SBD/20/Sponsorships Advertising Marketing

NIKE GETS OODLES OF FREE AIRTIME ON SUNDAY NBC COVERAGE

     Nike's "Li'l Penny" character, seen in the company's Penny
Hardaway campaign, helped open NBC's coverage of the Magic-Bulls
game yesterday.  The doll was shown lifting weights, watching
game film, chasing chickens (a la Rocky), cutting open an Air
Jordan shoe, and reading Dennis Rodman's book, "Bad As I Wanna
Be" -- all in preparation for watching Hardaway in action against
the Bulls.   "Li'l Penny" also served as a guest cameraman ("NBA
on NBC," 5/19).
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