Reebok International Ltd.: Terry Tate, Office Linebacker campaign

Kathy Peacock

In 2003 Reebok International Ltd. was the second-largest maker of athletic shoes and fitness apparel in the United States.

Reebok International Ltd.: Terry Tate, Office Linebacker campaign

Kathy Peacock

OVERVIEW

In 2003 Reebok International Ltd. was the second-largest maker of athletic shoes and fitness apparel in the United States. With profits approaching $1.5 billion, the Canton, Massachusetts-based company enjoyed a small lead over competitors New Balance, adidas, and Puma, although it was well behind market leader Nike, Inc. Several years of steady growth had, however, put Reebok in a good position to launch its most successful television campaign ever, the award-winning "Terry Tate, Office Linebacker."

Developed in conjunction with Reebok's ad agency, the Arnell Group, the first "Terry Tate,...

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