SBD/7/Sponsorships Advertising Marketing

REEBOK PREPARING TO SHIP ALLEN IVERSON'S HOME VIDEOS

          Reebok's "Off The Clock," a five-minute video of Allen
     Iverson at home with his family and friends, is being sent
     to 100,000 consumers nationwide in conjunction with
     tomorrow's release of Iverson's DMX shoe, the Answer, which
     will be available in a new navy blue colorway (Reebok).
          HOTTER THAN EVER: The Heat, a MA-based ad agency owned
     by Heater Advertising, which handles Reebok's basketball
     shoe account and produced the Iverson video, was profiled by
     Chris Reidy in Sunday's BOSTON GLOBE.  Heater President
     Steve Giuggio: "It's like ESPN and ESPN2.  The Heat is
     ESPN2, the edgier younger brother."  Reebok VP/Global
     Marketing Brenda Goodell, on why the account went to The
     Heat from Leo Burnett: "We wanted innovations.  We wanted
     authenticity and generational relevance."  Khari Streeter,
     co-founder of The Heat, on criticism that their Reebok ads
     are "technical" and lack "an emotional plea" to buy the
     brand: "If you treat kids blatantly, they shoot you down.
     ... You need more than an emotional plea of you're asking
     someone to spend more than $100 on something that's
     basically rubber and leather" (BOSTON GLOBE, 4/5).

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Related Topics:

ESPN, Miami Heat, Reebok, Walt Disney

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