CNBC's Garrett Glaser previewed Reebok's earnings
report, which "is expected to come in at $0.51 a share
against $0.49 last year. Number two behind Nike, it had
more than a 10% growth in sales last year and a lower
profile, apparently happy to promote itself through its new
shoe technology instead of the personalty-based marketing of
its competitors, notably Nike" ("The Edge," CNBC, 10/25).
ADS SHOW A VERSATILE KOBE: BRANDWEEK's Terry Lefton
reports that adidas is "pumping around" $10M behind the
launch of its latest shoe for Lakers G Kobe Bryant, "The
Kobe" (see THE DAILY, 10/23). The campaign by OR-based Red
Button, called "The Glimpse," includes five spots that
"depict Bryant's unique combination of style and
athleticism." In "Speed," Bryant is seen riding a Ducati
motorcycle, whose "speed is compared to his on-court
mobility." In "Style," Bryant is dressed in evening wear
but is "still impatiently honing his basketball skills." TV
spots are set for "lifestyle/sports shows" on BET, ESPN,
MTV, "NBA on NBC," "NFL on Fox," TBS and TNT, plus ads in
Atlanta, Chicago, Detroit, L.A. and Philadelphia. Print ads
will run in The Source, Source Sports, Slam, SI and ESPN the
Magazine (BRANDWEEK, 10/23 issue). In THE SOURCE, rapper
Prodigy of Mobb Deep gives adidas' "The Kobe" a 22 out of 50
rating, while the Nike Air Max gets 43 out of 50 and the New
Balance 703 gets 44 out of 50 (THE SOURCE, 11/2000 issue).
