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SHOULD AND 1 HAVE PASSED ON SPREE? IS IVERSON BEING HIMSELF?

          The new AND 1 TV spot featuring Knicks G Latrell
     Sprewell claiming to represent the "American Dream" stands
     "for nothing more than greed and manipulation --  a
     deliberately absurd statement from an absurd player whose
     fame was derived largely from one angry moment," according
     to Tom Farrey on ESPN.com.   But AND 1 VP/Marketing Jay
     Gilbert tells Farrey that Farrey doesn't typify the "target
     audience."  Gilbert: "The first person Latrell speaks to is
     the young gun ballplayer who's got crazy game and isn't
     afraid to let you know it.  To them, Latrell stands for hard
     work and the personal freedom to do what you want."  Farrey
     wrote that "if redefining the face of the American Dream is
     what we're talking about here, virtually any other player in
     the [NBA] carries more credibility" than Sprewell, and he
     cited Sonics G Gary Payton, Kings G Jason Williams and Magic
     G Darrell Armstrong, who is also an AND 1 endorser, as
     examples.  Farrey stated that the "trouble" with the post-
     Jordan NBA is "a lack of heroes. ... There aren't many
     players you would want to attach yourself to emotionally"
     (ESPN.com, 5/12). To view the spot, visit www.and1.com
          WHAT WOULD BE THE ANSWER TO THE ANSWER, MAN? In
     Philadelphia, Annette John-Hall profiles Sixers G Allen
     Iverson and writes that his "image doesn't play well with
     advertisers," but his "desire to stay true to who he is --
     even at the risk of losing money -- is the exact reason
     Iverson is so beloved by a younger generation disillusioned
     with corporate America's unrealistic portrayal of it." 
     Seventh grader Tia Bart said "because" Iverson has "made a
     few mistakes doesn't mean he's a bad person. He's still a
     role model to a lot of people" (PHILA. INQUIRER, 5/13).

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