SBD/8/Sponsorships Advertising Marketing


     Reebok is working on a new ad campaign using the "Hoop
Dreams" directing team of Steve James and Peter Gilbert,
according to Jim Kirk of the CHICAGO SUN-TIMES.  Sources close to
the company say the new campaign "may replace" the company's
long-running "Planet Reebok" ad theme.  The Leo Burnett, USA,
Chicago campaign will initially focus on NBA rookie spokesperson
Allen Iverson and "insiders" tell Kirk part of the campaign would
use a documentary-style technique based-loosely on the "Hoop
Dreams" documentary.  The campaign is expected to follow Iverson
and other Reebok endorsers with periodic "updates" (CHICAGO SUN-
TIMES, 10/8).
     ABL: Reebok will begin this week their ad campaign backing
the women's American Basketball League (ABL), according to Jeff
Jensen of ADVERTISING AGE.  The TV portion broke Monday on MTV,
and will run during ABL telecasts on SportsChannel and Prime
Sports.  Ads will also run during TNT telecasts of the NBA which
start October 28.  Reebok's efforts also include radio, print and
outdoor in each of the league's eight markets.  The Leo Burnett,
USA, Chicago ads carry the tag, "It's A Whole New Ballgame," and
spots will be modified by the ABL for its use in specific
markets.  Reebok will outfit four teams: the New England
Blizzard, Atlanta Glory, Columbia Xplosion and San Jose Lasers.
Russell Athletic will produce uniforms for three other teams,
while Sports Belle will outfit one.  Russell and Sports Belle
will not be able to market products until they pay for a license
or become a league sponsor.  ABL Co-Founder and VP Gary Cavalli
said two more sponsors will be announced soon, including one in
the automotive category.  ABL play starts October 18 (ADVERTISING
AGE, 10/7 issue).
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NBA, Reebok, Turner Sports

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