NEW YORK — Nike may be getting behind Tonya with legal aid, but Reebok is clearly siding with Nancy.
Olympic skater Nancy Kerrigan will be one of the stars of Reebok’s new $35 million ad campaign aimed at teenagers and young women. The company unveiled the ads Thursday.
Reebok spent between $30 million and $35 million a year ago on its women’s campaign.
The national TV and print campaign, focusing on footwear and apparel, consists of 30-second personal portraits of Kerrigan, U.S. national soccer team player Julie Foudy, Olympic track and field star Sandra Farmer-Patrick and rock climber Nancy Feagin.
Kerrigan’s commercial will air first, on Saturday, during CBS’s telecast of the Winter Olympic Games.
Created by Leo Burnett-Chicago, the campaign provides insight into the motivations of the featured athletes.
Reebok declined to reveal how much money each athlete will receive for her participation. The new campaign introduces the theme, “Reebok believes in the athlete in all of us.”
The commercials will also be aired on Whittle Channel One, the educational station that is broadcast in junior high schools and high schools across the country, according to Sharon Barbano, Reebok’s director for women’s sports development.