Word: reebok
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...REEBOKS are just shoes. Unless you believe the new Reebok ad campaign which depicts them as symbols for American society...
...attempt to transcend the image of Reebok as just an exercise shoe. In quoting Emerson, the ads exploit a key aspect of American society. We thrive on thinking of ourselves as original, as rebels. What the Reebok ads deftly obscure is the fact that buying Reeboks is not an act of individualism but an act of conformity. The U.B.U. ads conflate being a good shopper with self-reliance. They speak to Yuppies...
...Reebok, with particularily canny marketing genius has pinpointed precisely this exacting clientele. In many ways, Reebok is the ultimate conformist shoe. But Reebok is exploiting the notion that we can distinguish ourselves as individuals according to what is in our closet, on our shelves or in our refrigerator or garage. Buy these shoes, the ads tell us, if you really know what you want...
Bopping down Wilshire Boulevard in his Reebok tennis shoes, black Lycra biking shorts, a clean T shirt, red wristbands, sunglasses and a Panama hat, big Tim Brown doesn't look like a typical Santa Monica, Calif., beggar. And he's not: at 6 ft. 3 in., the former Golden Gloves boxer and current alcoholic is an intimidating presence as he accosts pedestrians and dashes into traffic to knock on car windows. "You have to make them scared enough so they'll give you what they have in their pockets," says Brown, explaining the activist panhandling philosophy that he says...
...goods and clothes to guests at no extra charge. In several cases, the manufacturers provide the merchandise free in an effort to snare new customers. Boston's Ritz-Carlton offers Rockport walking shoes, Spalding baseball equipment and Canadian Royal skates. The rival Four Seasons Hotel in Boston hands out Reebok shoes. At the RiverPlace Alexis Hotel in Portland, Ore., guests can don Nike jogging suits and shoes. The sporting-goods company, based in nearby Beaverton, is negotiating with three leading hotel chains that are interested in offering Nike products nationwide...