NEW YORK Reebok today said it has signed a multi-year contract with actress Scarlett Johansson to develop "Scarlett 'Hearts' Rbk," a "fashion-forward, athletic-inspired footwear and apparel signature collection."
The line is scheduled to debut in spring 2007 at high-end department stores and boutiques worldwide.
Marketing support will include television, print, Internet and outdoor. Mcgarrybowen in New York is Reebok's lead agency. Reebok last year spent $50 million in U.S. measured media, per TNS Media Intelligence.
The endorsement deal was brokered under the guidance of Daniel Rosenberg, president of InVenture Entertainment, a New York-based entertainment marketing and production company. The William Morris Agency represented Johansson on this partnership. Financial terms were not disclosed.
"Scarlett embodies the pulse points of our brand: individuality, authenticity and a life lived to the fullest in perpetual motion," Paul Harrington, president and CEO of Canton, Mass.-based Reebok, said in a statement about the 21-year-old actress. "These characteristics make her the perfect fit for our new women's footwear and apparel collection and also for our exciting new women's campaign."
Johansson's resume includes films such as Lost in Translation and Match Point.
—Brandweek staff report