The event, created in part by the Carat Brand Experience unit of the eponymous agency, will take place at New York's Grand Central Station on Jan. 24.
First, Spike wants to drive tune-in among the general public by providing "Joes," selected via an ESPN radio promotion, to compete against pros, or former pros--in this case, ex-NFL standouts Andre Rison and Kordell Stewart.
Those "Joes" will try to prevent ex-quarterback Stewart from completing a pass to one-time wideout Rison.
Next up are the buyers and planners. Each agency will choose one representative, presumably with a strong arm and considerable speed. The would-be "pros" will participate in a series of skill competitions.
The event-marketing initiative also includes a clinic conducted by Rison and Stewart and autograph signings.
The event takes place a day before the second season of the reality "Pros vs. Joes" debuts, 10 p.m. Jan. 25. Rison and Stewart will also be on the show, challenging regular guys--as will a slew of other athletes with impressive credentials, such as John Starks, Tim Hardaway and Darryl Strawberry.
With Jerry Rice and Emmitt Smith on ABC's "Dancing with the Stars," reality TV is providing some former athletes with a new venue to showcase their skills.