New York, NY – March 10, 2011: Johnson Products Company, Inc. (JPC) will strengthen its commitment to Historically Black Colleges and Universities (HBCU) and its athletes by supporting the Farmer’s Insurance 2011 Southwestern Athletic Conference (SWAC) Basketball Tournament taking place March 9-12 at the Special Events Center in Garland, Texas. As the exclusive Hair Care Sponsor, JPC will debut its newest product line, Ultra Sheen® Men™ (US Men) at the tournament. Targeted to the “Urban Gentleman” who is a trendsetting man with style and swagger, JPC plans to shine a spotlight on US Men during the games by creatively promoting its products and its “Step Up Your Game” mantra to athletes, fans, alumni and supporters.
“Johnson Products Company has a strong legacy in supporting HBCU’s and education initiatives that encourage students of color to maximize their achievements in school and in life,” explained Robert Hudson, JPC brand manager. “Our support of SWAC this year truly falls in line with our corporate and brand objectives. We hope to maintain a long-term partnership with the SWAC colleges and universities and we’re looking forward to having fun with the athletes and their friends and families at the tournament.”
This year, JPC entered the men’s grooming arena with the launch of Ultra Sheen® Men™ brand of hair care products. Given the company’s legacy and expertise in the African American ethnic hair market, JPC is continuing to rejuvenate its Ultra Sheen® brand with innovative formulas and products that meet the needs of today’s multicultural consumer. The Ultra Sheen® Men™ grooming collection is targeted to the trendsetting man who has swagger and desires to “get noticed” as well as “Step Up His Game” in every aspect of his life. At this year’s SWAC tournament, all of the student athletes will receive customized gift bags from JPC in congratulations on their achievement in making it to the tournament.
“We are very excited to be the exclusive Hair Care Sponsor for the SWAC Basketball Tournament as a part of the launch for our new men’s line,” said JPC CEO, Eric Brown. “Our partnership continues a long standing commitment from Johnson Products to our consumers and engaging the entire SWAC community, from the athletes to the fans and their families, is truly bringing excitement to our new brand.”
Moreover, JPC will host numerous activities at the Farmer’s Insurance 2011 SWAC Basketball Tournament. In the Exhibit Hall, JPC will host an Ultra Sheen Men’s Grooming Lounge where visitors can get a haircut, styling tips and win prizes. During the basketball games, JPC will host fun halftime challenges for fans and give away valuable product prizes.