Monday, March 17, 2008

Join the race with Scarlett and Reebok

Reebok, the world’s leading sports brand, announced a new face in its array of brand ambassadors; the Hollywood actress Scarlett Johansson. With the launch of “Scarlett ‘Hearts’ Rbk” collection, Reebok marks its foray into the burgeoning lifestyle business. Scarlett embodies the pulse points of the brand: Individuality, authenticity and a life lived to the fullest in perpetual motion. These characteristics make her the perfect fit for the new women’s footwear & apparel collection. While the core remains sports, it is also looking at sports-inspired lifestyle in a big way. “Scarlett ‘Hearts’ Rbk” features a retro sport-inspired apparel and footwear with sophisticated detailing and unexpected twists all influenced by the decade in which Johansson grew up. Scarlett has described the line as an ultra feminine and urbane lifestyle collection. Reebok has also launched its campaign ‘I Am More’, featuring Scarlett Johansson with a focus on celebration of individuality. The campaign portrays Scarlett Johansson as a woman who is more than the actress known to all and advocates that a woman is more than the way she looks or appears. It highlights the extension of one’s personality beyond the stated personality and relates to every woman in an exciting way. Reebok is the only brand to acknowledge that any star has a life beyond his or her stardom and has taken this stance in this lifestyle campaign as well.

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