CAN PUMA EVER MAKE A SAINT OF RICKY WILLIAMS? IT'LL TRY

          Saints rookie RB Ricky Williams has signed a four-year
     endorsement deal with Puma, according to Josh Peter of the
     New Orleans TIMES-PICAYUNE, who wrote that "one reason" the
     company "beat out Nike, Adidas and other shoe companies ...
     is the strong relationship between" itself and NJ-based ISI,
     which is handling Williams' marketing.  ISI Dir of Athlete
     Services Jamey Crimmins: "Ricky is the guy they think can
     make Puma shoes cool again."  Puma will feature Williams in
     a national ad campaign during the '99 NFL season.  Saints
     Senior VP/Marketing & Administration Greg Suit said that the
     team "would like to make" Williams part of their season-
     ticket sales campaign starting next month: "He's a great
     personality.  He's a very marketable kid."  Peter reported
     that Williams has also signed deals with trading card
     companies Upper Deck and Playoff (TIMES-PICAYUNE, 4/21). 
     Puma is also the Saints' on-field uniform provider.