REEBOK TO TAKE PARIS: Reebok will be camping out in the Eiffel Tower this month during the World Track and Field Championships to spotlight its new Outperform the Vector advertising and marketing campaign.

The vector refers to Reebok’s logo, and a variation of it with the Eiffel Tower has been designed for promotional pieces and giveaways. The company declined to comment on its investment. Reebok-sponsored athletes, media and VIPs will have sweeping views of the City of Light at the Reebok Vector Center Aug. 22-Sept. 1.

The company will unveil its new commercial, spotlighting its track and field heritage, there on Aug. 22, the night before its worldwide debut. NBA star Allen Iverson, heptathlete Carolina Kluft, NFL standout Ray Lewis and tennis standout Ryan Giggs are among the featured athletes. The commercial kicks off the Outperform the Vector campaign, which was developed by The Arnell Group and will run intermittently until next year’s Summer Olympics in Athens.

TWO-TIMERS: Britney Spears is among the celebrities who has been photographed wearing Nudies by Sweet Pea, a new take on the athletic tank. The label, which shipped to stores last month, features double-layered mercerized cotton shirts in contrasting colors.

Variations of tanks, T-shirts, camisoles, henleys and tops are sewn together and wholesale from $34 to $39. Specialty stores Henri Bendel, Jasmine Sola and Precision are among the retailers carrying the line, which is available at the Sweet Pea showroom.

The company shipped 10,000 units for its first delivery and showed the line to 100 stores at the most recent Intermezzo trade show in New York, said sales manager Lizzie Melzer. Advertising is not planned at this point. “We’ve never done any, but we’re not opposed to it,” she said.

UNDER THE SUN: Windsong has signed a licensing deal with Hawaiian Tropic to use the suntan lotion’s label for swimwear and activewear.

Marc Roseman, former vice president of Quiksilver, has joined Windsong to head up the Hawaiian Tropic division. The women’s swimsuits, shorts, fleece tops and pants will be available in stores in time for spring break.EVERLAST PUMPS UP: Everlast wants to give shoppers a shot of energy.

The company has signed a deal with Vitamin Branding Corp. to produce Everlast health bars, sports drinks, vitamins, and health and bodybuilding supplements. It will debut early next year in the U.S., U.K. and Canada.

To Read the Full Article
SUBSCRIBE NOW

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus