Connelly Partners on Tuesday unveiled a print campaign for Reebok's Duratrac golf shoes.
Displaying close-up views of the shoes' spikeless soles, a quartet of executions from the Boston boutique is set to appear in Golf World and other publications.
The campaign includes the line "Be comfortable with everything but your score" -- not Reebok's recently introduced corporate tag, "Defy Convention."
Spending for new ads, Reebok's first major golf shoe push since the late-1990s, was not disclosed. But the company has spent less than $500,000 a year marketing the brand since 1999, Competitive Media Reporting estimates.
Reebok, Canton, Mass., kicked off "Defy Convention" during the Jan. 28 premiere of CBS' Survivor II: The Australian Outback with a 60-second spot from Berlin Cameron & Partners, New York, featuring Allen Iverson, Venus Williams and other athletes.