March 20th, 2008

When Celebrities and Athletes Make Short Films

By Adam Huras
National Post (Canada)

What happens when you give HBO Entourage star Emmanuelle Chriqui a camera? Apparently, you get three minutes of Golden State Warriors point guard Baron Davis in a tank top and hot pants on roller skates dancing to ‘70s disco on a boom box.

It’s also called the newest Reebok marketing venture.

Reebok has partnered with the IFC cable network for a series of celebrity interview produced by a new entertainment arm of the shoe company.

The series, entitled Framed, includes six episodes where celebrities tell a story of an athlete who is wearing Reebok clothing. Singer Nelly shows us how playing cards and basketball are similar for Allen Iverson, while actress Paz Vega (Spanglish) directs an interview with soccer player Thierry Henry, amongst other athlete/celebrity mismatches.

They call it branded entertainment — programming that sells clothing more subtly than the typical interruptive TV commercial. But click on the image above and try to determine what exactly Davis is trying to sell. 

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