Entertainment Tie-ins / Licensing

Under Armour has signed a multi-year partnership with Arizona Cardinals cornerback Patrick Peterson. As brand ambassador, Peterson will wear Under Armour cleats and clothes on the field and during training.
 

New York – Old Navy is launching a back-to-school promotion on the YouTube video platform. The retailer is releasing a video of a new back-to-school anthem, “Unlimited,” featuring cameos by stars of the youth multichannel network AwesomenessTV.

Electronics company Vizio has kicked off a back-to-school contest for college students that will furnish a winner with electronics and $2,000 toward tuition and books.

The company is encouraging students to upload videos of themselves explaining a story of determination to Vizio’s website through Aug. 19.

Leading women’s specialty apparel retailer Lane Bryant is kicking off football season with an exclusive NFL Capsule Collection.

The brand’s NFL Capsule Collection will feature several styles, including tank tops, scoop and V-neck tee shirts, and the teams include the Chicago Bears, Denver Broncos, Green Bay Packers, New England Patriots, New Orleans Saints, Philadelphia Eagles, Pittsburgh Steelers and San Francisco 49ers.

Canton, Mass. -- Dunkin' Donuts is partnering with Discovery Channel to create an omnichannel marketing promotion for Discovery Channel’s upcoming “Shark Week” programming event the week of Aug. 10. To kick-off the partnership, beginning July 29 customers can "Take a Bite, Take a Pic."

Knoxville, Tenn. -- Regal Cinemas is partnering with Coca Cola to launch a promotion called "Tweet-a-Coke.” The promotion gives customers the chance to share a Coke via Twitter.

Moviegoers can buy and Tweet a friend a Coca-Cola at participating Regal Cinemas across the country. They can connect a credit card to their Twitter account, then tweet a friend using @TweetACoke, the word "enjoy" and their friend's Twitter handle.

Brooklyn, N.Y. - Forest City Ratner Companies (FCRC), owner and developer of Westchester’s Ridge Hill, will host DreamPlace, an interactive Santa adventure. DreamWorks Animation has chosen Westchester’s Ridge Hill as one of just seven locations around the country, and the only one in the Northeast during the 2014 holiday season.

Los Angeles -- Guitar Center will open a flagship in Manhattan’s Times Square on Aug. 7.

The store is located in the original New York Times building. Designed by Eight Inc., the space will offer a high-energy, hands-on environment in which customers are encouraged to interact with the wide selection of instruments and staff.  

In the lead-up to the 2014 Budweiser Made in America Festival, the beer company has launched a web series to find an act to add to the festival’s lineup in Los Angeles.  
 
The MADE Underground series — produced by Vice’s music arm, Noisey —follows a Brooklyn band, X Ambassadors, and London street musician, Jamie N. Commons, as they look in cities like St. Louis, Seattle, Rio de Janeiro and Athens.

DreamWorks Animation makes its official foray into the retail space with the launch of DreamPlace, a state-of-the-art reimagining of the holiday retail experience slated to be unveiled at select GGP and Forest malls this holiday season.

DreamPlace is a 2,000-sq.-ft. holiday cottage and combines the latest technology with magical storytelling from creative minds behind such hit franchises as Shrek, Madagascar and How to Train Your Dragon. DreamPlace reimagines one of the signature moments of childhood – meeting Santa Claus.