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Reebok's Now Playing: Unique brand promotion exercise

Mar '06
Leading sportswear company Reebok had taken its historic music movement to the next level with an unprecedented event brought together the newest faces of Rbk entertainment, Nelly, Daddy Yankee, Mike Jones, Lupe Fiasco and many more.

The event, Rbk: Now Playing showcased the breadth of Rbk's roster of cultural icons and the unique sound and flavor they each bring to the game.

Representing the dynamic fusion between sports and music, the Rbk music movement has enabled the brand to further energize the industry with exciting product launches, innovative television and print ads, and unique consumer and retail promotions.

The most-recent members of the Rbk Music family will join Rbk's veteran squad, including Jay-Z, 50 Cent and Pharrell Williams as part of the campaign.

"Reebok became a leader in the fusion of sports and music in 2002 when they created their 'Sounds and Rhythm of Sport' platform," said Dennis Baldwin, Reebok's Chief Marketing Officer.

"Since then, Reebok has continued to be on the forefront by partnering with top music icons to create cutting-edge, aspirational product that truly resonates with today's global youth."

Reflecting their personal style and flavor, the artists will each have their own product lines, launching in spring 2006.

"Being part of Rbk gives him another outlet outside of music to express myself creatively," said Nelly.

Nelly's signature collection of footwear, apparel and accessories will be called "Derrty One," inspired by his music label, Derrty Entertainment.

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