As reported in the Philadelphia Daily News, New York Knicks guard Latrell Sprewell and basketball shoe and apparel company And 1 have reached a contractual agreement in which Sprewell will endorse products marketed by And 1.
The agreement is the first signed by Sprewell since the infamous choking incident involving Golden State Warriors coach P.J. Carlesimo. No financial terms were announced.
The choking attack, which occurred in December, 1997, cost Sprewell his multimillion dollar endorsement contract with Converse.
Quoting verbatim from the Daily News (emphasis added by St. Louis Sports Online):
Jay Gilbert, vice president of marketing for And 1, said he wasn't concerned about the negative publicity Sprewell received for the fight with Carlesimo.
"This is a player-driven league. Kids follow players more than they do teams," Gilbert said. "Latrell is the consummate player that matches And 1. He's got All-Star game with a playground attitude."
Other athletes on And 1's roster?
St. Louis native and Philadelphia rookie G Larry Hughes and Sacramento F Chris Webber.
Watch the company you keep, OK?