All Marketing articles

  • News briefs

    Sotheby’s to sell a pair of the original Nike Yeezy sneakers


    A forthcoming sale by Sotheby’s will include a pair of Kanye West Nike Air Yeezy 1 sneakers. The model was unveiled publicly during West’s performance at the 2008 Grammy Awards and was released in a limited series the next year. The Air Yeezy 2 followed in ...

  • News briefs

    Aquasphere debuts an online guide to goggles


    Aquasphere , the Italian brand of swimming and triathlon equipment, has released an interactive guide to lenses for swimmers. Available in five languages on Aquasphere’s website, A Lens For Every Condition pairs its 12 lens options with kinds of weather: sunshine brightness, cloudiness, precipitation, indoor conditions and so forth. ...

  • News briefs

    Hyperice signs endorsement deals with U.S. Soccer, new golfers


    U.S. Soccer has made Hyperice its “official recovery technology partner” for the next several years. Hyperice has been working with U.S. Soccer since 2013, but this is the federation’s first sponsorship deal with the producer of a therapeutic device: in this case, for vibration, percussion and thermal treatments. ...

  • News briefs

    New online platform helps obtain sports sponsorship funds in the U.K.


    GRM Marketing , a marketing and sponsorship agency based in Glasgow and a member of the European Sponsorship Association , has launched Sponsor Lead , described as Scotland’s first online platform for sport sponsorships. Sponsor Lead is a B2B website designed to help establish connections between individual athletes, teams and ...

  • News briefs

    A double sponsorship contract by Northwave


    Simon Gruber , a 33-year-old Italian snowboarder from the South Tyrol region, has signed a double partnership with Northwave . The experienced rider will endorse the company’s brand of snowboard boots and equipment, Drake . He will also join the Cinelli-Smith gravel bike team, which is sponsored by Northwave. ...

  • Article

    Statements on forced labor stoke short-lived ire in China


    The boycott in China of Nike , Adidas and other Western brands over their stance against alleged human rights violations in the cotton-manufacturing province of Xinjiang is losing momentum, at least in the sports sector, according to an article in the South China Morning Post . Both Nike and ...

  • News briefs

    Joint campaign by Puma and Deichmann


    Puma and Deichmann, the low-priced German-based shoe retailer, have launched the #WhateverSuitsYou campaign, which features the American singer Bebe Rexha . The campaign targets women and advocates to wear fashion that suits them. It is accompanied by a capsule collection comprising two sneaker models and three ...

  • News briefs

    Sport England promotes the return to sports


    Sport England has hired Cake , the sports marketing arm of the Havas advertising and PR agency. The public body – established by Royal Charter in 1996 to “give everyone in England the chance to benefit from sport and physical activity” – has for its immediate priority the ...

  • News briefs

    Superdry is sponsoring an amateur boxer's pro debut


    Superdry  is sponsoring Campbell Hatton for his first professional boxing bout on March 27. Hatton, 19, is the son of the two-weight world champion Ricky Hatton . He and his promoter, Eddie Hearn of Matchroom , will be wearing clothing from Superdry’s Sport Performance line. 

  • News briefs

    Sports Direct launches long-term initiative to drive gender equality in sports


    Sports Direct has unveiled a new initiative and campaign, called “Equal Play,” which is meant to address inequalities in sports and help close the gender gap over the next four years and beyond. The project has been informed by a new study, commissioned by the British sports retailer with ...

  • News briefs

    K-Way teams up with Stade Français


    K-Way has announced a partnership with Stade Français on a new collection that comprises two windbreakers (the Vrai Claude 3.0 and Vrai Eiffel 3.0) and a K-pouch (the Vrai Kilian 3.0 ). Stade Français is a French professional rugby union club based in Paris. The club ...

  • News briefs

    Castore debuts in golf, signing up Patrick Reed


    Castore has announced the signing of Patrick Reed as a new ambassador. The move marks Castore’s debut in golf. Reed is also the first non-British athlete to join the brand’s roster of athletic ambassadors. The 30-year-old U.S. golfer, who is currently world number seven in the sport, was ...

  • News briefs

    New video series by Adidas shares empowering stories from women


    Adidas has already indicated that it is focusing on women in many different ways as part of its new strategic development program. An all-new video series by Adidas, titled “ Taking 5 ,” features the stories of women in sports who share their personal insights and encourage more women ...

  • News briefs

    Legea might replace Kappa as Napoli’s kit partner


    The kit deal between S.S.C. Napoli , a football team that competes in Italy’s Serie A, and Kappa might be terminated ahead of time, and Legea is reportedly in pole position to take over as the club’s new technical sponsor. The contract between Napoli and Kappa is set ...

  • News briefs

    Puma teams up with suicide-prevention charity


    Puma, which is focusing again on running, will be helping raise funds for the Campaign Against Living Miserably (CALM) , a British charity that is “leading a movement against suicide.” The company will be helping to launch of a “new content series,” an apparel collection and a virtual run, ...

  • News briefs

    Korean Olympic team to wear The North Face


    The Korean Sports and Olympic Committee ( KSOC ) reached an agreement with Youngone Outdoor Corporation ( YOC ), which distributed The North Face and other major sports brands in the South Korean market. According to the agreement, YOC will supply the team with sportswear from TNF ...

  • News briefs

    Quiksilver partners with Swiss wave pool


    Quiksilver has established a partnership with Alaia Bay , a wavegarden pool set to open in Sion, Switzerland, in May 2021. The pool will introduce surfing to a skiers’ paradise. The video to promote the launch features one of Quiksilver’s sponsored surfers, Zeke Lau .

  • Short stops



    +++ Adidas will replace Macron as the apparel sponsor of Phoenix Rising FC , the American professional soccer team based in Phoenix, Arizona, in a new six-year deal that will run until 2026 +++ Wilson has announced Marcelo Capitani , who currently tops the country ranking in ...

  • News briefs

    Oakley to provide the WSL’s official eyewear


    Oakley has signed a deal to supply official eyewear for the World Surf League ( WSL ) during the 2021 Championship Tour. The items will include sunglasses and personal protective equipment (PPE) in the form of Clear Collection eyewear and masks. The Southern Californian sports eyewear brand owned ...

  • News briefs

    Nike celebrates mothers as “the toughest athletes”


    Nike has presented a new video, “The Toughest Athletes,” which highlights the strength of women during pregnancy and early motherhood. The video focuses on the correlation of sport and motherhood and shows how the two can successfully coexist with one another. “The Toughest Athletes,” filmed during the global pandemic, ...