Lisa Borders Responds To Wiggins' Criticism Wiggins' Former Coach Defends WNBA Wiggins Stands By Comments On WNBA Former Player Says WNBA Has "Harmful Culture" Social Studies: WNBA Dream's Dan Goldberger Reebok Confirms Move Of HQ To Boston Reebok Unveils Shoe For Teenage Weightlifter New Adidas CEO Scales Back Struggling Reebok WNBAers Struggle For Fashion World Influence Pacers' Turner Impressed By Fever For Demonstration
SBD/18/Sponsorships Advertising Marketing
ARMATO GETS A LAUGH FROM RUMORS OF REEBOK DROPPING SHAQ
Published December 18, 1997
Management Plus' Leonard Armato, agent for Shaquille O'Neal, described a published report that Reebok might be dropping O'Neal as, "funny, considering he's one of the most well-known icons in the world," according to Greg Johnson of the L.A. TIMES. Reebok Dir of PR Dave Fogelson "maintained that O'Neal is a 'very important' element" in Reebok's future advertising and marketing." CA-based Taco Bell "stopped using" O'Neal in its spots earlier this year, and he "won't appear" in Reebok TV ads slated to run early in '98. Johnson: "O'Neal's temporary absence from the two high-profile TV campaigns underscores how companies ... that foot the bill for lucrative endorsement contracts are trying to make more effective -- and, they hope, cost-effective -- use of highly paid pitchmen and women." Reebok's Fogelson "tied O'Neal's on-air absence for the first half of 1998 to the fact that Reebok products will be pitched on TV by other basketball stars, including Allen Iverson and Shawn Kemp -- along with WNBA and ABL stars," but Fogelson said that O'Neal will appear in print ads (L.A. TIMES, 12/18).