The effort comprises print ads in Sports Illustrated and ESPN Magazine. Outdoor ads are in nine markets, and an online push is on AOL, Yahoo, MSN, ESPNU and high school sports sites.
The advertising, via Cole & Weber United, has disparate athletes slogging through the muck: Kyle Harrison of the U.S. Men's National Lacrosse Team; cross-country runner Kara Goucher; Shawne Merriman of the San Diego Chargers; and soccer player Oguchi Onyewu.
The ad text is Homeric: "I am a force of nature; nothing stands in my way; when you try and push me, I push back even harder ... until I wear you down for good."
--Karl Greenberg
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