Reebok, which was recently purchased by fashion conglomerate Adidas *, is branching out.

Reebok continues its "I Am What I Am" campaign, this time adding Philly's Stevie Williams * and his DGK skate crew to the mix. Williams signing up marks the first time that Reebok has had a professional skateboarder on its athletic roster. Other Reebok representatives include Nelly, Allen Iverson, Jay Z, Stevie Williams, Curt Schilling, and Yao Ming.

The company's multi-year partnership with Williams will include an extensive line of skateboarding footwear and apparel called DGK (Dirty Ghetto Kids).

Featuring elements of a skate vibe, the footwear and apparel collections "will reflect Stevie Williams' unique style and flavor". The collections are planned to launch this fall. In addition, Stevie Williams and Reebok are currently developing an integrated global marketing and grassroots campaign to promote DGK.

"Stevie represents the type of authenticity and individuality that Rbk stands for," said Reebok's Chief Marketing Officer, Dennis Baldwin. "The sport of skateboarding continues to become more and more important to today's youth and Stevie's particular style fuses genuine street credibility with world class athleticism. Reebok is excited to be participating in skate culture and Stevie is the ideal partner for our new endeavor."

"Skating is what I do, it's who I am and Reebok recognizes that," said Williams. "It's cool to be part of the same team as artists like Jay-Z and ballers like Iverson who just get out there everyday and do what they do best."

DGK is also running a skateboard design contest through November 1, 2005 *, with the winner receiving a deck with their design design plus a limited edition shoe.

Williams has been referred to as the "Allen Iverson of skate." A South Philadelphia * native, Williams grew up on the streets, skating in the city's Love Park * with dreams of turning pro. Today, Williams' dream has come true and he now spends his time skating in Los Angeles *.

In California *, Williams has found himself leading a sport-wide change in skateboarding towards street skating. Unlike traditional vert skating with it's organized half-pipes, street style is an aggressive combination of challenging stunts and technical moves on the board

The “I Am What I Am” promotion was originally created by the New York * advertising agency Mcgarrybowen.

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. Reebok sales for 2003 * totaled approximately $3.5 billion.

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