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Industry: Email Alert RSS FeedBig 3 to kick off ad drives. (L.A. Gear Inc.; Nike Inc.; Reebok International Ltd.)(Athletics/Active)
Footwear News, January, 1991 by Rottman, Meg
Big 3 to kick off ad drives
LOS ANGELES - Packaged goods companies made advertising history by tailoring single commercials to air one time only during Super Bowls, but athletic footwear firms see next week's big game as an opportunity to launch entire ad campaigns.
L.A. Gear Inc., Los Angeles, will debut the work of its first advertising agency, BBDO, Los Angeles, and kick off its new line of Catapult basketball shoes during the Super Bowl. The campaign will feature Karl "Mailman" Malone, the Utah Jazz forward.
"He'll be our Bo," said Robert Greenberg, president and chairman of L.A. Gear, regarding the company's intent to have Malone endorse Catapult as extensively as Nike Inc., Beaverton, Ore., has used Bo Jackson.
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