Reebok’s latest branded entertainment project is a sponsorship of a new ESPN reality series that aims to make over a losing high school football team — including a complete line of Reebok gear. The show, which begins airing tonight, will also feature several Reebok-endorsing athletes who will make guest appearances, and then share their experiences on Reebok’s Web site. Reebok has been a leader in product placement and branded entertainment initiatives. It has integrated its shoes and apparel into TV shows, movies and video games, and created its own branded entertainment with 2003’s “Terry Tate, office linebacker” short films, which relied heavily on the Web for a viral element.
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