Adidas Mulling Reebok Sale Overseas Group Launching Bid To Buy Reebok Red Sox To Raise Ticket Prices For Big Games Tickets Up Big For Yanks-Sox, Jeter Farewell Red Sox Look To Add More Seating To Fenway Red Sox Team Store Scrambles To Stock Jerseys Red Sox Eye '15 With Trades Lack Of Home Runs In CWS An Issue White House Contacts Samsung About Selfie Red Sox Build Through Homegrown Talent
Upcoming Conferences and Events
SBD/Issue 46/Sponsorships, Advertising & Marketing
Reebok Inks British Singer To Front European Ad Campaign
Published November 16, 2004
|Jamelia To Lead Reebok’s
New European Campaign
Reebok has signed British pop star Jamelia to a US$462,000 deal to appear in its new European ad campaign. Jamelia, who joins rappers 50 Cent and Jay-Z as Reebok endorsers, will also serve as a fashion consultant for Reebok (UK.NEWS.YAHOO.com, 11/15).
YOU’RE IT: In this week’s SPORTSBUSINESS JOURNAL, Terry Lefton reports the “I am what I am” tagline in Reebok’s new Pump 2.0 campaign, via McGarry Bowen, is “customizable.” The tag for Red Sox P Curt Schilling’s spot is “still under development, but it will read something like ‘I broke the curse.’” Reebok CMO Dennis Baldwin said, “Tag lines are overused, and people are tired of brands yelling at them. What’s going to link all this together is this idea of speaking in the first person and making our brand marketing be more about our consumers than just hyping the logo.” Finish Line Senior VP/Marketing Kevin Flynn: “There are two things every kid today embraces: technology and individuality. And I see Reebok embracing both of those” (SPORTSBUSINESS JOURNAL, 11/15 issue).