SBD/1/Sponsorships Advertising Marketing


          Univ. of Miami, Georgetown Univ. and UNLV apparel, in
     addition to Broncos jackets, Avalanche jerseys and Rockies
     hats, are examples of clothing banned at Adams 12 School
     District in CO as a result of the '92 "Safe School Act,"
     according to Dylan Tomlinson of the DENVER POST.  Adams 12
     is the first local school district to implement a dress code
     that puts sports apparel in the same category with clothes
     that advertise or advocate alcohol or drug use.  While the
     ban of sports attire is relatively new in CO, its is
     becoming "increasingly common across the country," as school
     districts in L.A., S.D., Chicago, Detroit and Miami have
     also imposed similar dress codes to "counter gang activity
     on school campuses." School officials say the dress code has
     been "tremendously successful."  Patti Terhune, Dir of
     Alternative Services for Adams 12: "Gangs are the biggest
     concern.  Sports attire is tremendously popular with gangs,
     and by eliminating all pro merchandise it is one major thing
     we don't have to worry about" (DENVER POST, 5/31).
          COLORS: Tomlinson reports that Bulls, Rockies and
     Royals attire "are the most directly connected to gangs,"
     with the Crips gang favoring the Rockies, Royals, Dodgers,
     UNC, Georgetown and UCLA, while the Bloods most often use
     Bulls, Red Sox, Phillies, Reds, UNLV and Univ. of NE
     merchandise as identification.  Gang member Dontae Riggins,
     who wears more "White Sox merchandise than Frank Thomas,"
     cites rapper Dr. Dre as the primary reason his gang began
     wearing White Sox apparel: "I don't watch baseball.  I don't
     like any of that (stuff).  We wear this 'cause Dre does and
     it looks cool."  Raiders Dir of Marketing Morris Bradshaw
     said he is becoming "increasingly frustrated with the
     negative exposure his team gets" due to its ties to gangs:
     "I get really sick of turning on 'America's Most Wanted' or
     'Cops' and seeing someone wearing our stuff being busted. 
     It's a concern and it's a not something we're proud of, but
     we don't know what to do about it" (DENVER POST, 5/31).

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