Reebok "hopes" the TV ad featuring 76ers G Allen
Iverson filmed in N.Y. recently will "finally bond" Iverson
to the brand, according to Terry Lefton of BRANDWEEK, who
writes, "Now with the basic blocking and tackling of sneaker
marketing in order for the first time in recent years,
Reebok is hoping it can borrow some of Iverson's 'cool' for
its own brand." With the ad, Reebok is "pushing I3, a
pricey line of Iverson-inspired lifestyle apparel." The
spot, via Cameron & Partners, N.Y., features Iverson "more
as a lifestyle icon than just a No. 1 NBA draft pick," and
it "depicts Iverson in a variety of situations: rapping in a
nightclub, as [a] bouncer in the same club, driving a car,
signing an autograph, and, finally, on the court." Reebok
VP/Global Advertising John Wardley: "It's pretty well known
that Allen is associated with Reebok, so now we are really
reaching for lifestyle. The hope is that kids will see all
these other sides of Allen and all these sides of Reebok,
too." The ad breaks in October with about $3M in support,
and buys include BET, ESPN and MTV (BRANDWEEK, 8/21).
