Adidas & New Balance: Passing Shots
By Hilary Cassidy
The sneaker category could see a major lineup shift in 2002, as Adidas plans to raise its marketing spend by 25% behind two new shoe technologies, while New Balance takes to the court with a $9 million initiative behind its new basketball shoes and the challenge: "play to Live."
So Happy Together
They're big, they're bad, they're back! Teenage Mutant Ninja Turtles, virtually in retail hiatus since 1996, are returning with a new John Woo movie, a TV series and toys slated to hit the market in 2003.
Global Olympic sponsor McDonald's is launching ads and promotions to tie in with the Winter Games that applaud both athletes and its own employees.
Grin and Bare It
BriteSmile, which operates teeth-whitening centers nationwide, is set
to break a $20M effort that touts its merchandise to upscale consumers.
Ford in The Road
Lew Echlin, car marketing communications manager for Ford, is spearheading several initiatives that the beleaguered company hopes will build its relationship with a younger audience.
• Pepperidge Farm spawns Giant Goldfish Sandwiches
• Honda, Universal add branded gear to licensing deal
• Atkins Nutritionals shakes up weight-loss category with new ads, products
• Disney books Lilo & Stitch on Hawaiian Airlines
• Target, Tiger Woods swing cable deal with The Golf Channel.