SBD/23/Sponsorships Advertising Marketing

NIKE UNDER SCOPE FOR RODMAN AD, PAYMENTS TO HIGH-SCHOOLER

     CBS' Bob McKeown examined Nike's use of controversial
basketball players like Dennis Rodman to sell their shoes.
Cavaliers President Wayne Embry reinforced his earlier comments
criticizing the Foot Action/Nike ad depicting Rodman threatening
Santa Claus.  Ad exec Jerry Della Femina:  "Nike is doing what
they have been trying to do with all of their advertising, and
what they've done very successfully, they are trying to get
attention."  McKeown:  "So what does it say about Nike and
America this Christmas -- that the world's biggest sporting goods
company thinks it can sell more shoes with the Dennis Rodman
who's naughty than with the Dennis Rodman who's nice?" ("CBS
Evening News," 12/22).
          NIKE DENIES REPORT IT PAID HIGH SCHOOL STAR:  Nike
denied a report from The Greenville, SC, NEWS that the company
gave financial help to Chicago hich school star Kevin Garnett, a
6-11 center and possible national player of the year.  The paper
ran a report Wednesday that Nike paid for the player's move from
SC to Chicago and helped finance an apartment in Chicago for him
and his mother.  Nike said it did pay for airfare and lodging for
Garnett's mother to attend its Scholastic Festival.  Nike
spokesperson Tom Feuer said that is totally legal, and said
"there is no truth" to the other allegations (Todd Schultz, USA
TODAY, 12/23).
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Related Topics:

CBS, Cleveland Cavaliers, Nike, Viacom

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