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SBD/15/Sponsorships Advertising Marketing
NEW REEBOK AD CAMPAIGN FEATURES "THE DON," DON CORNELIUS
Published August 15, 1996
Reebok is launching a new series of TV spots reminiscent of the '70's urban action movies that star former "Soul Train" host Don Cornelius. Cornelius will star with Reebok athletes, Lions WR Herman Moore, Sonics F Shawn Kemp, Cowboys RB Emmitt Smith, and Saudia Roundtree of Atlanta's new women's American Basketball League team. In the Leo Burnett USA campaign, each athlete goes to "The Don" with a wish. Others appearing include Richard Roundtree of the "Shaft" films, former NFL players Fred Williamson and Willie Gault, and '70s film star Pam Grier. Smith wishes for a starring role in an action movie, Moore asks to learn to dance in the end zone, Roundtree asks for her own TV show, and Kemp wishes for an NBA championship (THE DAILY). LIFE IMITATING ART? Werner Scott, an agent for Emmitt Smith, says the next logical marketing step for his client is to be in a real movie next year. Scott: "Maybe as a good bad guy to put an edge on what his personality is all about" (Michael Hiestand, USA TODAY, 8/15).