FULL HOUSE: TOP FOOTBALL STARS BUNK UP FOR REEBOK'S
NEW NFL ONFIELD APPAREL COMMERCIAL
Humorous Five-Part Ad Campaign Features Football Phenoms Including McNabb, Holt and Pennington All Living Under One Roof
Canton, MA (September 23, 2004) - What happens when eleven NFL players move into one house for one season? Stay tuned for Reebok's new TV ad campaign, airing for the first time on Sunday, September 26th, to find out!
The Reebok campaign, highlighting NFL Equipment, Gridiron Classics and Team Apparel collections, features Donovan McNabb, Jevon Kearse and David Akers of the Philadelphia Eagles, Daunte Culpepper of the Minnesota Vikings, Plaxico Burress of the Pittsburgh Steelers, Kellen Winslow II, of the Cleveland Browns, Chad Pennington of the New York Jets, John Lynch of the Denver Broncos, Chad Johnson of the Cincinnati Bengals, Torry Holt of the St. Louis Rams and Tony Gonzalez of the Kansas City Chiefs living together as one big happy family. In addition, in one of the ads, Pro Hall of Fame running back Barry Sanders makes a guest appearance at the roommates' Thanksgiving dinner. Each ad in the five-part series will be narrated by famed sports broadcaster, Rich Eisen of the NFL Network.
Five 30-second spots and four 10-second spots will air throughout the 2004 NFL season on ABC, CBS, ESPN and the NFL Network. All of the commercial footage will be available on www.reebok.com beginning September 28th. In addition, print versions of the ad will run in the October 4th and 25th issues of Sports Illustrated and the October 11th and 18th issues of ESPN Magazine. The commercial was created by Arnell Group, New York and directed by Steve Miller.
The humorous ads showcase just what happens when eleven football players try to live together under one roof, including Johnson and Winslow fighting over a bedroom, players stealing Burress' peanut butter, Akers kicking a ball into the neighbor's window, Kearse busting up the front door while moving in a tackling dummy, and Winslow and Burress trying to dig a jacuzzi in their new backyard. To these hilarious antics and more, Eisen simply says, "It's gonna be quite a season…"
"This spirited campaign marks the first time Reebok has brought together such a powerhouse of top NFL players to showcase our style-driven, cutting-edge apparel," said Greg Grauel, senior vice president apparel merchandising, Reebok. "Reebok is the only athletic brand that provides fans with the opportunity to 'wear what the pros wear,' and ads like this will continue to elevate the excitement and cachet of our on and off the field apparel collections."
In 2002, Reebok began an exclusive 10-year partnership to manufacture, market and sell NFL licensed merchandise including on-field uniforms, sideline apparel, practice apparel, footwear and an NFL-branded apparel line. The partnership, which was announced in December of 2000, serves as a foundation for the NFL's restructured consumer products business.
Reebok International Ltd., 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, CCM, JOFA, KOHO and Greg Norman Brands and footwear under the Polo Ralph Lauren Brand. Sales for 2003 totaled approximately $3.5 billion. Reebok can be accessed on the World Wide Web at www.reebok.com
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