SBD/7/Sponsorships Advertising Marketing

RODMAN/FOOT ACTION SPOT DRAWS MORE FIRE

     Others in the media and basketball have joined Cavaliers GM
Wayne Embry in criticizing the Dennis Rodman/ Nike/Foot Action
ad.  In the spot, Rodman is shown physically threatening Santa
over his Christmas wish-list.  After listing Rodman's numerous
rules infractions last season, Santa relents when told by an elf
that he led the league in rebounds.  Rodman's former coach Chuck
Daly said the ad "is not one that makes him comfortable": "The
guy you see at the end of the commercial, the guy who's smiling,
that's the real Dennis Rodman.  You see, they played on the bad
side of him and showed you in the end what he's really all about,
that smile."  In New York, Mark Kriegel, who notes the spot was
produced by DDB Needham for Foot Action stores, calls Nike an
"accomplice":  "The real craziness here is the exploitation --
perhaps even glorification -- of Rodman's craziness" (N.Y. DAILY
NEWS, 12/7).  In Washington, Thomas Boswell writes, "This Nike
commercial galls me because the deceit at its center is so
typical of much that we peddle to kids in the same package with
music, movies and games" (WASHINGTON POST, 12/7).
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Related Topics:

Cleveland Cavaliers, Nike

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