SBD/Issue 85/Sponsorships, Advertising & Marketing

Reebok To Exclusively Sponsor Lacrosse Film "Crooked Arrows"

Reebok will be the exclusive sponsor of "Crooked Arrows," an independent movie "set in the world of lacrosse" that is set to be released in '11, according to Andrew Hampp of AD AGE. Reebok will promote its "9K product line of lacrosse equipment and apparel, along with its 10K lacrosse sticks." The company will also "outfit the film's players in everything from protective equipment to pleated footwear." Talks with Reebok "began almost a year ago," when "Crooked Arrows" Marketing Dir Jacques Vroom and the film's producers met with Reebok Senior Product Manager for Lacrosse Chad Wittman. Wittman was "ultimately sold on how many marketing opportunities Reebok could create for the movie with its own marketing and retail partners to help promote the film and ultimately drive sales of its lacrosse products to a much larger audience than the one currently afforded by limited lacrosse-themed media properties." Another factor in the partnership is that "Crooked Arrows" will be the "first major-motion picture to focus exclusively on the sport of lacrosse." That gives Reebok the opportunity "to achieve a branding moment on par with Easton Sports' famed integration into 'The Mighty Ducks.'" Hampp noted brands have been "called on to help curb production costs ... with increased frequency," though for independent films, it is a "much more difficult task to attract name brands without the ability to pair them with A-list talent or a top-tier studio." However, Reebok's "early involvement has helped the film's producers secure a bulk of their financing, and also guarantees distribution for a nationwide release of at least 250 theaters" (, 1/13).

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