News and insights about brands in the sporting goods industry – Page 349
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News briefs
Dainese has begun to fine-tune the deployment mechanism of its...
Dainese has begun to fine-tune the deployment mechanism of its D-Air ski system, in view of the Sochi 2014 Winter Olympic Games. The D-Air, a special airbag for skiers, operates based on a deployment algorithm, which is the ”intelligence” that recognizes the conditions of a fall and then activates the airbag. ...
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News briefs
New Balance celebrated its new sponsorship deal with Athletics Ireland...
New Balance celebrated its new sponsorship deal with Athletics Ireland (AAI) in a ceremony held at the Market Bar in Dublin on Jan. 29, which saw the unveiling of the new strip developed to carry the new colors of the team. The three-year sponsorship contract, which replaces that of Asics, ...
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News briefs
Asics is the new sponsor of the French Athletics Federation (FFA), replacing...
Asics is the new sponsor of the French Athletics Federation (FFA), replacing Adidas as its official apparel supplier. The company will develop and provide competition and training wear for the French athletics team until the end of 2016. The four-year deal will thus cover the next two editions of the World Athletics ...
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News briefs
Reebok has announced a new global partnership with Spartan Race,...
Reebok has announced a new global partnership with Spartan Race, a series of obstacle races at various locations around the world including the U.S., Canada, Mexico, Australia and Slovakia. Under the new multi-year deal, the brand will act as the title sponsor of Spartan Race and as its official supplier for apparel, ...
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News briefs
Julbo launched a big TV advertising campaign this past month...
Julbo launched a big TV advertising campaign this past month of January on Eurosport and Eurosport 2. Coinciding with the winter sports races covered by these channels, the campaign is expected to reach more than 12 million impacts. The French sports eyewear company will use the opportunity of the Ispo ...
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Short stops
Spyder Active Sports renews its partnership with Chris Davenport for...
Spyder Active Sports renews its partnership with Chris Davenport for three more years and adds another ski racer, Sierra Quitiquit, as a brand endorser for the same period
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News briefs
Several action sports and outdoor brands have decided to rely...
Several action sports and outdoor brands have decided to rely on Brands for Good as a communication platform to make their corporate social responsibility (CSR) initiatives more visible in the media. The concept and participating projects will be introduced at Ispo Munich, in Hall A2, Booth 105. The projects involved ...
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News briefs
A well-known Irish golf champion, Padraig Harrington, is acting as...
A well-known Irish golf champion, Padraig Harrington, is acting as a global brand ambassador for the Golf Swing Shirt Company. The American firm has developed a special patent-pending garment, the Golf Swing Shirt, designed to train golfers to make their swings correctly. The shirt is constructed in such a way ...
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News briefs
Zoggs, the Australian brand of swim goggles about which we...
Zoggs, the Australian brand of swim goggles about which we reported on Dec. 12, has added an optional feature to the superior lenses of its Predator Flex frames. It is offering lenses with an embedded photochromatic treatment that react to the UV rays from the sun, darkening the optics when they ...
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News briefs
Tony Parker inaugurated his new Peak-branded shoes as the San...
Tony Parker inaugurated his new Peak-branded shoes as the San Antonio Spurs defeated the Los Angeles Lakers last week. The French basketball player ended his relationship with Nike to sign a deal with Peak Sports, a Chinese company that has been investing heavily in the U.S. basketball market. The high-profile switch ...
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News briefs
At Ispo Munich, Odlo will present its latest development, the...
At Ispo Munich, Odlo will present its latest development, the Muscle Force line. The line of base layers has been developed mainly for winter sports enthusiasts. The innovation in Muscle Force is the saving and conservation of energy through the reduction of vibrations in the body's key areas in order ...
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Short stops
As it continues to sharpen its focus on fitness, Reebok...
As it continues to sharpen its focus on fitness, Reebok has switched to DDB Worldwide as its new global advertising agency, to deal with its digital, social and advertising campaigns, while media will still be handled by Carat
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News briefs
While Nike Golf was making headlines with Rory McIlroy, Callaway...
While Nike Golf was making headlines with Rory McIlroy, Callaway has signed up a slew of young players alongside its established endorsees, such as Phil Mickelson and Ernie Els. The new Callaway endorsees include Gary Woodland, an American player known for his powerful drive; Ryo Ishikawa, the Japanese player who ...
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Short stops
Red Bull, the energy drink company, has signed its first...
Red Bull, the energy drink company, has signed its first endorsement deal with a tennis player, Victoria Azarenka from Belarus, who is currently ranked as the world's No. 1 female player
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News briefs
Tomas Berdych, the Czech tennis player, is to become a...
Tomas Berdych, the Czech tennis player, is to become a brand ambassador for H&M, the Swedish fashion chain. Not unlike the partnership sealed last year between Novak Djokovic and Uniqlo, a Japanese fashion retailer, the deal between Berdych and H&M will reportedly include the development of a range inspired by ...
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News briefs
John Wall, a basketball player for the Washington Wizards, has...
John Wall, a basketball player for the Washington Wizards, has signed a long-term deal with Adidas, switching from its sister brand Reebok. In addition to appearing in marketing materials, Wall will help develop footwear and apparel for basketball for Adidas.
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News briefs
Patagonia has announced the introduction of its new water-repellent down...
Patagonia has announced the introduction of its new water-repellent down called Encapsil. On March 1, a limited edition of apparel containing the down will hit selected stores and internet shops in the U.S., Europe and Japan. The new material is a result of the Californian brand's partnership with the specialty ...
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News briefs
A study published in the Scandinavian Journal of Medicine &...
A study published in the Scandinavian Journal of Medicine & Science in Sports suggests that running economy improves significantly when the runner wears Vibram's FiveFingers instead of regular running shoes, with the condition that the runner has been familiarized with wearing FiveFingers over a period of four weeks. The study, ...
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News briefs
New Balance and Walt Disney Parks & Resorts have partnered...
New Balance and Walt Disney Parks & Resorts have partnered on a deal that will see New Balance as the “official athletic shoe” of Walt Disney World Resort, Disneyland Resort and ESPN Wide World of Sports Complex. It will also be the official running shoe for runDisney race weekends, and ...
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News briefs
Shock Doctor, the American supplier of mouthguards and other protection...
Shock Doctor, the American supplier of mouthguards and other protection products for sports, is moving into a new category by launching a range of insoles targeted at athletes. It includes insoles for cleated shoes, for sports from football to baseball and soccer; and for court sports, skating and running footwear. ...
