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Personal Finance
Turning off sports
May 2, 2001: 11:02 a.m. ET

According to one report, teen-agers continue to tune out traditional sports
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NEW YORK (CNNfn) - A new research report says Nike and Reebok are running into a generation gap -- American teen-agers continue to tune out major sports in favor of more individual kinds of entertainment.

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From 1995 to 2000, the percentage of teen-age boys who consider athletes role models dropped 27 percent, and the percentage who consider athletes "cool people" dropped 50 percent.

CNNfn's Peter Viles reports on the implications for companies that have married themselves to mainstream sports. graphic




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