Reebok Int'l will debut a new ad campaign, featuring
the 76ers Allen Iverson and the ABL Glory's Sondra
Roundtree, according to Chris Reidy of the BOSTON GLOBE. The
campaign was developed by Chicago's Leo Burnett and presents
"real-life portraits" of Roundtree and Iverson in a
"serialized format" of continuing ads. One spot for the
Iverson shoe, "The Question," tracks Iverson's start from
"humble beginnings" in VA to his selection as the NBA's top
draft pick in '96. Reidy notes the ads feature "fast cuts
and a funked-up bass line." Reebok VP/U.S. Marketing Brenda
Goodell noted the ads look to convey "vitality" and "edge"
as well as "underscore Reebok's goal as a brand." In
addition to print ads, Reebok will feature Iverson and
Roundtree pages on its World Wide Web site. Reidy notes
future ads are expected to profile other Reebok endorsers,
including Shaquille O'Neal and Shawn Kemp (BOSTON GLOBE,
1/29). The 90-second ads debut tomorrow on Fox's "New York
Undercover." The WALL STREET JOURNAL notes the 90-second
spots run "counter to the trend by many advertisers to run
ads as short as 15-seconds." Reebok plans to run the ads 21
times in the next two weeks (WALL STREET JOURNAL, 1/29).
NEW LIFE: In Boston, Chris Reidy notes that Reebok's
'97 lines "could knock the socks off sneaker aficionados
everywhere." Montgomery Securities analyst Alice Ruth
predicts the new styles "should lift" Reebok to a "strong
performance in the second half" of '97. Ruth: "They have a
much better product" (BOSTON GLOBE, 1/29).
