Neiman Marcus, Coca Cola, Endo, BMO…

Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.

• Neiman Marcus

  Neiman Marcus debuted its spring campaign, Café Society, to celebrate the synergy between fashion and culinary culture. In continuing its Pursuit of the Extraordinary Since 1907, the luxury retailer serves as the maître d’ of spring’s most fabulous dinner party, pairing an exceptional curation of fashion with the most compelling tastemakers from both the cultural and culinary worlds. Captured by Bobby Doherty and shot at Mr. Chow Beverly Hills, the campaign honors Neiman Marcus’ culinary history and how restaurants have always served as places to see and be seen. The campaign stars Pat Cleveland and Michael Chow (Mr. Chow), with notables Kathy Hilton, Ivy Getty, Lucky Blue Smith, Nara Smith, China Chow, Cindy Rachofsky, Mobolaji Dawodu, and Pierce Abernathy.
  Café Society continues Neiman Marcus’ 360-degree campaign strategy, appearing across digital, social, and print media in addition to its owned online channels. In stores, customers can experience the magic of the campaign through window displays, interior presentations, and immersive events as part of its dynamic “retail-tainment” strategy. By partnering with celebrated chefs and offering access to the most desired dining destinations, these activations create new, engaging ways for clients to connect with luxury.
  “Fashion and food have always been the most stylish companions, catalysts for connection, creativity, and cultural exchange. The most coveted restaurants worldwide have long been gathering places for tastemakers and visionaries, where ideas flourish and trends are born,” said Nabil Aliffi, Chief Brand Officer of Neiman Marcus. “Today, more than ever, designers and brands are finding inspiration in the vibrant culinary world, weaving its rich textures, colors, and artistry into the fabric of fashion. Neiman Marcus is thrilled to celebrate this timeless intersection with our customers through Café Society.”

• Coca-Cola 

  The  Coca-Cola Company will sponsor the  FIFA Club World Cup 2025™. Fans of 32 of the best-performing clubs on the planet can expect to encounter exclusive experiences and programs as part of Coca-Cola’s activation across US cities and worldwide when the tournament takes place in June and July this year.   “Sports partnerships like the one we have with FIFA are an important growth driver for our company, brands and global system, and the FIFA Club World Cup will be a significant moment to bring the world together through the power of sport. Football fans are among the most passionate in the world, and we’re honoured to be part of these moments by refreshing fans and athletes with our portfolio of beverages and providing them with innovative experiences,” said Brad Ross, Vice President of Global Sports and Entertainment Marketing and Partnerships at The Coca-Cola Company.
  The 32-team FIFA Club World Cup™ will be played every four years, with the inaugural edition set to kick off in Miami on 14 June 2025 and the first truly global club champions to be crowned in New York New Jersey on 13 July 2025.

• POWERADE

  POWERADE, the sports drink owned by Coca-Cola, is the new official sports drink for both Major League Soccer (MLS) and U.S. Soccer. The announcement came before the start of the 2025 Major League Soccer season, last Saturday 22^nd as part of the MLS is Back opening weekend – and the 2025 shebelieves cup presented by Visa, which will be held from February 20 to 26. As part of POWERADE’s agreement with MLS and U.S. Soccer, the brand will hydrate all MLS and U.S. Soccer players – including the U.S. Men’s and Women’s National Teams – with POWERADE products on sidelines at matches and practices and off-the-field in locker rooms and training facilities.

  Beginning in 2025, POWERADE’s logo and branding will be featured on equipment, including coolers, cups, squirt bottles, and towels, across MLS and U.S. Soccer sidelines and tournaments. POWERADE will also be the presenting sponsor of MLS Community Day. As part of the partnership, POWERADE and both MLS & U.S. Soccer will also collaborate on exclusive custom content, key media integrations featuring top players, local retail market events, and OOH advertising. With MLS, POWERADE will have ten (10) exclusive team partnerships as the Official Sports Drink partner of Atlanta United FC, Austin FC, Charlotte FC, Colorado Rapids, FC Cincinnati, Houston Dynamo, Nashville SC, Orlando SC, Sporting Kansas City, and New York City FC  

• Endo

  

  Endo announced the launch of its new branded television commercial, Steve’s Journey. The campaign, featuring a real Dupuytren’s contracture patient, encourages patients to consult a hand specialist and ask about XIAFLEX^® (collagenase clostridium histolyticum), the only FDA-approved nonsurgical treatment for Dupuytren’s contracture. The 60-second spot will air during a variety of programming, including news, sports (e.g., NASCAR and NCAA basketball), and popular TV series across networks (e.g., Survivor and Matlock), as well as on cable channels (e.g., History and Discovery), on streaming services like Hulu and Amazon, and online. Dupuytren’s contracture is a progressive hand condition in which a collagen rope-like cord forms beneath the skin of the palm, pulling fingers inward toward the palm.^1,2 It affects an estimated 17 million Americans.^3,4* “Those with the best understanding of Dupuytren’s contracture are patients who have faced similar challenges and uncertainties,” said Justin Mattice, Vice President & General Manager, Branded Specialty at Endo. “By spotlighting authentic experiences like Steve’s, we are emboldening patients to connect with a hand specialist and ask for nonsurgical XIAFLEX^®, positioning them as knowledgeable decision makers.” Endo’s own research and consumer insights show many Dupuytren’s contracture patients delay treatment due to concerns about surgery, often adapting to the condition instead.^5† The branded approach puts patients in the driver’s seat, giving them the knowledge and product name for a nonsurgical option. Endo’s research indicates that Dupuytren’s contracture patients that ask for XIAFLEX^® by name receive the medication more than half of the time. The commercial opens with a close-up of Steve’s hand, as he and Gisele describe how Dupuytren’s contracture made everyday tasks difficult. The scene transitions to them holding hands, with Steve—now treated with XIAFLEX^®—expressing how much he missed this simple intimacy with his wife. Additional shots show Steve’s hands-on approach to life: working on a laptop, placing his hand flat on a table, flexing it while driving, and enjoying outdoor activities with Gisele.

• Tapestry

  Tapestry, a house of iconic accessories and lifestyle brands, announced that it entered into a definitive agreement to sell the Stuart Weitzman brand to Caleres (NYSE: CAL), a market-leading portfolio of consumer-driven footwear brands, for US $105 million in cash, subject to customary adjustments. The transaction is expected to close in the summer of 2025, subject to customary closing conditions. Stuart Weitzman is a global footwear brand, whose teams have added to the passion, creativity, and craftsmanship of our organization over the last decade,” said Joanne Crevoiserat, Chief Executive Officer of Tapestry, Inc. “Importantly, as diligent stewards of our portfolio and disciplined allocators of capital, this transaction ensures that all our brands are positioned for long-term success and that we maintain a sharp focus on our largest value creation opportunities. At Tapestry, this means harnessing our position of strength to sustain Coach’s leadership and momentum while reinvigorating Kate Spade to drive durable organic growth and shareholder value. At the same time, we are pleased that we found Stuart Weitzman a home in Caleres – an ideal owner to guide its next chapter of growth.”

   

  Find out about Portada Live events planned for 2025. Portada Live events are highly curated, and the agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

   

   

• BMO

  

  Just in time to kick off the new season for Major League Soccer (MLS) and the National Women’s Soccer League (NWSL), the new BMO LAFC and Angel City FC fan cards – which are available with any BMO personal checking account – offer fans unprecedented access to their team, discounts on apparel and gear, and exclusive perks throughout the season. BMO is proud to partner with LAFC’s Denis Bouanga and Angel City FC’s Madison Hammond to help tell the story of the fan cards with a new series of lighthearted commercials that showcase the skills of “the beautiful game.” “Soccer brings joy and connection for fans, whether playing, cheering from the stands, or rooting on your favorite club from afar. As the Bank of Soccer, BMO is committed to growing the game and our partnerships with LAFC and Angel City FC reflect our deep commitment to our Los Angeles community,” said Sandy Dunleavy, Regional President, Southern California, BMO. “We are excited to expand our partnerships with both teams with the fan cards, which are another way BMO is helping supporters in L.A. connect with their favorite teams and enjoy an enhanced fan experience, all while making real financial progress.”
  “LAFC is built around community and culture,” said Larry Freedman, LAFC Co-President & CBO. “We are grateful for our continued partnership with BMO, as well as for their generous support of numerous community initiatives in and around Los Angeles. We look forward to welcoming our fans and supporters back to BMO Stadium for the 2025 season, with the opportunity to use BMO’s fan card to enjoy special benefits and be even more connected to LAFC.”
  “Since joining the Angel City family as a Founding Partner in 2023, BMO has demonstrated remarkable commitment to growing soccer in Los Angeles and across the United States,” said Julie Uhrman, Co-Founder and President of Angel City Football Club. “BMO’s fan cards have helped to connect NBA and NHL fans to their teams, and we are thrilled they are creating more opportunities to celebrate Angel City fandom and bring greater visibility to the game.”
  The BMO LAFC Debit Mastercard® and BMO Angel City FC Debit Mastercard® provide soccer fans in Los Angeles with exclusive benefits, including:
  Save 10% on team gear: Cardholders get 10% off team gear at LAFC HQ and Angel City FC HQ* when they use their BMO fan card.
  Attend BMO Customer Appreciation Nights: Throughout the season, fans attending an LAFC or Angel City FC game on any BMO Customer Appreciation Night can visit the BMO Entrance to enjoy perks and giveaways – exclusive to BMO cardholders.

• NikeSKIMS

  Nike and SKIMS, the American shapewear and clothing brand co-founded by Kim Kardashian, Emma Grede, and Jens Grede, are introducing a new brand for women. NikeSKIMS, a new brand from NIKE, merges NIKE, Inc.’s world-class approach to advanced innovation, sport science, and athlete insights with SKIMS’ obsession for the female form and pioneering pursuit of solutions for everybody.   NikeSKIMS will debut its first collection in the United States at select retail locations and nike.com/NikeSKIMS this spring. A global expansion will follow in 2026, with extension to new markets and retail locations, including wholesale partners.  A global expansion will follow in 2026, with an extension to new markets and retail locations, including wholesale partners. Nike and SKIMS, the American shapewear and clothing brand co-founded by Kim Kardashian, Emma Grede, and Jens Grede, are introducing a new brand for women. NikeSKIMS, a new brand from NIKE, merges NIKE, Inc.’s world-class approach to advanced innovation, sport science, and athlete insights with SKIMS’ obsession for the female form and pioneering pursuit of solutions for everybody.

• Motorola

  Motorola razr is sponsoring the Miami Premier Padel tournament. The inaugural Miami tournament becomes the iconic U.S. event of
  the Premier Padel circuit, the world’s leading professional padel tour, which will host 24 tournaments across 16 countries during the 2025 season.
  As a P1 tournament, Miami will be one of the most elite events in the Qatar Airways Premier Padel Tour calendar – and will be the second P1 event of the season after the opening in Riyadh. P1 tournaments attract the world’s top-ranked players and are the highest category of event after the Tour’s four Major events and the Qatar Airways Premier Padel Finals.
  The main draw of the motorola razr Miami Premier Padel P1 will take place from March 18-23 at the extraordinary Miami Beach Convention Center, a world-class venue that will host the American leg of Premier Padel. Fans will have access to a Center Court and four “Elite Courts” – provided by Premier Padel’s official court provider MejorSet and official turf Mondo – where the world’s top players will compete to win and gain crucial FIP ranking points. “We are thrilled to be the title partner of the motorola razr Miami Premier Padel P1 Tournament, bringing the excitement of padel to the palm of your hand with a smartphone that’s as dynamic and versatile as the game itself”, said Rudi Kalil, President of Motorola North America. “As a fast-growing sport captivating fans worldwide — especially young people — Premier Padel shares our commitment to creating unique, meaningful consumer experiences. We’re excited to play a role in its U.S. debut, connecting both new and existing fans”.

• Bob Evans Farms

  Bob Evans Farms has hired Colle McVoy as its media agency of record. The appointment covers the Bob Evans namesake brands, as well as Egg Beaters, Owens Sausage, and Simply Potatoes.