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ADIDAS AMERICA OWNERSHIP SOLIDIFIED; L.A. GEAR AD CAMPAIGN
Published March 9, 1995
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).