Wednesday, May 5, 2010

Baseball, Italian Style

“Clothes make the man,” said Mark Twain. However, the man makes the clothes in Canali’s recent strong branding campaign with Mariano Rivera, the New York Yankees pitcher. Rivera well supports the brand, since both represent understated elegance --Rivera in his pitching style, and Canali in its clothing style.

The celebrity and brand benefit from each other’s association. Often, athletes possess a personality which is different from the brand they endorse; the connection appears imposed. In this instance, the elegance of Canali increases the elegance of Rivera and vice versa. Canali’s brand now possesses an added verve. Its brand becomes more contemporary, yet still retains its refinement. Consumers will buy Canali clothing who aspire to have style and excel at their careers, like Mariano Rivera. Baseball and the New York Yankees could also become an interest for them, in order to see the stylish pitcher in action. The match is a win for both Canali and Rivera.

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