BOSTON Winstanley Associates said it is developing ads to support the recently introduced NeverFlat basketball from longtime client Spalding.
A new commercial is slated to break in February, timed to coincide with the National Basketball Association All-Star Game. Print ads will break in sports magazines at the same time.
The effort by Lenox, Mass.-based Winstanley will target serious players, ages 12-24, and likely feature Celtics star Paul Pierce, "but creative is still being finalized," said Dan Touhey, vice president of marketing at Spalding in Chicopee, Mass.
"The theme we're focusing on is the overwhelming feature improvement: '10 times greater pressure retention'" than traditional basketballs, Touhey said.
Spalding spent $1.5 million on paid media, mainly touting its Infusion basketball, last year, and about $500,000 through the first nine months of 2005, per Nielsen Monitor-Plus.
—Adweek staff report