Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, November 8, 1994 TAG: 9411080123
SECTION: SPORTS PAGE: B-4 EDITION: METRO
SOURCE: Associated Press
DATELINE: NEW YORK LENGTH: Medium
Can new roles - maybe pitching pain medication to his fellow middle-agers - be far behind?
``His stock is way up,'' said Lloyd Kolmer, who matches celebrities with advertisers. ``He just made it for every old, fat, bald person in the country.''
Foreman, two months shy of his 46th birthday, knocked out Michael Moorer, 26, on Saturday and recaptured part of the championship he lost when he was knocked out by Muhammad Ali more than 20 years ago. He became the oldest fighter to win a championship in any weight class.
Foreman had amassed an impressive list of commercials since resuming his boxing career about seven years ago.
The list includes regional or national ads for Kentucky Fried Chicken, Oscar Mayer hot dogs, McDonald's hamburgers, Nike sneakers and Texaco gasoline.
Boxing has seldom produced athletes who are both widely known and are embraced by Madison Avenue for their ability to influence consumers.
But American Data Sports found in a survey of more than 2,400 people last year that Foreman placed 11th out of 77 athletes in terms of consumer recognition and was 17th in terms of influence as a product endorser.
``If he did that well just being a contender, the victory probably increases his endorsement potential geometrically,'' said Harvey Lauer, president of the leisure research firm in Hartsdale, N.Y.
In a vicious sport, Foreman has cultivated a remarkably warm persona.
``He was in a commercial for Doritos in 1992 with his four sons,'' said Lynn Markley, a spokeswoman for the tortilla chip brand's owner Frito-Lay Inc. ``He is a lovable guy who has a big presence. He delivered for us.''
Henry Holmes, a Beverly Hills, Calif., lawyer for Foreman, said his client is currently appearing in ads for Meineke mufflers and brakes and for Thompson's water sealant.
``We chose George for his credibility and warmth,'' said Gene Zhiss, a spokesman for Meineke Discount Muffler Shops Inc. in Charlotte, N.C.
Meineke signed him in 1993 and is running four different ads with him that tell customers ``you're not going to pay a lot'' for good service at the chain, which has 900 outlets in the United States and Canada.
``I guarantee it,'' Foreman says at the end of each ad, making a fist.
Foreman's contract runs another two years, Zhiss said, and more commercials are planned.
Holmes said Foreman put endorsement talks on hold while he trained for the title fight, but that a number of commercial offers have come in since.
by CNB