BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Hublot and J.C. Penney Promotions Bring Athletic Activities to Public Spaces

Anna Sekula
July 29, 2010

Banking on warm weather and some big-name sports stars to draw out the crowds, two companies brought very different outdoor promotions to the city. On Thursday, July 22, in the Flatiron district's pedestrian plaza, Swiss watchmaker Hublot showcased the skills of English soccer team Manchester United for a fund-raising stunt. And on Saturday, J.C. Penney looked to increase its share of back-to-school shoppers with the public launch of Olympic gymnast Nastia Liukin's Supergirl by Nastia clothing collection in Greeley Square.

At the Hublot event, dubbed the "million dollar challenge," some of the soccer club's most noted players—Paul Scholes and Ryan Giggs among them—attempted to hit a watch-shaped target with a football from 51 feet away to raise $1 million for United for Unicef. Mobbed by more than 1,500 onlookers, the daytime effort acted as an extension of Hublot's marketing for this year's FIFA World Cup, which included screening the final four games of the championship live at Cipriani Wall Street's Club 55. Although none of the Man U players made the shot, the LVMH-owned watch brand donated $110,008 to the charity organization.

Conversely, J.C. Penney's promotion, a partnership with Warner Brothers Consumer Products, put young girls in the spotlight. Following a fashion show of the new junior line at 10 a.m., Liukin led a stretching and tumbling class for girls between 4 and 12 years old (some of which the organizers invited through the Boys & Girls Club after-school program), before girls from local gyms exhibited their acrobatic skills.

E18839standalone
Last Thursday, at 23rd Street and Broadway, Hublot brought players from English soccer club Manchester United to participate in a stunt to raise funds for Unicef.
Last Thursday, at 23rd Street and Broadway, Hublot brought players from English soccer club Manchester United to participate in a stunt to raise funds for Unicef.
Photo: Shaun Vakil
Mobbed by a crowd of more than 1,500 onlookers, the Hublot event included appearances by left-winger Ryan Giggs, goalkeeper Edwin van der Sar, Manchester United manager Sir Alex Ferguson, and Hublot C.E.O. Jean-Claude Biver.
Mobbed by a crowd of more than 1,500 onlookers, the Hublot event included appearances by left-winger Ryan Giggs, goalkeeper Edwin van der Sar, Manchester United manager Sir Alex Ferguson, and Hublot C.E.O. Jean-Claude Biver.
Photo: Shaun Vakil
J.C. Penney launched its newest juniors collection with Olympic gold medalist Nastia Liukin on Saturday morning and, for the next few weeks, will take the promotion to Dallas, Chicago, Orlando, and Glendale.
J.C. Penney launched its newest juniors collection with Olympic gold medalist Nastia Liukin on Saturday morning and, for the next few weeks, will take the promotion to Dallas, Chicago, Orlando, and Glendale.
Photo: BizBash
In Greeley Square, an area padded with mats created a space for Liukin's stretching class. The session was open to girls between 4 and 12 years old and included members of the local Boys & Girls Club.
In Greeley Square, an area padded with mats created a space for Liukin's stretching class. The session was open to girls between 4 and 12 years old and included members of the local Boys & Girls Club.
Photo: Courtesy of Grand Central Marketing
To show off the Supergirl by Nastia leotards, J.C. Penney brought in a troop of gymnasts to flip and leap before the gathered audience.
To show off the Supergirl by Nastia leotards, J.C. Penney brought in a troop of gymnasts to flip and leap before the gathered audience.
Photo: BizBash
Liukin will also make an appearance at August's Supergirl Jam, an all-female sports competition set to take place in Venice Beach, California.
Liukin will also make an appearance at August's Supergirl Jam, an all-female sports competition set to take place in Venice Beach, California.
Photo: Courtesy of Grand Central Marketing
Latest in Experiential Marketing, Activations & Sponsorships
Disney+ hosted a Throwback Experience for fans June 12-15 in Los Angeles.
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
2025 Industry Innovators Article Image Brands
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
Related Stories
Haus Laboratories - Amazon Beauty: Lady Gaga helped kick off the launch celebration of her beauty line.
Activations/Activities/Experiences
Allied Experiential
E18783standalone
Experiential Marketing, Activations & Sponsorships
House Beautiful Teams Up With Bravo Star to Design Kitchen Pop-Up
E18764standalone
Experiential Marketing, Activations & Sponsorships
Smirnoff Creates Comic Book Setting for Industry Party With Graphic Illustrations, Brand Ambassadors
E18772standalone
Experiential Marketing, Activations & Sponsorships
Ikea Turns Catalog Preview Into Exhibit for Social Meda Fans and Consumers
More in Experiential Marketing, Activations & Sponsorships
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
Millennials, this one's for you. The streamer welcomed thousands of guests during a four-day experience celebrating its beloved '90s and '00s IP.
Disney+ hosted a Throwback Experience for fans June 12-15 in Los Angeles.
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
These companies broke through the noise with creative activations, events, and experiences that engaged attendees, fans, and consumers.
2025 Industry Innovators Article Image Brands
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
LinkedIn, Spotify, Canva, Pinterest, Meta, and dozens of other top brands showed up in a big way at the world’s most creative week. Take a look inside their splashy activations.
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The popular game has been turned into an interactive in-person experience that just opened in Canada.
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Here’s a look at some steal-worthy ideas we spotted in June 2025.
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Most Popular
Brands & Event Pros
Industry Innovators 2025: Sephora
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Sports
See Inside Sport Beach—The Game-Raising Activation That Had Everyone Talking at Cannes Lions
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.
It included an iconic cassette tape photo backdrop.
Experiential Marketing, Activations & Sponsorships
Summer Lovin': See How These Brands Celebrated Romance
From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.
Them x Destination DC's WorldPride DC Kick Off Event
Experiential Marketing, Activations & Sponsorships
Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up
Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.
Washington, D.C., is hosting this year’s WorldPride celebration.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More
Here’s a look at some steal-worthy ideas we spotted in May 2025.
Max's 'Mothers of Max' Art Installation
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.
2025 Industry Innovators Article Image Experiential2 B
Page 1 of 135
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.