Chip Shot: Anthony Davis First Deal As A Laker Puts Him In The Game With Ruffles
Tuesday, June 18, 2019 at 06:27PM in Anthony Davis, Los Angeles Lakers, NBA, NBA, Ruffles, sports marketing

By Barry Janoff

June 18, 2019: Anthony Davis is already cashing in on his trade this week from the New Orleans Pelicans to the Los Angeles Lakers.

The six-time All-Star has signed what was called a “first-of-its-kind chip deal" with Ruffles, the official chip of the NBA.

Beyond traditional marketing, Davis will be a Ruffles “creative partner to develop bold products and offer transformational fan experiences.”

The Ruffles-Davis alliance will include the NBA All-Star in February 2020 in Chicago, which is Davis' hometown.

Financial terms of the alliance, which was initiated before his trade was finalized, were not shared.

The first offering from the partnership was the unveiling of the Ruffles-inspired signature shoe, The Ruffles Ridge Tops, from iconic Los Angeles-based designer Shoe Surgeon.

Ruffles, a Frito-Lay brand, said that people who purchase a bag of their chips June 24-Aug. 4 and enter the on-pack code would have a chance to “win coveted fashion and sports ‘grails’ daily,” with the grand prize being a pair of the Ruffles and Davis-crafted sneakers. (See packaging for details.)

"AD's passion for the game is palpable and it's been a privilege to partner with him on ways we can harness that passion to connect with fans throughout the entire season, both in-game and at-home," Sadira Furlow, vp- marketing for Frito-Lay North America, said via the division of PepsiCo.

”We're only just launching the Chip Deal, but already you can expect to see much more from Ruffles and AD in the coming months."

A separate Ruffles promotion not associated with Davis, “Hit A Streak and You Could Win Seats To A 2020 NBA Finals Game,” runs through the end of June. (Details here.)

Davis also has deals that include Mobil 1, Foot Locker, Red Bull and Nike.

He is listed at No. 39 on Forbes’ “Highest Paid Athletes in the World” list, with $25.6 million in salary and $9 million in endorsements (prior to the Ruffles deal).

According to Davis, "Ruffles keeps finding new ways to make the game more fun for basketball fans and a 'Chip Deal' in itself is unprecedented — which is exactly why I wanted to do it,.

”From the design of the Ridge Tops to new flavors and contests, I have a lot of ideas and Ruffles shares my excitement for making them happen."

The Ruffles Ridge Tops feature the colors of a Ruffles bag, interchangeable shoelaces to mimic shades of Ruffles flavors, a hidden pocket with a silver lining and ribbed accent near the heel that “allude to the experience of opening a Ruffles bag and the silhouette of the ridged chip” and, akin to ingredients on a package, a "Shoetrition Facts" label on the tongue “detailing both the material and intangible elements that were necessary to bring this shoe to life.”

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