Guardians of Grail

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Z right fit for Reebok,[link widoczny dla zalogowanych]
The multiyear deal giving the rapper a "signature" shoe line is a first in the industry, according to Jim Andrews, editor of IEG Sponsorship Report,[link widoczny dla zalogowanych], which tracks corporate sponsorship deals.
The days when Reebok and Nike handed out lucrative shoe deals like candy are long over,[link widoczny dla zalogowanych]. Even such NBA stars as Kobe Bryant and Shaquille O'Neal of the champion Los Angeles Lakers are currently without sneaker contracts.
And Reebok's signing of Jay-Z shows sports marketers are looking beyond the locker room for talent as the music and sports worlds continue to meld, Andrews says.
Jay-Z's shoes are part of Reebok's Rbk line of street-inspired gear,[link widoczny dla zalogowanych].
"Rappers today add as much authenticity as the athletes do," says Mickey Pant,[link widoczny dla zalogowanych], chief marketing officer of Reebok,[link widoczny dla zalogowanych], which posted 2001 sales of $3 billion. "About 80% of sneakers are bought for fashion, not athletic use. And the rappers are at the cutting edge of fashion."
Says Jay-Z in a statement: "The collection is an authentic reflection of my personal style."
But Terry Lefton,[link widoczny dla zalogowanych], editor-at-large of Sports Business Daily, is wary about the deal until he sees what Jay-Z's signature kicks do in stores. "Everybody talks about the intersection of sports and music,[link widoczny dla zalogowanych], but it's hard to pull off."
He does see one clear plus: "This is something Nike would never do,[link widoczny dla zalogowanych]. So it works from that standpoint,[link widoczny dla zalogowanych]."
Details of the deal with Jay-Z:
Reebok will launch the "S. Carter Collection by Rbk" in June. The Brooklyn-born rapper's real name is Shawn Corey Carter. "Rbk" is Reebok's self-styled line of "street-inspired gear." The shoe will retail at the high end,[link widoczny dla zalogowanych], around $150. But Reebok will also market a $95 version to attract kids, Pant says.
Pant won't say how much the deal is costing Reebok,[link widoczny dla zalogowanych], but the price tag is believed to be less than traditional athletic deals. That's because the promotion works both ways. The deal gives Jay-Z exposure for his music and a partnership to extend his fashion business.
A special edition CD single from Jay-Z,[link widoczny dla zalogowanych], written specifically for the shoe,[link widoczny dla zalogowanych], will be included in every "S. Carter" box for a limited time.
On the fashion front,[link widoczny dla zalogowanych], Jay-Z gets to work with Reebok to create and market shoes that will be connected with his Rocawear apparel line. Jay-Z's young men's sportswear brand is projected to reach about $300 million in sales this year.相关的主题文章：

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