Henry defects to Reebok
Mark Sweney
Tuesday April 11, 2006
Henry: positive image will boost Reebok's European standing. Photograph: PA
Nike star Thierry Henry has defected to rival Reebok to become the new face of the sports brand's controversial "I am what I am" campaign.
The Arsenal footballer will move to Reebok from August 1 after his involvement with Nike's World Cup 2006 advertising is complete.
Reebok ran into trouble last year after American-produced ads featured controversial rapper 50 Cent referring to the fact he had been shot nine times and survived.
Groups including anti-gun charity The Disarm Trust attacked the ads for glorifying gang and gun culture and "preying on young impressionable black males".
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The signing of Henry, whose positive image was reinforced by his appearance in Nike's "Stand up, speak up" anti-racism campaign - is a notable coup for Reebok as it pushes its brand in Europe.
In the UK, the company has signed boxing prodigy Amir Khan, although so far he has only been used in non-broadcast advertising such as on bus shelters.
Paul Harrington, the president and chief executive of Reebok, said: "We will market [Henry] in ways that demonstrate to Europe and the world the perfect fit that lies between Reebok and Thierry. His public stance against racism and his commitment to social issues outside of football epitomise our 'I am what I am' brand campaign."
Henry's signing follows the acquisition of Reebok by Adidas-Salomon in a £2.1bn deal, finalised in January and aimed at taking on the might of Nike, the market leader.
Outlining wider plans for the Reebok brand today, the Adidas chief executive, Herbert Hainer, said women were a key target audience.
The Reebok brand will branch out into clothing for activities such as pilates and capoeira. However, the main brand push will be behind the Adidas by Stella McCartney range in a bid to capture the female market.
"On top of the enormous buying power that women have in our industry, the continued fusion of fashion and performance products gives this category added importance," said Mr Hainer.
Meanwhile, the German company will launch a bid to take on Nike in the American giant's home territory, signing an 11-year deal with the National Basketball Association.
Adidas was already an NBA marketing partner while Reebok has been the NBA's exclusive uniform and clothing provider since 2001.
Under the new agreement Adidas will provide the official uniform and clothing for the NBA as well as opening a co-branded NBA shop in New York.
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