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Posts Tagged ‘Adidas’

Japan Chooses Pikachu to be Mascot of 2014 World Cup

Pikachu Named Mascot of the 2014 World Cup - IGNPlease, please tell us that when this decision was made, someone stood up and cried out with epic emotion, “Pikachu, I choose you!”

The Japan National Football team (or the “Samurai Blue”) will have some serious power in its pocket come the 2014 World Cup; Adidas, which designs the team’s uniforms, announced a partnership agreement with Nintendo that will make the adorably electric Pikachu the official face of this year’s team. Along with some of his fellow Pokemon like Charmander, Squirtle and others that appear in the recently released games Pokemon X and Pokemon Y, the globally-recognizable Pikachu will be tasked with sharing his “electrifying boost” with Japan’s best soccer players.

To make this branding partnership and cross-promotion complete, the team should totally take the field to this song, no?

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Puma Combines Modern, Retro Technologies to Entice Customers

A rotary-style phone wasn’t the device that led to the unraveling of the David Petraeus ‘Spyfall’ affair, but talking the old-fashioned way certainly would have been a wiser choice than communicating by email.

The retro bright red phone shown here isn’t intended for illicit correspondence–it’s a platform designed by Puma to entertain and inform the brand’s customers at select retail locations worldwide.

Adam Petrick, Puma’s senior global head of brand management, explained how Puma sought to “make our stores more like our brand” during a presentation at the ANA Mobile Marketing conference on Wednesday in New York.

According to Petrick, Puma is an “irreverent challenger brand that makes high performance sports products” and retains underdog status when competing with giants like Nike and Adidas. Still, the company’s association with Olympic gold medal-winning Jamaican sprinter Usain Bolt has certainly aided its marketing efforts.

In order to gain traction in the retail realm, Petrick and Puma tried to “instill a sense of fun in our use of technology”. Here’s a sample of the company’s in-store gadgets and their attention-getting names:

Unsmart’ phones: According to Petrick, the classic red rotary phones like the one pictured above are simply there to “make customers smile”. When visitors pick up the receivers, they hear short audio clips on various topics (not clandestine messages or instructions to report to secret locations).

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Is James Bond Too Corporate?

On the eve of the new 007 flick Skyfall, The Wall Street Journal asks an interesting question: has “the mother and father of all franchises” (thanks, David Denby) turned into a big, disgusting orgy of product placement? Is James Bond a sexy spy or just a not-so-secret spokesman for Heineken, Omega, Sony, Adidas and, of course, Aston Martin? And have these obvious sponsorships damaged the series’ credibility?

Hmm…we’ll spend Saturday afternoon pondering that one. Next week in Questions That Matter:

  • Are puppies too adorable?
  • Are chocolate chip cookies too delicious?
  • Are cumulus clouds too white and fluffy?
  • Is the nameMiss Pussy Galore Honey Rider Solitaire Plenty O’Toole May Day Xenia Onatopp Holly Goodhead Tiffany Case Kissy Suzuki Mary Goodnight Jinx Johnson Octopussy Domino Moneypenny” too subtle?

We await your answers with bated breath.

Spin the Agencies of Record

Montreal-based creative agency Sid Lee has opened its doors in the U.S for the first time. The agency’s new office in New York will be led by former Dentsu America CEO Will Travis. Sid Lee founder and Creative Director Philippe Meunier will join the New York crew and lead creative. Lukas Derksen, Adidas business lead and Sid Lee partner, will also help helm the shop.

Blaze PR has been chosen to lead public relations efforts for probiotic beverage leaders KeVita, Inc. The agency is charged with raising brand awareness and engaging consumers through a comprehensive public relations program, including a strategic media relations campaign, creative social media strategy and execution, and related contests and events.

“We’ve handcrafted an innovative, cultured drink that may support immune and digestive health, and that empowers people to take their health and well-being into their own hands,” said KeVita CEO Bill Moses. “Blaze’s understanding and respect for the KeVita mission and brand, as well as its proven track record for creative and successful PR campaigns makes it a smart decision.”

London-based network M&C Saatchi has tapped AKQA’s Pierre Lipton to serve as chief creative officer in New York and help build the brand’s presence in the U.S.

Olympics Ads Boost Brand Perceptions for BP and Others

A recent survey conducted by YouGov BrandIndex in order to gauge the public’s perceptions of Olympics advertisers may prove that the coveted ad slots and expensive sponsorships are worthy investments, especially for certain brands with PR problems.

According to Ad Age, surveyors posed the same question for each brand: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” YouGov then derived scores ranging from 100 to -100 by subtracting negative feedback from positive (For instance, a score of zero means a brand received equal parts positive and negative feedback).

Oil company and international pariah BP, whose public image has soured since the 2010 Deepwater Horizon spill in the Gulf Of Mexico, reportedly saw its score jump from a negative 5.9 in the week prior to the Olympics to a positive 2.6 during the first week of the games thanks to ads like this one. Only Visa, which, according to YouGov, spent $100 million to be a “Worldwide Olympic Partner”, saw its brand perception rise more during the same time period. Ted Marzilli, global managing director for YouGov’s BrandIndex service, told Ad Age, “We have seen the recovery with BP over the last year and a half…but I think its association with the Olympics is showing benefits.”

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Controversy Strikes and Adidas Cancels Plans for a Stupid Shoe

Adidas has nixed plans to sell the JS Roundhouse Mid, a pair of hi-tops designed by Jeremy Scott, that are ugly, not only because they feature our least favorite color (purple) but also because they have some crazy yellow leg cuffs attached to them. That little design element has got the media calling them “shackle” shoes, offended some for the perceived allusion to slavery, and prompted the athletic company to issue an apology.

“We apologise if people are offended by the design and we are withdrawing our plans to make them available in the marketplace,” said Adidas in a statement.

“Wow obviously there was no one of color in the room when the marketing/product team ok’d this,” one commenter wrote on the Facebook page where the shoes were first introduced.

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Greenpeace Asks Nike and Adidas to ‘Detox’

Greenpeace has filmed its own version of a Nike commercial to persuade it (and Adidas) to take steps to disassociate their brands with textile companies in China that are releasing toxic chemicals in the water.

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