Thursday
Dec032009

Allen Iverson's Return To Philadelphia Rings Marketing Bell For Reebok, 76ers

Iverson will be wearing his No. 3 Philadelphia jersey for the first time since 2006.December 3, 2009: The return of Allen Iverson to Philadelphia already has the earmarking of a mini-marketing surge. The Philadelphia 76ers said during a press conference on Dec. 3 staring prodigal son Iverson - now in his second stint with the NBA team following his trade to the Denver Nuggets in 2006 and then stints with the Detroit Pistons and Memphis Grizzlies -  that they had more than 327,600 page views on their Web site on Dec. 2 after his signing became official, up from 36,000 on Nov. 25 (the previous Wednesday). The team also said that Iverson's official No. 3 adidas jersey is scheduled to be on sale at the team’s merchandise store on Dec. 7, when he is scheduled to play in his first game in Philadelphia against the Nuggets.

Also excited about Iverson's return is adidas division Reebok, for which Iverson has been a lead endorser since he joined the Sixers out of Georgetown University in 1996. Iverson signed a 10-year, $50 million deal with Reebok that year, then extended it to a lifetime deal in 2001. Also among his other deals was Glaceau Vitaminwater, which has since expired.

"Reebok is thrilled Allen Iverson will be returning to Philly to reunite with the team and fans who helped make him the 10-time All-Star he is today,"  Todd Krinsky, Reebok's head of sports and entertainment marketing, said in a statement. "Allen has a very special relationship with Sixers fans that have always stood by him throughout his career."

Reebok said it would celebrate Iverson's return to Philadelphia by re-releasing his first basketball shoe, The Question.

Iverson will try to reclaim some of the glory that made him the 2000-01 NBA MVP as well as magazine cover subject."Allen has been an important member of the Reebok family since he joined the NBA in 1996, the year he debuted his first Reebok basketball shoe – The Question," said Krinsky. "Allen enjoyed a tremendous career with the Sixers wearing the Question and subsequent Answer series, scoring an average of 27 points through more than 10 seasons. In honor of Allen’s highly anticipated return to the Sixers, Reebok is launching a special, limited-edition collection of the original white/red Question. The first time Allen wore the Question was with the Sixers, so it is fitting that the return of the shoe comes with Allen’s return to his team."

Rebook said that Allen would wear The Question during his first home game. We know Philly fans will enjoy watching his distinct style of play that makes him the one and only Allen Iverson. As always, Reebok is behind Allen every step of the way."

Reebok endorsers also include Yao Ming, Jamal Crawford, Eddie House, Jason Terry and Al Jefferson.

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