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PLAY BALL: Buffalo David Bitton plans to target sports fans with a new series of campaigns featuring professional athletes. First up is Chandler Parsons of the National Basketball Association’s Houston Rockets, who will appear in advertising that breaks in March issues of Men’s Health, Men’s Fitness and Sports Illustrated, as well as the game programs of upcoming marquee events like the Super Bowl, the NCAA tournament and the NBA All-Star Game.
“I’ve gotten to know the brand, and their style and culture reflects a lot of things in my life,” said Parsons of the campaign, which was shot on a beach in the Florida Keys. Also appearing in the ads is swimsuit model Ashley Sky, who has accumulated more than 700,000 followers on Instagram, particularly among admiring males.
This story first appeared in the December 23, 2013 issue of WWD. Subscribe Today.
“Sport is a great way to reach young men, which are an important demographic for the brand,” said Dari Marder, chief marketing officer at Iconix Brand Group, which acquired a 51 percent stake in Buffalo in February. The brand’s sales are about 60 percent in men’s and 40 percent in women’s.
Buffalo is in discussions with future potential endorsers from Major League Baseball and the National Football League, said Marder.
An online buy for the Parsons campaign is not yet finalized, while an outdoor component is planned for February in key markets such as New York, Los Angeles, Chicago, Miami, Houston and Boston.
A separate Buffalo campaign will make its debut this spring showcasing a music star, replacing the current advertising that spotlights Max George of The Wanted.