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SBD/23/Sponsorships Advertising Marketing
THE SELLING OF ALL SHAQ, ALL THE TIME
Published January 23, 1995
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).