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REEBOK GETS THE PICTURE…BRAND PREMIERES “FRAMED”-- AN ORIGINAL TV SERIES FROM REEBOK ENTERTAINMENT -- AT EXCLUSIVE SCREENING EVENT AT TRIBECA CINEMAS IN NEW YORK CITY


Superstar Athletes and Entertainers including Baron Davis, David Ortiz, Allen Iverson, Thierry Henry, Nelly, Emmanuelle Chriqui, Paz Vega and Many More to be featured in Hot New Show to Air on IFC


Canton, MA (November 13, 2007) – Everyone has a story, what matters is who tells it… On Monday, November 19th, screen star Emmanuelle Chriqui and basketball icon Baron Davis will host an exclusive screening of “Framed” at Tribeca Cinemas for select media and film students. A first-of-its-kind television series created by Reebok Entertainment, “Framed” provides viewers with an unfiltered, real view of the biggest names in sports and entertainment both on and off the field, court and screen. Reebok Entertainment is a new division of the brand that encompasses all areas of entertainment, including music, arts and film. Marking Reebok Entertainment’s first venture into the world of television, “Framed” will air exclusively on IFC beginning December 14, 2007 throughout March 2008.

Created in partnership with Carat/MY Entertainment and Roadside Entertainment, “Framed” tells the unique stories of some of today’s top athletes from the perspective of some of Hollywood’s hottest stars. Celebrities featured in the original series include NBA All-Star Baron Davis “framed” by television and screen star Emmanuelle Chriqui, legendary basketball star Allen Iverson “framed” by music icon Nelly, one of the best global football players in the world Thierry Henry “framed” by acclaimed actress Paz Vega, NFL “Rookie of the Year” Vince Young “framed” by famed actress Regina King, and World Series winning baseball great David Ortiz “framed” by comedian Carlos Mencia. World-renowned tennis phenom Jelena Jankovic will also be “framed” in the upcoming months by a “soon to be announced” Hollywood star.

The cutting-edge, new show captures the compelling journey of entertainment icons becoming first-time directors and professional athletes making their debut on the big screen. Each half-hour episode will follow the athlete/entertainer pair over two days as they get to know each other during the intricate film making process that culminates in the premiere of a short film.

“Reebok enjoys strong partnerships with some of the biggest names in sports and entertainment and through our first original television series ‘Framed,’ we can show consumers sides to these global icons often unseen,” said Reebok’s Head of Sports and Entertainment Marketing, Todd Krinsky. “We are thrilled to be able to bring together Hollywood talent and our roster of top athletes to create a unique viewer experience that lives outside of traditional advertising.”

“I always wanted to direct, but I didn’t think it would happen this soon,” said Emmanuelle Chriqui. “The aspect that inspired me the most to star in ‘Framed’ was that fans would see me in a situation most people wouldn’t recognize me in,” added Baron Davis.

“This is an exciting collaboration for IFC,” said IFC’s General Manager Evan Shapiro. “Our mission is to provide a platform for independent voices, so we are delighted to join forces with Reebok to offer six talented first-time directors the chance to realize their own vision. ‘Framed’ is a fresh, innovative and completely original series that offers IFC’s discriminating audience a window into the creative mind.”

Each “Framed” episode was shot in a location that has personal meaning and relevance to the celebrities featured. For example, Baron Davis was shot in two locations that he is passionate about, Los Angeles and Las Vegas. Thierry Henry was shot in his new home city of Barcelona, Spain. Allen Iverson was shot in Atlanta because it is one of his favorite cities and where he spends a lot of time in the off-season, and Vince Young was shot in his hometown of Houston, Texas as well as in Austin where he is a true living legend. 

Reebok International Ltd., headquartered in Canton, Massachusetts, 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 multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at www.rbk.com.

IFC is the only brand to operate in every area of independent film to include television, production, financing, distribution, digital, On Demand and exhibition. IFC uses its unique cross-platform position to broaden the audience of independent film and to provide independent filmmakers with a strong voice. IFC is comprised of: The Independent Film Channel, the first and most widely distributed network dedicated to independent culture, 24 hours a day, uncut, and uncensored; and IFC Entertainment, a division that owns and manages IFC Films, a theatrical feature film distribution company; IFC First Take/IFC in Theaters, a day and date theatrical feature film/VOD initiative; the IFC Center in New York City; IFC Productions, a feature film production company; and IFC Entertainment, which owns and operates a film library.


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