Lifestyle
Guinness and Brad Paisley Want to Raise Funds for Firefighters Nationwide
Guinness USA continues its quest to support local firefighters across the country by trying to raise $1 million by St. Patrick’s Day 2015. In year three of its partnership with The Leary Firefighters Foundation (LFF), the Guinness brand ups the ante with its fundraising initiative by releasing a series of limited-edition, firefighter inspired t-shirts, one of which is designed in collaboration with country music superstar Brad Paisley, as a tribute to firefighters everywhere.
The Guinness St. Patrick’s Day initiative is to inspire bolder choices and celebrate those of great character and heroism who want to be and do more – qualities firefighters showcase each and every day. Throughout this year’s initiative, Guinness has also been raising a pint responsibly with local community events in honor of those who make great contributions to their communities – such as community leaders, military personnel, EMS workers, and of course, firefighters.
Patrons of legal drinking age are invited to celebrate National Raise Your Glass Day on Thursday, Feb. 26, by sharing a photo of their Guinness pint on Twitter, tagging @GuinnessUS, or post it on the Guinness US Facebook page. In addition to the Guinness iconic stout, Guinness® BlondeTM American Lager is perfect for those who prefer a lager but still want to raise a pint of Guinness for a good cause. For each photo posted, Guinness will donate $1 (up to $100,000) towards its fundraising effort in support of firefighters. From servicemen to firefighters to local volunteers, everyone has the potential to do more.
This year, the Guinness brand is also teaming up with Paisley to add his own spin to one of the firefighter-inspired t-shirts available for purchase with all net proceeds benefiting The LFF. Paisley comes from a family of firefighters including his father and brother-in-law who have loyally served their communities. With strong roots in the firefighter community and a long history of supporting these men and women, Paisley makes a perfect addition to the Guinness brand’s St. Patrick’s Day 2015 fundraising initiative.
“My father was a volunteer firefighter and showed me at an early age the sacrifices made every day by firefighters and how important what they do is to their communities,” said Paisley, who offered artistic input on one t-shirt’s design. “I’m so excited to be a part of the Guinness initiative knowing their work with The LFF has such an impact on the safety, effectiveness and overall lives of firefighters.”
From now until St. Patrick’s Day, t-shirts will be available for a $20 donation amount through more than 1,700 in-bar events held across
the country and at GuinnessGivesBack.com – the online hub for all philanthropic efforts surrounding the Guinness brand’s commitment to local firefighters. All net proceeds raised will go towards The LFF to provide the much needed funding and resources for fire departments nationwide to receive equipment, technology and training necessary for the continued health and well-being of firefighters.
“We’re thrilled to be partnering with Guinness for the third consecutive year to support local firefighters across the country,” said Denis Leary, founder of The Leary Firefighters Foundation. “The Guinness brand’s commitment to honoring these men and women who go above and beyond to help their communities has been fantastic. With the help of partners like Guinness, the LFF has been able to implement initiatives such as a First Responder leadership development program for fire departments in Boston, New York and Worcester, MA as well as donating more than $260,000 worth of fire and safety equipment to the Detroit Fire Department. We look forward to accomplishing even more this year.”
To learn more about National Raise Your Glass Day and the Guinness brand’s dedication to firefighters, make a donation, or to purchase a limited-edition t-shirt, visit GuinnessGivesBack.com.
Guinness reminds everyone raising a glass in support of firefighters and all of the men and women who do more for our communities every day, to please do so responsibly.
Feb 20th
French Montana, DJ Drama, Trainer Lita Lewis Hang With Reebok For Industry Night Workout
Last night, Reebok staged a high profile workout event at the Reebok Lounge in West Hollywood, California. Renowned rapper French Montana hosted the event along with fitness trainer Lita Lewis and DJ Drama on the decks. Celebrities, influencers, and fitness and music industry executives were invited to partake in the boot camp style workout at the CrossFit box attached to the Lounge space. Fusing fitness with music, the evening highlighted the Reebok Lounge and its combined lifestyle and fitness capabilities.
Post workout, guests mingled and received gift bags including Reebok fitness and Classic products. Invitees were encouraged to post #breakyourselfie photos to their Instagram accounts, supporting Reebok’s current social media campaign which inspires people to share images of themselves post-workout and showcase their achievements.
To bring friends of Reebok together and treat them to an experience fusing two sides of the brand; fitness and music. French Montana is a friend of the Reebok brand and a fitness enthusiast thanks to his discovery of CrossFit. He regularly trains at the Reebok Lounge location and wanted to host an event bringing some of his industry friends and contacts together to experience his favorite workout.
Guests wore apparel and footwear from Reebok’s men’s and women’s collections, including Studio, Yoga and CrossFit apparel and ZCut TR sneakers for women and CrossFit apparel for men paired with Nano 4.0 sneakers.
The Reebok Lounge is a seeding space welcoming celebrities, influencers, media and tastemakers to experience Reebok’s unique point of view on both fashion and fitness. It is located on LA’s Melrose Avenue. The Reebok Lounge has an adjoining CrossFit box which features a program of fitness classes throughout the week.
Feb 12th
Russell Westbrook Inks Landmark Deal
Today, Mountain Dew took a vertical leap and announced a multi-year partnership with basketball all-star and cultural icon, Russell Westbrook. The partnership with Westbrook, who is known for his creative personality on and off the basketball court, marks the original flavor’s first national partnership with a pro basketball player and will tip off an entirely new extension of the Mtn Dew® Kickstart™ “It All Starts with a Kick” campaign.
As the newest member of DEW Nation, Westbrook will be the face of Mtn Dew Kickstart, including the two new bold flavors – Pineapple Orange Mango and Strawberry Kiwi – that fuse an energizing blast of DEW with real fruit juice, coconut water and just the right amount of kick which hit shelves in January 2015. The partnership officially kicks off in New York City as we lead into the hottest weekend in professional basketball and fans will get a first look on February 14 when a new TV commercial airs, starring Westbrook and his buddies.
“Becoming part of DEW Nation just felt really organic and authentic for me,” said Westbrook. “The brand is an instigator – it’s about creativity and looking at life through your own lens and living it the way you want to live it. Those are all attributes that are core to who I am.”
Feb 11th
Celebrate SNL’s 40th Anniversary With ‘The Ladies Man’ Cocktail
This weekend marks Saturday Night Live’s 40th Anniversary, and Courvoisier has the perfect way to celebrate! The classic late night live sketch comedy show will fete its milestone with appearances from A-List celebrities and past cast members while bringing back some of the most notable and loved characters from bygone sketches including “The Ladies Man,” featuring Tim Meadows as the one & only, Leon Phelps. What better way to celebrate this Saturday than by channeling Mr. Phelps with your own signature Courvoisier cocktail?
The Ladies Man
· 1 part Courvoisier VSOP
· 1 part Fresh Lemon Sour
· .5 part DeKuyper Apricot Brandy
· 4 parts Apple Cider
· Shake all ingredients with ice and strain into a cocktail glass.
· Garnish with a lemon spiral twist and a dash of fresh ground cinnamon.
Feb 10th
Check Out Bud Light MIXXTAIL
Bud Light, the brand behind the wildly successful Bud Light Lime Ritas, is introducing a new cocktail-inspired product to the growing Bud Light portfolio: Bud Light MIXXTAIL. Bud Light MIXXTAIL is an 8%* ABV cocktail-inspired beverage available in three flavors – Long Island, Firewalker and Hurricane – that combines the great taste of America’s favorite cocktail flavors with the uniquely smooth and refreshing finish expected from a Bud Light.
“With Bud Light MIXXTAIL, consumers spoke and we listened. We created a cocktail-inspired beverage to quench consumers’ demand for more variety, mixology and easy, convenient cocktail solutions. MIXXTAIL’S bold cocktail taste makes it the perfect pregame in a bottle,” said Alexander Lambrecht, vice president, Bud Light. “We believe Bud Light MIXXTAIL will be the perfect companion brand to our popular Bud Light Lime Ritas. Together, these brands will help us continue to lead the FMB category.” 
Like the cocktails that inspired it, Bud Light MIXXTAIL is best served over ice. The new drink will be available in 8-packs of 11.5 oz. recloseable aluminum bottles and single-serve 16 oz. and 25 oz. cans beginning Feb. 16.
Bud Light has a history of success with new product innovations. In 2012, Bud Light introduced Bud Light Platinum, which quickly became the best-selling new beer of that year according to IRI Symphony data. Bud Light Lime Ritas, named a Nielsen Breakthrough Innovation Winner in 2014, make up more than one-third of the FMB (flavored malt beverage) category. Since the launch of Lime-A-Rita in 2012, the Ritas brand has grown to include four core flavors – Lime-A-Rita, Straw-Ber-Rita, Mang-O-Rita and Raz-Ber-Rita – that claim the top four spots in the FMB category. Bud Light expects similar results for the new Bud Light MIXXTAIL line. For more information on Bud Light MIXXTAIL, visit www.BudLight.com.
Feb 10th
Jordan Brand Unveils Pinnacle Performance Collection for All-Star Weekend
It took Michael Jordan 15 years, six championships and 14 All-Star appearances to establish himself as the greatest basketball player of all time. Today, the franchise that bears his name celebrates 30 years by reflecting on the legacy of the man and the shoes, while setting the stage for its next chapter.
As time has passed, Jordan’s game continues to shine brighter and his achievements become all the more remarkable. The mythical moments of Jordan’s career, the double-nickel in New York and the last shot, have set the standard by which all other players are judged.
While time can diminish memories and details eventually fade, epic moments are left to be passed generation to generation. Like a natural pearl, the beauty of achievement stands the test of time. The brand formed by these moments continues to evolve through innovation and style.
This year’s All-Star pinnacle performance collection, the Pearl Pack, draws inspiration from the pearl, in both color and design. For All-Star 2015, the pack features four premium performance shoes, the Jordan Super.Fly 3, Jordan Melo M11, Jordan CP3.VIII, and Air Jordan XX9.
Each shoe in the collection exemplifies elegance and sophistication, from intricate graphics to premium materials. A magnified pearl texture appears on each shoe’s upper, while white-based sheen and reflective threading bring the luminescence of the pearl to mind.
The preferred shoe by Jordan athlete Blake Griffin, the Jordan Super.Fly 3 features a fused upper design, providing lightweight strength and support. The shoe also includes FlightPlate technology, which harnesses the energy of every step for explosive lift-off.
The Jordan Melo M11 is Jordan Brand’s latest performance model, incorporating the brand’s pinnacle technology created for the basketball court: FlightPlate. On the shoe’s upper, a molded collar optimizes fit and enhances ankle support for Carmelo Anthony’s versatile game.
Inspired by the speed of flight, the Jordan CP3.VIII gives Chris Paul an on-court edge over opponents. The TPU chassis keep the foot contained for lateral support, while a lightweight no-sew upper provides breathability and durability.
The Air Jordan XX9, worn by high-flying Russell Westbrook, features a re-engineered FlightPlate technology that includes an additional tendril to improve heel-to-toe transitions. A performance woven upper is constructed to be incredibly light for superior flight.
The Jordan Pearl Pack will be available at select retail stores and Jordan.com on Feb. 7.
All-Star Weekend has always been a significant moment for the Jordan Brand, whether it was a great performance by Jordan, the release of the newest game shoe or simply a place where fans celebrated with the brand during one of the biggest sport moments of the year.
This year, Jordan Brand invites consumers to celebrate its 30th anniversary in New York City with experiences created specifically for All-Star Weekend. From Thursday, Feb. 12, to Monday, Feb. 16, Jordan Brand will open distinctive spaces for fans to join the celebration.
Pearl Pavilion, across from Penn Station, is the Jordan Brand immersive experience and pop-up store. It opens for the first time at 5 p.m. on Thursday, Feb. 12, and will feature a celebration of three decades of Jordan’s game-changing sneakers and iconic moments. Consumers can step into Jordan’s shoes to relive some of his greatest moments, sharpen their skills through a competitive trialing experience, and shop a curated collection of All-Star product drops.
In Brooklyn, Jordan will open 166 Flatbush, the ultimate sneaker boutique, with special edition product, customization and a variety of special guests, 166 Flatbush will be a can’t-miss experience for Jordan fans.
Consumers who want to learn more about the All-Star celebrations can follow @Jumpman23 on Instagram, Twitter and Facebook. Those who will be in New York for All-Star and want details on all Jordan activities, along with the chance to register for exclusive access and experiences can visit the Jordan Brand All-Star mobile site at Jordan.com/ASWNYC.
Feb 6th
Reebok Classic Announces Second Ventilator OG Color Way, Dropping 2/14
In 1990, Reebok released one of their most timeless running designs: the Ventilator. Incorporating Hexalite technology into the shoe to provide greater comfort and better shock absorption, it was the perfect shoe for the faster, lighter runner. The durable lugged outsole was designed to give sure-footed traction for both on and off-road running. The visible archbridge in the middle of the shoe was perfectly placed to offer optimum motion control. And the name Ventilator? That came from the ventilated side panels that allowed cooling and breathability. The shoe was ahead of its time.
Twenty-five years later the shoe is a classic. Still as light as it ever was but now worn for street fashion instead of road running. As Reebok celebrates 25 years of the Ventilator in 2015, three of the original colorways return in their true form; stitch for stitch and perfectly color matched for authenticity. Reebok’s newest member, Kendrick Lamar, has been seen rocking this authentic Reebok shoe. Once again, Reebok goes back to its heritage and reintroduces a timeless Classic.
To help reintroduce these classic trainers, Reebok asked renowned photographer, Jonathan Mannion, to capture what he saw as the essence of the Ventilator.
Quote from Jonathan Mannion:
“When asked by Reebok to creatively interpret and photograph the shoe, I was presented with a unique challenge; with a shoe that has so many intriguing design elements, what element best defines the entire shoe? Ultimately, I focused on the shoe’s most unique element, the mesh ventilation. My approach to shooting was much like I’d approach shooting a car; focusing on the silhouette of the object and the way the design interacted with air. By accentuating the mesh through light, I hoped to achieve an iconic picture that honored the timelessness of the shoe.”
Incorporating the Starcrest logo from the tongue label was also at the forefront of the project for me. Drawing inspiration from its shape, I decided to recreate the logo using the actual shoes. As Reebok celebrates 25 years of the Ventilator, focusing on the Starcrest was a way to honor Reebok’s iconic logo while referencing its storied history in running.”
The second style from the Ventilator OG Pack in White/Grey/Purple/Blue will launch on Saturday, February 14th for $109.99 at retailers including Reebok.com, Bait and Puffer Reds.
Feb 6th
Top Cars to “Get Lucky” in this Valentine’s Day
Cars.com photo by Evan Sears
Next month is when we all scramble around to see what we can do to woo that special someone for Valentine’s Day. If you are picking up your date and are hoping to get lucky here are some cars that Cars.com suggests to pick up your sweet Valentine in! It might help your chances.
Cars.com photo by Evan Sears
Ram 1500
With four-corner air suspension and a RamBox, a thoughtful husband or boyfriend can store six dozen roses and 72 boxes of chocolate in the two lockable storage bins. He can even lower the entire truck several inches to make it easier on his date if she’s wearing a fancy dress, along with dropping a 4×6 air mattress in the back to do some star-gazing.
Cars.com photo by Evan Sears
Audi R8
Christian Grey drives one in “Fifty Shades of Grey” (both the book and the movie that just so happens to open on Valentine’s Day). ‘Nuff said.
Photo Credit Mercedes-Benz
Mercedes-Benz E-Class Cabriolet
There’s nothing more romantic than a top-down moonlight cruise and what better car to do it in than a luxury convertible. The E-Class Cabriolet has power, style and a premium, snuggle-friendly interior. Equipped with the optional AirScarf system, it even pipes warm air to the back of your neck. You’re in charge of whispering sweet nothings, however.
Hyundai Sonata
An affordable ride doesn’t always have to mean cheap dates. The Sonata has a rare feature among family sedans – a panoramic moonroof – so you can take in the city lights in a night out on the town without the cold-weather exposure that a convertible top incurs. It is February, after all.
Mercedes-Benz S-Class
Hot-stone massage … in a car? Yes, who needs to go to the spa when there’s a masseuse, of sorts, in this Mercedes-Benz. The premium package adds heated, ventilated and most importantly, massaging front seats. What could be more relaxing on a date night than dialing up one of six massage programs, including one that has a “hot stone” effect.
Cars.com photo by Evan Sears
Subaru Outback
Maybe you’re a little more practical-minded when it comes to expressions of love. Well, nothing makes a spouse happier than a completed honey-do list. Help knock off some to-do’s off the list with the redesigned Subaru Outback, recently crowned Cars.com’s “Best New Wagon of 2015.” This wagon makes quick work of chores with its sizable cargo area.
Jan 29th
Reebok Classics Announces Ventilator Reflective, Dropping 2/2
To celebrate the 25th anniversary of the Ventilator, Reebok is releasing a brand new iteration of this closet staple. A favorite of Reebok’s newest asset Kendrick Lamar, the Ventilator Reflective is a stylish new edition to the Ventilator collection.
This pack uses reflectivity on the iconic “crackle” print of the Ventilator OG; creating the perfect balance between aesthetics and function. By adding in a reflective material, Ventilator Reflective is subtle by day and bright in the right light.
Available starting February 2nd, head out to Reebok.com, Jimmy Jazz, Shoe City, Shoe Palace, and The Athlete’s Foot to grab your pair of Ventilator Reflective for $80.
Jan 29th
Reebok Urges You To Be More Human
Today, Reebok issued a bold challenge to the world to “Be More Human” with its new, fully-integrated marketing campaign, continuing the global fitness brand’s mission to change how people perceive and experience fitness. “Be More Human” goes beyond a campaign or a tagline; it’s a rally cry to live up to your full potential. This unique point of view is embodied in the brand’s new symbol, the Reebok Delta. The three sides represent the physical, mental and social change that comes through living a fitness lifestyle.
In our hyper technology-driven world, Reebok celebrates everyday people who have reconnected to a rugged physicality that allows them to live much bigger, fuller and less self-focused lives. For these individuals fitness isn’t just a physical activity – it’s something that enhances not only their body, but their entire life. Through fitness they become better parents, better leaders, better teachers, better partners and overall a better, stronger version of themselves.
“Reebok believes that by pushing ourselves to the brink and testing our limitations, we have the power to transform ourselves not only physically but also mentally and socially”, said Matt O’Toole, Reebok Brand President. “By adopting such a lifestyle, you find yourself in a community of people, joined together by a common purpose – to be better versions of themselves. We’re confident that when we push ourselves, we not only transform our bodies, we transform our entire lives.”
The brand film titled “Freak Show”, available at www.reebok.com/bemorehuman acknowledges that tough fitness is a lifestyle not always understood. Its methods are intense, demanding and require real commitment. “Freak Show” is a celebration of those who have chosen to be more than they thought they could be through fitness. It is a challenge to those yet to be converted to Be More Human.
Jan 28th
