×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Reebok backs Cowboys' Smith

Published on .

Reebok International will use Dallas Cowboys star Emmitt Smith's real-life quest to make American football an Olympic sport as the focal point of its 1996 Summer Olympics advertising and marketing. The ads will break in the spring and will culminate during NBC's Olympics broadcasts; Reebok has paid $20 million for exclusivity in the footwear category. Reebok agency Leo Burnett USA, Chicago, is making other global spots for the NBC broadcast that profile Reebok-sponsored Olympic teams from around the world, especially South Africa.

Most Popular
In this article: