Beverage company GraceKennedy Ontario of Toronto has signed an endorsement deal with track and field athlete Donovan Bailey. Bailey will participate in marketing initiatives for the company's Grace Coconut Water product line. These initiatives will include television, radio, print, outdoor and online advertising. The media launch coincides with the introduction of a series of limited edition designer cans. "We are very excited to have Donovan Bailey as our brand ambassador for Grace Coconut Water," said Stefan Atton, the firm's marketing manager. "Not only does Donovan share our Caribbean roots, he also shares a passion for promoting good health through proper hydration."
Sporting goods retailer The Forzani Group of Montreal has signed an endorsement agreement with freestyle skier Alexis Godbout. He will represent the company's S3 brand of snowboard, ski, skate and surf stores. "With its 32 points of sale, S3 believes it is important to partner with a major star in freestyle skiing like Alexis," said Marc Poirier, marketing director at Forzani Group. "Combining a good work ethic, performance and style, Alexis is an athlete who reflects the DNA of the S3 banner and we are proud to be associated with him."