Mark Fightmaster
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An interesting situation developed this week in Florida, where Heir Jordan (Michael's son Marcus) cost the University of Central Florida (UCF) its $3 million sponsorship with Adidas. Marcus felt it necessary to wear Nike (NYSE: NKE) basketball shoes, since they were his father's Nike Air Jordans.

Jordan took to the court in an all-white pair of Nike Air Jordans, which differed from the school's normal black-and-white Adidas basketball shoes. Jordan wore ankle braces with the Adidas logo displayed, but this was a cursory move made to placate Adidas. In fact, the move may have been made so he could say that he was wearing Adidas, just not the shoes. Quite honestly, there is a little soap opera surrounding the situation, so let's take a deeper look.

Could we see a bit of a drop from American Eagle Outfitters (NYSE: AEO) today? The retailer announced that its October same-store sales fell 5%, when the Street expected an increase of 1.7%. This disparity certainly seems to suggest that we could see the stock fall in today's trading action. The equity may find a measure of support from its 10-week moving average, which has filled this role throughout the stock's calendar-year rally. There seems to be some long-term support from AEO's 10-, 20-, and 50-month moving averages; all of which are in the $15 -$17 region. If the stock is going to fall, this support could be crucial. A drop through this resistance could spell a stock slide.

Last week, the number of people filing initial claims for state unemployment dropped by 20,000. As a result, benefits dropped to a seasonally adjusted 512,000. This drop in filings was the first in the past two weeks, and it is the lowest level of initial claims seen since early January.

That said, initial jobless claims have come in atop 500,000 for the past 51 weeks. In addition, the four-week average of claims dropped 3,000 to 523,700. This total is the lowest since the beginning of the year. Expectations called for initial jobless claims to drop to 520,000 last week, so it may be time to sound the rally bell.

According to FlightGlobal, Boeing (NYSE: BA) is going to "surge" (a very popular word nowadays) 787 production early in order to meet customer demand. The surge is part of the establishment of the Charleston 787 line. Boeing will use "transitional surge capability" until the second 787 line is on line; this capability will take place at Boeing's current Washington line. As far as the new South Carolina plant, the facility will support the testing and the delivery of the airplanes.

In addition to this news, Boeing received an upgrade from Macquarie Research, as the airliner was elevated to "outperform" from "neutral." Valuation was the main reason for the upgrade, as the brokerage feels that the current pullback may afford a good buying opportunity.

Before the opening bell sounds on Thursday, October 29, Cincinnati-based Dow component Procter & Gamble (NYSE: PG) will report fiscal first-quarter earnings. Analysts believe P&G will report earnings of 99 cents per share with sales of $19.83 billion.

These expected results are lower than those of a year ago, when the company saw earnings of $1.03 per share and revenue of $22 billion. P&G set expectations low for this quarter, as it announced early in the quarter that sales are expected to fall again. Is this truly the case or is it a smart business move?

Before the market opens on Thursday, October 29, cereal producer Kellogg (NYSE: K) will release its third-quarter earnings. Analysts expect the company to earn 84 cents per share in the quarter, with revenue of $3.28 billion.

In the second quarter, Kellogg saw its profit increase 13%, which gave the cereal thriller reason to up its full-year forecast. Before the second-quarter report, Kellogg expected high single-digit-percentage growth for 2009; however, this was upped to 8% to 10% following the strong second quarter. In addition, Kellogg believes it will save $1 billion annually by the end of fiscal 2011. This money will then be reinvested into advertising, which could lead to more money for the company.

Very interesting story/rant over on WalletPop.com about the latest in a line of DirecTV (NYSE: DTV) ads -- this one featuring Chris Farley. Jami Bernard, the rant's author, is upset that David Spade is using a famous clip from his and Farley's hit comedy Tommy Boy to advertise the satellite-television provider. Bernard argues that Farley would not have liked to be remembered for a minor fat joke.

How was that assumption exactly made? Farley made fun of his size. He made his money by being an oversized, clumsy, fish-out-of-water comedian, so how can we determine that a "minor fat joke" (which some may argue is the funniest part of a very funny movie) is how he would or would not like to be remembered?