2020 Friday Flashback Press Review I December 18, 2020

Friday Press Review

Through our bi-monthly Friday Press Review, the team selects the most interesting news in marketing industry, mainly in sports and luxury fields.  As 2020 is ending, we picked the 12 top news that marked this year in our special edition. Here is our 2020 Friday Flashback Press Review.

Neymar joins Puma, ending 15-year relationship with Nike

Neymar Puma
Neymar revealed Saturday that he would be joining Puma, bringing an end to his relationship with Nike that last 15 years. The announcement was made on the Puma website as well as on social media with the tagline «The king is back!». ESPN reports that only four executives knew about the deal prior to the announcement, and it was a surprise to the remaining population of the company when it came out. Read more...

European Tour and PGA Tour announce ‘Landmark’ strategic alliance

European Tour
Golf’s two main tours, The European Tour and the PGA TOUR have announced a new ‘landmark’ Strategic Alliance, which will see the pair collaborate more closely in the coming years. The move sees the PGA TOUR acquire a minority investment stake in European Tour Productions, while its commissioner, Jay Monahan, will also join the European Tour Board. Read more...

Rafael Nadal creates history to win 13th French Open, equals Federer’s record of 20 Grand Slams

Nadal French Open
Rafael Nadal is the champion at Roland-Garros for an unprecedented 13th time, his victory over world No.1 Novak Djokovic elevating him level with Roger Federer’s all-time mark. The Spaniard delivered one of his finest performances against arguably his toughest rival to prevail 6-0, 6-2, 7-5 on Sunday. It was his 100th match win on the clay in Paris, his 27th from 56 showdowns with the Serb. Read more...

Breaking news: Swiss non-profit foundation Origyn to authenticate watches via smartphone app in 2021

Foundation Origyn
Counterfeiting is an endemic problem that luxury brands are seeking to stop at all costs. Take the watch industry for example. It is estimated that around 40,000,000 counterfeit watches are produced each year, contributing to significant undesirable ‘brand’ saturation, and around 1,600,000 ‘super fakes’ are produced per year, resulting in a loss of an estimated $224,000,000 in Primary Market sales. Read more...

With more than 5.7 million euros collected, the Z Event makes history again

Z event Amnesty
New to the Z Event? So what about one of the most beautiful and incredible events in the world? Who is French ? The Z Event is a charity event launched by the two streamers Zerator and Dach in 2016 in Montpellier. The idea? Bring together around fifty streamers and influencers to do a big marathon around video games during a weekend to collect donations for an association. Read more...

Microsoft’s NBA deal puts tech giant among the league’s highest-paying sponsors

NBA Microsoft
The NBA’s multi-year sponsorship deal with Microsoft, signed in April, places the technology giant among the highest-spending brands on the NBA’s roster. SportBusiness understands from industry sources the deal is worth about $25m (€22.2m) per year, starting from the 2020-21 season, and puts Microsoft in the top five NBA sponsors by pure marketing rights spend. Read more...

Nike's viral 'You Can't Stop Us' ad is winning big on social media

Nike You can't stop us
Nike’s latest viral ad is garnering praise online for its message of inclusiveness and perseverance at a time when organized sports have been upended by the coronavirus pandemic. The video, called «You Can’t Stop Us,» features a split screen stitching together footage of Black, White, Asian and Muslim athletes. Since it launched on Thursday, it has been viewed 20 million times on Twitter alone. Read more...

Paris fashion enters a new era – digital couture

Fashion week digital
The Paris haute couture collections – to most fashion aficionados the ultimate expression of creative fashion – debuts in Paris on Monday morning, with the first digital season in the world’s greatest fashion capital. Due to the pandemic, there will be no live shows. Much of the action and imagery will take place far away from the French capital. With many couturiers in lockdown at home or residences far from Paris, expect the couture to reference distant parts. Read more...

Alibaba And Richemont To Invest $1.1B In Online Fashion Retailer Farfetch

Alibaba Richemont
Chinese e-commerce giant Alibaba Group Holding Ltd and Swiss group Richemont plans to jointly invest $1.1 billion in British online fashion retailer Farfetch Ltd and its new Chinese marketplace in a landmark union of luxury e-commerce titans. This strategic tie-up, which was announced on Thursday, was driven by an online boom for luxury goods in the Asian country. Read more...

F1’s first YouTube live race attracts 1.7m views

F1 Youtube
Formula One drew 1.7 million views across seven territories for its first ever live race broadcast via YouTube. The Eifel Grand Prix, held on 11th October, was streamed for free on the global motorsport series’ official channel in Germany, Switzerland, the Netherlands, Belgium, Norway, Sweden, and Denmark. Audience figures showed healthy viewership among Formula One’s youngest fans. Some 31 per cent of the race audience were aged below 25, with 68 per cent aged below 35. Read more...

Harley-Davidson is getting into the electric bicycle business

Harley-Davidson bicycle
Harley-Davidson has spun out a new business dedicated to electric bicycles and plans to bring its first line of products to market in spring 2021. The new business, called Serial 1 Cycle Company, started as a project within the motorcycle manufacturer’s product development center. The name comes from “Serial Number One,” the nickname for Harley-Davidson’s oldest-known motorcycle. Read more...

ATP launches new global marketing campaign in 'significant' shift

ATP Flames
The ATP has launched a new global marketing campaign, This Is Tennis, in what it says is a ‘significant’ brand shift. The campaign will aim to promote both players and tournaments with ‘more dynamism’, and will adopt a tone of voice that allows tennis to have a ‘greater cultural relevance’ as the Tour aims to speak to a younger audience. Read more...

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