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SBD/7/Sponsorships Advertising Marketing
REEBOK PREPARING TO SHIP ALLEN IVERSON'S HOME VIDEOS
Published April 7, 1998
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).