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Magic Johnson is out and about with a new campaign touting his new line of footwear, apparel and accessories, Magic 32.

The campaign, which is aimed at 16-30+ year-old consumers, includes peer-to-peer distribution of promotion products, in-store appearance promotions, strategic poster displays and event cross-promotions. Expect to see promotions at retail locations, lifestyle outlets including nightclubs, barber shops, street ball basketball courts, fitness centers, schools and record stores.

The Magic32 line includes both on-court performance shoes and off-court athletic fashion shoes in both adult and kids sizes. Santa Monica, CA-based urban grass roots marketer Fireworks Productions handles.

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