Subject Index
 

Nike Bauer was being severely out-spent by Reebok, its major competitor in the hockey market. As it could not compete in financial terms, the brand aimed to make an emotional connection with consumers ...

The Turkish Cup was a key component of the Turkish football calendar until the mid 1980s, regarded as a prestigious tournament both by the clubs and the spectators. With the new developments in the Tu ...

Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

Bridgestone Golf wasn’t going to beat the likes of Titleist or Nike with the conventional weapons of TV dollars and print ads; at best they would be outspent in that war 50 to 1. It was important to b ...

Winning back the hearts of disheartened Pistons fans and getting them back in the seats seemed insurmountable after not delivering on promises of victories and all-star players. We decided to give the ...

To combat an all-out assault from Reebok, Nike created the new Nike Bauer brand. Bauer, a long established hockey company was the first brand to share the Nike name and logo, but initially the new bra ...

Peter O'Reilly and Marc Nightingale, from USA's National Football League (NFL), preview their ARF Convention paper - The Role of Research in Building an Engagement-focused Organisation. This examines ...

This 2006 campaign by Amalgamated Holdings aimed to promote the ski centre of Thredbo during the worst-ever snow season. The objective was to persuade skiers (and particularly those of an adventurous ...

This case study looks at the 2005 launch campaign for the Hyundai A-League, the national football competition run by Football Federation Australia (FFA). The competition it replaced, The National Socc ...

The United States Tennis Association (USTA) was the official governing body of American tennis and the owner of the US Open, the only Grand Slam tournament held in the United States. But the USTA memb ...

One of the originators of the mountain bike, Specialized Bicycle Components Inc. continued to excel in that bike niche with a combination of frequent innovation, deep devotion to biking, and award-win ...

Sims Sports, Inc., maker of Sims Snowboards, asked its advertising firm, Seattle-based Hammerquist & Halverson, to create a campaign for the 1997–98 winter season that would "retu ...

After their run of two consecutive championships in 1989 and 1990, the Detroit Pistons of the National Basketball Association began a decline that lasted into the early years of the twenty-first centu ...

Hoping to capitalize on the tail end of the mountain bike and bicycle motocross (BMX) craze of the late 1990s, Schwinn Cycling & Fitness purchased GT Bicycles for $170 million in 1998. The resu ...

In 1997 Schwinn Cycling & Fitness Inc. launched a print campaign designed to entice the masses of mountain bike enthusiasts while altering the company's image as an out-of-touch dinosaur ...

The originator and once undisputed leader of outdoor wilderness courses, Outward Bound USA saw enrollments plunge and its visibility dim in the early 1990s. The nonprofit corporation reacted slowly to ...

Based in Minnetonka, Minnesota, Normark Corporation was the exclusive U.S. distributor for Rapala, a Finnish-made fishing lure that was the leader in its market segment. Normark had long worked with C ...

In the late 1990s and early 2000s the National Football League (NFL) began to visualize itself as an entertainment megabrand along the lines of Viacom and Disney, with an imperative to compete not jus ...

The National Association for Stock Car Auto Racing (NASCAR) saw its popularity dramatically increase between the 1970s and the 1990s. Long considered a sport followed chiefly by blue-collar males in t ...

The Basketball Club of Seattle, LLC, owners of both the National Basketball Association's Seattle SuperSonics and the Women's National Basketball Association's Seattle Storm, had ...

This small-scale campaign, running from 2005-06, aimed to make Manchester City Football Club more like a brand. The club needed to fill a larger stadium, and in order to achieve this, the campaign tar ...

In 2005, adidas launched a through-the-line campaign to reinforce its position as the number one football brand. It captured the imagination of the football target through an epic 'impossible story' i ...

Australia's National Soccer League was failing. In response, the government commissioned the Crawford report in 2003, which exposed a corrupt and dysfunctional administration and a poor public image, ...

In trying to break into the highly competitive North American market, Les Mills was asking North American fitness clubs to switch from their existing (and in many cases, longstanding) group fitness pr ...

'This is Twins Territory' was a campaign designed to give Minnesota Twins fans statewide and beyond a renewed sense of pride and ownership not only in their team, but also in being a lifelong Twins fa ...

The Evinrude E-Tec 2>4 campaign was launched at a time when boaters had accepted the notion that their outboard engine would forever feature 4-stroke technology. The 2>4 campaign not only shattered th ...

The Bauer Player Made campaign set out to make hockey-crazy kids crazy about the sport's most enduring brand - Bauer - again. Through a hard-working, honest approach, the campaign, like the brand, foc ...

Claire Spencer, chief executive at i-to-i research, describes research undertaken in January 2005 to better understand the 'rogue' 30% of the British public who did not support London's bid to host th ...

This case study outlines how an integrated approach to brand rejuvenation and marketing - from pricing policy to setting up the venue, rather than simply refreshing the promotional literature and adve ...