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SBD/Issue 111/Sponsorships, Advertising & Marketing
Sponsors Cautious After Yao's Injury, No Plans To Downplay Him
Published February 28, 2008
|Yao's Sponsors Cautious Following
Announcement Of Season-Ending Injury
REEBOK COULD FEEL EFFECTS: CNBC's Darren Rovell wrote if the injury prevents Yao from playing in the Beijing Games, there is "no brand that will be reeling more ... than Reebok." The company recently released a signature Yao shoe, the Dragon ATR Elite II, and is "readying to release another in time for the Olympics," the Hexride. But Reebok is "only making 208 pairs for the U.S. and 2008 pairs for China." The "idea is for Yao to help the Reebok brand not only sell shoes, but sell everything else" (CNBC.com, 2/27).