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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 NBAs
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 billboards 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 rappers 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.
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