Kawasaki Motors Corp. U.S.A. in Foothill Ranch partnered with pro wrestler Steve Austin on a new advertising campaign to promote its Mule Pro-FXR off-road utility vehicle. The member of World Wrestling Entertainment Inc.’s hall of fame stars in several TV spots and will host technical videos highlighting the vehicle’s features.
“Steve Austin is a class act; a rugged, self-made man who built his success through hard work, which makes him the perfect ambassador for our Kawasaki STRONG MULE lineup,” Vice President of Marketing Chris Brull said in a statement.
The TV commercials, developed by the Match Marketing Group Inc. agency, are airing on ESPN, the Outdoor Channel, the History channel, CBSSN, FS1, FS2, RFD-TV and DirecTV.
On a side note, Kawasaki and parent company Kawasaki Heavy Industries Ltd. in Japan agreed this month to pay a $5.2 million civil penalty to settle charges that the company failed to report floorboards cracking during normal operation of three models of its Teryx4 off-road vehicles, according to the U.S. Consumer Product Safety Commission. Kawasaki will also “maintain a compliance program to ensure compliance with the Consumer Product Safety Act.”
The brand also made headlines in January when former spokesperson Kevin Allen said Kawasaki will end its product placement deal with “The New Celebrity Apprentice” because then-President-elect Donald Trump retained the executive producer title and was still involved with the reality show. The advertising deal landed the company on the #GrabYourWallet list, a campaign that urges boycotting of businesses with financial ties to Trump or members of his family. Kawasaki later that day issued a statement that it has “remained neutral in regards to American politics” throughout its 50-year tenure in the U.S. It said Allen’s statement was “a misrepresentation of the company’s position,” and that he’s no longer with the company.
New Mission
Irvine-based 5.11 Tactical, an apparel and gear designer outfitting soldiers, firefighters and police officers, brought on former professional MMA Fighter Tim Kennedy as its newest brand ambassador. Kennedy is also a Green Beret who served multiple deployments in Iraq and Afghanistan, a sergeant first class with the Texas Army National Guard, and recently re-enlisted with the U.S. Special Forces.
“5.11 Tactical was founded on the mindset of ‘always be ready,’” Vice President of Global Marketing Willem Driessen said in a statement. “Tim’s integrity, courage, and continued strive for excellence are qualities that we as a brand and our consumers really identify with.”
Compass Diversified Holdings in Westport, Conn., acquired 5.11 last year for $401.8 million. The apparel maker, which posted about $300 million in revenue last year, has 123 employees at its Orange County headquarters and 550 companywide.
Firm Evolves
Sports 1 Marketing in Irvine acquired Chino Hills-based media company Perryfield Films on undisclosed terms. The deal enabled the sports and entertainment marketing agency to form S1Media, a division that “will focus on delivering high quality, multi-platform video and photography to its clients,” including commercials, branded content, lifestyle, corporate films, documentaries, event coverage and social campaigns.
“Successful businesses find ways to evolve with their industry, which is why it is important for [co-founder Warren Moon] and I to expand our company’s services to meet marketplace demands,” Chief Executive Dave Meltzer said in a statement.
Sports 1 Marketing previously worked with Perryfield Films on several projects for The Rose Bowl Legacy Foundation, AthleteNetwork, SB Nation Radio and Tilly’s Inc. in Irvine.
Bits & Pieces
Optimal Blue, a Plano, Texas-based operator of a digital marketplace that helps lenders to price, lock and sell mortgage loans, acquired Comergence Compliance in Mission Viejo on undisclosed terms. Comergence’s software platform verifies compliance of third-party originators. … SmartBug Media in Irvine added public relations to its roster of services. The marketing agency hired Doreen Clark as director of public relations.
