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“What we need to do is to get a brand established,” said Steve Fireman, president of the Boks division of Reebok International.
In March, Ammirati won the $8-10-million account, which had been at Toth Design in Carlisle, Mass.
“What we did was to more clearly define our target audience as 18-to-29 year olds,” said Jens Bang, Boks’ vice president of marketing.

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