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SBD/5/Sponsorships Advertising Marketing
BO JACKSON, OUT OF SPORTS AND DONE WITH NIKE
Published April 5, 1995
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).