BOSTON, MA: Sports and leisurewear giant Reebok has signed a
ten-year strategic partnership with the National Basketball Association,
in a bid to boost its share of the male sports clothing market.
The agreement, which will begin with the forthcoming season, starting on
5 October, also includes the women's NBA and a new NBA minor league, the
National Basketball Development League (NBDL).
Reebok has signed a similar agreement with the National (American)
Football League, effective from the new season, which starts next
A new direction in media relations tactics will back up the sponsorship
Reebok vice-president of global communication Denise Kaigler said the
company hoped that athlete endorsement and product placement in men's
fashion publications would help Reebok reach more younger men than it
Meanwhile, the WNBA aspect of the partnership, Kaigler said, would help
the brand continue its successful 20-year history in the women's shoe
NBA strategic and corporate communications manager Matt Bourne said the
three-year phase-in of Reebok-branded sportswear for Nike- and
Champion-branded teams gave him the challenge of explaining multiple
'We still have our relationship with Nike and it's a good one, so we'll
be addressing that for the media as to how they co-exist,' Bourne
'Our goal is to spell out the terms of the deal and how Reebok will
progressively outfit more and more of our NBA teams.'
Bourne said PR energy would focus on promoting a forthcoming
Reebok-designed, NBA-branded shoe, the first such shoe to be made
available in more than a decade.