less than 10% of actual retail sales, according to USA Today. However, consumers are much more informed about the products they buy and the best prices available due to research done on smartphones and online.
Because of this, some retailers are beginning to integrate interactive touchscreen experiences within their own retail spaces. In one high-profile example, Macy’s has been testing a four-foot-wide, interactive-touchscreen-covered Beauty Spot kiosk at four of its locations since November.
Powered by Intel, which is looking to make shopping more of an interactive, engaging experience, Macy's new touch-enabled intelligent connected system helps "self-directed" customers (the ones who shirk employee assistance with a dismissive "Just looking!" response) navigate the cosmetics section.Continue reading...
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...
Posted by Shirley Brady on January 17, 2012 07:01 PM
Today adidas is unveiling the brand new adizero Rush, described as "one of the lightest running shoes on the market that helps athletes of all levels turn up the speed." A new 30-second TV spot, which you can watch below, celebrates high school athletes and the energy of team sports, debuts today on YouTube ahead of premiering on TV on Sunday.Continue reading...
Posted by Dale Buss on January 17, 2012 08:50 AM
Adidas taps Katy Perry for new campaign.
AFL-CIO launches image campaign.
Airbus posts record sales.
American Airlines stops flying to India, sacks 150 workers.
AOL leads companies testing crowdsourcing.
Apple expands iTunes Match, reportedly preps interactive textbooks for the iPad, while pre-earnings valuations vary.
BASF halts its genetically modified products in Europe, including its Amflora potato.
Beats Electronics breaks up with Monster.
Beyonce accused of skin-lightening in album promotion, gives first post-baby interview.
BlackBerry-maker RIM criticized by analysts for PlayBook incompatability.
BMW recalls 89,000 Mini vehicles.
Burberry quarterly profits jump 22%.
Carnival faces heat in wake of Italy shipwreck, its worst accident in 40 years, as environmental fears mount and cruise industry is rocked.
M&M's will introduce a sixth candy character — Ms. Brown — in its Super Bowl commercial, while Kia plans 60-second commercial with Adriana Lima and Motley Crue, in keeping with trend to longer Super Bowl spots.Continue reading...