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SBD/19/Sponsorships Advertising Marketing
SARA LEE'S CHAMPION FOOTWEAR LINE TO BE SOLD VIA WOOLWORTH
Published March 19, 1998
Sara Lee Corp.'s Champion Products unit "is re- entering" the athletic footwear market in a licensing arrangement announced yesterday with Woolworth Corp., according to George Lazarus of the CHICAGO TRIBUNE. Under the alliance, Woolworth will design, manufacture and retail running, basketball, tennis, cross-training and football shoes under the Champion brand name. The line will be available at retail in July or August. The deal's "big attraction" is that the Champion footwear line will be sold "exclusively through Woolworth's Foot Locker and Champs Sports retail chains, which number 2,000 and 650, respectively." Asked if there might be a celebrity endorsing the new line, Champion President Michael Flatow said there's nothing "immediate": "There's only one celebrity who matters in footwear (Michael Jordan) and he's already taken" (CHICAGO TRIBUNE, 3/19). For more on the footwear category, see (#17) and (#18).