Reebok spokesperson Allen Iverson, who signed a $40M
pact with the company, said that he "doesn't believe his
legal woes will hurt sales" of his shoe, The Answer, when
the $120 shoe debuts in November, according to USA TODAY's
Melanie Wells. Iverson: "I know there are a lot of kids who
look up to me." Wells writes that "experts" believe
Iverson's troubles "might increase his appeal to Reebok's
target market: Urban, teen males who consider the six-footer
a role model." Sports Celebrity's Nova Lanktree: "Ten years
ago, this would have been the end of his endorsement career.
Today, bad behavior is rewarded." Black & Co. analyst
Jennifer Black Groves: "When you're an athlete, people give
you a second chance." Reebok began shooting a "major TV and
print ad campaign" with Iverson that will debut next month.
In the ads, among the first by Heater Advertising, Iverson
demonstrates his cross-over dribble with Reebok research
engineer Spencer White. Iverson is also a Coca-Cola
endorser, but company spokesperson Polly Howes said that
while Iverson "remains under contract for Sprite" there are
no plans to use him in ads (USA TODAY, 9/25).
