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Reebok International will launch a global advertising campaign on Super Bowl Sunday tagged “Defy convention.”
Eschewing the big game, a 60-second spot will break Jan. 28 during the premiere of CBS’ Survivor II: The Australian Outback, which airs immediately following Super Bowl XXXV.
The commercial features many of Reebok’s premier athlete en-dorsers, including Venus Williams (tennis), Allen Iverson (basketball), Jevon Kearse (football), Julie Foudy (soccer), and Steve Francis (basketball).
“‘Defy convention’ is a celebration of individuals who have defied the odds; people who encounter difficulties and find the wherewithal to succeed, despite those challenges,” said John Wardley, vice president of brand communications for Reebok, Canton, Mass.
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