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sporting brands

Nike Continues to Lead Guerrilla Marketers With a Little Help From LeBron

Posted by Mark J. Miller on September 12, 2012 10:04 AM

Long before the London Games kicked off in July, the International Olympic Committee made it very clear to big businesses and small that you don’t want to mess with them, that they would come after anybody who used the Olympic name or image or implied an affiliation with the Olympics.

The IOC- and LOCOG-empowered ambush marketing squad of branding police got busy, so a small café once called Olympic suddenly became the Lympic and a British florist and shopkeepers were made to take down the bras and window displays set up to look like the sainted Olympic rings.

Areas were designated around all Olympic sporting venues where only official sponsors of the Games, all of which had rolled out barrels of dough, were allowed to show off their logos.

Leave it to Nike, the supposed founder of guerrilla marketing, to break through, though, with not only a rules-testing "Find Your Greatness" TV campaign that featured everyday athletes going for the gusto in other Londons around the world as well as track shoes that were worn by a number of gold medalists and given a bright greenish-yellow chartreuse hue that “the human eye is most sensitive” to, according to NBC News.Continue reading...

brand news

In the News: Apple vs. Google, Facebook, Hormel & more

Posted by Dale Buss on August 24, 2012 08:55 AM

Apple and Samsung wait for jury to plow through complex case as Apple tries to thwart efforts by Google and its Motorola Mobility to ban iPhone and iPad imports into U.S.

Lance Armstrong says he'll stop fighting U.S. doping authority, faces loss of Tour de France titles.

Best Buy carries out drama with founder over control of company.

Boeing strains to make Dreamliner program profitable.

Bristol-Myers Squibb drops Hepatitis C drug after patient death.

Chrysler mulls boosting Ram truck production to meet rising demand.

Cox Communications debuts multi-platform football-based campaign.

Current TV to turn over half the screen to Twitter during convention coverage.

Daimler mulls building compact Mercedes cars with Renault-Nissan, report says. Continue reading...

sporting brands

Nike Set to Rake In More Cash From LeBron James Fans

Posted by Mark J. Miller on August 23, 2012 12:29 PM

LeBron James has had quite a summer. He snagged his first NBA championship and NBA Finals MVP as well as his second Olympic gold medal with Team USA. So what else can the 27-year-old do before getting back to work with the Miami Heat?

He can figure out if his brand is strong enough to sell limited-edition sneakers close to the $300 mark. It came out this week that Nike would be putting out a new pair of sneaks branded with the name of James and would possibly ask consumers to pay out $315 for the honor of owning them, according to the Wall Street Journal.

But there was general outrage -- $315! – and a Nike spokesman let the world know that it was just a big misunderstanding and not that way at all. The sneaks would only cost $290, the San Antonio Express reports. If you want a real “deal,” the paper notes, the so-called LeBron X, will also be sold in a “stripped-down, no-frills version” for just $190. Continue reading...

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brand news

In the News: Gannett, Kraft, Tootsie Roll and more

Posted by Dale Buss on August 22, 2012 09:03 AM

ABC challenges Leno and Letterman with shift of Jimmy Kimmel Live to 11:35 p.m. ET.

Abercrombie & Fitch sales slide as half-naked models begin to underwhelm.

BMW revs motorcycle line as Audi ups threat via Ducati purchase.

Barnes & Noble sees results boosted by Fifty Shades of Grey popularity.

Boston Market pulls salt shakers off tables.

Caribou Coffee inks on-site deal with Jewel grocery chain.

Conde Nast booms overseas.

Dell reports gloomy outlook.

Dos Equis hits streets with fleet of food trucks.

EPrize acquired by private-equity firm.

Fazoli's pivots toward more premium positioning. Continue reading...

brand news

In the News: Apple, Nike, Walmart & more

Posted by Dale Buss on August 21, 2012 09:01 AM

Apple becomes biggest-capitalized company in U.S. history.

Augusta National admits first women: Condi Rice and an investment banker.

Barnes & Noble to offer Nook in U.K.

Best Buy suspends outlook amid slump and copes with tepid reception for new CEO.

Dreamworks inks distribution deal with Fox.

Facebook sees another early investor leave.

Heineken succeeds in Asia Pacific Breweries bid.

Liberty Media wants control of SiriusXM.

McDonald's pushes mobile-payments cooperation with PayPal.

Nike sets new store rules for security because of rabid shoe fans as the company tests price limits with new $300 shoe from LeBron James.

Walmart makes layaway available a month earlier for holidays.

Yum! Brands likely to recover financially, analyst says.

London 2012

London 2012: Twitter Wins the Socialympics With 150M Tweets

Posted by Sheila Shayon on August 13, 2012 05:07 PM

It’s a wrap for the London 2012 Olympics, and in addition to the new athletic records that were set, fans, brands and athletes interacting together collectively took the gold as the undisputed winner of the first Social Olympics.

From the opening ceremony on July 27th, which generated 9.66 million tweets (and in the next 24 hours more than all those during the entire 2008 Summer Olympics in Beijing), a total of more than 150 million tweets were shared during and about the Olympics.

World's Fastest Man Usain Bolt was the most talked about athlete, inspiring a blinding fast 80,000 tweets per minute (TPM) during his gold medal-winning 200m sprint and 74,000 TPM during his 100m run, while the Spice Girls reunion at the closing ceremony inspired 116,000 TPM.

Twitter's recap highlights other social highlights of these games including: Michael Phelps and Tom Daley trailing Bolt as the most discussed athletes, and Andy Murray, third-highest at 57,000 TPM after winning the gold medal in men’s tennis singles.Continue reading...

London 2012

London 2012: To the Paralympics and Beyond!

Posted by Mark J. Miller on August 13, 2012 12:17 PM

As the world (and London's Heathrow airport) bids adieu to the Summer Olympians and gets ready for the Paralympic Games, a few thoughts to leave you with:

IOC Chief Rogge Celebrates His Last Games            

International Olympic Committee chief Jacques Rogge is getting ready to pass on the leadership torch and he is ending his long reign a happy man. Rogge toasted London’s Games Sunday, saying that these Olympics were “absolutely fabulous.” What bigger compliment can there be?

London 2012 Will Be Paid Off in Nine Years

The Summer Olympics may have cost billions for London to throw, including all the lost revenue from tourists who were scared away and residents who worked at home during the Games. But the Centre for Economics and Business Research estimates that the whole extravagant shebang will pay for itself by 2021. The big jump will come in 2015, the think tank estimates, when the country will start generating an extra £1.8billion ($2.8 billion) a year due to the Games.Continue reading...

sporting brands

Nike Adds Ice to FuelBand Fire With Limited-Edition Wristband

Posted by Mark J. Miller on July 3, 2012 10:01 AM

At the start of the year, the folks at Nike and a few of its star athletes it supports made a very big deal about the new FuelBand, a digital wristband that keeps track of every piece of data you could possibly imagine while you’re working out. Since then, Nike has added the ability to “keep track of the sights they've visited while out for a jog or a bike ride and share said moments / achievements with their mates,” according to Engadget.com.

FuelBand also is getting some love for its latest campaign, while landing Nike and W+K a Grand Prix at the recent Cannes Lions ad festival for its digital efforts to launch and make FuelBand a must-have item. 

Now collectors and fans will be falling over themselves to get their hands on the latest iteration of FuelBand — the limited-edition Ice Fuelband model, shown at top, which Serena Williams debuted at Wimbledon and launches July 27th in London (just in time for Olympics fever), San Francisco and New York at select retail locations, and on Aug. 12th at nikestore.com — marking the first new colorway since the original FuelBand debuted in January.Continue reading...

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