SBD/5/Sponsorships Advertising Marketing

BO JACKSON, OUT OF SPORTS AND DONE WITH NIKE

     Bo Jackson, "who turned his two-sport stardom into a hit
feature of celebrity marketing, is retiring from baseball, ending
one of America's great sports stories."  Jackson has signed with
a talent agency and wants to pursue acting full-time (DETROIT
FREE PRESS, 4/5).  ESPN's Bob Ley on Jackson's retirement:  "What
began as a modest $100,000 Nike endorsement deal blossomed into a
cult:  'Bo Knows.'  By 1990, his Cross Trainer sneaker outsold
Air Jordans and his endorsement deal pulled in more than $3
million a year" ("SportsCenter," 4/4).  Jackson: "I am through
with Nike.  I am through with sports" ("Baseball Tonight," ESPN,
4/4).
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Related Topics:

ESPN, Nike, Walt Disney

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