Gamers Score Big!

Reebok Takes it to the Street with New EA Multi-Title Deal

Dec 22, 2004, 00:00 ET from Reebok International Ltd.

    CANTON, Mass., Dec. 22 /PRNewswire-FirstCall/ -- Marking a first for the
 brand, Reebok (NYSE:   RBK) announces a multi-title agreement with Electronic
 Arts Inc. (NASDAQ:   ERTS).  Reebok's sponsorship with EA will debut in the
 highly anticipated EA SPORTS BIG(TM) branded NFL STREET 2 game that hits
 stores on December 26th.  While playing, gamers will have the exclusive chance
 to be the first to check out the latest Reebok gear before it launches at
     Taking customization to a whole new level, NFL STREET 2 allows gamers to
 choose from nine new interactive game modes including "Own the City" and
 "Crush the Carrier."   Hidden within the game are secret codes to access fun
 new characters such as street skateboarder standout and Reebok endorsee,
 Stevie Williams.  More exciting than ever before, the game features new high-
 flying football moves. Reebok's top NFL receivers such as Tory Holt will have
 the super-human ability to run off walls while iconic Reebok quarterbacks like
 Peyton Manning will be able to leap off buildings to change passing lanes.
     "Reebok is excited to partner with the global leader in entertainment
 software -- EA," said Reebok's Vice President of Integrated Marketing, Brian
 Povinelli.  "Our goal of enrolling youth into the brand through sports,
 entertainment and technology manifests itself perfectly in games like this.
 It's an important and extremely effective part of our integrated marketing
     "Reebok is the exclusive athletic brand worn by every player in the NFL
 and NBA and therefore adds great authenticity to a wide variety of our video
 games," said EA Director of Marketing, Tom Goedde.  "This agreement brings
 Reebok's hottest new urban gear into NFL STREET 2, with more integration in
 EA's upcoming NBA STREET V3."
     NFL STREET 2 will be the go-to destination for gamers who want to be the
 first to check out the newest Reebok gear.  Key pieces from the NFL licensed
 apparel line and the Pre-Season Bringback footwear collection, including the
 Pump Paydirt Bringback crosstrainer, will be featured in the game.
     Electronic Arts Inc. (EA), headquartered in Redwood City, California, is
 the world's leading interactive entertainment software company. Founded in
 1982, EA posted revenues of $2.96 billion for fiscal 2004. The company
 develops, publishes, and distributes interactive software worldwide for video
 game systems, personal computers and the Internet. In 2003, EA had 27 titles
 that sold more than one million copies. Electronic Arts markets its products
 under three brand names: EA SPORTS(TM), EA GAMES(TM) and EA SPORTS BIG(TM).
 EA's homepage and online game site is More information
 about EA's products and full text of press releases can be found on the
 Internet at
     Reebok International Ltd., headquartered in Canton, MA, is a leading
 worldwide designer, marketer and distributor of sports, fitness and casual
 footwear, apparel and equipment under the Reebok, Rockport, CCM, JOFA, KOHO
 and Greg Norman Brands and footwear under the Polo Ralph Lauren Brand. Sales
 for 2003 totaled approximately $3.5 billion.
      Reebok Public Relations
      Diane Pelkey (781) 401-7790
      Carla Stellman (781) 401-7731
      EA Public Relations
      Trudy Muller (650) 628-7323

SOURCE Reebok International Ltd.