Quarterback Eli Manning of the defending Super Bowl champion New York Giants and his brother Peyton, who quarterbacks the Indianapolis Colts, will lead an all-star roster of NFL players in a multimedia effort for Reebok to support Speedwick. The workout T-shirt is made with a "PlayDry" moisture-management fabric, designed to keep the wearer from sweating even during intense activities and prevent the growth of odor-causing bacteria.
The campaign, "Join the migration," is anchored by a 60-second spot breaking this week on ESPN, ESPN News, MTV2 and Comedy Central; and online at sites including NFL.com, SI.com, ESPN.com, Maxim, MensHealth and Yahoo. Support includes print, a mobile tour and a sweepstakes.
The TV spot will air for three weeks in its long form as well as 30- and 15-second versions. Spend for the effort was not disclosed. Lead agency for Reebok, Canton, Mass., is Mcgarrybowen, New York. A division of adidas, Reebok is the official on-field apparel provider for the NFL.
The spot shows the Mannings and more than 20 players, including Chad Johnson, Matt Hasselbeck, Vince Young and Greg Ellis, in various offseason activities such as fishing or swimming. They then lead other members of their respective teams on the road, on the beach or along railroad tracks toward their training camps, with all of the players wearing either long- or short-sleeve NFL Equipment Speedwick Tees. Reebok's Speedwick competes in the category with products from Nike and Under Armour, which created the form-fitting, moisture-wicking performance apparel category. The Reebok shirts are available with NFL team logos.
"The Speedwick Tee was developed for players at the highest level of the game," said David Baxter, president at Reebok's sports licensed division. "We are very excited to team with some of these great NFL players in what we believe is a powerful spot designed to showcase one of our newest Reebok NFL Equipment performance technologies."