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REEBOK AIMS FOR MALL-SHOPPERS, VIDEO GAME JOCKS
Published May 29, 1996
Reebok's Olympic marketing program will attempt to reach boys via video games and women and teenage girls through the stores where they shop, reports Jeff Jensen of AD AGE. Reebok will join in a cross-promotion with U.S. Gold, which holds licensing rights to all Olympic-related electronic entertainment. For the cross-promotion, Reebok will add $10 rebates to the Olympic Games and Olympic Soccer video games to packages containing new Reebok shoes. Both Reebok and U.S. Gold will support each other with in-store advertising, and Reebok will get logo placement on game packaging and cartridges and an ad inside each game's instruction manual. Reebok will also join in a cross-promotion with Nordstrom's which will include a Reebok- sponsored mall tour of the U.S. women's gymnastics team at 10 store locations next month. Nordstrom's is planning in-store displays, including the Vault shoe worn by U.S. gymnasts during medal ceremonies. Reebok will support with hang-tags and an ad in June's Nickelodeon (AD AGE, 5/28).