SBD/27/Sponsorships Advertising Marketing

"60 MINUTES'" LESLEY STAHL STUDIES NIKE/ADIDAS' STUDENT PLAN

          CBS' "60 Minutes" profiled Nike and adidas' involvement
     with high school basketball players in "There's No Business
     Like Shoe Business."  CBS' Lesley Stahl: "Nobody, not the
     Bulls, the Lakers or the Knicks, is more interested in
     finding the next Michael Jordan than Nike.  ... So Nike, and
     its competitors like adidas, are searching the country. 
     Searching for the hot NBA rookies, putting their shoes on
     the best college seniors.  But what amazed us, is that
     they're also going after basketball babies."  adidas' Sonny
     Vaccaro said that shoe companies start recruiting players
     when they're "eight, nine, ten, eleven-year-olds."  Vaccaro,
     on what adidas gets out of finding a promising ten-year-old
     basketball player: "What you do, is you bring this person
     along, and hopefully he stays in the family."  Stahl: "And
     then all the kids in the country will wear adidas?" 
     Vaccaro: "That would be very nice."  Stahl: "Nike and adidas
     have turned the summertime into a huge basketball bazaar,
     spending millions of dollars to corral every kid with a
     decent jump shot, betting that one or two of them will
     develop into superstars -- and human billboards."  High
     school basketball talent scout Bob Gibbons, on the shoe wars
     over high school students and the high school summer camps:
     "It's way out of control, and I don't know how you get it
     back in control" ("60 Minutes," CBS, 10/26).      
          NIKE'S TAKE: Stahl asked Nike Dir of Global Basketball 
     Ralph Greene on its mission in supporting youngsters: "It's
     important for us to provide wonderful opportunities for kids
     who play great basketball. ... It's a very simple formula
     for us.  And it really does start with performing, and being
     passionate about the game first, and the athletes first." 
     Stahl, in response to Reed: "Selling shoes first."  Reed:
     "No, no, no, no, no.  It's the game first, then the passion
     for the game and understanding what athletes want." 
     Gibbons, asked about Reed's "passionate about the game"
     statement: "I don't see them giving their product away to
     schools that do not have good players ... they love the
     schools that have the top players the best" (CBS, 10/26). 

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