NFL MVP Brett Favre signs with Starter
March 15, 2005
NEW YORK (15 March, 2005) – Following Saturday’s announcement of a return to professional football, legendary NFL quarterback Brett Favre has teamed up with Starter to endorse the brand’s full line of athletic footwear and apparel for the value retail channel.
The endorsement will include the initial launch of a new line of performance footwear that will be available exclusively at more than 400 selected Wal-Mart stores across the country beginning next week.
“My values for life as well as football have been to earn everything – expect nothing to be handed to you. Starter is a no-nonsense, authentic brand that I can relate to personally,” Favre said. “I am excited to be part of a team that is delivering performance footwear and apparel that is accessible to a broad group of consumers.”
“We’re thrilled to be associated with one of the most respected NFL players of all time. Brett personifies the hard working ethic of our authentic athletic brand,” said Mary Gleason, president of the Exeter Brands Group LLC, a wholly owned subsidiary of NIKE, Inc. that manages the Starter brand. “Brett is a living example of our ‘You’ve got to earn it’ slogan and fits perfectly with our mission to bring performance and ‘value innovation’ to this rapidly growing retail channel.”
Wal-Mart offers consumers a wide array of styles and prices of Starter apparel and footwear in their stores across the United States. As part of his endorsement of the entire Starter brand, Favre will initially be showcased in an integrated marketing campaign in support of the new line of performance athletic footwear, including regional television, magazine and outdoor advertising and highly visible in-store merchandising and promotion.The new Starter Pro men’s line, consisting of running, basketball and trail running footwear, and the Starter Elite women’s line that includes running and walking styles will specifically retail at Wal-Mart for under $40.
The performance footwear line features a new, mechanically engineered cushioning system called Starter O-Flex. Developed by the Exeter Brands Group for the Starter brand, the system incorporates foam pillars under the heel allowing the shoe to adjust to the impact level of activity. This advanced technology provides consumers superior energy response and optimal impact protection.
The Starter brand is a part of the Exeter Brands Group LLC, a wholly owned subsidiary of NIKE, Inc. based in New York that designs and markets athletic footwear and apparel for the value retail channel.