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Finish Line & Nike launches campaign featuring Jermaine O'Neil

Oct '05
Nation's leading athletic specialty retailers Finish Line Inc will launch a new campaign in conjunction with world's leading designer of footwear Nike features four-time NBA All-Star Jermaine O'Neal and the Nike Shox Ups basketball shoe.

The advertising campaign focuses on this key shoe that Finish Line will carry not only in Jermaine O'Neal's exclusive color but also in other team colors. O'Neal will be featured on Finish Line's in-store signage along with the television commercial that airs on MTV, MTV 2, ESPN, ESPN 2, Comedy Central, BET, Fuse and Spike along with broadband outlets including Yahoo!Music, AOL and MTV Overdrive beginning the day of the shoe launch, Friday, October 21, 2005.

In addition, Finish Line will host Jermaine O'Neal at an exclusive appearance and Q&A session at Castleton Square Mall in Indianapolis, Indiana in support of the launch of his new shoe. O'Neal will also compete in a pop- a-shot contest with members of the Boys & Girls Clubs of Indianapolis. A local hip-hop DJ will MC the event and help O'Neal tell the audience about the upcoming season, his training regimen and more.

The spot 'Vending Machine' opens in a high school gym where a team is scrimmaging blue versus yellow. One of the players on the yellow team gets frustrated because his team is losing badly. The boy leaves the gym to get a drink from the soda machine in the hall. As he's looking at his options to drink, the boy sees the new Jermaine O'Neal shoe as anoption in the vending machine. He hits the button for the shoe, and the shoe drops to the bottom of the machine -- but it's attached to a leg. The kid reaches down to pull out the shoe, and he ends up pulling O'Neal out of the vending machine. O'Neal sits on the floor and asks the kid if he needs some help on the court.

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