Devil is in details for edgy Reebok campaign

02/17/2006 | Modesto Bee (Calif.), The

Reebok International's edgy "I am what I am" campaign, whose spots feature the devil and controversial rapper 50 Cent, has helped boost sales, especially among younger consumers, amid criticism that the ads are racist and violent. The question remains whether Reebok's new owner, adidas-Salomon AG, which spent $3.8 billion to acquire the footwear company, will continue to make the same pitch or try a new strategy.

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Modesto Bee (Calif.), The

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