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Playing the Game
In some segments, television advertising isn't even an option. "In the athletic industry you cannot be significant without TV advertising. In some ways we can't afford not to do it," asserted Reebok's Pant.
Throughout the '90s, Reebok, Canton, Mass., was "pretty continuously" on TV. But by 1998, there were very few Reebok commercials. "At the time, the business was not doing as well and we focused mainly on print," said Pant.
"Survivor is one of the reasons we got firmly back into TV advertising," said Pant of Reebok's sponsorship of the first Survivor series, which aired in summer 2000. "TV has played a role in the revival of the brand, along with better product and smart management."
During the first Survivor, Reebok aired its popular and controversial "Nate and Brian" spots. (Remember the skewered stuffed dog and simulated male-on-male fellatio?) Since then, Reebok has launched sophisticated new campaigns -- "Defy Convention," "It's a Woman's World" and "Sound & Rhythm of Sport" -- virtually non-stop, pairing Reebok athletes such as Venus Williams and Allen Iverson with hip-hop and rap stars like Missy Elliott and Jadakiss.
Aside from Survivor on CBS -- which Pant said may or may not continue to be in the ad mix because it is now "too mass market" -- Reebok advertises...