New theme for Reebok

In its largest marketing effort in a decade, Reebok (RBK) will mobilize a diverse lineup of stars — from sports to hip-hop — to promote the No. 2 sneaker marketer as the brand for young consumers.

The athletic-wear giant Thursday will unveil an estimated $50 million global ad campaign starring such personalities as U.S. tennis ace Andy Roddick, British double gold medal runner Kelly Holmes, rappers Jay-Z and 50 Cent, NBA stars Allen Iverson and Yao Ming and TV and film star Lucy Liu.

"Every other sporting goods commercial is about buying the shoe to become something you're not. This is about being yourself," Roddick said in a phone interview.

Ads will begin appearing in March on TV, in magazines and movie theaters and on billboards in markets including New York, Los Angeles, London, Paris and Tokyo.

Article: USA TODAY