Sporting Goods

Spalding has recruited a team of consumer packaged goods experts to overhaul the company's merchandising efforts and put P-O-P in the starting line-up.

Dunlop Slazenger recently introduced a global promotion for its line of tennis balls. The three-tier modular units feature several top tennis players, each recommending Dunlop tennis balls. The corrugated displays are easy to set up and can merchandise six different types of balls, depending on each retailer's needs. A product highlight feature demonstrates the benefits of using Dunlop tennis balls in the language of each market. The displays rolled out in January to mass merchant and specialty stores across the UK, France, Germany, Holland, Asia and the United States.

Client: K2 Snowboards, Vashon, Wash.
Distribution: Specialty retailers
Size of Run: 1,000
Producer: JP Marketing Services, Santa Fe Springs, Calif.
Division: Permanent, Sports, Toys and Accessories
Objectives: To reinforce consumer awareness of the K2 brand with permanent platforms, holders and signage for key, non-board products.

Product: InerGel golf balls
Number of displays: 7,000 countertop displays; 7,000 floor displays
P-O-P company: Showtime Enterprises Inc., Paulsboro, N.J.
Distribution: Golf shops and sporting goods stores
Introduction: April 1999
Duration: Semipermanent
Construction: Vacuum-formed styrene (countertop); corrugated with plastic side panels (floor)
Display set-up: Retail staff
Floor and countertop displays have helped Taylor Made enter the golf ball market and see its market share steadily increase.

Client: Alison Group, Atlanta
Distribution: Travel agencies
Size of Run: 7,500
Producer: Promo Edge, Div. Of Menasha Corp., Menomonee Falls, Wis.
Division: Temporary, Signage
Objectives: To generate excitement and awareness of Norwegian Cruise Line's new cruise liner and associated travel packages. This marquee piece functioned as the fifth part of a direct mail campaign used to announce the Norwegian Sky to travel agents and their customers. It was designed to increase sales of travel packages on the new ocean liner.