Advertiser> Reebok

Based: Canton, MA

Agencies: Arnell Group took over from TBWA in 2002; Lowe, UK.

Global sales: Reached $2.5 billion US in 2001.

Ad sales: $55 million in measured media in the first 10 months of 2001 - globally $250 million on advertising annually.

US sneaker sales: Reebok has 11.9% of the footwear market.

Philosophy: Reebok's vector logo symbolizes performance, strength, style and attitude.

Agency strategy: Being highly creative in unexpected formats.

Commercial forte: Defying convention and soul-stirring.

Most fun/effective commercials: "Terry Tate: Office Linebacker" has spoken.

Favorite directors: Beletic, Rawson Thurber, Frank Budgen, Andrew Christou, Sophie Muller.

Awards: "Terry Tate" collected Gold Lion at Cannes.

What's next: New hip-hop/street cred positioning, signing 50 Cent and Jay-Z. As Arnell says, "There's a new swoosh in town."

Boards rock-o-meter: 9/10.

WEBFILES:
Reebok> http://www.reebok.com