A slam-dunk for profits

Discount Store News, Feb 9, 1998

Leveraging the name recognition and the marketing clout of Warner Bros., the WB Sport line is fast breaking into the mass market as it differentiates itself from the competition with an all-star roster of athletes, including the global icon that is Shaquille O'Neal.

Unlike other sports brands, WB Sport is a licensor that brings Hollywood-style panache and promotional know-how to the world of athletics and merchandising; it is doing it with a stellar line-up of both athletes and licensees. In bringing a new level of marketing and merchandising to mid and mass market merchandisers, WB Sport represents an enormous opportunity for merchants in these distribution channels.

"There's a hole in this market for a good sports brand," says Juli Weltsch, Vice President, Licensing, Exquisite Apparel/Bolero, a WB Sport licensee of men's furnishings. "Warner Bros. could fill that, and they could become the Nike of the mass market. It's a great concept simply because there's a need for it, and I think Warner has shown great vision in going with this because its different than what they've done in the past."

WB Sport, which already has top-of-the-line manufacturer licensees, is primarily targeting 6-to-26 year old sports enthusiasts, both male aid female, in its comprehensive advertising and marketing campaign.

"We've learned through focus testing that athletes are aspirational. Unfortunately, most products they endow are prohibitively expensive," says Michael Stein, Brand Manager, WB Sport. "A 6- or 7-year-old kid looks up to Shaq and so does a 20-plus-year-old. Both consumers may not be able to afford a $100 shoe endorsed by a top athlete, but would take advantage of a Shaq shoe for $39 or less."

The combination of the distinctive WB Sport logo and Shaq's enormous appeal gives the mass retailers an instantly recognizable yet totally fresh lifestyle sports brand. "We're bringing an exciting and innovative program to our sports brand at the mass market level," says Michael Peikoff, Vice President, Property Development, Film, TV and Sports, Warner Bros. "We're putting the power of Warner Bros. behind WB Sport," he adds.

As it did with the Looney Tunes characters, Warner Bros. is poised to break out the WB Sport brand in a coordinated, highly visible marketing campaign that consumers can't help but notice. It also doesn't hurt that the prominent Warner Bros. Studio Stores serve to reinforce the WB universe.

"WB Sport has more validity than just any new sports brand starting up," notes Abe Chehebar, CEO of Accessory Network, a licensee that's bringing bags and backpacks to the market. "Shaq is a very popular commodity, and the fact that our consumer sees a big 7-ft. 2-in. statue of Shaq at the Warner Bros. Studio Stores, that's a huge plus for us. Those stores are like a museum for our consumer. And with all the athletes they've signed up from all the different sports, the brand has a United Nations appeal to it. Warner Bros. has already created a brand with attitude with WB Sport, building a nice lifestyle feel around the brand."

In addition to Shaq, the WB Sport roster includes Albert Belle,

Andres Galarraga, William Fuller, Patrick Ewing, Glen Rice, Bobby Hurley, Bryant Reeves, and one of the NHL's rising stars, John LeClair.

"We're in the personality marketing business," Peikoff says. "We can bring the kind of impact to the consumer with our athletes that we have with Bugs Bunny or the cast of Friends"' Jeffrey Orridge, Director, Sales and Sports Marketing, WB Sport, adds that more athletes will be joining the roster over the coming months.

In addition to supporting the brand at the Warner Bros. Studio Stores, Warner Bros. will be reinforcing the sports brand this year through Time Warner's Six Flags/Great Adventure theme parks. WB Sport has also recently launched its own Website (www.wbsport.com), complete with daily updates on the brand's athletes, contests, promotions, product overviews and news releases.