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Volume 24 No. 116
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     "Sniping" -- a "guerilla brand of outdoor advertising that
swathes construction sites, scaffolds, and other public property
with poster-size ads" -- is proving to be a big boost for Turbo
Sportswear in New York.  Turbo is seeing its First Down line of
parkas and vests become the "must have item of the season."  The
ads have been running only since September, but have made a big
impact on the city's youth.  The ad campaign, created by
Manhattan-based ad agency Cain Associates, has tapped "into the
trendsetting inner city market" and is being "launched in ethnic
neighborhoods in Chicago, Detroit, Philadelphia, and Baltimore."
One of the next step for First Down is a line of NFL- and MLB-
licensed merchandise (Ylonda Gault, CRAIN'S NEW YORK, 11/28