Shaq's endorsement up in the air

Published on .

Reebok International's endorsement renewal negotiations with Shaquille O'Neal hinge on a new business plan that would distribute product through mid-tier mass retailers, including Sears, Roebuck & Co. The plan doesn't call for much ad support because Reebok focuses advertising on top performance products, sold through specialty retailers.

Copyright January 1998, Crain Communications Inc.

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