Now in Mass Stores, B.U.M. Rushes In with Fall Ads for Sporty Line

In its first communication to consumers since its B.U.M. Equipment began retailing last spring at mass, S.O.S. Management is launching a fall/holiday print campaign for the casual sporty clothing line.

In-house creative that features sepia-toned images of unusual-looking models wearing items in the brand's 17 licensed product categories are meant to break barriers of age, gender and ethnicity. Some ads carry the tag "B.U.M. Equipment, we're game" to acknowledge an active lifestyle and anything-goes positioning while others announce, "B.U.M. is everywhere," evidenced by prominent logos on clothing and, in one case, tattooed on a model's bald head. Golf caddies serve as models in a few shots, tying into B.U.M.'s alliance with the Professional Caddie Association Worldwide.

Ads are set to run in seven to 10 books, beginning with the October issue of Vibe. The schedule picks up in November, when other young-skewing titles such as Rolling Stone, Teen Peo pie, GQ and Cosmo College are added. Outdoor is also being considered.

While ads say B,U.M. is everywhere, it will not direct consumers to specific stores or the new retail channel. Formerly a department store brand, it began selling in upscale mass stores like Target, ShopKo and Meijer as a licensed label after being purchased by S.O.S. Management last year. "The goal is to present cool imagery kids can relate to and create awareness for a brand that's been dormant for two years," said S.O.S. chairman Stephen Wayne. The retailers, he hopes, will then pick up the ball and advertise the brand in their circulars.

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