Reebok will leverage the enormous popularity of the CBS series "Survivor," the top-rated television program among women in the U.S., and some of the world's most dynamic and aspirational women to
launch the company's most aggressive product and marketing women's initiative in its 22-year history. Reebok's commitment to women launches on the October 11th premiere of "Survivor Africa," when
Reebok debuts the first in a series of women-focused ads as part of the company's global brand campaign, Defy Convention. The "It's A Woman's World" advertising initiative marks the first time that
Reebok has dedicated an entire advertising budget allocated for a primary U.S. marketing platform to women only. Additional elements of Reebok's comprehensive women's initiative will be unveiled
throughout the next several months.