Reebok and Basketball Icon to Unveil New Answer IX Shoe, Debut New Ad, and Announce Scholarship Program at Exclusive Launch Event

Courtesy of Reebok

Some things just seem to get better with time, and that sure is the case for Philadelphia 76ers star Allen Iverson. In celebration of Iverson’s success, strength and determination throughout his decade-long career as an NBA superstar and with Reebok, the brand will hold a “10 Year Anniversary” event to launch the latest shoe in the Iverson signature footwear collection – the Answer IX. At the event, Reebok will also unveil a limited edition three-shoe “Anniversary Collection,” featuring Iverson’s favorite shoes of all time. In addition, Reebok will debut Iverson’s new television ad, “10 Years of Heart.”

As a tribute to Allen Iverson, Reebok has created the “Allen Iverson/Rbk Scholarship Fund.” During each of the next five years, one $10,000 scholarship will be given to a local Philadelphia high school student who embodies authenticity and individuality - the core values of Iverson and the Rbk brand. The “Allen Iverson/Rbk Scholarship” will be awarded to a student who, like Iverson, is not afraid to be true to themselves and follows their own unique path to greatness. Allen Iverson, Reebok and BELL (Building Educated Leaders for Life) will work together to select the recipient each year. BELL's mission is to increase the academic achievements, self-esteem and life opportunities of children living in urban communities.

The 2005-06 season marks the 10th season for Allen Iverson, making him one of the NBA’s longest tenured active players to play for one team. According to the Elias Sports Bureau, there are only three other active NBA players in his company – Minnesota’s Kevin Garnett is entering his 11th season, while Kobe Bryant and Zydrunas Ilgauskas are entering their tenth seasons. Locally, Iverson and Philadelphia Eagle Brian Dawkins (10 years) rank behind the Phillies’ Mike Lieberthal for longest tenured Philadelphia athlete to play for one team.

On October 17th, celebrities and VIPs will be in attendance at the official Answer IX launch event at New York City hot spot – The Canal Room. As the start of the 2005-06 NBA season nears, Iverson looks to continue to add to a legacy that has seen him be named NBA Rookie of the Year, NBA Most Valuable Player, NBA scoring champion, USA Basketball Olympian, and two-time NBA All-Star Most Valuable Player.

"Reebok believed in me from day one," said Iverson. "They took a chance on me when a lot of people were questioning whether or not I would make an impact on the game. Ten years later, with an NBA MVP award and leading the league in scoring four times, it looks like Reebok made the right decision."

"Reebok and Allen Iverson have been family in every sense of the word for 10 years now," said Paul Fireman, Reebok chairman and CEO. "The loyalty Allen has to our brand has made us partners for life and the passion Allen has shown for basketball makes him one of the very best players in the game today.”

The Answer IX is the tenth shoe in the Iverson collection and the first to feature Reebok’s innovative “The PUMP” customization technology. Available on November 4th, for a suggested retail price of $125, the Answer IX will have an adjustable switch that allows “The PUMP” technology to be turned on or off.

Taking inspiration and design cues from Allen’s two favorite shoes of all time, The Question and Answer IV, the Answer IX is a hybrid of innovative performance technology and fashion-savvy style. "Our goal each year is to provide consumers with product that truly reflects Allen’s personality on and off the court," said Todd Krinsky, Reebok’s vice president of Rbk. "It’s truly an honor for Reebok to be partnered with such a premier athlete and to drive one of the most successful basketball franchises in the marketplace today.”

Marking a basketball industry first, the Answer IX provides consumers with the next evolution of The Pump technology. The shoe provides a custom fit by surrounding the foot with an automatic, form fitting air chamber. Inflating the chamber causes the shoe to form to the exact shape of the consumer’s foot.

A large volume Pump actuator is located inside the heel of the shoe. When the consumer takes approximately five steps the Pump actuator is compressed and causes the shoe to automatically inflate. The shoe pumps up until the air chamber is inflated enough to form a custom fit around his foot. This inflation causes the shoe to form to the exact fit of the foot.

In addition to the launch of the Answer IX, Reebok will also re-release a limited edition “Anniversary Collection.” Featuring three of the most successful shoes in the Iverson series – The Question, Answer I and Answer IV, the special anniversary package will be available at athletic specialties and select directional accounts. The Question, originally released in 1996 as Iverson’s first shoe, will be available beginning February 10, 2006, for a suggested retail price of $100. The Answer I, the first shoe of the Answer collection, will be available on February 24, 2006, for a suggested price of $125. The Answer IV, the shoe Iverson wore when he won league MVP, will hit stores on March 10, 2006 for a suggested retail price of $115.

To support the Answer IX release, Reebok will unleash a provocative and inspirational national print, broadcast and interactive marketing campaign. Created by New York advertising agency mcgarrybowen, the television ad premiers on ESPN on Tuesday, October 18th. The spot will run in a 30-second execution and was directed by acclaimed music video director Jessy Terrero. In addition to airing on ESPN, the TV spot will also run on BET, MTV, Spike TV, UPN and the Cartoon Network beginning on November 2nd. Ads will also run on select radio outlets throughout the country, in out-of-home, online and in print executions in Slam, ESPN the Magazine, Stuff, Dime and School Sports.

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 on the World Wide Web at www.reebok.com.