IBM "has revamped its sports marketing strategy, winnowing
sponsorships to just three":  the PGA Tour, the NBA and the
Olympics, according to AD AGE.  IBM Corp. Sports Marketing
Manager Tom Burke:  "Our thinking was let's focus on a few
premier events and maximize the return on those investments
instead of spreading ourselves thin just for the sake of being
everywhere."  IBM is dropping sponsorship of the Fiesta Bowl and
title sponsorship of the ATP Tour upon expiration in 1996.  IBM
will stay involved in tennis' Grand Slam events, and will also
buy ad time on those broadcasts this year (Jeff Jensen, AD AGE,
2/6 issue).

     Athletic and outdoor show retailer Just For Feet is profiled
in this morning's USA TODAY.  The company posted 4th Q revenue of
$18M, up 164% from a year ago.  With stores averaging 15,000-
20,000 square feet, the chain can stock 4,000 types of shoes.
Just For Feet has grown from seven to 20 stores, mostly in the
Sun Belt, but there are plans to open 10 stores every year over
the next several years (Donna Rosato, USA TODAY, 2/7)....Quaker
Oats' sale of its U.S. and Canadian pet food units to H.J. Heinz
for $725M was cited by Quaker CEO William Smithburg as a "logical
and important step in the evolving realignment" of Quaker's
portfolio.  Quaker will focus its efforts on grain-based products
and "good-for-you" beverages, including Snapple and Gatorade
(George Gunset, CHICAGO TRIBUNE, 2/7)....Today's WASHINGTON POST
reports on complaints about Coors' Zima malt beverage from
parents, schools and local police concerning abuse of the
beverage by teens (Jay Mathews, WASHINGTON POST, 2/7)....Burger
King ended its relationship with Saatchi & Saatchi on the
company's campaign aimed at children.  Burger King will now
consolidate its entire U.S. account at Ammirati & Puris/Lintas
(N.Y. TIMES, 2/7)....Domino's is ready to debut its new "modular"
stores as a key part of the company's push for more carry-out
business (TAMPA TRIBUNE, 2/7)....Boston Chicken plans to open at
least 325 outlets this year (CHICAGO TRIBUNE,
2/7)....Indianapolis-based Grand Slam III was awarded an NBA
license to produce lapel pins with the likenesses of NBA stars
(Grand Slam III).... Apparel-maker No Fear is examined in the
latest AD AGE.  According to SPORTING GOODS BUSINESS Editor
Andrew Gaffney, "The attitude category, though tiny, is the
hottest area of the sporting goods apparel market.  No Fear's
challenge is to take the plunge into the mainstream while
preserving its cutting edge personality" (AD AGE, 2/6
issue)....Met-Rx, a small CA-based company which makes
nutritional products, signed Troy Aikman as a spokesperson.  A
$1.1M, 3-week spot TV and radio campaign with Aikman begins
February 27 for the line of powdered drinks and bars (BRANDWEEK,
2/6 issue).

     The relationship between Nike and its ad agency, Wieden &
Kennedy, "is becoming less important as Nike is forced to focus
its attention beyond the U.S.," according to the latest issue of
ADVERTISING AGE.  One "Nike insider" said that the agency, with
offices in only Portland, OR, and Amsterdam, "may lose some U.S.
creative work this year."  Wieden & Kennedy was involved in
Nike's upcoming $60M revived "Just do it" campaign, which will
include a Spike Lee-directed spot featuring Michael Jordan and
Lee's Mars Blackmon character.  Last week at the SuperShow in
Atlanta, Nike VP/Marketing Liz Dolan said the "refocus" on "Just
do it" is not a repudiation of Wieden & Kennedy's recent efforts,
but an attempt to "shift back to image from product-focused
advertising."  But Dolan added:  "There was a time just three
years ago when we and Wieden had the space to be more off the
wall. ... But different times call for a different strategy."
While the agency is still viewed by many as Nike's "house shop,"
Wieden recently began an image campaign for Microsoft.  AD AGE's
Jeff Jensen reports, "There's talk that comments within Wieden
about Microsoft being the 'where the future of the agency lies'
got back to Nike" (ADVERTISING AGE, 2/6 issue).
     NIKE'S EIGHT "BIG IDEAS":  Nike plans to focus its efforts
this year on its eight "Big Ideas":  Air technology, team sports,
sport training, its new Ndestrukt shoes, street hockey, all-
conditions gear, soccer and Nike F.I.T. apparel.  Liz Dolan said
the company's goal is to "dominate the field of play" (Heather
Pauley, BLOOMBERG/WASHINGTON TIMES, 2/7).
     SWOOSH BALL:  Nike announced that it signed an exclusive
licensing deal with sporting goods maker VSI, formerly Voit, to
place the Nike label on soccer balls, footballs, basketballs and
volleyballs.  A Nike soccer ball is expected this spring.  While
the sale of Nike balls will be restricted to authorized dealers
of Nike footwear, the company also hopes to sell to schools.  It
is Nike's third licensing deal since last week when they
announced deals with Jantzen on swimwear and H.H. Cutler on
children's clothing (Jeff Manning, Portland OREGONIAN, 2/3).

     Attendance at the annual Super Show in Atlanta "climbed
considerably, especially among foreign participants."  Some
113,985 attended the four-day trade show, an increase of 7.1%.
Foreign attendees were estimated at nearly 22,000, a 32.7% jump
from last year.  Buyers made up 78,000 of the participants, up
9.4%.  The number of companies exhibiting was nearly 3,000, up
6.9%.  Also, 966 members of the media covered the event (Al
Levine, ATLANTA CONSTITUTION, 2/7).
     FOOTWEAR BATTLES DOMINATE COVERAGE:  BLOOMBERG BUSINESS
NEWS' Heather Pauley examines the approaches announced by the
major footwear companies at the Super Show, with Nike and Reebok
"attacking" the team sports market.  While Reebok will not
challenge Nike in street hockey, L.A. Gear will enter the
category with a Wayne Gretzky-sponsored line of shoes and apparel
(WASHINGTON TIMES, 2/7).  Reebok spokesperson Dan Shanrahan:
"We've talked a lot about street hockey because of Nike.  But I
have a hard time seeing kids taking off their skates just to move
slower" (Michael Hiestand, USA TODAY, 2/7).
     OTHER SUPER SHOW NOTES:  The N.Y. TIMES' Richard Sandomir
offers vignettes from this year's show, including Isiah Thomas'
take on the Raptors' new logo:  "This is what the kids want."
Thomas had no comment when asked if he would have worn the
uniforms (N.Y. TIMES, 2/7). ....Columbia Sportswear plans to
double its TV advertising to $4M and continue its $3M print
campaign.  The company will also debut "concept shop" store
displays.  Avia is embarking on a $7-10M print campaign "to
define its image as a shoemaker for Everyman" (Portland
OREGONIAN, 2/3).