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MONTANA CHANGES FROM MOVING THE OFFENSE TO MOVING PRODUCT
Published June 21, 1995
Joe Montana has signed a multi-year promotional arrangement with Dayton Hudson Corporation, the nation's fourth largest general merchandise retailer. Montana will initially be featured in TV ads for Mervyn's, Dayton Hudson's CA-based retail stores. The first of those ads will likely appear later this year. The deal calls for use of Montana's name and likeness on in-store signage, and personal appearances (Dayton Hudson).