ADIDAS MAKES FIRST NFL DEAL WITH KEYSHAWN JOHNSON

     Adidas will announce this week it has signed Keyshawn
Johnson, according to BRANDWEEK's Lefton & Gelsi.  This is the
first NFL affiliation for the No. 4 footwear maker. Johnson is
expected to be the centerpiece of a "lifestyle" ad campaign based
on cross-training shoes bearing his name.  Sources said Johnson
plans to wear his signature footwear during games.  However, that
would conflict with the NFL's on-field exclusivity with Reebok
and Nike, meaning Johnson will have to cover the logo.  The NFL
could sign another on-field shoe brand, but that is "unlikely"
any time soon given the limited marketing budgets of second-tier
shoe companies.  Retailers gave "mixed reviews."  Finish Line GM
Joe Wood:  "We're kind of mediocre on it.  It doesn't do a lot to
sell the shoe" (Lefton & Gelsi, BRANDWEEK, 4/15 issue).