Reebok Inks British Singer To Front European Ad Campaign

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).