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CHAMPION FOOTWEAR TO FOCUS ON EVERYDAY ATHLETES
Published April 4, 1995
Champion Footwear will "concede the superstar endorsement game to Nike and Reebok and position itself as the brand for committed everyday athletes" by breaking its first TV advertising this week. Champion Footwear, a unit of Sara Lee Corp., "saw an estimated $25 million in sales" in '94 despite having never advertised on TV. The new ads, created by Elcon Communications- New York, are being targeted at 19-34 year-olds and will air nationally on MTV and BET (Elaine Underwood, BRANDWEEK, 4/3 issue).