Athletics: Reebok Springs Into Marathon Season With Innovative Running Marketing Initiatives

Brand Launches the "Reebok Challenge," "Hometown Heroes Program" and "Mobile Running Tour" Nationwide

Canton, MA (March 15, 2004) - The weather is getting warmer and that means one thing - marathon season is quickly approaching. This spring, Reebok kicks off marathons in Boston and London with the "New England Versus England Reebok Challenge" - an interactive online race performance tracking system competition. Following this launch will be the debut of Reebok's "Hometown Heroes Program" - celebrating local running talents in communities throughout America. Also launching this spring, is the "Mobile Running Tour," hitting races across the nation with a fun, educational and interactive running experience.

Reebok Challenge: Ever dream of being out there in the lead, leaving competitors in the dust and being the first to cross the finish line? Now Reebok provides all runners, regardless of ability, with an opportunity to make that dream come true. Uniting the world through athletics, the brand debuts the "Reebok Challenge" - a groundbreaking online competition designed to allow runners of all abilities to compete on a level playing field. Beginning April 1st, participants can log on to www.reebokrunner.com to sign-up to be part of this exciting challenge. Encouraging all runners to participate, the "Reebok Challenge" will kick-off on April 18th during the biggest marathon weekend (Boston and London) in the "New England Versus England Challenge."

The challenge allows "Back of the Pack" runners to compete head-to-head with their peers and elite runners by calculating the age, height, weight and race performance of all participants to develop a measuring system. This mathematical system measures each participant's intrinsic effort. For example, in the "Reebok Challenge" a 210 lb., 5'4'' man who runs a 6-hr marathon in Boston can compete evenly against a 160 lb 6' man who runs a 3-hr marathon in London. Other USATF approved race distances, ranging from 5k to marathon, will also be approved qualifying distances to compete in the "Reebok Challenge." Demonstrating that hard work really does pay off, prizes for top male and female finishers will include Reebok treadmills, footwear and apparel. Winners will be selected each month in regional competitions, and a grand prize overall winner will be selected at the end of the year. The "Reebok Challenge" will conclude in January 2005.

Hometown Heroes Program: This program rewards local runners in communities throughout the US. With the goal of contributing to the running community on a local level, Reebok will sponsor top race participants who "outperform" in various towns and cities across the country. Each sponsored "hometown hero" will receive Reebok's Premier Series running footwear and apparel.

"The program will provide support for athletes who may not have the credentials to receive sponsorship on a national level, but are consistent top finishers within their hometown", said Michelle Ave, Reebok running marketing manager.

Mobile Running Tour: This program offers runners and spectators a unique running experience. Featuring four tour vehicles strategically placed in the north, south, east and west to target races throughout the US, the tour promotes Reebok's award winning Premier Series running footwear and apparel collections. Highlighting images of Reebok's latest Premier Series print advertisements, the sleek, futuristic looking tour vehicle brings the "Reebok Running Zone" -- a unique, outdoor, interactive environment -- to more than 1 million race participants and spectators. At the "Zone," consumers will be able to work one-on-one with certified Reebok running coaches to experience the five mobile tour pulse point stations: specialized foot assessment, footwear testing, virtual footwear and apparel shopping, a post-race photo opportunity, and a relaxing foot massage.

The Reebok "Mobile Running Tour" will hit more than 250 races, including the "San Diego Rock 'N Roll Marathon" in San Diego, CA, the "Capital 10K" in Austin, TX, the "Reebok Women's Triathlon" in Canton, MA, the "Mad City Marathon" in Madison, WI and the "US Navy Run" in Jacksonville, FL. During the week leading up to each race, Reebok coaches from each tour vehicle will contribute to the local running community by hosting educational running clinics, working with local running clubs, and holding in-store events at local running retailers.

Reebok International Ltd., headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport and Greg Norman Brands, and footwear under the Polo Ralph Lauren Brand. Sales for 2003 totaled approximately $3.5 billion. Reebok can be accessed on the World Wide Web at www.reebok.com.