Sponsorships Advertising Marketing

NIKE HAS ONLY ONE FOOT IN THE RING -- ROY JONES JR.

10.18.1995

     Roy Jones Jr. and his role as the only boxer representing
Nike is examined by Bernard Fernandez in the PHILADELPHIA DAILY
NEWS.  Signing Jones was "very unusual" for Nike, according to
Nike Sports Management Dir Terdema Ussery, as the company does
not manufacturer any boxing gear except for shoes.  Ussery says
Nike is hoping that Jones' personality can help open up boxing,
which has "always been a tough sell for advertisers."  Everlast
spokesperson Dennis Clancy notes that "boxing is a ghetto sport,"
unlike basketball, where a name brand on a product can boost
products and profits.  Clancy:  "Muhammad Ali was the most well-
known athlete in the world, ever, and to this day he isn't
marketable" (PHILADELPHIA DAILY NEWS, 10/17).

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