SBD/Issue 82/Sponsorships, Advertising & Marketing

Dancing Machine: New Viral Nike Ad Shows Off Tomlinson's Moves

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Chargers RB LaDainian Tomlinson in a new viral Nike ad shows some “dazzling footwork as a dancer while singing the words to the ‘Electric Glide,’” according to Chris Jenkins of the SAN DIEGO-UNION TRIBUNE. The two-minute, 14-second video “was designed to be a Nike commercial and was shot before training camp in 2007.” The video “never appeared in a commercial, or anywhere else, until it hit the Internet over the weekend.” Tomlinson said that he had been “given a heads-up by Nike that the video was about to be released.” Tomlinson: “Doing TV and commercials and stuff, that was one of the more fun times I had. I had, like, less than 30 minutes to learn the moves." Jenkins notes there is “no mention of [Nike’s] product and barely any sign of its well-known logo” (SAN DIEGO UNION-TRIBUNE, 1/12). Tomlinson said that the "timing for the leak -- which was determined by Nike -- was perfect because the video clearly shows off his lighter side." In California, Dan Hayes notes the ad "drew rave reviews from a wide variety of Charger teammates on Monday and an impromptu jig" from QB Philip Rivers. Tomlinson: "That's all I've gotten is a lot of slack about it -- what I should of did and what move would have been better" (NORTH COUNTY TIMES, 1/12).

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