Reebok Enters Showbiz with Branded Entertainment

Reebok Enters Showbiz with Branded Entertainment
Orli Sharaby
  • 14 november 2007

As the lines continue to blur between marketing, media, retail and entertainment, Reebok is having a go at show business with a series of short films to debut on IFC. The films, which are being held to the same exacting standards to which IFC holds all its programming, feature Reebok-sponsored athletes like Alan Iverson and Thierry Henry being interviewed by other celebrities, mostly musicians and actors like Nelly and Paz Vega. Moreover, the celebrities doing the interviewing are also involved behind the camera, acting as the films’ directors.

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