Reebok has teamed with Brightline Partners, an interactive television (iTV) ad agency, to launch a video-on-demand marketing campaign under the “I Am What I Am” banner.

Reebok will broadcast advertisements in Philadelphia that feature interviews with local hero Allen Iverson, as well as hip-hop stars Jay-Z and 50 Cent. TV audiences will then have the chance to see more of the stars by visiting Reebok on the on-demand menu.

“This first step in interactive TV advertising with VOD enables Rbk to maximize consumer access to, and the overall impact of, Rbk’s extensive library of content from celebrity endorsements,” says Jacquie Corbelli, CEO, BrightLine Partners. 

Marc Fireman, director of Interactive Marketing, Reebok, adds, “This campaign represents a natural progression for the ‘I Am What I Am’ campaign by further establishing Rbk as being on the cutting edge of content and technology. VOD enables us to extend consumer exposure and engagement with essential qualities of our brand far beyond what traditional television would allow.”