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This past spring the Old Spice brand Swagger got in some public relations hot water for being the first to “sponsor” a stat in Madden NFL 2011. The “Swagger statistic” measures celebrations in the end zone, and some videogame purists (and a few influential sports bloggers) thought the move was all but criminal.
Now, Old Spice Swagger has taken on a celeb endorser who may or may not have done some criminal things in his past, but certainly is not squeaky clean: the Baltimore Ravens’ Ray Lewis, the meanest of the mean linebackers.
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