IZOD Teams up with AquaHydrate and Hollywood Leading Man Mark Wahlberg in Strategic Marketing Alliance
April 23, 2010 by admin
LOS ANGELES, April 22 /FashionNews/ — Phillips-Van Heusen Corporation , owner of the IZOD brand, and AquaHydrate, a uniquely engineered high performance sports water, with support from Oscar- and Emmy-nominated actor and producer and AquaHydrate business partner, Mark Wahlberg, recently announced their intention to engage in a strategic marketing alliance.
Together, the team plans to develop and execute a series of marketing efforts involving media, public relations, and high profile brand activation events centered primarily around the IZOD IndyCar Series, the “fastest race on earth.” In addition, AquaHydrate will have the ability to promote its product by leveraging the promotional opportunities granted to IZOD through its title sponsorship of the IndyCar Series.
“We are thrilled with the opportunity to work with AquaHydrate as they launch this exciting and innovative brand nationwide. This high-performance product fits perfectly with the speed and athleticism of the IZOD IndyCar Series,” stated Mike Kelly, Executive Vice President of Marketing for Phillips-Van Heusen. ”Furthermore, AquaHydrate’s ties to Hollywood — through the involvement of Mark Wahlberg — will drive our visibility in pop culture and draw newer and younger fans to Indy Racing, leading to additional brand recognition for IZOD.”
“This partnership is a natural for us,” said Richard Berry, CEO of AquaHydrate. ”With cars running at speeds of 220mph or more, this sport demands great mental focus, performance and rapid recovery, and our sports water gives these athletes a true competitive edge. Hydration is critical to maintaining the physical stamina and mental discipline needed to endure the heat, speed and pressure of IndyCar racing. Our uniquely-engineered process, delivering ultra-purity, ionic minerals, electrolytes and alkaline pH specifically designed for the high performance athlete, is the perfect water for a sport as demanding as this.”
The new alliance launched this last week in southern California during a series of high profile events for fans and media surrounding the Toyota Grand Prix of Long Beach. Last Wednesday, IZOD, AquaHydrate and Wahlberg hosted a soft launch event at Macy’s South Coast Plaza attended by nearly a thousand fans, featuring an autograph session with IZOD IndyCar Series drivers Danica Patrick and Helio Castroneves.
The following day, IZOD and AquaHydrate presented an event titled “Race to the Party.” This all-day event packed a closed Hollywood Boulevard for five hours in celebration of the stars and cars of the IZOD IndyCar Series, featuring a pit stop competition and a priceless auto exhibit of vintage cars from the Indianapolis 500. Among the guests and participants were Mark Wahlberg and his good friend Sean “Diddy” Combs, both of whom appeared on Jimmy Kimmel (who taped a segment about the event for his ABC television show that night), and rock stars including Dave Navarro, Matt Sorum, Mark McGrath to name but a few.
The week ended at the race track as Wahlberg dropped the green flag at the IZOD IndyCar Series race at the Toyota Grand Prix of Long Beach.
“I am officially hooked on this sport — you will definitely see me at the race track promoting the partnership between AquaHydrate and IZOD,” said Mark Wahlberg, film star and TV producer. ”Racing is fun to watch, but I am hoping to actually drive myself some time soon… that’s where the action is. What these athletes do is absolutely amazing, and I’m sure our water is a perfect fit here.”
Plans are now in development for future IZOD IndyCar Series events, including potential efforts in support of the most famous race and largest one-day sporting event in the world: the Indianapolis 500.