Marketing and Sponsorship

Ralph Lauren unveils Opening Ceremony outfits for Team USA

Team USA this morning unveiled the Ralph Lauren outfits athletes will wear during the Opening Ceremony of the Beijing Games on Feb. 4, and U.S. women’s hockey F Hilary Knight “praised the ‘innovation of this jacket.” The coat features Intelligent Insulation, which Knight notes "puffs up when you go outside in the cold and ... adapts to different environments either indoor and outdoor.” NBC's Craig Melvin said, “They got rid of those heaters that they used to have and now it gets warmer and colder based on the temperature” (“Today,” NBC, 1/20). USA TODAY’s Chris Bumbaca writes the “anorak-style coat has a navy blue color base with red near the neck and elbows.” A white-lettered "USA" logo “sits near the sternum.” Knight said of the jacket, "It feels like it’s more streetwear and fashionable, and that way it sort of integrates that sporty feel, so it’s definitely something that I would wear afterwards.” Bumbaca notes Intelligent Insulation is a first-to-market, responsive fabric that "expands and creates a layer of insulation in cooler temperatures." The goal is that the single-use garment “can transition through three seasons, instead of only being available for one” (USA TODAY, 1/20).

MORE UNIFORM DETAILS: The AP’s Leanne Italie notes female athletes at the Opening Ceremony will be “wearing red boots and red fleece pants with predominantly navy jackets,” while the men's looks “are mostly white.” Everyone will be wearing "navy knit beanies, and both get the large bonus pouch on the front of their jackets to go with roomy side pockets and graphic touches on sleeves." Ralph Lauren went with navy for their gloves, and all athletes “will be provided with masks” to help guard against COVID-19. The uniforms “were made in the U.S.” The Closing Ceremony uniform, which features a buffalo plaid design, were unveiled in October (AP, 1/20).

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.”

SBJ Morning Buzzcast: June 29, 2022

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