Reebok To Launch Aggressive Women’s Initiative

BOSTON–Reebok on Thursday launches a national campaign themed “It’s a woman’s world.” The effort retains Reebok’s over-arching “Defy convention” positioning introduced as the year began by New York’s Berlin, Cameron & Partners.

The latest ad salvo is set to debut with two 30-second spots on the premier of CBS’ Survivor Africa series. Ads feature Survivor II: The Australian Outback winner Tina Weston and WNBA basketball star Jennifer Azzi and uses James Brown’s soul standard “It’s a Man’s World” on the soundtrack.

A 60-second execution breaking Oct. 18 during the second installment of Survivor Africa features Azzi, tennis champion Venus Williams and rapper Missy Elliott, who contributes to the soundtrack a hip-hop take on Brown?s song, retitled “It’s a Woman’s World.”

Each spot directs viewers to Reebok’s new womendefy.com site. Reebok is also the exclusive athletic footwear and apparel provider to the Survivor Africa series.

Reebok chose Survivor Africa as the launchpad for the women’s push based on the high-ratings the Survivor II series garnered among women aged 18 to 49, according to the company.

Reebok spent more than $35 million on ads through the first half of 2001; the Canton, Mass., company spent $50 million through all of last year, according to CMR. The budget for the “Women’s World” push was not disclosed. New York-based Berlin, Cameron introduced the “Defy Convention” campaign in January during the Super Bowl Sunday debut of Survivor II. Grey’s MediaCom, New York, handles media chores.