REEBOK ADDS POP TO ADS

Byline: Rosemary Feitelberg

NEW YORK — Rocker Iggy Pop has landed a new gig with Reebok.
The solo artist, who used to sing for “The Iguanas” and “The Stooges,” is featured in the newest Reebok Classic print advertising campaign, which breaks in February issues of such magazines as In Style, Marie Claire, Slam, Vibe and Cosmopolitan.
Pop was shot wearing black leather pants and Reebok Classic sneakers, a microphone wrapped around him, with the tag line “Pop Classic.”
Created by the New York arm of Bartle Bogle & Hegarty, a London-based agency, the campaign focuses on the brand’s Classic footwear, which is being extended to include Legacy, a group of clean lifestyle-oriented footwear. Classic is designed for everyday use that’s not necessarily related to fitness, a Reebok spokeswoman said.
She declined to reveal how much the company has invested in the new campaign, which is scheduled to run through 2001.
Reebok did not have any reservations about using Pop, who is not exactly known for his athletic prowess, since the Classic ads are meant to convey a certain image and encompass different cultures and lifestyles, the spokeswoman said.
Launched last year, the Reebok Classic ads are a series of black and white portraits that spotlight the brand’s Classic footwear collection. Also featured in the new campaign wearing Legacy footwear are rap singers Common, who is seen in an image with the tag line “Uncommon Classic,” and Ice Cube’s visual, dubbed “#@%! Classic.”
Another ad shows a woman nearly covered in a black shawl and sari with the tag line “Hidden Classic.”
John Wardley, vice president of brand communications for Reebok, said in a statement, “We’re hoping the portraits will stir people’s emotions as they realize that Classic is about a timeless touch of humor, surprise, comfort, mystique or fear that knows no barriers and crosses all cultures.”
Reebok, a $2.9 billion firm, offers a limited amount of Classic apparel in the U.K. and France. The company plans a U.S. apparel line next year.

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