Women’s Wear Daily
04.23.2014
markets
markets

Year in Review: The Rep Sheet

It was a year for big gets and big missteps in the endorsement world.

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Taylor Swift

Taylor Swift

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It was a year for big gets and big missteps in the footwear endorsement world.

On the plus side, iconic sneaker brand Keds — now under the Wolverine World Wide Inc. umbrella — snagged country-pop phenom Taylor Swift for a three-year deal that has so far included limited-edition product and a digital and print ad campaign.

Meanwhile, Adidas partnered with another Millennial superstar, Justin Bieber, to rep its teen Neo sport-lifestyle brand. (Three months later, Neo signed Bieber’s on-again-off-again girlfriend Selena Gomez for its women’s collection, making for some potentially awkward photo shoots.)

And NFL quarterback Tom Brady continued to build on his collaborations with both Under Armour and Ugg Australia, appearing on a way-larger-than-life, 225-foot-tall Ugg ad on a New York building.

Nike, though, faced some tough PR crises in 2012 as it was forced to cut ties with cyclist Lance Armstrong and opted to rename its Joe Paterno Child Development Center.

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