Competitive Edge
Category: Lesson 8.6 – Endorsement

BodyArmor Animates Top Athletes in ‘Edge vs. Everybody’

BodyArmor animates a quartet of star athletes to hype its caffeinated Edge sports drink in the brand’s first-ever national TV spot breaking during the NBA playoffs. Click here to read the story at musebycl.io. Discussion Questions: What is positioning? What message is BodyArmor communicating to consumers with this campaign? What

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Baseball star Ohtani becoming a global brand icon

Two-way star Shohei Ohtani received countless accolades during his incredible 2021 season that saw him win the American League MVP Award unanimously, get awarded the Commissioner’s Historic Achievement Award and become the first player to be elected an All-Star as both a pitcher and a position player. Click here to

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Tiger Woods explains ditching Nike shoes for FootJoy at Masters

Tiger Woods’ presence at Augusta National this week 14 months removed from a devastating leg injury was shocking on its own. Then people saw his shoes. Click here to read the story at yahoo.com. Discussion Questions: What is endorsement? Why do brands pay athletes and celebrities to endorse their products and

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