• Adweek, Tuesday, April 25, 2006 12:16 PM

Ski equipment marketer Head is apparently taking a page from the new book of rules governing celebrity endorsers that says bad boys (and girls) should star in ad campaigns. Head announced that it has signed an endorsement deal with former Olympian skier Bode Miller, who made a name for himself in the recent winter Olympics with tales about his drinking exploits that garnered him a reputation as a rabble-rouser. But that apparently didn't stop Head from inking the deal. "I am extremely happy that Bode chose to join Head," said Johan Eliasch, CEO of Austria-based Head. "Bode is the most exciting personality in alpine ski racing. He is also a globally recognizable figure due to his charismatic persona and exceptional ability." Miller will participate in advertising and promotional initiatives, the company said, as well as ski with Head Alpine equipment. The 2005 world champion will also work with Head's product development team to create new equipment for the 2006-2007 season. In past weeks, supermodel Kate Moss was signed to several deals with major marketers despite being involved in an alleged cocaine-abuse scandal in the U.K.

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