Reebok is planning its first athletic shoes connected to specific female athletes, reports Advertising Age. The new "Dime" (as in "turn on a . . .") will be linked to Saudia Roundtree of the American Basketball League; other models will be linked to Rebecca Lobo of the Women's National Basketball Association; and soccer players Julie Foudy and Michelle Akers.
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"What's happening is that women have become able to . . . get a visibility they've never had before," said Jo Harlow of Reebok. "This plays into a huge sales opportunity, because when you have a hero/role model, you have a strong desire to look like that hero, be like that hero and wear what that hero wears."- Leah Garchik