Lacoste's integration of Andy Roddick has been in full force since their relationship began in 2005. Roddick is in their print ads, their website, their commercials, appears for retail events and (obviously) wears Lacoste while playing on the tennis court.
However, with his deal set to end in 2013, Lacoste seems to end his endorsement deal with publicity and promotion. Where brands in tennis tend to completely embrace their relationships with full product lines – think Maria Sharapova and her Nike/Cole Haan line or Roger Federer and his Nike line – Andy Roddick only gets a SEVEN PIECE COLLECTION from Lacoste. Seven pieces is barely enough to call a collection. Andy, you're getting played my friend!
I'm also confused by the logo on the 7 pieces (see left). It's different from Andy's logo on his website andyroddick.com. Andy, why couldn't you get them to use your logo?
Maybe it's because according the ATP rankings he's 21st going into the U.S. Open, and he hasn’t been ranked over 6 in more than 5 years.
Despite these shortcomings, I think he's a great ambassador for the brand. He's a good-looking guy who would probably actually wear Lacoste without an endorsement deal. And he's married to Brooklyn Decker. So with that, I understand Lacoste's play: work him hard in all advertising and promotions with little additional investments, but don’t cannibalize the brand created by the great sportsman and innovator of style, the crocodile, Jean René Lacoste.
Kia, LMFAO, David&Goliath and Interscope records have done an amazing job integrating the group's hit song and video "Party Rock Anthem" with the Kia brand.
While watching the MTV VMA awards, this commercial immediately sparked not just my newfound love for LMFAO (these guys are pretty damn funny), but also my curiosity to figure out how far this deal goes. I checked out a few of their other videos and found that Kia is prominently represented in the Champagne Showers ft. Natalia Kills video.
Great pop culture collaboration. This is one of those instances where brand integration is relevant and compelling. THIS JUST WORKS!
The Bleacher Report claims that Manny Pacquiao is the most popular athlete. However, their only real claim is that Manny is the most searched athlete.
While I’m not sure of the Bleacher Report's source, I did a Google insights search of Manny Pacquiao, Cristiano Ronaldo and David Beckham. Pacquiao was third. Right behind Beckham, but Cristiano Ronaldo had more than triple the amount of searches.
I don't mean to discredit Pacquiao in any way. His celebrity value is amazing – from his political office to his endorsement deals to his anticipated fights. I just don't see him as the most popular celebrity in the world, or even the U.S. Just look at his Facebook fans (under 2 million) – hardly the powerhouse the Bleacher Report claims.
The marketing power behind AMC's hit television show, Mad Men, goes beyond the TV set. Their branded entertainment in and around the show has been paramount to the series’ and AMC network’s success.
While integration with Banana Republic has been done in the past, this summer a 65-piece collection for both men and women was introduced. What's more, the pieces are co-branded Mad Men and Banana Republic.
I'm all about collaboration. The curated styles by the show's costume designer, Janie Bryant, are both fashionable and enviable thanks to the show's influence on popular culture and style. What's lost in this is the over commercialization of the show. I like the 60's inspired styles that the Mad Men encourages. I often find myself styling my own wardrobe with the show in mind – even to the extent of buying a tie clip. But if someone ever asked me if I got it from the Mad Men collection at Banana Republic, I'd lie. I'd rather tell them I got it at H&M.
Style is about personality and creating something own-able and unique – not buying costumes from a television show.
Victoria's got a whole new bag and it's NOT another Birkin bag for her collection, which is valued at over $2 million. In fact, Vicki no longer needs to send Hermès a check when she wants to buy a new bag.
Beckham's new bag is offered under her own label and is a steal at $30k – nice!
It seems silly to say, but very few people can afford these bags. While Victoria Beckham is the queen of style, can her celebrity style actually bring in 30k for a bag? Think of what else $30,000 can buy:
Audi A3 = Starting price under $30k
Single Family Home = $25k in Cleveland Heights, Ohio
An Obscene Jesture = $30k Will Power was fined after a race
It takes a bit of gall to sell a bag at such a hefty price tag, but if Mrs. Beckham is known for anything it's setting the stage for style. However, I think her business strategy would be more sound (and profitable) if she were to lend her name to more reasonably priced styles for the masses.
Swimming in cash that is. Bumble Bee announced that they have signed a 2-year contract estimated in the mid-six figures, with the highest ranked U.S. tennis pro in the ATP (leading into the US Open).
It's a well played, yet kitchy alignment between the king of tuna and Fish. The name coincidence very "cute" and should be attractive to the women that Fish's look and his message are targeting. Also, Fish has often credited exercise and eating well for loosing weight – the focus of Bumble Bee's new marketing endeavors.
Even if the integration is quirky, it’s a great move for Bumble Bee to penetrate the affluent Tennis market. It helps you loose weight and talk the game of tennis? What a nice conversation piece at the next ladies luncheon.