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| by rocafan on 2/10/2005 10:25:00 AM |
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Reebok Launching New Campaign Featuring Jay-Z, 50 Cent, Allen Iverson, Others
Source:allhiphop.com
 Reebok is launching a $50 million dollar ad campaign, “I Am What I Am,” which will feature rappers Jay-Z, 50 Cent, NBA stars Allen Iverson, Yao Ming, tennis star Andy Roddick, soccer star Iker, skater Stevie Williams and actress Lucy Liu.
The global campaign kicks off February 20th, with television ads running during the NBA’s All-Star Game.
“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."
Other advertisements will be placed in cinema and on billboard’s in key markets such as New York, Chicago, Los Angeles, Paris, London and Tokyo.
Reebok is hoping to dethrone Nike as the #1 brand for young purchasers and has frequently used rappers to maintain their position as one of the leading brands.
Previous ads have featured such rapper’s as Jadakiss and Scarface, while the sports giant has deals with Jay-Z and 50 Cent.
A deal with Neptunes producer Pharrell Williams for his Billionaire Boys Club and Ice Cream sneaker line recently soured.
"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."
In addition to participating in the ad campaign, Reebok will donate a total of $1 million dollars on behalf of the stars, to the charity of their choice.
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