RODMAN'S "BAD BOY" IMAGE A KEY TO MARKETING APPEAL

     "Marketers love Dennis Rodman's oddball antics," is the sub-
head to BUSINESS WEEK's profile of the "bad-boy" of basketball.
The "flamboyant" Rodman is in the midst of a three-year deal with
Nike that pays him $375,000.  Rodman was also paid $150,000 for a
Pizza Hut ad where he was teamed with David Robinson.  Rodman's
sponsors "believe he strikes a chord with the elusive twenty-
something market," and Pizza Hut ad sales increased 15% after
that campaign began.  Nike PR Manager Tom Feuer: "Dennis may be a
little odd, but he's committed no crimes and he is very much a
part of our future."  Philip Dusenberry, Chair of BBDO New York,
who created the Pizza Hut ad, says Rodman "has cultivated and
created his bad-boy persona.  He's decided to make himself
marketable."  While sources indicate the Spurs may be trying to
trade Rodman, "sports marketers agree" that if he ends up in a
larger city like New York or L.A., "his endorsement possibilities
would quickly multiply" (Willy Stern, BUSINESS WEEK, 7/17 issue).