Reebok backs Cowboys' Smith

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Reebok International will use Dallas Cowboys star Emmitt Smith's real-life quest to make American football an Olympic sport as the focal point of its 1996 Summer Olympics advertising and marketing. The ads will break in the spring and will culminate during NBC's Olympics broadcasts; Reebok has paid $20 million for exclusivity in the footwear category. Reebok agency Leo Burnett USA, Chicago, is making other global spots for the NBC broadcast that profile Reebok-sponsored Olympic teams from around the world, especially South Africa.

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