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Wednesday December 22, 11:39 am ET
Reebok Takes it to the Street with New EA Multi-Title Deal


CANTON, Mass., Dec. 22 /PRNewswire-FirstCall/ -- Marking a first for the brand, Reebok (NYSE: RBK - News) announces a multi-title agreement with Electronic Arts Inc. (NASDAQ: ERTS - News). Reebok's sponsorship with EA will debut in the highly anticipated EA SPORTS BIG(TM) branded NFL STREET 2 game that hits stores on December 26th. While playing, gamers will have the exclusive chance to be the first to check out the latest Reebok gear before it launches at retail.

Taking customization to a whole new level, NFL STREET 2 allows gamers to choose from nine new interactive game modes including "Own the City" and "Crush the Carrier." Hidden within the game are secret codes to access fun new characters such as street skateboarder standout and Reebok endorsee, Stevie Williams. More exciting than ever before, the game features new high- flying football moves. Reebok's top NFL receivers such as Tory Holt will have the super-human ability to run off walls while iconic Reebok quarterbacks like Peyton Manning will be able to leap off buildings to change passing lanes.

"Reebok is excited to partner with the global leader in entertainment software -- EA," said Reebok's Vice President of Integrated Marketing, Brian Povinelli. "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."

"Reebok is the exclusive athletic brand worn by every player in the NFL and NBA and therefore adds great authenticity to a wide variety of our video games," said EA Director of Marketing, Tom Goedde. "This agreement brings Reebok's hottest new urban gear into NFL STREET 2, with more integration in EA's upcoming NBA STREET V3."

NFL STREET 2 will be the go-to destination for gamers who want to be the first to check out the newest Reebok gear. Key pieces from the NFL licensed apparel line and the Pre-Season Bringback footwear collection, including the Pump Paydirt Bringback crosstrainer, will be featured in the game.

rest of release with company gubbins

 

[Wario64]

Damn, now I gotta boycott Reebok

And how exactly are we scoring big?

 

[teiresias]

EA TO BUY BLIZZARD!!!

IN-GAME REEBOK, NIKE, FOOT LOCKER, AND MCDONALD'S BILLBOARDS SHOW UP ON WoW!!!!

 

[radioheadrule83]

REEBOK = TRADE FEDERATION!

 

[Kobold]

*burns shoes without taking them off

 

[cvxfreak]

I never bought Reeboks so this doesn't affect me.

...not like it would either way.

 

[Solid]

Damn, now I gotta boycott Reebok

My thoughts exactly :lol

Oh well, I've always been a Nike fanboy anyway

 

[Azih]

Never in my wildest fantasies would I have thought that I would ever score this big.

Thank you EA and Reebok for making my dreams come true.

 

[Deku Tree]

Next up, you have to watch 2-3 30 second ad's for EA's other titles while your game is booting up!

 

[Shig]

Didn't Nike buy Reebok? I seem to remember something to that effect... maybe it was someone else.

 

[DMczaf]

My thoughts exactly :lol

Oh well, I've always been a Nike fanboy anyway

Nike has been in NBA Live for a couple of years now, you've secretly been supporting EA!

Mwahahahahahha!

 

[mj1108]

Damn, now I gotta boycott Reebok

We need to start compiling a list of things we're boycotting:

1. EA
2. Reebok

 

[Firest0rm]

We need to start compiling a list of things we're boycotting:

1. EA
2. Reebok
3. Microsoft
4. Sony

LOVE LIVE NINTENDO

 

[bonesquad]

Well, now we know how EA plans to pay for their NFL agreement. At least we know Madden won't be 60 bucks now... it will just be full of sneeker and apparal ads.

 

[Miguel]

Nike has been in NBA Live for a couple of years now, you've secretly been supporting EA!

Mwahahahahahha!

:lol

 

[Crazymoogle]

Didn't Nike buy Reebok? I seem to remember something to that effect... maybe it was someone else.

Nothing that I've heard.

With regards to this thread though; no surprise to me. Reebok is the official footwear company for the NFL, so it only makes sense that their brands carry over to EA's football games.

 

[DopeyFish]

Reebok bought the Hockey Company

That's CCM, JOFA, KOHO.

Nike bought Bauer.

So... HOCKEY EQUIPMENT EXCLUSIVITY!

 

[moist]

Maybe Terry Tate will show up in a few EA games now......



we can hope

 

[GamePnoy74]

Reebok might have NFL Street but I think Nike had the NBA Street deal before:

 

[Christoff Yurievich]

Next up, you have to watch 2-3 30 second ad's for EA's other titles while your game is booting up!

sad but true

 

[Che]

So it's EA, Reebok and Ubisoft. Ain't missing much really.

 

[Fifty]

I wasn't sure I'd buy NFL Street 2....but after reading

NFL STREET 2 will be the go-to destination for gamers who want to be the first to check out the newest Reebok gear. Key pieces from the NFL licensed apparel line and the Pre-Season Bringback footwear collection, including the Pump Paydirt Bringback crosstrainer, will be featured in the game.

I'd be a fool to pass it up!

 

[Exis]

Two things make me think think this is ironic

A- Peter Moore was the CEO of Reebok

B- 85% of videogamers are not the most active folks.

-Exis