• Adweek , Friday, March 4, 2011 10:15 AM

Reebok spends $100 million on media every year. Rich Prenderville, VP of marketing at Reebok, explains that comments on Facebook inspired the company's campaign for EasyTone, which features real people. As for how it picks athletes as spokespeople, "We pick athletes that represent our brand," he said. "Any marketer is going to tell you that. But if you look at Reebok 10 years ago and you have the NBA draft, we were just going after the No. 1 draft pick, no matter who it was. This time around we were very, very specific with it."

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