REEBOK AND TOP NFL PLAYERS JOIN THE MIGRATION
BRAND INTRODUCES NFL EQUIPMENT SPEEDWICK TEE BY REEBOK WITH TELEVISION SPOT FEATURING UNPRECEDENTED NUMBER OF NFL STARS
CANTON, MA (July 21, 2008) – In an unprecedented showcase of the brand’s association with the National Football League, Reebok today introduces “Join the Migration,” a powerful television campaign for the launch of the new NFL Equipment Speedwick Tee, an anti-microbial, moisture wicking shirt with a unique, soft cotton hand. The spot features 20 NFL stars, the most to ever appear in a single TV ad.
“The Speedwick Tee was developed for players at the highest level of the game,” said David Baxter, President of the Sports Licensed Division. “We are very excited to team with some of these great NFL players in what we believe is a powerful spot designed to showcase one of our newest Reebok NFL Equipment performance technologies.”
“Join the Migration” was created by mcgarrybowen and features 20 NFL stars from eight teams, including Super Bowl XLII MVP Eli Manning, Super Bowl XLI MVP Peyton Manning, as well as Kevin Boss, Jerricho Cotchery, Greg Ellis, Matt Hasselbeck, Madison Hedgecock, Chad Johnson, Thomas Jones, Mathias Kiwanuka, Nick Mangold, Laurence Maroney, Jeff Saturday, Bo Scaife, Derrick Ward, DeMarcus Ware, Ty Warren, Benjamin Watson, Reggie Wayne, and Vince Young.
In the TV spot, each player is wearing his team’s NFL Equipment Speedwick Tee, which features Reebok’s PlayDry technology to manage moisture, as well as Reebok HexRide Rally II footwear, which features Speedwick technology in the lining. Unlike traditional wicking apparel, the Speedwick Tee feels like cotton and has been designed to help maximize performance.
“Speedwick is the next generation workout shirt,” said Baxter. “It offers the comfort of a traditional cotton tee, but with the breathability and anti-microbial benefits of high performance apparel.”
“I’ve always preferred the feel of a cotton tee to the tight fitting compression shirts,” said Colts All-Pro QB Peyton Manning. “But as an athlete, I want the technology benefits those products offer. With Speedwick, you get the best of both worlds.”
When the spot opens, the NFL athletes are shown simultaneously taking part in various offseason activities: players fishing or lounging poolside when, as if galvanized by an inner voice, all the players stride purposefully towards the same direction. The spot climaxes with vignettes of teammates traveling from their respective offseason cities and uniting to “migrate” as one to their home stadium or training camp location.
The ad is directed by Janusz Kaminski, one of the world’s most accomplished directors of photography. Kaminski, a two time Academy Award winner, is best known for his work on films such as Saving Private Ryan, Jerry McGuire and Indiana Jones and the Kingdom of the Crystal Skull.
The music in the spot is “Train Song,” by psychedelic folk pioneer Vashti Bunyan. The British born Bunyan, who was discovered in 1965 by Rolling Stones manager Andrew Loog Oldham, disappeared from the music scene for more than 30 years after the release of her debut album. She has recently undergone a resurgence in popularity, collaborating with indie artists such as Devendra Banhart and Animal Collective.
In addition to the TV spot, “Join the Migration” is being supported nationally across other media channels, including a comprehensive mobile initiative where consumers are directed to “Join The Migration” by sending a text message with the word ‘migrate’ to 94444. By sending that text, consumers are able to view the TV spot, teaser spots and browse product information.
Consumers will also be able to view a “meet the players” section, search a retailer locator and enter a Reebok Speedwick sweepstakes - where the grand prize will be a trip for two to the Pro Bowl. Consumers can also directly visit the mobile internet site m.reebok.com/migrate to access this content. In addition, the “Join the Migration” campaign is also featured at www.reebok.com/football, where fans can access the videos and learn more about the new Speedwick product.
As the Authentic Outfitter of the NFL, Reebok is introducing the NFL Equipment Speedwick Tee in late July to coincide with the start of NFL training camps. It is available for all 32 teams at major sporting goods retailers and at www.reebok.com and www.nflshop.com for between $26 and $32 (SRP), depending on style.