Reebok Launches Hardhitting 'I Am What I Am' Print Ad with 'MURDERBALL' Smash Documentary Star Mark Zupan

Reebok Launches Hardhitting 'I Am What I Am' Print Ad with 'MURDERBALL' Smash Documentary Star Mark Zupan

Brand Announces Hero of the 2005 Sundance Film Festival Award Winning Film to be the Newest Face of Campaign

CANTON, Mass., May 25 /PRNewswire-FirstCall/ -- Reebok (NYSE:RBK) scores Mark Zupan, star of one of the most talked about films at the 2005 Sundance Film Festival, "MURDERBALL" as the newest celebrity to be featured in the brand's "I Am What I Am" global advertising campaign. An inspirational film depicting the full-contact, explosive action of quadriplegic rugby, "MURDERBALL" breaks all stereotypes of "disabled" athletes by showcasing the world-class athleticism of Olympic Team Captain, Mark Zupan and his high- powered US National team. "MURDERBALL" is an intriguing film that teaches viewers about standing up, even after your spirit -- and your spine -- has been crushed.

THINKFilm will debut the film on July 8th in New York and Los Angeles continuing with a nationwide expansion throughout July. "MURDERBALL," a film by Dana Adam Shaprio, Jeff Mandel and Henry Alex Rubin, received critical acclaim this year at Sundance by winning the coveted Audience Award and receiving a Special Jury Prize for Editing.

Zupan, star of the documentary, perfectly embodies Reebok's "I Am What I Am" brand position by challenging the status quo by pushing himself to the limit to achieve the seemingly unachievable. "Mark is an incredible athlete who is both individualistic and inspirational," said Brian Povinelli, Reebok Vice President of Integrated Marketing. "His story of overcoming great challenges while always staying true to himself is extremely powerful and sends an important message -- to always live life to the fullest. Reebok is thrilled to partner with THINKFilm on promoting this inspirational documentary that reminds us all of the true passion competitive sport ignites."

"I love the 'I Am What I Am' ads that show the side of stars like Allen Iverson and Jay-Z that fans rarely see and I'm excited to be the newest face in Reebok's campaign," said Zupan. "Like me, Allen and Jay-Z have also had their own struggles and obstacles to overcome before they were able to rise to the top of their game. I hope that my new ad and film help kids around the world realize that if they believe in themselves, they can achieve anything."

Created by New York advertising agency mcgarrybowen, the "I Am What I Am" campaign celebrates contemporary heroes of today's global youth including music icons, athletes and entertainers. Zupan is the newest member to join the Reebok "I Am What I Am" family which includes Curt Schilling, Christina Ricci, Donovan McNabb, John Leguizamo, Lucy Liu, Allen Iverson, Kelly Holmes, Carolina Kluft, Jay-Z, Yao Ming, Nicole Vaidisova, 50 Cent, Stevie Williams, Iker Casillas and many more. 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.

The "I Am What I Am" campaign launched globally in February, 2005 on TV, cinema, in key print publications and on billboards in target cities such as New York, Los Angeles, Chicago, Paris, London and Tokyo. 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.

THINKFilm financed and co-produced "MURDERBALL" and Sackman, Manis, and U.S. Theatrical Division Head Mark Urman serve as the film's executive producers. THINKFilm and MTV Films will be presenting "MURDERBALL" in association with A&E IndieFilms.

THINKFilm, a privately held company with offices in Toronto and New York, recently released the Oscar-winning "BORN INTO BROTHELS." Also set for release this summer is the all-star comedy extravaganza, "THE ARISTOCRATS," by Paul Provenza and Penn Jillette, which will open in exclusive engagements on July 29, 2005.

Reebok International Ltd., 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:
Jenny Shanley (781) 401-4548
ThinkFilm:
Amanda Sherwin (646) 293-9406

Source: Reebok

CONTACT: Jenny Shanley of Reebok Public Relations, +1-781-401-4548; or
Amanda Sherwin of ThinkFilm, +1-646-293-9406

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

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