WITH A YEAR OF DMX-PERIENCE, REEBOK CONTINUES TO PUSH TECH

          Reebok will launch a $17M "global brand campaign" in
     April that will continue to "leverage" its DMX cushioning
     technology as a "key differentiator and [reaffirm] the
     company's recent pattern of diverting ad dollars from TV to
     print," according to Terry Lefton of BRANDWEEK.  The
     campaign from Berlin, Cameron & Partners, N.Y., will use the
     theme "Feel the flow," which replaces the "Can You Feel It?"
     tag, to "better communicate the consumer benefits" of the
     DMX technology that will be in 60% of Reebok's 2000 product
     line.  About 75% of the images in the campaign are of women
     in order to leverage Reebok's "legacy as a female fitness
     brand."  The company's "shift to print begins" this week
     with a "separate" $20M effort via Bartle Bogle Hegarty, N.Y.
     and London, for the company's line of "classic" shoes. 
     Reebok CEO Paul Fireman: "Print allows us to target more
     effectively, especially to women" (BRANDWEEK, 2/14 issue).