………………………………………………………………………………………………………………………………………………….

This weekend, more than 1,200 cyclists converged on Charlotte for 24 Hours of Booty. For 24 hours, cyclists rode a nearly three mile loop around the Myers Park neighborhood in a sign of unity against all types of cancer. This annual event raises money for cancer research and survivorship. This year, participants raised more than $1 million!

Addison Whitney’s own Verbal Branding Coordinator Jenna Wise took part in the ride as part of Team Gita. Volunteerism is a large part of the Addison Whitney culture so seven members of our team, along with a few spouses, signed up to help out.

Some people may think of volunteering as something you’re giving an organization, but I’m always amazed at how much I get back from volunteering a few hours of my time. This event was incredibly inspiring. The race began as cancer survivors rode off after an emotional send-off. And then an army of cyclists, some riding in memory of those they’d lost to cancer, and others simply devoted to helping others took off – all 1,200 of them.

This event isn’t about how many laps you’ll ride, it’s about why you ride. The best part of my night was then a father and daughter came over to chat. The young girl proudly told me she was riding for her mom who was a survivor. That’s why you ride.

Contributed by Beth Anne McPheeters

When my mom called to tell me she was the proud owner of this season’s hottest clothing item, I thought she may have bought some boots with the fur. Lo and behold, she got her hands on some of the red Olympic mittens, an early birthday present from my dad. The latest craze, these branded mittens feature a maple leaf on the palm and Olympic rings on the back. Stitched with the words “Vancouver 2010,” this collector’s item is now one of her favorite keepsakes. To put it bluntly, she thinks she just reached a whole new level of cool.

Evidently, she is not the only fan of these mittens. According to the Vancouver Sun, retailers have sold every last pair. At less than 10 dollars a pair, over 3.5 million pairs were sold over the five month promotion. The profits from the mittens helped fund the Own the Podium Program which launched in 2005 to prepare Canada to become the top winter sporting nation in the world by 2010. More than just a souvenir, the mittens became a top item to show support for the Games.

Oprah Winfrey promoted the red mittens when she handed out 300 pairs to her talk show audience. After expressing her fondness of the mittens, the Vancouver Organizing Committee (VANOC) shipped a box to her studio, drawing further attention to the mittens. Who knew they would create such a stir.

The Olympic brand encompasses all of the names, phrases, marks, logos and designs related to the 2010 Winter Games. What better way to promote this major international event then by sporting some stylish red mittens? They’re both affordable and practical!

Contributed by:  Ashley Popham

Last year, the Concord, NC street that takes hundreds of thousands of racing fans to Lowe’s Motor speedway was re-named Bruton C. Smith Boulevard in honor of the Speedway Motorsports Inc. owner. Next year, the track itself will undergo a name change as well. On Thursday, Lowe’s announced that it will not renew its naming rights for the Concord speedway.

Lowe’s brokered exclusive naming rights with SMI in 1999, making Lowe’s Motor speedway the first major naming-rights deal of a NASCAR track. The partnership has been viewed by many as a success, as the fairly young Lowe’s brand has enjoyed exposure to millions of NASCAR fans for nearly a decade. But, but as priorities and budgets shift to survive in the recession, so too will the marketing resources of the company.

According to a NASCAR press release, SMI owner Bruton Smith expects the track to work to find a new title sponsor. If a new sponsor can’t be found, the track’s name will revert to Charlotte Motor Speedway.

Of course, this is not the only corporate sponsorship to dissolve within the past year. Professional sports across the board are having more trouble holding on to their lucrative deals with companies, specifically those in the financial and automobile industry. With this decline, yet another reflection of a downturned economy, might we see the pendulum swing back to a world of stadiums and fields without corporate monikers?

If so, which sports venues would you like to see returned to their original names?

Contributed by: Maghan Cook

………………………………………………………………………………………………………………………………………………….
Addison Whitney has two new names and logos to add to its portfolio in the running world: StabilicoreTM, which is a technology brand for New Balance shoes, and Aceba, a Dry Lubricant used in Asics Chafe FreeTM products.

For those who think that Nike is supreme when it comes to athletic footwear, runners will tell you a different story. Runners are very loyal to brands that work, and Asics and New Balance have emerged as trusted names for those who hit the pavement every day.

A quick poll of AW’s running group, “Brand, Sweat and Tears”, revealed the following insights about running brands:

• “I am more loyal to technologies than I am to master brands”
• “I don’t care if it’s popular- I care if it has got the specifics that I need! (e.g. high-arch support)”
• “If I find a technology that works for me, I am more likely to buy other items from that brand (the shoes fit, why not buy the matching shorts and tank!)”

Continue Reading »