Lakers C Shaquille O'Neal is "getting slammed" by
Reebok after a six-year partnership, according to Susie
Gharib on "Nightly Business Report." Gharib: "The move
comes six months after Reebok said it would cut its use of
star power and reduce its ad budget. Analysts expect the
trend to catch on with other companies that sell sports
gear" ("NBR," PBS, 6/30). AD AGE reports that Reebok and
O'Neal ended their "troubled" relationship by "mutual
agreement," adding that the move "was expected." O'Neal's
agent, Leonard Armato, said O'Neal "will announce new
footwear and apparel deals before the end of the summer" (AD
AGE, 7/1). In N.Y., Paul Tharp reports that sources say
O'Neal is "eager to move on" to adidas (N.Y. POST, 7/1).
BRING ON THE KID: In a front-page story in the BOSTON
GLOBE, Chris Reidy reports that Reebok "will continue to
highlight" 76ers G Allen Iverson, but "instead of a slew of
NBA stars, it will rely more on some women basketball
players to help sell sneakers and soccer stars with global
appeal to market athletic shoes." Reebok Dir of
Communications Dave Fogelson: "It's about doing more with
less. It's about a renewed focus on product" (BOSTON GLOBE,
7/1). CNBC's Maria Bartiromo: "Industry observers say we'll
probably see more breakups like this one in the next year or
so" ("Business Center," 6/30). Reebok shares rose a half-
point yesterday and closed at 27 11/16 ("NBR," PBS, 6/30).
