Cavs Happy With Ticket Lottery Process Wojnarowski Profile Alleges Improper Sourcing USOC Denies Boston Has Weakest '24 Bid Silver Discusses Future NBA All-Star Sites Drake Continues Working On Raptors' Rebrand Hornets, Waste Management Ink Partnership USOC Decides To Bid For '24 Games Kings' Ranadive Explains Role In Firing Malone NBA Kings' Ranadive Too Hands-On? Buss Siblings Sit For Extensive Q&A
REEBOK GIVES FINAL OLYMPIC PUSH TO CARRY THROUGH CHRISTMAS
Published June 4, 1996
Reebok will "ramp up" its Olympic campaign for the NBA Finals and into the Games with $35-40M in outlays domestically and overseas. The campaign is designed to build momentum for a unified second half push through Christmas, according to BRANDWEEK. Reebok's Olympic campaign will "unleash" Reebok's endorsement stable with Emmitt Smith interacting with 19 athletes, including a cameo of Shaquille O'Neal in his summer film role, "Kazaam." Media will include Reebok's $20M exclusivity on NBC's Olympic coverage, as well as radio and $6-9M on local Olympic coverage overseas (BRANDWEEK, 6/3 issue). YOUR PLANET, THEIR CLOTHES: Reebok will sponsor 45 countries in Atlanta through its "emerging markets" program; seven NOCs, and a number of teams including the Chinese, Dutch, and Swedish track teams, the South Korean basketball team and the U.S. gymnastics and handball teams (Reebok).