Sidney Crosby Featured In Reebok “I Am What I Am” Campaign

The latest 30-second ad in Reebok’s “I Am What I Am” campaign features Penguins C Sidney Crosby in isolation preparing for a game — taping his stick, lifting weights, skating in an empty rink — with a voiceover stating, “What do I control? I don’t control the bumps and the bruises, the crowd, or who covers me. I don’t control the bounces, the shootout order, for that matter, what happens outside the rink. There are a lot of things in life I don’t control. But then again, there are some things that I do.” Slow motion footage shows Crosby completing a trick shot in the same empty rink setting. The spot also includes shots of Crosby’s Reebok apparel: training shoes, skates, hats and performance shirts. The Crosby campaign, created by The Hive Strategic Marketing, Toronto, includes an interactive micro-site — “Sidney360” — accessible at www.rbkhockey.com. There is also a print effort (THE DAILY).

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