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Nike sues Sega

  Nike has filed a lawsuit against Sega of America stating that the NBA 2K2 commercial being aired is a re-creation of Nike's 1996 "Frozen Moment" advertisement. Sega's ad features Allen Iverson driving to the basket in a very cinematic form. Nike believes this is a complete reproduction of their commercial showcasing Michael Jordan driving to the basket in dramatic fashion as people in different parts of the world watch from their televisions.

   Nike hopes to win a preliminary and permanent injunction against Sega, preventing Sega from running the ad. Nike also hopes to receive compensation for costs and damages.

   "We believe the Sega ad has almost no original creative elements that weren't taken in whole or in part from Nike," said Scott Reames, senior communications manager for Nike. "It's rather shocking and disappointing to see another advertiser so blatantly shoplift our intellectual property."

   "Sega has seen Nike's press release; however, to our knowledge, we have not yet received an official complaint from the company," said a Sega representative. "Therefore, we cannot discuss this legal issue at this time."

2/7/2002 Matt Stensrud

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