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6/27/2005

 
50 Cent is a Crossover Hit in New Reebok TV Ad

For the First Time, the Rap Icon Teams Up with Top Athletes Donovan McNabb, Manny Ramirez and Winky Wright to Promote the Brand's GXT II Cross Trainer

CANTON, Mass., June 27 /PRNewswire-FirstCall/ -- In a true fusion of music and sports, hip-hop phenom 50 Cent proves he can also play with the best in sports in his new Reebok TV ad "Street Sports" promoting the Gxt II cross trainer. Debuting on June 28th on BET during the 2005 BET Music Awards, the spot showcases 50 Cent paired up for the first time with fellow Reebok superstars including Boston Red Sox World Series MVP Manny Ramirez, Philadelphia Eagles All-Pro Quarterback Donovan McNabb, and WBC Junior Middleweight World Boxing Champion Ronald "Winky" Wright.

Created by New York advertising agency mcgarrybowen, the TV ad, which will run on BET, ESPN and MTV in 30- and 60-second executions, celebrates 50 Cent's versatile athletic ability made possible in part by his Gxt II Cross trainers. Ads will also run on select radio outlets throughout the country, in out-of- home, online and in print executions in the August issue of Vibe Magazine, XXL and Slam.

"Reebok's goal was to showcase the Gxt II cross trainer as a shoe that performs across many sports, yet has a look that is hot on the street -- there's nothing else like this in the cross training category" said Brian Povinelli, Reebok's vice president of global integrated marketing. "50 Cent is not only one of today's biggest artists, he is also a phenomenal athlete. Teaming him up with Manny, Winky and Donovan was a natural way to highlight the positioning for this product."

Directed by renowned music video director Jessy Terrero, who has worked on a number of 50 Cent's music videos, the commercial opens with 50 Cent playing urban stickball with Manny Ramirez. The All-Star outfielder steps up to bat and chants "triala, triala!" before launching a tennis ball onto a building's roof. The commercial continues with 50 Cent shadow boxing middleweight champ "Winky" Wright, and ends with the rap artist playing street football with Eagles star Donovan McNabb. The ad jumps from one sport to the next, showing that the Gxt II cross trainers can be used for a variety of athletic training.

"Filming this ad was a big opportunity for me to demonstrate my passion for sport and show everyone that I can hold it down when it comes to stickball, boxing and football. I never had so much fun at a commercial shoot," said 50 Cent. "Reebok truly understands street sports and the ad brings the concept of the Gxt II to life."

"Over the years, Reebok has been a leader in bringing together sports and music personalities," said Donovan McNabb. "It was a lot of fun playing a little street football with someone of 50's stature and he really is an amazing athlete."

Available in stores on July 1st for a suggested retail price of $90.50, the Gxt II features an old-school cross-training silhouette in sleek leather with micro perferation detailing. The cushioned insole provides comfort and support. The Gxt II also contains DMX micro technology for lightweight support and the sole features a skeletal tread with a pivot point at the in- step to allow for accelerated range of motion. Available for men in white/navy colorways, the Gxt II cross-trainer is designed to perform on the court, in the gym and on the road.

Reebok International Ltd. (NYSE:RBK) , headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, KOHO, JOFA and Greg Norman Brands and footwear under the Polo Ralph Lauren Brand. Sales for 2004 totaled approximately $3.8 billion

Contact:
Reebok Public Relations
KeJuan Wilkins
(781) 401-4715

Alan Taylor Communications
Kevin Hennessy
(212) 714-1280

Source: Reebok International Ltd.

CONTACT: KeJuan Wilkins, Public Relations of Reebok International Ltd.,
+1-781-401-4715; or Kevin Hennessy of Alan Taylor Communications,
+1-212-714-1280

Web site: http://www.reebok.com/




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