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OH, AND 1 MORE THING: BERGER BELIEVES IN ATHLETIC ENDORSERS

          PA-based AND 1 "still believes there is a future in
     basketball shoe sales and in getting athletes to endorse
     them," according to Edward Moran of the PHILADELPHIA DAILY
     NEWS.  Although the company recently ended its relationship
     with the T-Wolves' Stephon Marbury, AND 1 signed Sixers
     first-round draft pick Larry Hughes to a $500,000 deal, and
     also inked Nuggets first-round pick Raef LaFrentz.  Instead
     of replacing Marbury with a big name, AND1 "is pursuing
     young players with potential who are still relatively
     inexpensive."  AND 1 Founder & President Seth Berger said
     the company "still want[s] to have endorsement athletes.  It
     helps define you to the consumer.  But everybody is getting
     a little gun-shy."  AND 1, which was founded in '93, has
     increased its earnings from $1.7M five years ago to $28M in
     '97, and Berger is predicting earnings of $40M this year. 
     Along with an additional $20M from licensing deals with
     other sports apparel companies, Moran reports that the
     company's '98 earnings "could reach" $60M.  Berger: "Our
     goal is to be the number one basketball company in the
     world. ... Right now, a kid's first basketball shoe is going
     to be Nike.  In six months, a kid's first basketball shoe
     has got to be AND 1" (PHILADELPHIA DAILY NEWS, 7/30).

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