Word: reeboked
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Dates: during 1980-1989
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...computers rather than from mock-ups made of cardboard or clay. Last year the entire line of Coca- Cola soft drinks was redesigned around a new logo -- a project that would have taken twice as long had it not been done by machine. Timex wristwatches, Ping golf clubs, Reebok sneakers and Volvo station wagons are all created on graphics workstations. Volvo even uses a satellite hookup to connect its design computers in California with its manufacturing computers in Gothenburg, Sweden. If a new model does not leave sufficient headroom to accommodate the average American driver, the computer in Gothenburg...
...Lafester made progress while at Iowa State. "I knew he was struggling," says Orr, "but he worked at it. He's like a majority of them. The books are not the main thing with some of them." Orr draws a $90,000 salary, has a hefty endorsement contract with Reebok shoes, makes $40,000 a year in speaking fees, has a radio program, a TV program and runs a summer camp. The school makes more than $1 million a year from basketball. Orr says he does not feel guilty that the players do not share in that wealth...
Like the mythical playground hoopster in the Reebok commercial, Steve Meyer is accustomed to shouts of "layup" when he shoots from 15 feet...
What is ominous is that Reebok ads are remarkably successful at achieving what all advertising attempts to do, namely associating a product with an identity. It's the old ploy--eat Wheaties and you'll be as bouncy and healthy as Mary Lou Retton--but it has an added twist. The U.B.U. ad campaigns refers not just to appearance or to health or to product quality. It refers to how we see ourselves as Americans. And by using sneaker. The campaign emphasized the crucially American dialectic of individual versus community. We can all wear the same sneakers, the ads tell...
...problem is that the ads, which are certainly among the most striking on television, are based on a duplicitous premise. The Reebok Corporation undoubtedly pictures a nation full of Reebok wearers, all believing in the indivduality of their choice, all oblivous to the fact the U.B.U. really means you can only strive to be just like everyone else...