Word: brandes
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...traffic is not all one way. ASDA's George brand of apparel is one of the most popular private-label lines in Britain, and Wal-Mart recently launched it in the U.S. "We're selling apparel anyway," says Claire Watts, Wal-Mart's fashion boss. "Would it kill us to be a little more up to date?" Designers from ASDA and from Wal-Mart headquarters now go on trend-spotting trips together, an exercise associated more with hip brands like Nike, and one that sounds perilously outside Wal-Mart's core competency. Watts insists that her group isn't trying...
...that's not its only challenge. Like most successful upstarts, Under Armour faces growing competition from big established brands. Nike has launched a line of sweat-wicking clothing called Dri-FIT One. And Reebok is selling a similar line, called NFL Equipment, as part of a 10-year, $250 million licensing deal with the National Football League. Meanwhile, Under Armour's image of insider cool will be strained as it tries to expand its market beyond committed sports enthusiasts. "It's been able to captivate the hard-core male athlete," says Marshal Cohen, co-president of market-research firm NPDFashionworld...
Giants slugger Barry Bonds, after a play-off game in which he smashed two homers that led his team to the World Series, lifted his jersey to display a black Under Armour shirt. He told reporters, "I'm not a superstitious person, but my son wears this brand, and he said, 'We've never lost a game when I wore this shirt,' so I put this shirt on." Washington Redskins linebacker LaVar Arrington, Chicago Cubs first baseman Eric Karros and other big names appear in Under Armour ads for free--or for a donation to their favorite charity. Yankees pitcher...
...there are fewer than five in the 50 states), but America does have its own natural population of sturgeon and sturgeonlike fish. Roe from native white sturgeon and its close cousin, the paddlefish, is becoming increasingly popular. Stolt Sea Farm, near Sacramento, California, has boosted production of its Sterling-brand caviar of farmed white sturgeon from 23 kilograms in 1995 to more than six tons a year...
...personal, involved, independently-minded assertion, your only job is to keep me awake. When I sleep I give C’s. How? By FACTS. Any kind, but do get them in. They are what we look for—a name, a place, an allusion, an object, a brand of deodorant, the titles of six poems in a row, even an occasional date. This, son, makes for interesting (if effortless) reading, and this is what gets A’s. Underline them, capitalize them, insert them in the top, “Illustrate...