STOUGHTON, MASS. – Not since decathlete Dan O’Brien has Reebok International pinned its hopes on the achievements of a promising athlete. Now along comes Shaquille O’Neal, the massive but graceful rookie center for the Orlando Magic and star of a 15-second teaser ad now airing for Reebok. The spot, which includes the provocative line, ‘Don’t fake a funk on a nasty dunk,’ is expected to run through the end of this month, according to Dave Fogelson, Reebok pr director. Fogelson would not reveal the meaning of the line but said it would be made clear in other ads in the new series created by Chiat/Day, N.Y. The ads will break sometime before or during March when Reebok’s Shaq-brand footwear and apparel is available in retail stores. Reebok signed O’Neal to a three-year contract valued at $15 million in June.
Copyright Adweek L.P. (1993)