Names & Faces: Lewis Hamilton Formally Signs Reebok Deal

Hamilton (l) And Reebok's Uli Becker At Smoothfit Launch Event In Amsterdam

F1 driver Lewis Hamilton today in Amsterdam signed a three-year deal with Reebok reportedly worth up to US$20M that makes Hamilton the brand's "new sporting ambassador" (DAILYMAIL.co.uk, 7/1). In London, Kevin Garside reported Hamilton Saturday was "anchored to a sponsor's boat for the Round the Island yacht race in Cowes, Isle of Wight," and he was at Brooklands that night "fulfilling yet another PR obligation." Meanwhile, in May, Hamilton was "given a kicking by some over his participation in a PR event that had him suspended from a rope," and after not winning the races immediately beforehand, the "feeling was he had no business pulling stunts for sponsors." Garside wrote Hamilton "has no rival in the pit lane for pulling power," but the "extra-curricular stuff is used in evidence against you" if there is a dip in on-track performance (London TELEGRAPH, 6/29).

BATTER UP: Yankees SS Derek Jeter has formally been introduced as the new ambassador for Gillette's "Champions" campaign. Jeter will be integrated into Gillette brand programs in North America and will be leveraged through multi-faceted marketing initiatives in support of Gillette products. Other Gillette Champions include PGA Tour member Tiger Woods and ATPer Roger Federer (THE DAILY). Jeter appeared on CNBC’s “Power Lunch” yesterday to discuss appearing in a new Gillette spot with Federer and Woods. Jeter, on why he chose to endorse Gillette: "I agree with the ideals that they have in terms of being the best you can be, setting your goals high." Jeter said of endorsements, "You have to really truly believe in what you're representing." Jeter said the first Gillette spot has already been filmed "and it's coming out soon" (“Power Lunch,” CNBC, 6/30). A print ad featuring Jeter, Woods and Federer is in the current edition of Rolling Stone (THE DAILY).

DOING IT FOR THE KIDS: Cavaliers F LeBron James has teamed up with Nickelodeon's The Big Green Help pro-social campaign and is featured in a new online game called "LeBron James: Worldwide Big Green Bike-A-Thon." James also recorded a PSA that will "help kids focus on ways to save energy and take part in earth-friendly activities" (Cleveland PLAIN DEALER, 7/1).