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NEW YORK Spalding plans to leverage its 129-year-old heritage with a “True to the game” campaign that seeks to unify its equipment and sports marketing message with both corporate partners and consumers.
The effort will begin to reach consumers in the fourth quarter on TV and in print, via Winstanley Associates in Lenox, Mass., with an ad spend expected to exceed 2004’s $1.5 million, per Nielsen Monitor-Plus.
A new tagline and a new icon, an “S” in a circle above the Spalding logo, will immediately be incorporated into promos, packaging and online efforts.
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