With the 2008 NFL season fast approaching, Reebok this week will team with quarterback Vince Young to unveil the VY Electrify football cleat and trainer. The launch of Reebok's first signature line for Young will be supported by a multimedia effort that includes TV, print, Internet and POP.
The VY Electrify line includes the SD3, M3 and AT cleats, as well as the VY Preseason Trainer. The shoes are available nationwide at Dick's Sporting Goods stores and at DicksSportingGoods.com. The product launch coincides with the start of NFL training camp later this month.
A 30-second TV spot breaking this week follows Young as he advances from youth football to college to the pros. In a voiceover, Young thinks about various football plays, which then are enacted on the field. The closing shots show Young in his Tennessee Titans jersey and wearing a pair of VY Electrify cleats as he says, "I play in the greatest football league in the world. And I'm more equipped now than ever." Tag: "Your move."
Spend for the effort was not disclosed. Lead agency for Reebok, Canton, Mass., is Mcgarrybowen, New York.
"It is always a pleasure to work with someone who is not only an exhilarating athlete but also a quality individual," Jim Gabel, president, Reebok North America, said in a statement. "We believe this cleat will help electrify our brand, our consumers, and most importantly, Vince's game as the 2008 NFL season begins.
Reebok, a division of adidas, is the authentic on-field apparel provider for the NFL.