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Reebok in global partnership with F1 driver Lewis Hamilton to launch new Reebok technology

17-July-2008
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Reebok in global partnership with F1 driver Lewis Hamilton to launch new Reebok technology

Reebok and driving ace Lewis Hamilton have announced a multi-year partnership making Lewis the new Reebok brand ambassador. Reebok has also unveiled ‘The Athlete within the Driver,’ a rare insight into Hamilton’s demanding fitness regime.

“Lewis is synonymous with individuality, creativity and self expression, which is reflected in our brand. He is one-of-a-kind, a true challenger, and this perfectly reflects the spirit of the Reebok brand,” said Subhinder Singh, Managing Director, Reebok India.

Puneet Sewra, Senior Brand Manager, Reebok India, said, “We will be doing advertising with Hamilton in the near future, but is too early to speak on the details as we have just signed him on. Globally, Mcgarrybowen is the agency for Reebok, while in India McCann Erickson is handling the creative duties.”

Reebok and Hamilton presented a visually spectacular glimpse into the F1 racer’s precision-based training schedule, revealing how each muscle Hamilton uses is affected in competition and the performance benefits of Reebok’s Smoothfit technology.

SmoothFit is a unique technology that eliminates all exposed stitching and bonding in shoes and apparel to reduce the amount of abrasion against the foot and body. This delivers the ultimate in comfort, allowing the wearer to train for longer without the risk of blistering or irritation.

Commenting on his global partnership with Reebok, Hamilton said, “I am very excited to be the newest member of the Reebok family, joining top athletes like Thierry Henry, Yao Ming, Allen Iverson, Amir Khan, Carolina Kluft, and many more. The athletes from around the world who make up the Reebok family do it their way and are not afraid to stand out from the crowd. Also, the products Reebok creates for these top athletes provide them with a real competitive advantage.”

Reebok’s sports icons roster also includes cricketers MS Dhoni and Rahul Dravid, women’s tennis star Jelena Jankovic, and NHL star Alexander Ovechkin.

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