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The impending visit to Korea of Super Bowl hero Hines Ward is heralded by an unprecedented marketing frenzy, with local companies falling over each other to ensure the prominently labeled creature comforts of the half-Korean American football player.
Cheil Industries, a textile subsidiary of the Samsung Group, on Wednesday said Ward has agreed to "endorse" the company's Galaxy brand suits and FUBU casual wear. Little will be left to the athlete's choice. "We have decided to provide a blue jumper and grey t-shirt he will be wearing on arrival at Incheon Airport, as well as a black baseball jumper and suits that he will wear at the press conference and parties." A Cheil staffer said designers flew out to Ward's home in Atlanta, Georgia to measure him for the specially made outfits.
Ward will probably fly Korean Air. The carrier gave instructions to their U.S. offices to "Get Ward". But Asiana Airlines have unleashed their own offensive, promising Ward a special welcome event as well as various flight times and options. The Lotte Hotel announced on March 23 that Ward will stay until April 12 in its Royal Suite, a 270 sq.m affair previously graced by Major League Baseball star Park Chan-ho and costing a cool W6.05 million (US$6,000) a night.
The competition is fierce to offer up wheels for the athlete as well. Initially GM and Kia Motors were in competition, but the U.S. carmaker was no match for its Korean rival, whose offer was rumored to be simply irresistible. Kia Motors staff say nothing has been agreed yet, but they say they expect the player to settle for a Korean car and Kia's top model, the Opirus, is there if he wants it.
(englishnews@chosun.com )
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