Nate DeMercurio Portfolio

It's refreshing when a company as large as Nike listens to their environmental conscience. Changing even the smallest things in certain business practices can translate exponentially to a massively reduced carbon footprint. Nike Better World is a global campaign to accomplish two objectives: become more environmentally responsible and better the world through sport. Succinctly put, "redefining performance and innovation to serve the athlete and the world." In typical Nike fashion, this campaign is vast and all-encompasing with regard to initiatives, tactics and outlets. The online web presence extends to multiple sites and pages portraying the efforts Nike is taking to streamline waste and inefficiencies through their products, packaging, supply chain, energy usage, etc. The " product " page has an incredibly innovative and unique user experience depicting images that appear to be on different layers and move at different rates as you scroll down. Ni...

In the ever-expanding post-race beer garden scene, brewers seem to be stepping up to the tap. Michelob ULTRA was really the first beer to position itself as the choice for the active lifestyle community. Since then, they have seen competition from Miller 64 (previously MGD 64), including a back and forth sponsorship struggle for the Rock 'n' Roll Marathon Series, among other events. While these two beers have a caloric content catered for athletes searching for a "healthier" option, they still represent a small piece each of Anheuser Busch and Miller Coors, and their endurance sponsorships are wide-spread with a mass focus. Recently, Samuel Adams announced they would brew a beer specifically for the upcoming Boston Marathon: Samuel Adams 26.2 Boston Brew. According to their website, " This unique brew is going to offer a lighter body and slightly lower alcohol level (4.5 percent) than many of the beers in our line-up.  In terms of flavor, you’ll enjoy light cerea...

It seems one brand, or non-brand, has recently stepped up marketing efforts in the endurance space. With support from fitness magazines and studies claiming chocolate milk is one of the best options for post-workout nutrition, the "Refuel | got chocolate milk?" campaign is playing out through the Milk Processor Education Program (MilkPEP) website, TV ads and viral videos, print ads and event sponsorships. Chocolate milk is now the "Official Refuel Beverage" of the Rock 'n' Roll Marathon Series, Ironman, Lifetime Run, USA Swimming, and the Challenged Athletes Foundation (CAF). The well-integrated campaign leverages these partnerships on-site at the events by offering athletes the opportunity to be selected for a sponsorship through public voting. Athletes can record videos at the events, or wherever they choose, which are uploaded and voted on the following month by the general public. Those who are selected for Team REFUEL win $500, branded training gear, an...

Major races have major sponsors that contribute millions to their bottom lines. In turn, the sponsors determine how to best leverage that sponsorship to make it worth the value of the fee. Below are two recent examples of major sponsors promoting their association with races in new ways: Honda signed a 3-year deal to become the title sponsor of the LA Marathon in February, 2010 , the first time the race has ever allowed a partner of that level. This year Honda integrated the accomplishment of running a marathon and their rights to race marks into a national "Leap List" campaign; although seen only briefly, the marks are visible on the athlete's medal lanyard and race bib. John Hancock took a step forward in the digital activation around their partnership with the Boston Marathon. It's doubtful the BAA will ever allow a title sponsor, but you can't get much closer to one than 26-year partner John Hancock, who for years has activated with volunteer support, offi...