Reebok Launches New, Cutting-Edge Global Brand Campaign
‘Defy Convention’ TV Ads Break Super Bowl Sunday
CANTON, Mass.–(BUSINESS WIRE)–Jan. 16, 2001–Leveraging the enormous appeal of the Super Bowl and the highly anticipated premiere of “Survivor II,” Reebok will “Defy Convention” on Super Bowl Sunday when it kicks off a new global brand campaign created by Berlin, Cameron and Partners, New York.
“Defy Convention” will launch in a :60 television spot on Sunday, January 28, 2001 during the first episode of CBS’ “Survivor II: The Australian Outback,” which airs immediately following Super Bowl XXXV. The commercial features many of the brand’s talented roster of premier athlete endorsers, including Allen Iverson (basketball), Jevon Kearse (football), Julie Foudy (soccer), Steve Francis (basketball) and Venus Williams (tennis). Reebok’s “Defy Convention” global brand campaign is a lighthearted and uplifting recognition of individuals who have the strength, courage and confidence to walk down a path never before traveled — overcoming obstacles, positively influencing and inspiring others.
“Defy Convention is a celebration of individuals who have defied the odds; people who encounter difficulties and find the wherewithal to succeed, despite those challenges,” says John Wardley, vice president of brand communications. “The campaign is also a celebration of the Reebok brand and our new innovative and stylish products which truly defy convention, much like our past successes, including the Freestyle women’s aerobic shoe, The PUMP and DMX technology,” concluded Wardley.
Reebok’s “Defy Convention” brand campaign is an integrated global marketing program, which includes television and print ads, point-of-sale materials, internet marketing and retail and consumer events.
The print ads will highlight Reebok’s exciting new products and will begin appearing in the March issues of national and international fashion and vertical publications, including GQ, InStyle, Self, Shape, Jane, Glamour, Details, Maxim and Entertainment Weekly.
The “Defy Convention” campaign is scheduled to run in France, Germany, Italy, Japan, Spain, the U.S. and the U.K.
Reebok International Ltd., headquartered in Canton, MA., is a leading worldwide designer, distributor and marketer of athletic, fitness and casual footwear, apparel and equipment. Principal operating units include the Reebok Division, The Rockport Company, Ralph Lauren Footwear and The Greg Norman Collection. Sales for 1999 totaled approximately $2.9 billion.
Rose DiRico, Reebok 781-401-4715 or Denise Kaigler, Reebok 781-401-7869