Reebok to ‘Defy Convention’

Reebok International will launch a global advertising campaign on Super Bowl Sunday tagged “Defy Convention.”

One 60-second TV spot will break on Sunday, Jan. 28 during the premiere of CBS’s “Survivor: The Australian Outback,” which airs immediately following Super Bowl XXXV. The ad features many of Reebok’s athlete endorsers, including Venus Williams (tennis), Allen Iverson (basketball), Jevon Kearse (football), Julie Foudy (soccer), and Steve Francis (basketball).

“Defy Convention is a celebration of individuals who have defied the odds; people who encounter difficulties and find the wherewithall to succeed, despite those challenges,” said John Wardley, vice president of brand communications for Reebok in Canton, Mass.

The campaign was created by Berlin, Cameron & Partners, New York, and also includes print ads, point-of-sale materials, Internet marketing and retail and consumer events. Ads are scheduled to run in France, Germany, Italy, Japan, Spain, the U.S. and the U.K.

Print executions will highlight Reebok’s new products and will bow in the March issues of such publications as GQ, InStyle, Self, Shape, Jane, Glamour, Details, Maxim and Entertainment Weekly.