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SBD/29/Sponsorships Advertising Marketing
REEBOK PULLS A REVERSE WITH SEASON-OPENING PROMOTION
Published May 29, 1996
Reebok will team with Visa, Fox, Foot Locker and the NFL for a season-opening game-card promo to introduce Reebok's reversible "home and away" licensed NFL jersey, according to Terry Lefton of BRANDWEEK. The new jerseys will be sold exclusively at Foot Locker, and around 10 million instant-win game cards will offer prizes including Foot Locker discounts with the use of a Visa card. Lefton notes this is "easily Foot Locker's biggest NFL promo," and it is designed to counter the debut of Nike's Pro Line apparel this fall. The promo will be backed by a five-week, $1M-plus ad run on Fox's NFL telecasts starting in late August. Reebok's jerseys will get "prime" placements in the 1,500 Foot Locker outlets and a "gift-with-purchase poster element" is also "under consideration." An auto marketing partner is still being sought to add a car as part of the prize. Through its deal with the NFL, Reebok's new line will include name jerseys from Emmitt Smith and Nike athletes Jerry Rice and Deion Sanders. Lefton also notes the promo may help the "strained" relationship between Foot Locker and Reebok (BRANDWEEK, 5/27 issue).