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SBD/7/Sponsorships Advertising Marketing
RODMAN/FOOT ACTION SPOT DRAWS MORE FIRE
Published December 7, 1994
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).