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Reebok introduced immediately its signing of Chicago Bears quarterback Justin Fields, the 24-year-old phenom who’s already damaged franchise and NFL data throughout his two seasons within the league.
“Qualities like his large power and daring risk-taking mentality have at all times stood out to us,” says Reebok CEO Todd Krinsky. “On the sector, Justin is doing issues otherwise and redefining the function of quarterback. Equally, we like to think about ourselves as a model who’s doing issues otherwise, zigging the place different manufacturers are zagging.”
Information of the deal was first reported by Bears beat author Daniel Greenberg in June.
The long-term partnership between Fields and Reebok represents a brand new technique for the sneaker firm, which is intent on re-establishing a presence in staff sports activities and broadening its roster of athlete endorsers.
“Reebok’s re-emergence in staff sports activities is an enormous funding for the model and has been one thing we instantly needed to get to work on as soon as we had been purchased by Authentic Brands Group,” says Krinsky. “It’s one thing we’ve needed to do as a model for a very long time, and now beneath new possession, are lastly given the runway to have the ability to make a critical play at it.”
The conversations between Reebok and Fields started in February 2023, however the Bears quarterback has a historical past with the model that goes again nicely past that. Throughout his adolescence within the 2000s, Reebok became the official apparel licensee for the NFL, its gear dominating the professional soccer from 2002 to 2012.
“I grew up watching the NFL, so simply seeing them within the league and sort of being the model of the NFL again then was positively cool to see,” Fields says. “Positively used to rock Reebok again within the day, I’d say since 5 – 6 years outdated, so fairly younger age.”
Rising up, he says, he wore the signature Reebok footwear of NBA superstars Allen Iverson and Shaq. Since signing to the model, he’s had conversations with each of them.
Fields was initially meant to journey to Reebok’s headquarters in Boston for the preliminary pitch, however the model ended up coming to him in Chicago. There, they specified by a presentation what Reebok may do with Fields.
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