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REEBOK RETREATS ON NFL; ADIDAS GAINS PATS AND 'SKINS IN '99

          Reebok "is out" as an NFL Pro Line licensee as of the
     '99 season and will lose the sideline TV exposure
     accompanying the "top-tier NFL apparel license," according
     to Terry Lefton of BRANDWEEK.  The move comes as Reebok
     continues to pull back much of its sports marketing
     activity, "further fueling the widely held industry belief
     that it will eventually exit sports apparel licensing
     altogether."  In related news, Lefton adds that adidas,
     which gets on the sidelines this season via the Bucs, "is
     expected to add" the Patriots and Redskins, now Starter
     teams, to its portfolio in '99 (BRANDWEEK, 6/29 issue).

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