Reebok is launching
a $50 million dollar ad campaign, “I Am What I Am,” which will feature
rappers Jay-Z, 50 Cent, NBA stars Allen Iverson, Yao Ming, tennis star Andy Roddick,
soccer star Iker, skater Stevie Williams and actress Lucy Liu.
The global campaign kicks
off February 20th, with television ads running during the NBA’s All-Star
Game.
“The ‘I Am What I
Am’ marketing campaign which celebrates authenticity and individuality is both
relevant and inspiring for young consumers," said Dennis Baldwin, Reebok’s
global chief marketing officer. "We understand the struggle for today’s
youth to both fit in and stand out as individuals. Through this campaign, we
hope to encourage young people to find their own voice by celebrating contemporary
icons who have accomplished their dreams by being true to themselves and following
their own unique path to greatness."
Other advertisements will
be placed in cinema and on billboard’s in key markets such as New York,
Chicago, Los Angeles, Paris, London and Tokyo.
Reebok is hoping to dethrone
Nike as the #1 brand for young purchasers and has frequently used rappers to
maintain their position as one of the leading brands.
Previous ads have featured
such rapper’s as Jadakiss and Scarface, while the sports giant has deals
with Jay-Z and 50 Cent.
A deal with Neptunes producer
Pharrell Williams for his Billionaire Boys Club and Ice Cream sneaker line recently
soured.
"We took a unique approach
by enrolling the athletes and entertainers into a campaign that provides them
with a genuine forum for self expression," said Brian Povinelli, Reebok’s
vice president of global integrated marketing. "We want the world to know
that ‘I Am What I Am’ is more than an ad campaign, rather it speaks to who Reebok
truly is as a brand and it is an invitation for today’s youth to join in."
In addition to participating
in the ad campaign, Reebok will donate a total of $1 million dollars on behalf
of the stars, to the charity of their choice.
