Reebok scales back O'Neal ads for '98

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Reebok International is giving NBA star Shaquille O'Neal a less prominent role in 1998 advertising, feeding industry speculation Mr. O'Neal could be one of many Reebok endorsers whose contract is being restructured, if not dropped, to cut costs. Reebok says most of the endorsement and sponsorship deals it is renegotiating are local or regional in nature, but wouldn't specify which athletes may be affected.

Copyright December 1997, Crain Communications Inc.

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