Reebok will be introducing their 9K product line of equipment and 10K lacrosse sticks through the independent sports film, Crooked Arrows. Crooked Arrows, the first motion picture to focus on lacrosse, began talks with Reebok executives last year. The last time we saw a company capitalize on a branding opportunity in a sports movie was Easton Sports for Mighty Ducks.
The relationship between the two entities will undoubtedly promote the movie as well as Reebok lacrosse while also introducing the sport to a wider fan base.
“Normally to raise money, you take a movie to festivals and pray someone picks it up for distribution,” said Jacques Vroom, president of movie-marketing firm Vroom3 and marketing director for “Crooked Arrows.” “With independent movies, the reality is these deals are rare, but a little money in return for product placement leaves a lot of opportunity for the film and where it can be seen.”
Reebok’s financial support guarantees the movie will be seen in at least 250 theaters in 2011.
Read the full article at Advertising Age.
