Shaq Attack, 'Planet Reebok' On Super Bowl By Matthew Grim

NEW YORK - Reebok International will use a 60-second spot on the Super Bowl to launch a new global image it expects to position the brand for years to com

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.