Daily News from New York, New York • 735

be i i UiJLs Retirement may not ad up BY PATRICIA WINTERS sir i if IftvlvN. cause the product is geared toward kids." But that wouldn't preclude Jordan from endorsing other Quaker products since he is signed with the company long term. As an endorser, Jordan's persona transcended sports into the realm of all-around celebrity as big as a Madonna or Michael Jackson. For five of the last six years, Jordan has been the top sports commercial endorser in the country, according to Video Story-boards Tests a research group. Had it all "He combined all sorts of things marketers look for, he is a great talent, has good looks and a clean image and a certain kind of charisma.

I guess that pulled it together," said Noah Lieberman, associate editor of Team Marketing Report, a trade newsleter. But some companies such as Quaker Oats Co said they expected to be using Jordan in his retirment anyway since its contract with the star for Gatorade extends till 2001. And others like Sara Lee Co. see this as an opportunity to use him more since its contract has a clause that says in retirement Jordan has to increase days available to do commercials. Right now, Sara Lee uses him in a BallPark Franks commercial and in spots for Hanes underwear and other apparel.

But more than any other company, he's been associated with Nike, which is so grateful to the star that it named its design and development building after him in 1990. In his rookie year alone in 1985, he helped Nike sell 2.3 million Air Jordans, and has been putting out the shoes ever since. Nike spokesman Keith Peters said short-term there are no changes in its plans for the celebrity. The company is in the process of bringing out its ninth new annual design of Air Jordan for the holiday selling season and he will appear in that advertising which is now in development. He is a personal friend of Nike president Philip Knight.

Owly News Stat Writer Michael Jordan, the biggest sports celebrity endorser or all-time, has about a year left before he fades away as a commercial spokesman unless he reverses his decision to retire. Jordan's retirement announcement reverberated through the ad community yesterday like an earthquake in Los Angeles: there may have been some signs, but no one thought it would strike so soon. Publicly, the companies who use Jordan in advertising said they stand behind his retirement decision and would continue using him. They include McDonald's, Gatorade, Hanes, Nike, and BallPark Franks. But most of the companies have long-term contracts without retirement clauses, experts said.

Only General Mills said publicly its contract does have a retirement clause, and that it will review Jordan as a spokesman for Wheaties. The star now appears in advertising and on the box of Wheaties Gold. Declining appeal Sports marketing executives yesterday said while Jordan's estimated $40 million to $50 million in annual endorsement deals will continue unabated for most marketers in the near term, long term the basketball star won't be a marketable property this is unless of course, he returns to "For all we know he may take up pro golf or come back to basketball," said John Glor-ieaux, exec vice president at Young Rubi-cam. Candidates for dropping Jordan are Gatorade and Wheaties, according to experts. Burns said Wheaties rarely uses former celebrities on its boxes, and Brandon Steiner, president of Steiner Sports Marketing, said oft drinks like Gatorade "are most sensitive about wanting to be current and young be STOCK'S MOVING: Gene DeMayo, owner of Eugene DeMayo Sons Sporting Goods, with nephews Michael and Nick DeMayo (r.) reports high turnover of Michael Jordan caps and cards since the Chicago Bulls star announced his retirement rn up) By GREGORY BEALS Dairy Nevis Stdft Writer tin There was anger and there was denial and there was sadness.

At basketball courts, along the avenues, on corners and in playgrounds, kids like everyone else could not accept that Michael (Air) Jordan, one of the greatest players ever to pick up a basketball, had decided to stop flying. "I am in Shock," said Steven El-dridge, 16. "I can't believe it." Debbie Solomon, 17, learned of Jordan's retirement Tuesday night when her younger brother came into the living room with his hands over his face, holding back his grief. "I was astounded," said Solomon, a senior at Thomas Jefferson High School in East New York. "I just went to my bed and hoped it was a nightmare, but when I woke up it was real." For kids in neighborhoods like East New York, being "like Mike" means more than dunking a basketball it means challenging adversity and winning.

"It means you get respect," El-dridge said. "He was successful at the game, and he was successful in how he carried himself." Many teens felt Jordan quit the game because of his father's death I a fiiy for intern BASKETBALL HERO Michael Jordan getting a little practice in last June at the Chicago Bulls training center. and Daniel Green may have been Mcleod said that the slaying of responsible for killing Jordan's father James Jordan was the single biggest and dumping his boy in a South Caro- factor in hastening Michael Jordan's lina creek. retirement. and because of media pressure over his gambling.

Christopher Mcleod, 16, was angry that two kids his age Larry Demery.