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POLL POSITION
Sports Marketer Of The Year 2018

 

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NEWS REAL

• Manchester United has signed a multi-year deal with Marriott International, with multi-platform marketing including access to on-field & player experiences for 120M members of the Marriott BonVoy travel program.

• PepsiCo is acquiring the CytoSport supplements brand from Hormel, which includes the Muscle Milk line.

• MLS Los Angeles Galaxy has signed a deal naming Mescal El Silencio, a specially crafted mezcal label based in Los Angeles, as an official partner for the team and its venue, Dignity Health Sports Park. The alliance, being called the first mescal deal for a pro sports team, includes a Mezcaleria El Silencio bar on the main concourse.

• MLS FC Dallas has signed a pact naming Heineken as the official import beer for the club and Toyota Stadium. The alliance also make Heineken USA a founding partner for the National Soccer Hall of Fame, which recently opened in Toyota Stadium.

• Lisa Borders, who in October resigned from her position as president for the WNBA to become president and CEO for Time’s Up, has now resigned from that position, citing family situations.

KEEPING SCORE

Finalists For The Naismith Memorial Basketball Hall of Fame Class of 2019
Unveiled at NBA All-Star Weekend as finalists from the North American and Women’s committees to be considered for election in 2019:

Players
• Marques Johnson
• Bobby Jones
• Sidney Moncrief
• Jack Sikma
• Ben Wallace
• Chris Webber
• Paul Westphal
Coaches
• Bill Fitch
• Eddie Sutton
Referee
• Hugh Evans

Finalists from the Women’s Screening Committee
Player
• Theresa Weatherspoon
Coaches
• Leta Andrews
• Barbara Stevens

The Class of 2019 will be unveiled during a press conference in Minneapolis at the NCAA Men’s Final Four.

BUY SELL

Weekend Box Office Feb. 15-17
1. Alita: Battle Angel $27.8M
2. The Lego Movie 2: The Second Part $21.2M
3. Isn’t It Romantic $14.2M
4. What Men Want $10.9M
5. Happy Death Day 2U $9.8M
6. Cold Pursuit $6M
7. The Upside $5.6M
8. Glass $3.8M
9. The Prodigy $3.1M
10. Green Book $2.7M
Source: Box Office Mojo

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

Bud Reserve: 'Charlize' See More Ads Below

COLLEGE

BodyArmor Into NCAA
No. 1 Colleges Since '92
Notre Dame Builds Brand
Cancer Drives Home
Men's Hoops Are 'Toxic'

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
SUPER BOWL LIII

Thursday
Apr192018

Under Armour Goes Back To Its Roots With The Rock For ‘Motivational Marketing’

By Barry Janoff

April 19, 2018: Facing financial and retail challenges, Under Armour has gone back to its roots in athletic performance, unveiling a multi-media campaign, “Will Finds A Way” starring Dwayne “The Rock” Johnson.

The effort, described as a year-long global training campaign, “showcases the importance of hard work, dedication and resilience,” according to the Baltimore-based firm.

Among other obstacles, Under Armour recently was passed by Puma for third in sales among athletic-brand companies, behind Nike and adidas, according to financial analysts.

“We are incredibly disappointed with our 2017 performance,” Kevin Plank, Under Armour CEO and founder, said during a year-end conference call with analysts and media.

None the less, Under Armour still reports sales in excess of $5 billion.

Led by Johnson — who has conquered the world of Hollywood with such recent films as Jumanji: Back to the Jungle and the current Rampage, and who has more than 173 million followers on social media — the new campaign uses his life as an example to show that “nothing is impossible with will.”

According to Adrienne Lofton, svp-global brand management for Under Armour, “Under Armour is passionate about driving with a performance lens in all that we do, spreading our core belief that training, along with mental fortitude, and sheer conviction, are the ultimate keys to success.

"The Under Armour team proudly refers to Dwayne Johnson as the 'Motivator of the Masses' and together we bring this campaign to the world in celebration of our fused belief that with the right amount of 'Will power,' all athletes — including the UA athletes featured alongside him in this campaign — can find their way to the top.”

Johnson shares examples of “beating all odds and becoming the person he is today by being the hardest worker in the room” — sharing how at one point he was down to $7 in his pocket until he decided to follow what is now the campaign’s mantra: “Will finds a way: When you put in the work, nothing can stop you.”

Johnson also oversees the stories of eight athletes described as trailblazing: world champion sprinter Natasha Hastings; Olympic swimmer Yusra Mardini; NBA point guard Dennis Smith Jr.; actress & taekwondo national champion Zoe Zhang; world champion judoka Teddy Riner; stuntwoman Jessie Graff; triathlete Johnny Agar; and state boxing & gymnastics champion Javon "Wanna" Walton.  

The launch anthem commercial is supported by individual films of the eight athletes, Internet, digital and POP.

Lead agency is Droga5.

"Over the years, I've failed hard and had my dreams crushed, which inevitably put my back up against the wall,” Johnson — who has his own line of training shoes, gear and accessories with Under Armour, the UA Project Rock Collection — said in a statement.

“Through that struggle on my way back up, I've learned there's one undeniable constant to success, and that's to always be the hardest worker in the room . . .

"I’m honored to work alongside some of the most hard-working everyday women and men (and kids) for this campaign, all of which have risen to greatness through unwavering will, determination and being the hardest worker in the room."

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