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Volume 24 No. 112
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     Since Mike Tyson wore a cap with the "Live Hard" logo to a
pre-fight press conference last week, sales of the cap and t-
shirt line have "soared," according to USA TODAY.  Tyson is not a
paid endorser for Live Hard and only got the cap at an apparel
trade show last month, when Live Hard co-founder Michael
Kupferberg spotted Tyson and gave it to him.  With the help of
Tyson's exposure, projected revenue for the Chicago-based apparel
line has "rocketed tenfold" to $10M.  Marketing consultant Darcy
Bouzeos, on the exposure:  "In terms of product name recognition,
it's invaluable."  Live Hard has no ad budget and makes a
practice of sending caps and t-shirts to celebrities -- though
Tyson is the first to wear an item.  Live Hard President Brett
Bombicino, who notes Michael Jordan has been sent the most
merchandise:  "Maybe someday when Michael's in a rush to leave
his house, he'll accidentally grab his Live Hard cap instead of
his Nike hat" (Bruce Horovitz, USA TODAY, 3/21).