Brand News

Surf City USA is going on the road.

And it’s taking beach cruisers, a new logo and the story of legendary duo Jan and Dean with it to the cornfields of Iowa and the fjords of Norway. Tourism officials believe they have the makings for a groundbreaking marketing strategy that will draw thousands of visitors and – more importantly – dollars.

They put that plan into action Tuesday by adopting an official logo, signing a licensing agreement for a Surf City USA beach cruiser, and finalizing an agreement to use the story of Jan and Dean, who sang the popular song ‘Surf City.’

‘We have a very authentic and very historic brand to put out there. … And we’re looking at the best way to get this product out and sell it,’ said Doug Traub, president of the Huntington Beach Conference and Visitors Bureau.

And this is just the start. Future plans include licensing agreements for flip-flops, T-shirts, sneakers, shorts, sunscreen and even a furniture line.

Dean Torrence is on board to make five appearances throughout the year as the official spokesman for the ‘Surf City USA’ brand – which the visitors bureau trademarked last year much to the ire of Santa Cruz officials, who had always laid claim to the title. Torrence and Jan Berry’s estate will receive royalties from the marketing deals.

Traub hopes that money from these agreements will provide a healthy boost to the organization’s budget. It currently receives a yearly $250,000 grant from the city and about $500,000 from a hotel bed tax.

A tourism increase also would mean more money for local merchants and increased tax dollars flowing into city coffers.

While it’s common for cities to create a brand to market themselves, the idea of licensing agreements is fairly new.

Last year, the City of New York through NYC Marketing started a similar operation.

WWD reports here:

Italian luxury goods house Trussardi has inked a long-term worldwide fragrance licensing agreement.

Procter & Gamble announced the end of its licensing agreement with Trussardi, which it had inherited through the acquisition of Wella’s Cosmopolitan Cosmetics fine fragrance division.

P&G’s deals with the Tony & Tina, Charles Jourdan and Yohji Yamamoto brands have also ended.

The deal gives us the scope to develop the Italian market and to decide with the brand what other markets to develop,’ said the founder, chief operating officer and managing director of the
Paris-based licensee. The five-year-old firm rang up sales of 71 million Euros, or $92.8 million at average exchange, last year.

The Trussardi Group, which last year generated volume of 122 million Euros, or $159 million, has 100 boutiques and 120 corners worldwide.

Its beauty portfolio includes Trussardi Jeans for men and women, Python for men and women, plus Skin, a women’s scent.

Der Sportartikel-Hersteller adidas-Salomon und Porsche Design haben eine langfristige Partnerschaft vereinbart.
Ziel der Kooperation sei es, gemeinsam eine technologisch orientierte Premium-Marke im Sportbereich zu etablieren, teilte adidas am Montag in Herzogenaurach mit.

Die Partnerschaft erstrecke sich auch auf das Lizenzgeschäft.

Unter dem Namen ‘Porsche Design’ und den Markennamen adidas und TaylorMade sollen Sportschuhe, Textilien sowie Golf-, Tennis- und Laufausstattungen entwickelt und gestaltet werden.

Die ersten Artikel seien im Jahr 2007 im gehobenen Sportfachhandel und in exklusiven
Porsche-Design-Läden erhältlich.

adidas-Konkurrent Puma arbeitet bereits seit Anfang des Jahres mit der Sportwagen-Marke Ferrari zusammen. Puma rüstet seitdem den Formel-1 Rennstall von Ferrari aus. Der Sportartikel-Hersteller liefert neben feuerfesten Rennprodukten auch die Teambekleidung und Teamschuhe sowie Accessoires. Zugleich hatte Puma die weltweite Lizenz für die offizielle Kollektion von Ferrari-Artikeln erworben.

adidas Salomon and Porsche Design agreed upon a long-term partnership.
The goal of the co-operation is to establish a technologically oriented premium sports brand said adidas on Monday in Herzogenaurach. The partnership extends to licensing also.

Under the brands ‘ Porsche Design ‘ and adidas and TaylorMade sport shoes, apparel and golf -, tennis and running equipment will be developed. Product will be available in the 2007 in specialty retail stors and exclusive Porsche Design shops.

Since the beginning of this year adidas competitor Puma already co-operates with Ferrari. Puma equips Formel-1 racing team of Ferrari. The sports article manufacturer supplies the team clothing and team shoes as well as accessories beside fireproof running products. Puma had at the same time acquired the world-wide license for the official Ferrari collection.

Liz Claiborne swim wear now will be made under license by a swim firm that also makes Juicy Couture, DKNY and Gabar swimwear lines.

The Liz Claiborne line had been made by Manhattan Beachwear.

The new looks, which include swim wear and cover-ups, will be shown at the SwimShow 2006 in Miami later this month and will hit stores in November.