SBD/26/Sponsorships Advertising Marketing

ESPN AND X-AM JEANS TEAM UP FOR NEW BASKETBALL SHOW

     X-Am Jeans will help underwrite a "creative extension of its
biggest celebrity endorsement, co-sponsoring a new basketball-
themed lifestyle show" airing on ESPN and ESPN2 starting November
15 and co-hosted by Hornets point guard Muggsy Bogues, star of X-
Am's spring ad campaign.  As sponsor of "Jam Central," X-Am will
be billboarded during the opening and closing credits of the show.
The brand will also sponsor a show segment highlighting the NBA
dunk of the week.  Sprite, which Bogues endorses, has been pitched
on a sponsorship; no word from Sprite yet (BRANDWEEK, 10/24).
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