Business of winning

Nike, others cashing on soccer team's success

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Posted: Tuesday July 13, 1999 08:59 PM

Chastain was one of 10 team members wearing Nike's Inner Actives sports bra. AP

NEW YORK (AP) -- Brandi Chastain may have done more for women's underwear than Madonna when she ripped off her jersey after scoring the winning goal in the Women's World Cup.

Nike, which makes the soccer team's sports bras, is trying to figure how to convert that moment of marketing magic into sales.

Chastain and her teammates are seeing a burst of marketing interest that experts had predicted if the team won the title.

The maker of Wheaties said Tuesday it has begun talks about putting the team's picture on the box. And Walt Disney has been running its signature post-championship television ads with the team shouting 'We're going to Disneyland' and "We're going to Disney World."

The World Cup matches drew unexpectedly large crowds to arenas across the country in the past three weeks and the TV ratings grew as the tournament climaxed last Saturday in the Rose Bowl where the United States beat China in the finale.

Jerry Solomon, a top commercial buyer at SFM Media, said Tuesday that team members captured Americans' imagination "not only by their playing but by their demeanor" and expects the feeling will have "some staying power."

"They didn't argue, they didn't bad-mouth anybody, they were always going out of their way to be gracious. The whole idea of the teamwork aspect captured the fancy of the public," he said.

Kathryn Reith, a spokeswoman for Nike, said Chastain was one of 10 team members wearing Nike's Inner Actives sports bra that goes on sale for $40 on July 25.

She insisted Nike had not scripted Chastain's decision to rip off her jersey and expose the black bra. She noted Chastain has described it as a moment of "temporary insanity."

Nonetheless, she said Nike "certainly will capitalize on it." The company will use a photo of Chastain in her sports bra for displays in stores and may have Chastain make extra personal appearances to promote the bra. Reith was unaware of additional advertising plans.

A picture of Chastain in her sports bra drew a hearty cheer during a rally staged by Nike on Tuesday in midtown Manhattan.

Bill Colson, managing editor of Sports Illustrated, presented Chastain with a giant framed copy of the magazine's upcoming cover, featuring her kneeling on the field in celebration.

Meanwhile, General Mills Inc. is talking with the team and the players about an appearance on a Wheaties cereal box, company spokesman Greg Zimprich said Tuesday. "We are definitely interested," he said.

The company from Golden Valley, Minn., has heard from hundreds of people wondering if the team will be featured on the boxes as champions like the U.S. women's hockey team was after winning gold in the 1998 Olympics in Japan.

"We've been inundated with calls," company spokeswoman Natalie Peterson said.

Mia Hamm, a member of the soccer team, had earlier told Fox News Channel that it appeared Wheaties was not interested, and added she and her teammates "like the sweeter cereals" anyway.

Disney shot two ads with the soccer team Saturday in the Rose Bowl after its victory. The television spots were airing around the nation on Monday morning.

The company has been using the approach in similar ads for its theme parks for the past 12 years.

Marketing experts have warned the team's notoriety could prove short-lived because of the lack of a women's professional league and America's relative disinterest in soccer versus other sports like football, baseball and basketball.

The team will stay in the public's eye for at least several months thanks to a planned soccer exhibition tour. It will compete against a world all-star team in 11 matches starting Oct. 22 in Pittsburgh and ending Dec. 12 in Tacoma, Wash.

Lee Berke, a vice president with the sports marketing firm SFX Sports Group which helped organize the tour, said it will allow the players to earn money from soccer, stay close to their fans and demonstrate the viability of a professional league.

He said a number of sponsors, including beverage, financial services and packaged goods companies, have expressed interest in the tour. He said talks are under way about producing a TV special during the tour.

 

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