December 2008
In an industry first, the book "Pow! Right Between The Eyes!" and its author Andy Nulman announced the initial trio of Official Partnership deals, with Marc Ecko, Parasuco Denim Legend and Strellson Menswear agreeing to become its Official Casual Wear, Official Denim Wear and Official Dress Wear sponsors respectively.
Pow!, the book about harnessing the power of Surprise in business, will be released by John Wiley and Sons in February 2009.
In becoming a Partner of Pow!, Ecko clothing--most notably the Marc Ecko Cut & Sew and Zoo York brands--Parasuco jeans and Strellson suits will be promoted by Nulman throughout the book launch. In exchange, Parasuco plans a Pow! line of jeans.
"While 'official partnerships' are a mainstay in the fields of film, professional sport and live concert performance, they are a novel concept in the world of books," said Nulman. "That's what makes the overall idea so appealing. When promoting a book on surprise, I felt duty-bound to go against the grain. Best of all, it's quite natural for me to be involved with Marc Ecko, Parasuco and Strellson, as I've bought and worn their products for years."
"We see this as an opportunity to reach a new audience in a new way," said Marc Ecko. "Working with Andy and his company over the past couple of years, I know he is an out-of-the-box thinker who has time and time again surprised everyone by making unconventional marketing techniques pay off."
"I am delighted to be part of this groundbreaking project with him," said Sal Parasuco. "His energy and sense of style represents us well."
"We are happy to take part in this very unique branding opportunity," said Mark Altow, President of Strellson Canada. "We're confident Andy will give our brand the POW! it deserves."
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