Team Detroit Taps Its Inner Tribe, Gives Historic Brine Sports Brand a Facelift

DEARBORN, Mich., May 1 /PRNewswire/ -- Team Detroit announced that it is
launching a new campaign for Brine in May 2009, and is doing so under the veil
of tribal masks. The Agency will be kicking off its "Join the Tribe" campaign
early next month with the support of TV, print, digital and online media.

The campaign, which features tribal warrior masks built from new 2009 Brine
lacrosse products, is targeted towards eight-to-18-year-old male and female
lacrosse players. Each execution was developed with a one simple objective -
to build a community of lacrosse tribesman online.

"The Brine brand has a long-standing performance-based image," said Dale
Kohler, Brine's general manager. "When we engaged Team Detroit back in
December, one of our biggest challenges was managing a dual brand strategy,"
Kohler continued. "The 'Tribe' campaign represents a combination of innovative
products and the fierce spirit possessed by players who choose Brine."

"The Agency had an incredible opportunity to take a brand with a rich
80-year-old heritage, and give it a new creative edge," said Toby Barlow,
executive creative director of Team Detroit. "The print and TV work almost
doesn't require words. The visuals are so powerful and interesting that you
get the message without needing to spell it out," Barlow continued.

Based on their recent work with Levi's and Ray Ban, Team Detroit selected Park
Pictures and director Benzo Theodore to bring the "Tribe" campaign to life on
television. The 30 second "Masks" spot features Major League Lacrosse players
Mikey Powell, Chazz Woodson and Kevin Leveille. The spot uses a mix of
traditional photography and product animation to illustrate the importance of
gearing up for battle and wearing your mask on the field.

Both the TV and print campaigns were developed to drive consumers to newly
re-skinned website -brine.com. The site is set to re-launch in early May, and
will feature a new mask builder application which will allow users to develop
their own masks online, and share them with the lacrosse community.

"Based on the research we did earlier this year with Team Detroit, we
discovered that Brine lacrosse players truly identify with their team and they
hold their gear sacred," said Kohler. "We also realized that community is a
dialog space online where expression of team, individual and equipment often
over lap. Brine's tribal mask generator positions the brand squarely in the
middle of that overlap," he continued.

The new application allows consumers to manipulate Brine's Lacrosse equipment
in infinite combinations to generate an identity that is unique and personal
to their persona. Once a unique tribal mask creation is complete, it can be
shared with friends via email and downloaded for use on the consumers
preferred social communication channels. Masks can also be added to the site
gallery for all visitors to see.

The brine.com site re-design was also inspired by the new campaign's energy
and simplicity. With newly enhanced usability, visitors can now research and
navigate the various Brine products and find a local retailer much more
efficiently.

"The whole campaign has a creative energy which spawned from our youthful
audience," said Barlow. "The mask builder application reflects this vigor," he
continued.

The campaign will debut on ESPN during the NCAA Lacrosse Playoffs beginning
May 9, 2009. It will also be seen on espn.com and insidelacrosse.com, as well
as Inside Lacrosse Magazine and US Lacrosse Magazine. This is Team Detroit's
first work for the Warrior Sports brand.

About Brine
Established in 1922, Brine is a recognized industry leader in lacrosse,
soccer, field hockey and volleyball. Headquartered in Warren, MI, Brine was
the innovator of the Offset(TM) lacrosse stick and the original round bladder
soccer ball. The company was acquired by privately held New Balance in August
2006. For more information, visit brine.com.

About Team Detroit
Team Detroit brings together five of WPP's largest marketing and
communications Agencies in one central location, including: JWT, Y&R,
Wunderman, Ogilvy & Mather and Mindshare.

Team Detroit's client roster includes Bosch, Compuware, Ford Motor Company,
Oakwood Healthcare Systems, Shell, and Warrior Sports. The Agency is located
in Dearborn, Michigan, or more information, please visit www.teamdetroit.com.

About Park Pictures
Founded in 1998 by Executive Producer Jacqueline Kelman Bisbee and renowned
filmmaker and cinematographer Lance Acord, Park Pictures has an auspicious
track record of discovering and mentoring new filmmaking talent and infusing
all projects with big screen production values. Park Pictures has forged
strong partnerships with agencies and clients by engaging all members of its
team in creative problem solving. Embracing new formats and longer form
integrated projects, the company continues to gain momentum in the changing
advertising arena. A reciprocal relationship with Academy Films in London
strengthens Park Pictures International presence.

The company's feature film roots are evident in the work itself, thanks in
part to the expertise of directors Acord (cinematographer, Lost in
Translation, Marie Antoinette, Where the Wild Things Are), Joaquin Baca-Assay
(cinematographer, Roger Dodger, We Own the Night), Alison Maclean (director,
The Tudors, Jesus' Son, Crush.) Additional directors on the roster include
Joachim Back, Albert Kodagolian, Steve Mottershead, Lisa Rubisch, Chris
Sargent, Jake Schreier, Carter Smith and Benzo Theodore.

SOURCE Team Detroit, Inc.

Brad Bobenmoyer, Team Detroit, +1-313-615-3195,
brad.bobenmoyer@teamdetroit.com