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REEBOK IS REPORTEDLY IN TALKS WITH MLBPA ABOUT PLAYERS' TOUR
Published January 23, 1995
"Reebok is in talks with" the MLBPA about staging a "renegade" players' tour that would occur this summer if the strike continues, according to Eric Holreiser in this week's issue of BRANDWEEK. Reebok's offer is reported to be worth up to $25M, focusing on the top 100 players, "and would further its overall plans to intertwine its brand with the very nature of sports" (BRANDWEEK, 1/23 issue). OTHER NEWS: Reebok also announced that it would shift $75M in national advertising to its regional efforts. In a move similar to Nike's recent "Iceman Cooketh" campaign -- featuring regional NBA stars -- Reebok will tie in a "Backyard" campaign this spring with Frank Thomas. "The Big Hurt's Backyard" will be shown in the greater Chicago area. Other local buys will feature John Elway and Shaquille O'Neal in their yards (Eric Hollreiser, BRANDWEEK, 1/23).