The Goal
High-tech performance was a hot topic in the men’s underwear market when CBK/Knothe Apparel Group, a manufacturer of branded and private label apparel for men, secured the license for the Pro Player brand and was launching the collection exclusively at JCPenney stores nationwide.
Knothe needed the rollout to be a quick success and hired Fineberg Publicity for a short-term press campaign to build visibility for the launch in key markets.
The Strategy
My press kit included a release detailing the benefits of the Pro Player Performance Underwear line, which featured five styles made of microfiber and spandex fabric that provided four-way stretch for maximum comfort and freedom of movement when worn by weekend warriors engaging in sports or working out at the gym. Pro Player underwear also featured patented Sorbtek moisture management technology to keep wearers cool.
The Results
Reaching out to columnists, fashion and gear editors, and stylists at national and regional press outlets, my campaign secured coverage in The Wall Street Journal, Men’s Health, Today in New York (NBC), The South Florida Sun Sentinel, and The Atlanta Journal Constitution, among other media.
Click on the images below to view the coverage.
One response to “Scoring for Pro Player”
[…] as a marketing communications expert who once grew Jockey underwear’s media presence and helped launch the Pro Player line of performance underwear, I’m impressed by the resourcefulness of this batch of contenders to the position of the top […]