Avia and Hertz have stopped using athletes in their advertising campaigns. Avia is targeting their advertising primarily toward women. They have de-emphasized athletics by having one commercial staged in a grocery store. Hertz has also elected not to use professional athletes, but their action came as a result of the O.J. Simpson embarrassment. These companies appear to be in the minority with respect to their decisions to discontinue using sport endorsers.
Nice guys finish first.
Choosing celebrity endorsers. Buying that sporting image. Television consumer advertising and the sports figure.