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JORDAN WATCH

By Published on .

Michael's stats (as of August 2)

AB H 2B 3B HR RBI AVG E SB

365 69 16 1 1 40 .189 10 24

Michael Jordan has retired from basketbal,; and now Gatorade is officially retiring "Be like Mike." When Gatorade broke its 1994 Jordan ads in the spring (created by agency Bayer Bess Vanderwarker, Chicago), the jingle was noticeably absent, and Gatorade execs said they were still mulling the future of the approach. The verdict is now in: "I doubt we'll go back to it," said Bill Schmidt, VP-worldwide sports marketing. Gatorade's new sponsorship deal with National Basketball Associ- ation allows the company to use Mr. Jordan in his Chicago Bulls uniform, but Mr. Schmidt said such a marketing tactic will only be used abroad: "People in the U.S. realize that Michael has retired. Our U.S. ads have to reflect what Michael is doing now."

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