SBD/20/Sports Industrialists

SHARK INC.: THE BUSINESS OF GREG NORMAN FEATURED IN ESQUIRE

          GREG NORMAN is profiled by Joe Bargmann in ESQUIRE
     under the header "Sixteen True Tales About Greg Norman." 
     Norman, on TIGER WOODS' impact on golf: "I was probably very
     similar to him in a lot of ways when I was twenty-one.  But
     you don't know what's gonna happen in the next twenty years. 
     And I really don't see a threat from him.  Just in the same
     way JACK NICKLAUS didn't see any threat from Greg Norman. 
     Different times, different audience.  That's the beauty of
     golf -- fifty million people are into it; there's a lot of
     audience to go around" (ESQUIRE, 4/98 issue).
          HE'S NOT A GOLFER, HE'S A LIFESTYLE: Bargmann calls
     Reebok CEO PAUL FIREMAN's move to sign Norman to a lifetime
     endorsement deal -- but not put the Reebok logo on his line
     of clothing -- "an unprecedented deal that looked nothing
     like the traditional athlete-sponsor setup, giving Norman
     not only his own label but greater independence."  Fireman:
     "I didn't want it to be about things that look promotional. 
     It's got to be about quality -- about building a brand under
     Greg Norman, not just selling goods under Greg Norman."  The
     goal is for Norman's collection "to transcend golf, to move
     beyond being a player, to become an icon, a symbol of
     success or, at the very least, sincere aspiration."  The
     model is Rene Lacoste's "Le Crocodile."  Bargmann: "Does it
     matter that no one who wears an alligator shirt today
     actually remembers Lacoste?  Norman doesn't think so." 
     Norman's Great White Shark Enterprises, "has exploded" to
     include a resort development, course design, turf farms,
     golf events (the Shark Shootout), a licensing arm, and
     Norman's endorsement deals with companies such as Cobra,
     Chevrolet (he will drive the pace car at May's Indy 500),
     Boeing and Bell Helicopter.  BART COLLINS, Norman's manager:
     "It's no longer about what deals we do for Greg.  It's a
     matter of what businesses we put him in.  It's all about
     building brand equity in our own product" (ESQUIRE, 4/98).

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