New Reebok CMO Says Reebok Ad Spending To Increase In '02

New Reebok CMO Micky Pant said that he "plans to increase ad spending worldwide in an effort to make Reebok the 'cool' athletic foot-wear and clothing choice for young people," according to Kristen Rountree of ADWEEK. While Reebok spends more than $100M annually on advertising, the budget "will see a significant increase next year." Pant declined to disclose details but said, "The key task for the next two years is to make Reebok more cool and respectable for young people." Reebok will continue its "Defy Convention" campaign, "unveiling image spots from New York's Arnell Group on Jan. 22 during primetime programs." Meanwhile, ads for Reebok's men's products, also from Arnell, will break during NBC's NBA All-Star Game telecast February 10. Pant added that CBS' "Survivor" will "remain a major ad platform" for the company in '02 (ADWEEK, 12/10).