[Foreign Flava – 3.30.12] – AND1 Germany’s “__X__ is AND1” marketing campaign
Inks: FLASH aka g_sk1lls
Images: And1 Germany
As second installment of our “Foreign
Flava” blog feature, we set our sights towards Europe.. and this time the
spotlight is on Germany. I’ve recently
contacted Laurent Burkart, who works
for Sales and Marketing of AND1 Germany, via email and asked him some questions
about this new brand strategy that was just launched in December 2011.
I first got wind of the “__X__ is AND1” material in And1 Germany’s
Facebook page (www.facebook.com/and1germany) and its first salvo featured Salu Benjamin Tadi, winner of the
German Beku BBL Slam Dunk contest just last January 21, 2012. Nicknamed Mr. Hangtime, Salu wore And1 Empire
Mids on route to besting a field of 40 dunkers and subsequently had a
photoshoot to kickstart the ““__X__ is AND1” campaign. [Click HERE for the previous post
re: Salu’s Slam Dunk contest win.]
Hot in the heels of Salu’s feature, DJ Silence
(one of Europe’s finest DJs/mixers) and Marcel Heberlein, a professional player
in the German basketball league recently joined the And1 Germany brand
endorsers roster in February and March, respectively.
Here are
some more tidbits of what’s to come from AND1 Germany c/o Laurent:
- On who’s got next: “Dj Maleek
(official Tour DJ of the Game), Lazee (top Swedish rapper), Blanchard Obiango
(player for the German national team), Frank Ewert (best Junior basketball
coach in Germany) and a lot more during the next months!”
- On what’s going on for the next few months: “We will bring the best streetball team in Germany to the
Reality Check in Cologne this summer! With dudes from the United States,
Germany and Africa! (including some AND1 all-stars). Additionally we will be launching videos,
photo shoots, mixtapes, plus so much more.“
- On how long the “__X__ is AND1” will run: “Certainly year-long
and if it proves to be successful, it will continue to run in the following
years.“
Poised to push more And1 brand awareness and
looking at the possibility of positioning And1 as a lifestyle brand as well,
the current campaign is focused on these shoe models: Ultralyte, Empire Mid,
and Elev8 Mid (note: the Downtime Low has
also been featured prominently, as well as the And1 snapback cap, only available in the And1 Germany online site - www.and1.de).
Looks like things are going to be more
exciting with And1 Germany’s
aggressive marketing thrust, and we at And1 Ph will continue to bring you the
latest news in the international scene.
For your regular local updates, we are also on Twitter
(follow @and1ph) and LIKE us
on Facebook (www.facebook.com/and1ph). And that’s the 411, And Juan!
