Reebok, which will use one bowl buy to introduce its new Shaquille O'Neal signature sneaker line, two weeks ago decided to use a second 60 to premiere 'Planet Reebok,' a multi-sport image spot the company thinks will translate into a definitive, unified position in the U.S. and abroad. Simultaneous to its Super Bowl air, the spot will run in 70 markets on MTV's overseas affiliates.
'This is not just a campaign, but a new identity, a new badge for the brand on a worldwide basis,' said Dave Ropes, vp of worldwide advertising. 'The same way Pepsi was for so many years 'the choice of a new generation,' Planet Reebok is more than just a sports brand. It's a cachet of lifestyle that defies the traditional sports-fitness image. It's a spirit of undefined performance.'
The spot features O'Neal fronting Reebok's current basketball push, but also quick cuts of other sports endorsers. Included are Dallas Cowboy Emmett Smith, fitness guru Kathy Smith, Oakland A Mark McGwire, tennis star Michael Chang and a montage of offbeat athletes such as para-skiiers.
Reebok and New York agency Chiat/Day will script its numerous individual product campaigns - including Blacktop outdoor basketball, Bodywalk fitness walking, Pre-Season cross-training, Above the Rim basketball and 'I Believe' women's marketing - to meld with the Planet Reebok concept.
Additionally, the company will attempt to enhance its new edge with a weekly title-sponsored radio program. Reebok has bought in upfront on 'Reebok Rocks the Planet,' a Top 30 music countdown show hosted by MTV VJ Adam Curry.
Copyright Adweek L.P. (1993)