Women’s Wear Daily
04.21.2014
fashion-memopad
fashion-memopad

Buffalo David Bitton Taps Athletes for Campaign Series

First up is Chandler Parsons of the National Basketball Association’s Houston Rockets, who will appear in advertising that breaks in March issues.

fashion-memopad/news
Chandler Parsons Ashley Sky Buffalo

The Buffalo campaign with Chandler Parsons and Ashley Sky.

Photo By Courtesy Photo

PLAY BALL: Buffalo David Bitton plans to target sports fans with a new series of campaigns featuring professional athletes. First up is Chandler Parsons of the National Basketball Association’s Houston Rockets, who will appear in advertising that breaks in March issues of Men’s Health, Men’s Fitness and Sports Illustrated, as well as the game programs of upcoming marquee events like the Super Bowl, the NCAA tournament and the NBA All-Star Game.

“I’ve gotten to know the brand, and their style and culture reflects a lot of things in my life,” said Parsons of the campaign, which was shot on a beach in the Florida Keys. Also appearing in the ads is swimsuit model Ashley Sky, who has accumulated more than 700,000 followers on Instagram, particularly among admiring males.

“Sport is a great way to reach young men, which are an important demographic for the brand,” said Dari Marder, chief marketing officer at Iconix Brand Group, which acquired a 51 percent stake in Buffalo in February. The brand’s sales are about 60 percent in men’s and 40 percent in women’s.

Buffalo is in discussions with future potential endorsers from Major League Baseball and the National Football League, said Marder.

An online buy for the Parsons campaign is not yet finalized, while an outdoor component is planned for February in key markets such as New York, Los Angeles, Chicago, Miami, Houston and Boston.

A separate Buffalo campaign will make its debut this spring showcasing a music star, replacing the current advertising that spotlights Max George of The Wanted.

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.

Ads by Google

Newsletters
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

Publications

ArticleFinder

Media


Choose By

Clear

How it works

Close

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.


Or