The Game: 'Big Papi' A Big Hit For New Era; Round One For Everlast Effort
March 17, 2008
By Barry Janoff

David Ortiz of the defending World Series champion Boston Red Sox will add to his endorsement roster via a campaign from New Era. This might be his easiest gig as he doesn't even appear in the ads.

New Era, which makes athletic headwear, will break a campaign this week that shows how fans can be more like their sports heroes. A 30-second TV spot, via MMB, Boston, follows a man getting off a plane at a Tokyo airport. But when he puts on his New Era 59Fifty Red Sox cap (see top of page) he is immediately surrounded by press and adoring fans who mistake him for "Big Papi." The man's face is even emblazoned on electronic billboards in downtown Tokyo. But the feeding frenzy dies when the guy's hat is accidentally knocked off and people realize that he is not the Boston star.

The commercial might actually be a preview of what happens when Ortiz and the Red Sox go to Japan to open the 2008 MLB season with two games against the Oakland A's (March 25-26).

The spot will run on networks including ESPN, Fox Sports Net, FX and MTV.

A related print campaign, "Two ways to get one," via The Martin Group, Buffalo, N.Y., supports New Era's premise that MLB players and consumers are linked by their New Era caps. Print will break in April in programs sold at MLB ballparks. Support includes Internet and POP at such retailers as Modell's, Dick's Sporting Goods and New Era retail stores.

New Era, Buffalo, N.Y., put its media budget at $5 million.

"We have a good relationship with Big Papi, and we wanted to honor the Red Sox for winning the World Series," said John DeWaal, vp-global marketing at New Era. "This also is a good way to help launch the MLB season."

This is the first effort from New Era since "Are you part of the New Era" print and TV spots directed by Spike Lee about a year ago.

Ortiz, Boston's DH/first baseman, was in several national and regional TV spots last season. That included Glacéau's VitaminWater, Sharp Electronics and ESPN's "This is SportsCenter" campaign. Reebok introduced a "Big Papi" baseball shoe at the 2007 All-Star Game, which he wore during the game. Ortiz's agent is Alex Radetsky, SFX Baseball, Northbrook, Ill.


Everlast Punches In

Boxing equipment and apparel company Everlast World-wide this month will launch its first, and long-awaited, ad campaign, "Greatness is within." The effort is intended to move the company beyond boxing gloves and weight bags, and more into a full workout and fashion option for consumers.

Creative includes legendary boxing trainer Teddy Atlas and former middleweight champ Jermain Taylor, who offers, "The fight starts long before I step into the ring." Print breaks in April issues of Men's Health, ESPN, Self and others. Lead agency is Kanter International, Philadelphia. Everlast, New York, put marketing spend at $4 million. The campaign, which was teased by the company last May, also anticipates Everlast's centennial anniversary in 2010.

Support includes Internet and an "Own the gym" element with such sports clubs as Crunch and Life Time Fitness, which will feature Everlast-branded fitness classes.

"We wanted to find a visual means of connecting fashion and fitness to showcase Everlast as a brand that exists to unleash strength and determination in every individual," said Adam Geisler, Everlast svp-marketing. "The strategy was to capture the moment of individual greatness in the authentic, organic gym environment." Everlast said other athlete endorsements are being "negotiated."

bjanoff@brandweek.com