Press Release Source: Reebok International Ltd.
'Meant to be Together,' Reebok and Shakira Announce Partnership
Rock star to be featured in brand advertising campaign as part of 'Sounds & Rhythm of Sport' marketing platform
Monday September 23, 9:01 am ET
CANTON, Mass., Sept. 23 /PRNewswire-FirstCall/ -- Reebok and Shakira. As the rock diva's lyrics state, "We're meant to be together." Reebok has signed Grammy-award winning artist Shakira to an endorsement agreement that is being marketed under the brand's "Sounds & Rhythm of Sport" platform.
Debuting at retail beginning spring 2003, Reebok will showcase a collection of footwear and apparel that captures the spirit of Shakira's youth, style and energy. These collections will be supported by an integrated marketing campaign, which will include television and print advertisements, outdoor billboards, in-store displays and consumer promotions. Reebok's first television spot featuring Shakira will begin airing world-wide in April 2003.
"Shakira is a wonderful addition to the Reebok family because she has a distinct style and flair and exudes an extraordinary level of confidence and determination to succeed," says Micky Pant, chief marketing officer, Reebok. "She is a vibrant and integral part of today's youth culture and her success is an inspiration for millions of young men and women around the world," says Pant.
Shakira is an artist who has succeeded internationally by combining elements of rock, pop, Latin and Arabic sounds into her songs. "My music crosses cultural boundaries to reach today's youth around the world," says Shakira. "Reebok understands what young people around the world are all about. By joining their team, I am able to fuse my style and music with Reebok's products and marketing to further connect with this global audience."
At 25 years of age, Shakira is already the biggest singing sensation in Latin America. Now that her debut crossover album, Laundry Service, is blowing off the music store shelves with sales approaching 10 million albums world-wide, it is apparent the star has also taken the U.S. by storm.
Shakira is the first female musical artist to join Reebok's "Sounds & Rhythm of Sport" brand campaign. Other musical artists previously featured in the campaign include hip-hop sensations Fabolous, Scarface and Jadakiss, who starred alongside Allen Iverson in a TV spot promoting the NBA star's signature shoe, The Answer V. "Sounds & Rhythm of Sport" debuted in January, 2002.
Reebok International Ltd. (NYSE: RBK - News), headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, and Greg Norman Brands and footwear under the Polo Ralph Lauren Brand. Sales for 2001 totaled approximately $3.0 billion. Reebok can be accessed on the World Wide Web at http://www.reebok.com.
Reebok Public Relations
Diane Nahra (781) 401-7790
Jenny Lepiesza (781) 401-4548
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