Reebok has signed a multi-year partnership with one Scarlett Johansson to co-create Scarlett “Hearts” Rbk, a fashion-forward, athletic-inspired footwear and apparel signature collection debuting in spring 2007 at high-end department stores and boutiques around the world.
The line will be grounded in sport and will feature head-to-toe looks designed to take today’s multi-dimensional woman from the studio to the street in style. In addition, the star of acclaimed films including “Match Point” and “Lost In Translation” will be featured in Reebok’s new global women’s advertising campaign breaking in spring 2007.
“Reebok is thrilled to partner with Scarlett because she is a world renowned style icon and truly an inspiration for today’s young women,” said Reebok’s President and CEO Paul Harrington. “Scarlett embodies the pulse points of our brand – individuality, authenticity and a life lived to the fullest in perpetual motion. These characteristics make her the perfect fit for our new women’s footwear and apparel collection and also for our exciting new women’s campaign.”
Recognized worldwide for her fashion flair, Johansson was recently voted “Best Dressed” in an online poll conducted by Yahoo! A New York City native, Johansson has always had an affinity for fashion. “Reebok has a rich heritage in developing and designing cutting-edge women’s product which makes them an ideal company to partner with to launch ‘scarlett Hearts Rbk,” said Johansson. “I am very enthusiastic about working with Reebok to design this line.”
The partnership was secured with the guidance of Daniel Rosenberg, president of InVenture Entertainment, a New York-based entertainment marketing and motion picture/television production company. “Reebok’s goal was to team up with an aspirational actress who embodies individuality and style, and I instantly thought of Scarlett,” said Rosenberg, who was recently the Executive Producer of Spike Lee’s “Inside Man” for Universal Pictures. “This partnership requires a creative and entrepreneurial spirit and Reebok has found that in Scarlett.”
The William Morris Agency represented Johansson on this partnership. Further details of the Reebok and Johansson association are not being disclosed.
Scarlett “Hearts” Rbk features an aspirational collection of retro sport-inspired footwear and apparel with sophisticated detailing and unexpected twists. Reebok’s new women’s global advertising campaign will be unveiled in spring 2007. The campaign will include TV, print, online and OOH executions.
