Around the Net

Reebok Signs Johansson for New Line

Athletic apparel marketer Reebok is going Hollywood. The company announced this week that it has signed an agreement with actress Scarlett Johansson to develop what it described as a "fashion-forward, athletic-inspired" footwear and apparel collection called "Scarlett 'Hearts' Rbk." The introduction of the line will be supported by TV, print, Internet, and outdoor. "Scarlett embodies the pulse points of our brand--individuality, authenticity, and a life lived to the fullest in perpetual motion," Reebok President-CEO Paul Harrington says about the 21-year-old star. He says these characteristics make her the perfect fit for Reebok's new women's footwear and apparel collection, as well as its "exciting new women's campaign." Johansson's resume includes films such as "Lost in Translation" and "Match Point." Upcoming films include Woody Allen's "Scoop," Brian DePalma's "The Black Dahlia," and "The Nanny Diaries."

advertisement

advertisement

Read the whole story at Brandweek »

Next story loading loading..