Arsenal striker Thierry Henry ditches Nike for Reebok

by Suzanne Bidlake, Brand Republic 11-Apr-06, 15:10

LONDON – Arsenal striker and French international Thierry Henry is ditching Nike and switching to rival Reebok in a five-year global deal from August 1.

The Arsenal and French international striker will front Reebok's "I am what I am" campaign, but M&C Saatchi Sponsorship London, which worked on the deal, would reveal no further details as to the cost or scope of the signing.

"Nothing has been confirmed as to whether we'll create a new ad campaign or not," a spokesman for Reebok said. "We can't talk about it any more until August 1."

Leagas Delaney is Reebok's European football ad agency.

Paul Harrington, Reebok's president and chief executive, said: "We will market [Henry] in ways that demonstrate to Europe and the world the perfect fit that lies between Reebok and Thierry. His public stance against racism and his commitment to social issues outside of football epitomise our 'I am what I am' brand campaign."

Henry joined his football rival Rio Ferdinand earlier this year to star in an ad campaign, backed by Nike, that urged fans to speak out against racism in the game. "Stand up, speak up" was created by Wieden & Kennedy, Amsterdam.

Meanwhile, Reebok has come under fire from groups including anti-gun charity The Disarm Trust for US-produced ads they claimed glorified gun culture and preyed on "impressionable black males". The ads, which ran last year, featured rapper 50 Cent referring to the fact that he had survived being shot nine times.

Henry's contract with Nike continues until the end of the sports brand's World Cup 2006 ad push in July. In recent years, Henry has also been the face of Renault Clio and Pepsi.

His signing to Reebok follows the brand's acquisition by Adidas-Salomon in a £2.1bn deal finalised last January and designed to further challenge market leader Nike.

Separately, Adidas chief executive Herbert Hainer has revealed the company plans to put additional focus on its Stella McCartney-designed range in a move to attract more female consumers.

It has also signed an 11-year-deal with the National Basketball Association in the US in which it will provide the official NBA uniform and clothing and will open a co-branded shop in New York. Adidas was already an NBA marketing partner and Reebok has been the NBA's exclusive uniform and clothing provider for the past five years.

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