Reebok is tapping star power with the likes of Allen Iverson, Jay-Z and Lucy Liu to promote its latest brand position and global marketing campaign, “I Am What I Am.”
The “I Am What I Am” campaign, Reebok’s largest advertising spend in almost 10 years, kicks off this month with TV, cinema and print ads and on billboards in target cities including New York, Los Angeles, Chicago, Paris, London and Tokyo. Television ads will debut during the NBA All-Star Game on Feb. 20. Print ads will hit March publications.
New York advertising agency mcgarrybowen created the advertising campaign.
The campaign encourages young people to embrace their own individuality by celebrating music icons including Jay-Z and 50 Cent; athletes, including Allen Iverson, Kelly Holmes and Yao Ming; Hollywood star Lucy Liu and skateboarder Stevie Williams.
“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,” said Dennis Baldwin, Reebok’s global chief marketing officer, in a statement.
To reward participating celebrities, Reebok plans to make a donation to the charity of their choice, for a total company pledge of $1 million over the next year.
This spring, Reebok plans to launch an online forum giving consumers a chance to create their own “I Am What I Am” ads or to nominate someone who they feel embodies the campaign message online at RBK.com.