Was that what Puma said (re exposure)? From the article I read, that was just one outside person’s estimate.
With that said, it makes you wonder why Puma hasn’t been pushing running shoes or spikes in the US. Spikes don’t make that much money, but running shoes should be good for something. I don’t see many Puma ads on TV ever really.
His contract with Puma supposedly ends in 2010, so I imagine his contract after all of this will be massive, but $100m is still a crack pipe number unless he has a profit sharing portion in some sort of spin-off/sub-label/etc. (think about the fact Michael Jordan wasn’t getting 1/3 of that in guaranteed money–all in profit sharing based on how the spin-off brand did).