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Ad Age Spotlights the Arnold Palmer Brand
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December 5th 2011 - Arnold Palmer Takes a Swing at Positioning His Brand for Future
At 82, Golfing Great Hopes to Stir Retro Fever With Clothing Line to Evoke Romance of Decades Past Arnold Palmer did not invent sports marketing. But he nearly perfected it, amassing a global empire of licensing deals and endorsements that seems just as relevant today as it was when he first began building it back in the 1950s. Now the 82-year-old golfing legend is out to make sure his dynasty outlasts him. Arnold Palmer Enterprises, which houses marketing ventures from wine to sunscreen, is in the midst of a branding review with the aim of reaching a generation of fans who weren't even born when he was racking up tour wins. "We're at a crucial point in Mr. Palmer's career," said Cori Britt, VP-Arnold Palmer Enterprises. "We're looking forward to ensuring the Arnold Palmer brand is positioned for success 20, 30, 40, 50 years from now." As it looks to the future, the group is culling nonstrategic licenses while seeking out new ones that dig deeper into Mr. Palmer's past, evoking a 1960s-era younger, stronger Arnie in hopes of capitalizing on the retro fever captured by the likes of the hit TV show "Mad Men." Among the projects in the pipeline are a new clothing line featuring styles Mr. Palmer wore decades ago that seek to recapture the spirit that this year vaulted him onto GQ magazine's list of "The 25 Coolest Athletes of All Time." Mr. Palmer, GQ said, "marshaled his own army by uniting golf with charisma at a moment when the sport's most-popular fan was President Eisenhower." Click link to view complete article |
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Further Resources: http://adage.com/article/news/arnold-palmer-takes-a-swing-positioning-brand-future/231356/ |
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