ESPN AND X-AM JEANS TEAM UP FOR NEW BASKETBALL SHOW
X-Am Jeans will help underwrite a "creative extension of its
biggest celebrity endorsement, co-sponsoring a new basketball-
themed lifestyle show" airing on ESPN and ESPN2 starting November
15 and co-hosted by Hornets point guard Muggsy Bogues, star of X-
Am's spring ad campaign. As sponsor of "Jam Central," X-Am will
be billboarded during the opening and closing credits of the show.
The brand will also sponsor a show segment highlighting the NBA
dunk of the week. Sprite, which Bogues endorses, has been pitched
on a sponsorship; no word from Sprite yet (BRANDWEEK, 10/24).