Wednesday, May 20, 2009

Adidas Hypes Dwight Howard's Elbow Sleeve in New Techfit Line

Sports marketers have devised yet another way to exploit more dollars from their celebrity endorsers. Items that were once considered accessories or protective gear are now highlighted along with sneaker lines and regular apparel.

For example, if you've been watching the NBA playoffs, you may have noticed an awkward looking sleeve on the elbow of Dwight Howard, the All-Star Center for the Orlando Magic. Believe it or not, his elbow sleeve is one of the featured products on Adidas' site. The caption describes Howard's gear as the "Techfit elbow sleeve with powerweb." and it's set to hit stores June 1.

What exactly is the "powerweb" and why does Dwight Howard need it? After all, Dwight Howard's nickame is Superman, not Spiderman.

As an avid sports fan, this promo makes me wonder how much of the protective gear and other apparel is simply for branding and nothing more.What's next, vanity bandages? ESPN should create a few skits for their next serious of humorous parody commercials.

Posted By Matt O'Hern at 04:25 PM
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