Welcome to "The Shoppe!"

Heidi Reale • August 21, 2020

Welcome to “ The Shoppe !” As marketers, we are in crazy sociological and environmental times right now. The shifts in consumer behavior due to the COVID-19 global pandemic, Black Lives Matter movement and the United States Presidential Election (just to name a few) make 2020 a year of tremendous marketing disruption on all fronts. We can’t think of an industry that has not been impacted in some unprecedented way.

SparkShoppe will be sharing a few noteworthy marketing stories that have made headlines this week. Check in every week to stay in the loop. If you would like to share a noteworthy marketing story, please feel free to comment below!

SPORTS MARKETING

TikTok has announced its partnership with the New York Yankees and the YES Network, working to further deepen the connection between fans and the game during these unprecedented times. The app is now a sponsor, paying $10M for a three year deal for promotional spots, in exchange for producing engaging content to expand NYY’s reach to younger, digital-savvy sports fans. 

Expecting increased demand in at-home sports viewing, Bodyarmor has announced their partnership with the United States Tennis Association, naming Bodyarmor Lyte as the official sports drink of the U.S. Open. While the stands will be empty, there will be no shortage of sponsored messaging. In addition to digital campaigns and PR events with partners and athletes, we can expect to see the brand’s products distributed among players and throughout the USTA Billie Jean King National Tennis Center. 

DIVERSITY AND INCLUSION MARKETING

Adobe Create has released information regarding their latest inclusivity initiatives. In an effort to show support for women and people of color working in creative fields, the brand created a landing page showcasing diverse creators and their successes, as well as available scholarships, grants, and career development programs.

Gillette Venus has launched a new marketing campaign in partnership with the recently popular Nintendo game, Animal Crossing: New Horizons. The company aims to promote their Summer Skinclusive line through their “My Skin. My Way” campaign. From freckles and scars to differently abled bodies, players can now customize their avatar with over 250 new combinations of skin tones and types.

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