Archive for the ‘Adidas’ tag

S&E Sponsorship becomes MKTG following acquisition

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S&E Sponsorship has been officially integrated into the Dentsu Aegis Network, which acquired the sports marketing and lifestyle company in late 2016.

The official integration was marked by the agency changing its name to MKTG, which is Dentsu’s sport and entertainment lifestyle brand. MKTG Canada joins a Dentsu network with existing offices in Sydney, London, Paris and Dusseldorf.

In addition to a new owner and name change, the MKTG Canada team has also moved into a new office and picked up three new clients since the start of the year. The agency recently signed deals with Adidas, FedEx and Milk2Go.

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Written by Val Maloney

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The Boy In Oz

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AustralianOpen1 Photo Credit: imageslides.com                                     Photo Credit: Julian Finney/Getty Images

I have been laying in bed each night these past two weeks in January, staring bleary-eyed at the television, and trying to stay awake for just one more change over.  Although, I did get the treat of Novak Djokovic taking his fourth round match with Stanislas Wawrinka into a five-set war that lasted until the next morning when I got to watch the end.

I realize the Australian Open is tough for us Americans to watch, matches that go on in the middle of the night, Johnny Mac is nowhere to be seen, and who even gets the Tennis Channel anyway?

As a life-long fan of tennis, I do try and make the effort to watch as much of the Grand Slam events as I can (live).  Time zone and sleep pattern permitting, of course.

This year I am taking more of a notice on the shifting fashions, and where the players are pledging their endorsement allegiance.  In the sport of tennis, it always seems to be the same list of usual suspects: Nike (who can forget Agassi circa 1990?), Adidas, Sergio Tacchini, K-Swiss, etc.

Finally, there is something else afoot when it comes to apparel for our leading men.  I would like to take a minute and recognize the recent partnership (as of mid-2012) of Djokovic and the Japanese fashion retailer, UNIQLO.

You may have noticed since Roland Garros 2012, Djokovic has been sporting the big red-squared logo on his tennis kit.  The design of the shirt, shorts and warm-ups were laid out to pay homage to the Serbian flag (zdravo!).  A spokesperson from UNIQLO explained how Djokovic arrived at this junction in brand building: “We believe that tennis is a sport where the individual’s performance is combined with a personal sense of style and fashion, both on and off the court.”*

Although, this partnership is not about creating a whole new tennis or sports line, the distribution of Djokovic’s clothing line will be limited to only a handful of stores, and it only consists of 10 different pieces.  This relationship has a larger cause at hand.

In a program called “Clothes for Smiles,” UNIQLO and UNICEF will be making the dreams of children come true in China, Philippines, Serbia, and Bangladesh with more countries to follow in 2013.  Each country or region will be treated differently based on needs, which is why the phrasing of ‘Dreams’ was used.  Mr. Djokovic being the perfect Global Brand Ambassador as he speaks 4 languages, and his home country of Serbia will benefit from this program.

It seems like a perfect match for me, UNIQLO’s HEATTECH tights kept my legs toasty last winter, and I plan on keeping this fun brand within my retail travels.  Hats off to UNIQLO for translating the ‘Made for All’ brand messaging into my world of tennis.  And please, Novak, keep the ‘Djokes’ coming, we love your on-court antics.

*Raquet Sports Industry Magazine

For further reading: Golden Era of Tennis is Lost on Most American Fans

Written by: Alexandra Ricchi

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January 25th, 2013 at 9:43 pm

Music+Booze+Security=FNO

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fno2Photographer and Writer: Alfredo Montes

We kicked off FNO with a stop at the Target pop-up store, which was around the corner from the MKTG INC Headquarters at Highline Studios. They did a great job transforming the space into small storefronts. The highlight for Ric and I was the Odin for Target men’s clothing line that is going to be a huge success. For those unfamiliar with Odin, it is in my opinion one of the best men’s clothing retailers in New York City.  In addition to Odin they also had a coffee shop and tableware section with some great stuff. Ross Mathews of the Tonight Show with Jay Leno made a brief cameo (homie is not camera shy in the least) while a DJ kept the crowd entertained. Of course it wouldn’t be FNO without buying something. The Target pop-up had a ton of registers ready for consumers to walk away with some new goodies.

After Target we made our way down to SoHo and quickly found out the recipe for FNO at small boutique shops. Music + booze + security = FNO. Now music can come in two forms; a DJ or a live act. Cole Haan and Camper held it down with dope DJ’s while adidas employed a super hot chick to stand behind some CDJ’s and press some buttons – I refuse to call her a DJ but I will call her hott with two T’s. The highlight musically came from the G-Star store and a band called Lake Street Dive. The singer has some serious soul and an amazing voice. Peep this video to see for yourself.

Overall, FNO was a great time. We tried to get into the GQ pop-up without success but that is ok because we got an awesome photo of the exterior window. While I didn’t see a lot buying taking place, I do believe FNO was successful in helping certain fashion brands reach a wider audience that could turn into sales down the road.

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