SBD/25/Sponsorships Advertising Marketing

EVERYONE'S BEGINNING TO UNDERSTAND THE DREAM

     Hakeem Olajuwon's endorsement of low-priced Spalding shoes
is examined by Ron Trujillo in this morning's USA TODAY.
Trujillo notes Hakeem's "Dream" shoe by Spalding, listed at below
$45, hit 12,500 discount retail stores last week.  Frank Vuono,
CEO of ISI and Olajuwon's marketing rep, says Olajuwon's recent
deals with Taco Bell, Pepsi and Spalding are helping people
understand what the NBA Finals' MVP is all about.  Vuono: "You
won't see Hakeem rapping any time soon or playing a genie in a
movie" (USA TODAY, 10/25).
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Related Topics:

NBA, PepsiCo, Russell Athletic

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