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Boobie becomes franchise player for Robek's franchisee
* You could say Jerry Luce hit the marketing lottery.
Mr. Luce last year opened in North Olmsted a Robek's franchise - the chain sells fruit smoothie-style drinks and offers a healthy-eating menu. To help promote his second Robek's in Warrensville Heights, Mr. Luce in early May signed a couple Cleveland Cavaliers to give autographs at its June 23 grand opening.
Mr. Luce has hired other local sports figures for occasional appearances. Among them are the Browns' Joshua Cribbs and Indians pitcher Jake Westbrook.
This time around, though, Mr. Luce unexpectedly scored a promotional coup: Along with rookie Shannon Brown, he signed Brown's fellow first-year Cavalier teammate Daniel "Boobie'' Gibson to help christen his new store. Not long thereafter, Gibson's postseason play, particularly in the Eastern Conference Finals, turned him in to a high-profile fan favorite.
Bet Mr. Luce can expect a run on smoothies that day. - John Booth
They're practiced at this practice area
Source: HighBeam Research, Reporters' Notebook; Behind the news with Crain's writers.(The...