Reebok Signs Apparel Deal With EA Sports

Article written by: Rodrick Rainey
Posted on: December 24, 2004

Sportswear maker Reebok has signed a multi-title agreement with Electronic Arts Inc which will see its merchandise appear in several games, starting with NFL Street 2, before being launched to consumers.

Terms of the deal, which gives gamers the chance to preview new sportswear before their contemporaries, were not discussed.

Reeboks vice president of integrated marketing, Brian Povinelli, said that the partnership was “an important and extremely effective part of our integrated marketing model.”

Electronic Arts is a world-leading interactive entertainment software company.

Other games such as Def Jam Vendetta and Fight For the Streets of New York have already integrated Hip Hop fashion marketing through games. Lines such as Phat Farm and Def Jam University were placed in the games to raise public awareness. And while this was done earlier in 2004, the NBA, Nike brand, and Jordan brand have long been doing this. Games such as NBA Live give the player the option to change the player’s wardrobe into something besides their normal attire.

“It’s nothing new. It’s just some companies catch on later than others.” says an Urb1 source that has worked in affiliation with Nike and Reebok in past times.