SBD/25/Sponsorships Advertising Marketing

FIRESTONE AND RASHAD AIM TO GET INSIDE MJ'S HANES BOXERS

          Hanes yesterday debuted its first round of advertising
     behind the launch of its Michael Jordan Collection, a line
     of briefs, boxers and T-shirts aimed at men 18-24, according
     to Becky Ebenkamp of BRANDWEEK.  Created by Long Haymes
     Carr, NC, the campaign airs in primetime on ESPN, MTV,
     Comedy Central, BET, TNT and TBS.  Spots will run about 10
     times a day through Christmas, with a budget estimated at
     $2-4M.  One spot, "Sports Show," features Ahmad Rashad and
     Roy Firestone hosting a fictitious sports news show, then
     walking off the set wearing only Jordan-brand boxers below
     their sportscoats.  As they stroll down the hall "boasting
     how chummy they are with Jordan, the basketball star
     eavesdrops at a water fountain."  The Jordan line retails in
     department stores and Foot Locker and Champs (BRANDWEEK,
     11/24).  Firestone is represented by Athletes & Artists, a
     Marquee Group division.  He will be featured in both 15- and
     30-second spots of "Sports Show" (Marquee Group).

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