WWD.com/business-news/technology/reebok-s-new-game-589255/
government-trade
government-trade

Reebok’s New Game

Reebok has signed a sponsorship deal with entertainment software firm Electronic Arts to feature gear in games prior to the product launch.

NEW YORK — Technology-savvy Reebok fans can check out the latest looks from the company while they play video games.

The athletic giant signed a multititle sponsorship deal with entertainment software firm Electronic Arts Inc. to feature new Reebok gear in games before the merchandise launches at retail. The deal kicks off with the NFL Street 2 game that hits stores Sunday.

Putting Reebok in video games is “an effective part of our integrated marketing model,” Brian Povinelli, Reebok’s vice president of integrated marketing, said in a statement.

“Our goal of enrolling youth into the brand through sports, entertainment and technology manifests itself perfectly in games like this,” he said.

Among the items featured in the NFL Street 2 game are Reebok-produced NFL licensed apparel and the preseason Bringback footwear collection.

The game also has customized features and hidden codes that allow gamers to access characters such as Reebok-endorsed skateboarder Stevie Williams. In addition, Reebok-sponsored football players Tory Holt and Peyton Manning are highlighted leaping off buildings and in other superhuman activities. Reebok gear also will make an appearance in EA’s upcoming NBA Street V3.

This story first appeared in the December 23, 2004 issue of WWD.  Subscribe Today.