Reebok signs agreement with violinist Miri Ben-Ari
25 Aug '05
3 min read
Canton based Reebok International Ltd Reebok and world renowned Hip-Hop violinist Miri Ben-Ari make noise with the announcement of a multi-faceted partnership that includes a first-of-its-kind collaboration between the brand and Universal Motown Records to produce a music video for “We Gonna Win,” the new single on Ben-Ari's debut album. Marking Reebok's first foray into overseeing the creation of a music video, the partnership will highlight Israeli superstar, Ben-Ari as the newest face of the brand's global “I Am What I Am” advertising campaign, featuring print, online and retail components.
An iconic name in the Hip-Hop community, Ben Ari will launch her highly anticipated new video in September 2005 on major music networks, including Fuse, MTV and BET and online at www.rbk.com. Directed by Paul Schneider, the unique video will feature Ben-Ari and rap artist Styles P. wearing customized Rbk branded apparel, footwear and accessories. "Partnering with Reebok is a natural fit for me because they truly value artists who are not afraid to be different and stand out from the crowd,” said Ben-Ari. “I am excited to work with Reebok on my new music video and thrilled to be part of their 'I Am What I Am' campaign.”
As the latest celebrity endorsee to be featured in Reebok's “I Am What I Am” global advertising campaign, Ben-Ari will join contemporary heroes of today's global youth including Allen Iverson, Jay-Z, Yao Ming, Nelly, Curt Schilling, 50 Cent, Nicole Vaidisova, Donovan McNabb, Christina Ricci, Stevie Williams, and many more. Created by New York advertising agency mcgarrybowen, the campaign links the entire brand's marketing and advertising efforts under the “I Am What I Am” umbrella, and is supported by the company's largest advertising spend in nearly a decade.