Reebok, EA Lace Up Multi-Title Deal

Athletic wear giant Reebok is getting a foot into the video game biz, striking a multi-title agreement with game publisher Electronic Arts. The first game to be sponsored by Reebok will be the EA SPORTS BIG title, NFL Street 2, scheduled to hit stores on Dec. 26. Gameplay and advertising will come together as players are invited to check out the latest Reebok gear before it arrives at retail.

In NFL Street 2, players will be able to unlock new characters, including Reebok endorsees Tory Holt and Peyton Manning. Holt will have the superhuman ability to run off walls and Manning will be able to leap off buildings to change passing lanes.

Reebok VP of Integrated marketing Brian Povinelli comments, “Our goal of enrolling youth into the brand through sports, entertainment and technology manifests itself perfectly in games like this. It’s an important and extremely effective part of our integrated marketing model.”

In addition to NFL Street 2, Reebok will have a strong presence in EA’s upcoming NBA Street Vol. 3.