SBD/4/Sponsorships Advertising Marketing

CHAMPION FOOTWEAR TO FOCUS ON EVERYDAY ATHLETES

     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).
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Related Topics:

Nike, Reebok, Sara Lee

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