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In the News Index

Source: Yahoo Financial News
Date: December 16,2004
Byline: Reebok International Ltd.

Reebok Rips into the Skateboarding World

In a Company First, Brand Lands Skateboarder Standout, Stevie Williams

CANTON, Mass., Dec. 16 — Known in skate circles as one of the greatest street skateboarders of all time, Stevie Williams is the newest member of the Rbk family. Broadening the brand's reach into the skate culture most heavily prevalent on the West Coast, the multi-year partnership will include an extensive line of skateboarding footwear and apparel called DGK (Dirty Ghetto Kids). DGK is a brand extension of William's skateboarding decks. This new collaboration with Williams marks the first time that Reebok has had a professional skateboarder on its athletic roster.

Featuring the elements of a true skate vibe, the footwear and apparel collections will reflect Stevie Williams' unique style and flavor. The collections will launch next fall and will be available in select skateboard shops and other footwear stores nationwide. Stevie Williams and Reebok are currently developing an integrated global marketing and grassroots campaign to promote DGK.

"Stevie represents the type of authenticity and individuality that Rbk stands for," said Reebok's Chief Marketing Officer, Dennis Baldwin. "The sport of skateboarding continues to become more and more important to today's youth and Stevie's particular style fuses genuine street credibility with world class athleticism. Reebok is excited to be participating in skate culture and Stevie is the ideal partner for our new endeavor."

"Skating is what I do, it's who I am and Reebok recognizes that," said Williams. "It's cool to be part of the same team as artists like Jay-Z and ballers like Iverson who just get out there everyday and do what they do best."

Williams has often been referred to as the "Allen Iverson of skate." A South Philadelphia native, Williams grew up on the streets, skating in the city's famed Love Park with dreams of turning pro. Today, Williams' dream has come true and he now spends his time perfecting new tricks in Los Angeles. In California, Williams has found himself leading the sport-wide change in skateboarding towards street skating. Unlike traditional vert skating with it's organized half-pipes, Williams street style is an aggressive combination of challenging stunts and technical moves on the board.

Reebok International Ltd. (NYSE: RBK — News), 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 and footwear under the Polo Ralph Lauren Brand. Sales for 2003 totaled approximately $3.5 billion. homepage

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