• The New York Times, Tuesday, November 13, 2007 12:17 PM

Six episodes of an IFC cable network show called "Framed" will feature athletes who endorse Reebok footwear and apparel, interviewed by celebrities--Reebok-related and otherwise--in fields like music and movies. The celebrities will also direct the episodes in which they appear.

For example, the singer Nelly will interview the basketball player Allen Iverson. The soccer player Thierry Henry will be interviewed by actress Paz Vega. And the comedian Carlos Mencia will interview the baseball player David Ortiz.

In creating "Framed," Reebok, a unit of Adidas, joins a lengthening list of marketers that are branching into branded entertainment. The tactic--evocative of the sponsored shows that ran during the so-called golden ages of radio and television--is being embraced by brands like Axe, Jack Daniel's, Fireman's Fund, Grey Goose, Krups, Match.com, Meow Mix, Stolichnaya, Sunsilk and Toyota.

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