Reebok Launches Largest Global Integrated Marketing and Advertising Campaign in Nearly a Decade: 'I Am What I Am'

Reebok Launches Largest Global Integrated Marketing and Advertising Campaign in Nearly a Decade: 'I Am What I Am'

New Ad Campaign, Which Celebrates Individuality and Authenticity, Features Top Athletes and Entertainers Including Allen Iverson, Andy Roddick, Jay-Z, Lucy Liu, Yao Ming and 50 Cent

CANTON, Mass., Feb. 10 /PRNewswire/ -- What do icons Allen Iverson, Jay-Z and Lucy Liu all have in common? They are all individuals who stand out from the crowd because they are true to themselves, challenge the status quo and do things in their own unique way. In short, they perfectly embody Reebok's brand position -- celebrating individuality and authenticity -- and its new global advertising campaign: "I Am What I Am." The multi-faceted campaign links all of the brand's marketing and advertising efforts under the "I Am What I Am" umbrella, and is supported by the company's largest advertising spend in nearly a decade.

Created by New York advertising agency mcgarrybowen, "I Am What I Am" launches globally this month on TV, cinema, in key print publications and on billboards in target cities such as New York, Los Angeles, Chicago, Paris, London and Tokyo. The television spots debut during the NBA All-Star Game on February 20, 2005, and the print ads hit in March publications.

The campaign encourages young people to embrace their own individuality by celebrating their contemporary heroes including: music icons Jay-Z and 50 Cent; top athletes Allen Iverson, Andy Roddick, Kelly Holmes, and Yao Ming; screen star Lucy Liu, skateboarder Stevie Williams, and soccer star Iker Casillas.

"The 'I Am What I Am' marketing campaign which celebrates authenticity and individuality is both relevant and inspiring for young consumers," said Dennis Baldwin, Reebok's global chief marketing officer. "We understand the struggle for today's youth to both fit in and stand out as individuals. Through this campaign, we hope to encourage young people to find their own voice by celebrating contemporary icons who have accomplished their dreams by being true to themselves and following their own unique path to greatness."

Marking the first advertising campaign that mcgarrybowen has created for Reebok, the "I Am What I Am" television ads feature unique portraits of authentic celebrities. Directed by famed director Jake Scott -- son of legendary director Ridley Scott -- the spots reveal the essential truths of who the celebrities are away from the cameras. Shot by some of the world's best photographers, the print and billboard ads feature portrait shots and insightful quotes. The ads give each celebrity the opportunity to break through the fiction that surrounds their public persona.

"We took a unique approach by enrolling the athletes and entertainers into a campaign that provides them with a genuine forum for self expression," said Brian Povinelli, Reebok's vice president of global integrated marketing. "We want the world to know that 'I Am What I Am' is more than an ad campaign, rather it speaks to who Reebok truly is as a brand and it is an invitation for today's youth to join in."

On behalf of the celebrities who participate in the "I Am What I Am" campaign, Reebok will make a donation to the charity of their choice, for a total company pledge of $1 million during the next 12 months.

This spring, to further support the movement to celebrate authenticity, Reebok will launch an online forum on www.rbk.com where consumers will have the opportunity to create their own "I Am What I Am" ads or nominate someone who they feel truly embodies the campaign message.

Reebok International Ltd. (NYSE:RBK), headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, KOHO, JOFA and Greg Norman Brands and footwear under the Polo Ralph Lauren Brand. Sales for 2004 totaled approximately $3.8 billion.

Contact:
Reebok Public Relations:
Diane Pelkey (781) 401-7790
Jenny Shanley (781) 401-4548
Alan Taylor Communications:
Bret Werner (212) 714-1280 ext. 238
Kevin Hennessy (212) 714-1280 ext. 343



Source: Reebok International Ltd.

CONTACT: Reebok Public Relations: Diane Pelkey, +1-781-401-7790, or
Jenny Shanley, +1-781-401-4548, both of Reebok; or Alan Taylor Communications:
Bret Werner, +1-212-714-1280 ext. 238, or Kevin Hennessy, +1-212-714-1280
ext. 343

Web site: http://www.reebok.com/


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