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11.08.05 09:06 PM

Reebok Puts Cable Viewers In Demand

Brand Becomes Founding Sponsor of First Hip-Hop On Demand Cable Channel – DoD™

Canton, MA (November 8, 2005) – Reebok (NYSE: RBK) announces a partnership agreement with DoD, the new video-on-demand (VOD) subsidiary of Simmons Lathan Media Group. DoD will debut on November 11, 2005 nationwide on Comcast Cable’s ON DEMAND menu. Reebok will have its own programming within DoD, a first-ever for an athletic brand. Digital cable viewers will be able to view Rbk-branded programming free of charge, including exclusive interviews with Allen Iverson, 50 Cent, Jay-Z and other Rbk content.

Taking customization to a whole new level, cable viewers now control what they want to watch and best of all – when. Rbk will host a series of branded VOD segments that can be viewed anytime by fans of the brand and its endorsees.

“Reebok is excited to partner with an entertainment channel so in-tune with youth and hip-hop culture,” said Marc Fireman, Reebok’s director of advertising and interactive marketing. “DoD’s customizable entertainment is a great fit for Rbk’s own spirit of individuality and authenticity.“

“Rbk is at the top when it comes to developing meaningful partnerships with entertainers and athletes such as Jay-Z and Allen Iverson,” said Will Griffin, DoD’s chief executive officer. “This quality makes them an ideal partner for a branded-entertainment based venture such as DoD.”

According to a recent report, there has been a 28% increase in VOD-enabled cable subscribers in 2005 versus 2004 . While DoD is a new venture, this is not Reebok’s first foray into VOD entertainment. In April of 2005, Reebok ran a four-month, personalized television experience on Comcast Cable in the Philadelphia market. Behind-the-scenes footage of Allen Iverson’s “I Am What I Am” ad was the most viewed content ON DEMAND during the four months it was available.

“Comcast ON DEMAND will feature one-of-a-kind content,” said Kevin Paolillo, Reebok’s director of video production. “Exclusive programs debuting on November 11th include: behind-the-scenes footage and interviews with Jay-Z, 50 Cent and Allen Iverson on the sets of their Rbk ad shoots and a ‘Flip the Script’ interview between 50 Cent and Tony Yayo of G Unit.”

Reebok enrolled the expertise of on-demand and interactive television ad firm BrightLine Partners to oversee the brand’s seamless integration into DoD. BrightLine’s hands-on, experience-driven approach in iTV helped Reebok to push the envelope of what is possible in branded entertainment, resulting in a strategically designed VOD campaign.

Launched in November, 2005, DoD™ is the first all video-on-demand channel devoted to hip-hop and urban programming. Headquartered in Los Angeles, DoD™ is a wholly owned subsidiary of Simmons Lathan Media Group (SLMG), which produces and acquires original urban/hip-hop themed media content for distribution across all media. DoD™ is a new grassroots brand and direct channel redefining the way urban media content is developed and distributed to the 45.3 million-plus ethnically diverse urban consumer audience. DoD™ Founding Sponsors are long-time supporters of the growth of Hip Hop Culture: Coca-Cola, General Motors and Reebok. The company is also backed by Syndicated Communications and Pacesetter Capital Group, the leading private equity funds in urban media. More information may be found by visiting

Reebok International Ltd. (NYSE: RBK), headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, Jofa, Koho and Greg Norman brands. Sales for 2004 totaled approximately $3.8 billion. Reebok can be accessed at

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