Oct. 03, 1955
Oct. 03, 1955

Table of Contents
Oct. 3, 1955

Events & Discoveries
  • High up in a rain-spattered stadium in Maryland, a West Coast football father gets a demonstration (7-0) that a big, rough line is a greater asset on a muddy field than all the talent and tutoring built into UCLA's impressive young back

The Wonderful World Of Sport
  • For nearly 50 years mountaineers of many nations tried in vain to climb "the most difficult and dangerous mountain in the world." This is the story of how a nine-man British expedition finally succeeded. It is told by one of the four who reached the top

19th Hole: The Readers Take Over
Pat On The Back


During every one of the first 60 weeks of SPORTS ILLUSTRATED'S existence, one or more of the nation's finest stores has used our magazine as a colorful way to identify itself with the style and excitement of sport as a modern way of life. This is, I think, quite a compliment to SPORTS ILLUSTRATED and to the influence and importance of our readers.

This is an article from the Oct. 3, 1955 issue

More than 1,000 stores in 500 communities have already used SPORTS ILLUSTRATED once or many times to adorn their windows and counters, or as a background to local community activities, such as sports events and fashion shows.

A Marshall Field executive recently gave us a good reason for this activity. He said: "Your Sporting Look reflects a way of living—practical, colorful, modern as this age of sports cars, glass houses and mechanical efficiency, and as typically American as the Fourth of July. It is one of the most significant looks of today."

This fall the pleasant autumnal picture of chrysanthemum-bearing coeds and their blanket-laden escorts, waving a SPORTS ILLUSTRATED banner such as the one above, may greet you from a department-store window. This will be "Football Weekend"—the 25th occasion on which leading stores have joined with SI in a promotion of this kind. More than 50 stores in every major city in the U.S. will participate. There you will find, as you do in the advertising pages of SPORTS ILLUSTRATED, the products which contribute most to your own enjoyment of The Sporting Look.