"Reebok is thrilled to partner with Scarlett because she is a world renowned style icon and truly an inspiration for today's young women," said Reebok's President and CEO Paul Harrington. "Scarlett embodies the pulse points of our brand - individuality, authenticity and a life lived to the fullest in perpetual motion. These characteristics make her the perfect fit for our new women's footwear and apparel collection and also for our exciting new women's campaign."
Recognized worldwide for her fashion flair, Johansson was recently voted "Best Dressed" in an online poll conducted by Yahoo! A New York City native, Johansson has always had an affinity for fashion. "Reebok has a rich heritage in developing and designing cutting-edge women's product which makes them an ideal company to partner with to launch 'Scarlett Hearts Rbk'," said Johansson. "I am very enthusiastic about working with Reebok to design this line."
The partnership was secured with the guidance of Daniel Rosenberg, president of InVenture Entertainment, a New York-based entertainment marketing and motion picture/television production company. "Reebok's goal was to team up with an aspirational actress who embodies individuality and style, and I instantly thought of Scarlett," said Rosenberg, who was recently the Executive Producer of Spike Lee's "Inside Man" for Universal Pictures. "This partnership requires a creative and entrepreneurial spirit and Reebok has found that in Scarlett."
The William Morris Agency represented Johansson on this partnership. Further details of the Reebok and Johansson association are not being disclosed.
Scarlett "Hearts" Rbk features an aspirational collection of retro sport-inspired footwear and apparel with sophisticated detailing and unexpected twists. Reebok's new women's global advertising campaign will be unveiled in spring 2007. The campaign will include TV, print, online and OOH executions.
Johansson was born on November 22, 1984 and began garnering attention on screen for the first time in 1996 in "Manny & Lo." With more than a decade of work under her belt, the four-time Golden Globe nominee and BAFTA winner has proven to be one of Hollywood's most talented young actresses. She received rave reviews and a "Best Actress" award at the Venice Film Festival for her starring role opposite Bill Murray in "Lost in Translation," the critically-acclaimed second film by director Sofia Coppola. Johansson portrayed the title character in "Girl with a Pearl Earring," a film adapted from the novel of the same name about the painter Johannes Vermeer (Colin Firth).
Johansson will next be seen in the new Woody Allen film "Scoop," opposite Hugh Jackman, which opens on July 28, 2006. Following that, she will be seen in the Brian DePalma film "The Black Dahlia," opposite Josh Hartnett, which opens on September 15, 2006 and in the Chrstopher Nolan film "Prestige," opposite Hugh Jackman and Christian Bale, which opens on October 27, 2006. She also recently finished shooting the lead role in "The Nanny Diaries," based on the highly successful book.
Reebok International, based in Canton, Mass., is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the Reebok, CCM, Jofa, and Koho brands. For more information, visit Reebok at www.reebok.com.