JA Apparel ties new line to NBA

Last year, JA Apparel's high-end Joseph Abboud line became NBA coaches' official clothier, so the company was looking for ways to expand on that success, explained Trudy Larson, VP of marketing and PR at JA Apparel.

Company: JA Apparel Corp.

Campaign: JOE Joseph Abboud partners with NBA

PR Team: Internal and HWPR (New York)

Launch: May 18

Budget: Undisclosed

Objective

Last year, JA Apparel's high-end Joseph Abboud line became NBA coaches' official clothier, so the company was looking for ways to expand on that success, explained Trudy Larson, VP of marketing and PR at JA Apparel. It decided on a multiyear partnership with the National Basketball Association (NBA) to promote its new JOE Joseph Abboud line for JCPenney, which will hit shelves in August

“Our research [showed] these guys... look up to athletes and sports figures as role models,” Larson said. “We're tapping into this great partner that really knows how to reach their consumer.”

Idea

Working with HWPR – AOR for JOE Joseph Abboud - the company will participate in the NBA Rookie Transition program, which helps new players develop personal style for public appearances. When JOE Joseph Abboud launches, the team will throw an NBA-themed outdoor event in New York City, with sports activities and a fashion show featuring the league's players. Additionally, a Larry O'Brien Championship Trophy tour will provide consumers with trophy photo-ops in highly trafficked JCPenney stores across the country.

Tactics

The company will highlight the partnership through JOE Joseph Abboud Style Suites for players and VIPs at NBA events, such as the 2010 NBA All-Star Game in Dallas and NBA Draft this summer.

On Monday, May 18, the team held an event at New York's West 4th Street courts, also known as ‘The Cage,” inviting fashion, sports, events, and newspaper media, as well as NBA players, to preview the collection. The team will continue to leverage the partnership in outreach for placement in September and October issues, as well as host in-store appearances by current and former NBA players.

Measurement

The company plans to measure the partnership's success in retail sales.

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