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REEBOK RETREATS ON NFL; ADIDAS GAINS PATS AND 'SKINS IN '99
Published June 30, 1998
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).