REEBOK PULLS A REVERSE WITH SEASON-OPENING PROMOTION

     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).