Beijing, China (Sept. 25, 2007) – Reebok and NBA star Yao Ming teamed up today in Beijing, China to celebrate the unveiling of the brand’s newest marketing and advertising campaign “Fuel Yao’s Unlimited Power.” Celebrating Yao’s exciting journey to the 2008 Olympic Games in his homeland, “Fuel Yao’s Unlimited Power” marks Reebok’s biggest marketing initiative in China and inspires consumers to join in supporting Yao on his quest for Olympic success. Beginning in November 2007 and continuing throughout 2008, the interactive Reebok campaign will run exclusively in China digitally, in-store, on television and in key Out-of-home locations in China. In conjunction with the campaign debut, Reebok will launch an interactive website created especially for Yao’s fans to demonstrate their support.
Paul Harrington and Reebok China General Manager, James Zheng joined forces today to pay tribute to basketball icon Yao Ming at a press conference held in Beijing. In showing their joint support for the global superstar, Harrington and Zheng ignited the first spark of “fuel” for the official “Yao Ming Power Meter” which virally tracks consumers as they cheer on their homeland hero.
“On behalf of Reebok, I am thrilled to launch our biggest campaign in China, celebrating one of the most iconic athletes both in China and around the world,” said Reebok President and CEO Paul Harrington. “China is an extremely important market for Reebok, with immense growth opportunities. Yao has enjoyed incredible success in China and abroad, however to further fulfill his potential as he embarks on his Olympic journey, he needs support from all of his loyal fans. Through Reebok’s new campaign, Chinese consumers can directly fuel Yao’s unlimited power.”
“Fueling Yao’s Unlimited Power” is an interactive campaign encouraging fans to collectively give Yao strength and energy for his Olympic journey. The “Yao Ming Power Meter” will serve as the tracking device to measure Yao’s increasing support in his homeland. The unique campaign allows consumers to actively participate in adding to Yao’s force virally driving home the message that Yao is fueled to compete at his best by his loyal fans.
Joining the Reebok family four years ago on October 23, 2003, Yao Ming has starred in several additional campaigns for the brand including “I Am What I Am” and “Two People in Everyone.”
Through determination and perseverance, Yao progressed through his basketball career, beginning in the Chinese Basketball Association, making his way to the Asian Basketball Championships and rising up to the NBA where he reached All-Star status. Yao is a revered and beloved iconic athlete with a deep-rooted fan base globally and especially in China.
Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at www.rbk.com.