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Robert Louis-Dreyfus, the owner of Adidas AG, "quietly sealed the deal last week" to acquire the remaining 20% of Portland-based Adidas America Inc. According to company officials, the deal will "not alter the Portland operation's role" as overseer of North American operations and design center for the entire corporation. Adidas America spokesperson John Fread: "This will have no effect on day-to-day operations" (Jeff Manning, Portland OREGONIAN, 3/8). L.A. GEAR: Two separate ad campaigns break next week targeting women and young males. The ads are part of the L.A. Gear's estimated $20M '95 ad budget. (USA TODAY, 3/9). NIKE IN THE GRAY AREA: Nike is going back to their "Just Do It" theme in nine new ads the company says goes to "the soul" of their business. In addition to new Jordan /Spike Lee ads and a spot featuring an HIV+ marathoner, their latest ad highlights elderly athletes, Titled "Older Persons, the black-and-white spot shows "strong, fit older people" with the voiceover: "You'll never hear me say 'I've fallen and I can't get up'" (N.Y. DAILY NEWS, 3/9). REEBOK ON THE MOVE: Reebok Int'l reportedly still wants to build a new headquarters on state land in Dedham, MA, according to the BOSTON GLOBE. This comes despite "caution" from state officials that the sale of the site, currently designated to become a public park, "carries political risks" (Jerry Ackerman, BOSTON GLOBE, 3/8).
The Pacers' ad agency, Caldwell VanRiper Inc., won the Indianapolis Addy award's "Best of Show" for its public service announcements for the team (INDIANAPOLIS BUSINESS JOURNAL, 3/6-12 issue)....Video game maker Electronic Arts is developing new titles for Microsoft's online service. Other titles that may also be offered on the service include "John Madden Football" and "NHL Hockey" (BOSTON GLOBE, 3/8). ....Power-Bilt, the Louisville golf club-maker, signed a 5-year deal as title sponsor of the Hurricane Golf Tour, a southeastern USA mini-circuit which begins next week (USA TODAY, 3/9)....Besides shooting ads for Prime Sports-West, the directors of the movie "Hoop Dreams" have been shooting ads for Fila and Easy Spirit shoes (WALL STREET JOURNAL, 3/9)....David Letterman wore a Breathe Right nasal strip during one of his skits last night ("Late Night," CBS, 3/8). ....Triple Crown Sports has announced a joint marketing agreement with Roller Hockey Int'l to promote roller and street hockey, RHI, and Triple Crown street hockey events nationwide. The following companies signed on with the '95-'96 Triple Crown Street Hockey Festival Series: Bauer, a division of Nike's Canstar Sports; Dodger, an Iowa-based manufacturer of athletic clothing; Easton Sports; and Franklin Sports (Triple Crown).
Miller Brewing announced that it would begin a test of new ads and packaging for its No. 2 brand, Miller Genuine Draft. In Upstate NY, AL, AR, LA and MS, the company is testing the theme "Miller Genuine Draft. It just comes easy." Currently, MGD's theme in its national ads is "With Miller Genuine Draft, the world's a very cool place." Also in those states, Miller will test the sale of MGD in brown bottles and white cans, rather than clear bottles and gold cans (Andrea Adelson, N.Y. TIMES, 3/9).