1. Would you recommend that HH sponsors Bad Boys? Give reasons for your answer.

2. How can an eventual sponsorship be integrated into the total marketing plan for HH clothes in the US market?

The Norwegian producer of functionalistic clothes, Helly Hansen (HH), has for generations been connected with wind and waterproof leisure wear, and work clothes for the quality conscious consumer. Now the company (by chance) has become the supplier of street fashion clothes for hip-hoppers in the United States. The result in 1996 was that the turnover (compared to 1995) doubled in the American market, thus amounting to one-third of HH’s worldwide sales.