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IS REEBOK PREPPING TO LEAVE ITS PLANET?
Published October 8, 1996
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).