Reebok Invests in Kid Line

Heater-Created TV Spot Sports Berlin Cameron Tag
BOSTON–Reebok International this month will break a 30-second TV spot for its line of kids’ sneakers, the first work for that division in almost three years.
Created by Heater Advertising in Boston and backed by a $1 million media buy, the ad features the tagline, “Are you feeling it?” The line was written by Berlin Cameron & Partners, New York, lead agency for the client’s corporate branding initiatives, said Reebok director of worldwide advertising John Wardley.
The concept of the spot–a group of kids playing a spirited game of “capture the Flag”–stemmed from the client’s desire for a performance-oriented spot, said Heater copywriter Geoff Mullett.
The ad opens with a boy racing through the woods after snagging a red flag. While the boy eludes his opponents, a voiceover says, “I took something from them. I captured their flag. But from the way they’re chasing me, you’d think I’d taken their pride. And when you take something like that, they’re gonna want it back. Well, they can have it back–if they can catch me.” Two lines of shoes are featured: Capsule and Tear It Up.
The spot breaks nationally on Feb. 22 and will run for three weeks on networks such as ABC, Fox, UPN, Nickelodeon and the Cartoon Network. Grey Advertising in New York handles Reebok’s media chores.
The Stoughton, Mass.-based footwear maker has pulled back on Heater’s assignments in the past several months. Asked about the future of the relationship, Wardley said Reebok is “discussing it. We’re going to see what the effect of this ad is. We’ve been very happy with it.”