Marketing and Sponsorship

Saks Fifth Avenue going with bigger Super Bowl initiative this year

Saks Fifth Avenue is "preparing to celebrate" the Super Bowl in an "even bigger way this year" with its Game Day Capsules initiative that launches today, according to Jean Palmieri of WOMEN'S WEAR DAILY. Starting in '19, the retailer has "worked with designers to create special collections" tied to the game. This "started out small," with 26 brands participating in Atlanta two years ago, and in '20, when the game was in Miami, it was "expanded to 25 designers and more than 100 products." Saks this year has "worked with 28 of its top brands to create 275 limited-edition ready-to-wear, footwear and accessories products" that will include "women’s- and children’s-specific merchandise for the first time." Among the brands that are participating are Dolce & Gabbana, Givenchy, Theory and Versace. Saks Senior VP/Men’s Louis DiGiacomo said that the most popular category in the past has been "footwear, driven by sneakers." He anticipates that some of the new brand additions will "garner interest including Casablanca, Ksubi, Polo Ralph Lauren and Reese Cooper." Broncos WR Jerry Jeudy is "featured in the digital campaign, as well as activations in several stores outside of the host city." This marks the first time Saks has "used an athlete for its Super Bowl initiative." Saks is "not working directly" with the NFL; its campaign excludes overt references to the trademarked "Super Bowl" (, 1/11).

SBJ Morning Buzzcast: July 7, 2022

Talking points from Sun Valley; Pac-12 retains Sports Media Advisors; Oak View Group to sell Top Golf national sponsorships and Rapino remains influential with new deal at Live Nation

SBJ Unpacks: LIV Golf tees off in Portland

Ahead of the PGA Tour’s John Deere Classic in Illinois and LIV Golf Invitational Portland, SBJ’s Josh Carpenter, and David Rumsey spoke with Sports Illustrated's Bob Harig and Brendan Porath of The Fried Egg to discuss the current state of golf.

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

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