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New York Giants receiver Victor Cruz was sobbing after suffering a season-ending knee injury against the Philadelphia Eagles Oct. 12. But Cruz wasn’t the only one feeling the pain as Gap Factory’s carefully choreographed PR strategy to unveil his global holiday campaign immediately fell apart. ABC’s Good Morning America dropped a Cruz segment planned for early this week. The debacle illustrates how athletic endorsers can be risky business.
An athlete on crutches can’t show up for production shoots where they’re expected to perform athletic feats, noted sports marketer David Schwab of Octagon.
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