Reebok International last week unveiled an ambitious yearlong ad initiative from Leo Burnett
USA, Chicago, that Dave Ropes, Reebok senior VP-integrated marketing, calls "our first real consistent brand-building ad effort." The new theme line is "This is my planet," and ads feature an array of pro and amateur athletes talking about their motivations. The entire campaign can be downloaded from Reebok's Web site (http://planet-reebok.com). Reebok's $75 million U.S. media budget is on par with last year.