SBD/23/Sponsorships Advertising Marketing

THE SELLING OF ALL SHAQ, ALL THE TIME

     Coinciding with the launch of a new Reebok ad, Shaquille
O'Neal was the focus of two TV profiles.  First ESPN's "Cover
Story" profiled Shaq and Magic teammate Anfernee Hardaway,
calling them the "Kareem and Magic" of the '90s ("SportsCenter,"
1/20).  On Saturday, "NBA Inside Stuff" profiled the new Reebok
ad which features 10 Shaqs playing each other in a game ("NBA
Inside Stuff," 1/21).  The new ad debuted yesterday during NBC's
coverage of the Magic-Suns game.  It features state-of-the-art
technology that allows Shaq's face to be placed on the shoulders
of body doubles.  The campaign supports the retail introduction
this month of Reebok's "Shaq Attaq IV" shoe.  O'Neal's agent,
Leonard Armato:  "This commercial demonstrates Shaq's growing
versatility as a basketball player and multi-media star"
(Reebok/Ketchum PR).
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