Reebok Partners with 'Crooked Arrows' Movie
from press release
"Crooked Arrows," the first major motion picture to feature the sport of lacrosse, and Reebok on Monday announced a unique partnership deal that will revolutionize how commercial independent movies are produced and how they build brand partnerships.
Both "Crooked Arrows" and Reebok will deliver co-branded
messaging across nearly every major platform, from the beginning of
filming through the DVD release.
"Crooked Arrows" was able to attract a sponsor like Reebok because
of its unique funding and marketing strategy, which will establish
a new model for making commercial and independent films. The team
behind the film is raising all money for production and
distribution up front, guaranteeing to investors and brand partners
that the film will be seen on at least 250 screens.
"Big sponsors are looking for meaningful on-brand exposure and
assurances that their brand will be seen," said Jacques Vroom III,
President of VROOM3 and Marketing Director for "Crooked Arrows. "
"Starting to build a marketing strategy so early allows us to go
to a big brand, like Reebok, and provide much longer and stronger
marketing exposure."
The partnership between Reebok and "Crooked Arrows" will also
include a robust marketing partnership, including Reebok
integration and exposure in-film, DVD/Blue-Ray, on the ground,
online and wireless, including original co-branded short form
content to air online and on wireless. Reebok will also co-brand
"Crooked Arrows" on purchased media, across multiple sports
categories (not just lacrosse), through Reebok.com, Reebok's social
media networks and at retail. In addition, Reebok will provide
talent, apparel and equipment to enhance the production of the
movie.
"When 'Crooked Arrows' came to us, we saw it as a natural
forward-thinking partnership," said Chad Wittman, Head of Lacrosse,
Reebok. "Reebok has been involved in lacrosse for only a few years,
but have already seen the growth potential in the market.
Additionally, with the integrated marketing and guaranteed
distribution, we know that our product will see the inside of
theaters and will resonate with sports fans nationwide."
The highly anticipated movie, which will premiere in May 2011,
features lacrosse... the fastest-growing sport in the United
States. The film will highlight the tradition, culture, and intense
action of lacrosse, and will incorporate the existing "lacrosse
nation" directly in the movie. In an effort to create the most
authentic movie possible, the production team has involved Native
American players, pro leagues, the most credible players and
coaches and Reebok, the official sponsor of the National Lacrosse
League.
In "Crooked Arrows," the hero in the movie is a Native American,
who is eager to modernize his reservation, but must first prove
himself to his father, the traditional Tribal Chairman. He is
tasked with coaching the reservation's undisciplined high school
lacrosse team, competing against the better equipped and better
trained players of the elite prep school league, in order to
transform the team and rediscover his own spirit.
Filming will begin in spring 2010, with a theatrical release in
spring 2011.
