Reebok's claim in its latest ad campaign that its DMX
10 running shoe is "The best running shoe in the history of
the world" is now "under review" by the Federal Trade
Commission, according to Mark Tedeschi of SPORTING GOODS
BUSINESS. In a two-page letter to the FTC, Asics Tiger
Corp., called the claim "inaccurate and unsubstantiated,"
and asked that the FTC investigate Reebok's claim. Reebok
cited results of a study it commissioned last year using
individuals who run 20 or more miles per week that showed
74% of those who took part in the survey "favored the
cushioning of the Reebok DMX 10," compared to 21% who
favored the cushioning of the Nike Zoom Alpha. Asics
attorney Michael Zall: "That's a broad jump to saying it's
the best in the world." The FTC would neither confirm nor
deny it was investigating the matter (SGB, 7/10 issue).
ASICS PR STUNT? In the early '90s, Asics was fined
$250,000 by the FTC for using the word "superior." Since
that time, the company said that it has been "more sensitive
to wide sweeping product claims." Reebok Dir of PR Dave
Fogelson said of Asics' letter to the FTC: "We invested tens
of millions of dollars in DMX and for the cost of a postage
stamp they are looking to generate some exposure for
themselves." Fogelson said Reebok has already developed
three additional ads with the same theme (SGB, 7/10 issue).
AD REVIEW: BRANDWEEK's Becky Ebenkamp reviews Reebok's
latest ad for its DMX shoe, "Discovery," created by Berlin
Cameron & Partners, NY. The "arty, ambitious spot" is a
follow up to Reebok's "Breakout" ad. Ebenkamp: "Overly
dramatic themes and originality issues aside, the biggest
problem here is the underlying logic that owning Reeboks is,
somehow, a stance against conformity" (BRANDWEEK, 7/13).
