Scarlett Johansson Hearts Reebok

NEW YORK -- Reebok said Tuesday it has signed a multiyear contract with actress Scarlett Johansson to develop “Scarlett ‘Hearts’ Rbk,” a “fashion-forward, athletic-inspired footwear and apparel signature collection.” The line is schedule to debut in spring 2007 at high-end department stores and boutiques worldwide.Financial terms were not disclosed. Marketing support will include TV, print, Internet and outdoor. Mcgarrybowen, New York, is Reebok’s lead agency.The deal was brokered under the guidance of Daniel Rosenberg, president of InVenture Entertainment, a New York-based entertainment marketing and motion picture/television production company. The William Morris Agency represented Johansson on this partnership.“Scarlett embodies the pulse points of our brand—individuality, authenticity and a life lived to the fullest in perpetual motion,” Paul Harrington, president and CEO of Canton, Mass.-based Reebok, said in a statement about the 21-year-old actress. “These characteristics make her the perfect fit for our new women’s footwear and apparel collection and also for our exciting new women’s campaign.”Johansson’s resume includes such films as Lost in Translation and Match Point. Upcoming films include Woody Allen’s Scoop, Brian DePalma’s The Black Dahlia, Prestige and The Nanny Diaries.

Scarlett Johansson being a spokes model for Reebok does not seem like the best fit choice because when you think Scarlett you don't always think exercises and working out which is what your supposed to think when you look at Reebok. I think Reebok is just trying to find someone who is going to help them sell the clothing, by picking Scarlett they think the younger generation will purchase her clothing. Its a smart marketing strategy but it might not work out in their favor. The chief executive of Reebok Paul Harrington says that the reason they signed Scarlett is because she is a style Icon. I do agree that Scarlett does know how to look nice at awards shows it doesn't mean that she will be able to appeal to people who are looking to buy sports gear. Along with being the face of this line Scarlett will also be designing a few of her own pieces.

-- Olga Karaseva