MVP Cuts Ties With Leagas Delaney

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Outdoor and sporting goods retailer MVP.com has relieved Leagas Delaney, San Francisco, of creative responsibilities on its estimated $40 million to $50 million account.


Leagas Delaney had started work only nine months ago on MVP.com, a site launched by retired sports stars John Elway, Michael Jordan and Wayne Gretzky. The agency will continue to plan and buy media for the online retailer.


"We did actually agree to part ways over strategic differences, branding issues," said Paula Davis, spokeswoman at MVP.com, Chicago. Davis declined to elaborate the differences.


Live since January, MVP.com offers more than 55,000 sporting apparel and equipment items from 500 brands, including Adidas, Wilson, Rollerblade, New Balance and Casio.


Last month the company acquired the 11-year-old Tennis Direct catalog and tennisdirect.com, its second such acquisition after buying SportsLine.com's e-commerce business earlier this year.


While the retailer will continue its marketing efforts, it has no immediate plans to replace Leagas Delaney, Davis said.


"We're not conducting an agency review," she said. "We're going to use a variety of firms who provide a few of our marketing services."
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