Heavyweight Champion To Unveil New Brand Identity System

Woolf Associates develops graphical brand platform for John “The Quietman” Ruiz

Boston, MA – February 5, 2003 – Woolf Associates, New England’s most established sports and event marketing agency, today announced the logo and brand identity completion for World Boxing Association Heavyweight Champion of the World, John “The Quietman” Ruiz. Designed for the boxer with the intent of providing a branding framework, the set of marks also serves as an immediate source to generate merchandise and sponsorship opportunities.

“As the first heavyweight champion of Latino heritage, John Ruiz is in a unique position to couple his in-ring success with the various commercial opportunities, both domestically and abroad. The creation of a smart and creative brand identity system is the first step in that process,” said Jack Birch, President and CEO of Woolf Associates.

In addition to the primary mark that will be on display for Ruiz’s WBA title defense against Roy Jones Jr. on March 1 in Las Vegas, the identity system also includes a series of secondary marks and applications. “A complete identity goes beyond a simple logo. It incorporates all of the consumer touch points to ensure a uniform brand building experience,” said Thomas S. Duane, Chief Creative Officer at Woolf Associates.

To support the fighter’s new identity, Woolf Associates has also developed an on-line merchandise site, www.ruizboxing.com. The site will support a product and apparel line of John Ruiz-branded product and will be available Friday, February 7, 2002.

About Woolf Associates

Founded in 1964 by sports business pioneer, Bob Woolf, Woolf Associates is New England’s best-known sports and event marketing agency. Offering integrated and non-traditional marketing solutions through its proprietary Brand Action Marketing™ process, Woolf develops sports and event marketing programs, markets athletes, manages events and offers complete brand identity development for its athlete and corporate clientele. For additional information about Woolf Associates’ award-winning solutions, please visit us on the web at www.woolfassociates.com.