FOR IMMEDIATE RELEASE

February 1, 2008

 

 

CONTACT:
Cara Bernosky

IMC Licensing

502.589.7655

cbernosky@imclicensing.com

 

 

 

KOOL-AID and Reebok Sign Footwear and Apparel Deal

 

LOUISVILLE, KY – Kraft Foods Inc.’s world-renowned KOOL-AID® brand will develop a complete collection of footwear and apparel in conjunction with Reebok.

The Reebok KOOL-AID Collection includes “Instant Classics,” Rebook Pro Legacy low-top shoes with the fruity scents of KOOL-AID built in with scent-infused sock liners. The sneakers come in 6 bright colors including KOOL-AID flavor favorites like grape, cherry, orange, lemon-lime and strawberry with suggested retail price between $50 and $75. The sole of the shoe also features the KOOL-AID logo and the brand’s iconic KOOL-AID MAN. 

The Reebok KOOL-AID Collection’s “Instant Classics” will be introduced February 1, 2008 at specialty footwear retailers across the US and Canada with additional Reebok KOOL-AID shoes and apparel to follow in April 2008. Scent-free apparel items will include t-shirts, hats and hoodies.

The deal was secured and negotiated by Kraft’s licensing agency, IMC Licensing.

ABOUT KRAFT FOODS

Kraft Foods is one of the world's largest food and beverage companies with annual revenues of more than $34 billion. For more than 100 years, Kraft has offered consumers delicious and wholesome foods that fit the way they live. Kraft markets a broad portfolio of iconic brands in 155 countries, including six brands with revenue of more than $1 billion, such as Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates. Kraft became a fully independent company on March 30, 2007, and is listed in the Standard and Poor's 100 and 500 indexes. The company also is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For more information, visit the company's website at www.kraft.com.

 

ABOUT REEBOK

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.reebok.com/corporate.

 

ABOUT IMC

IMC Licensing is the nation’s leading licensing agency specializing in consumer product brands. IMC Licensing turns brands into great new consumer products that delight consumers and expand the long-term value of our clients’ iconic trademarks.

In addition to Kraft Foods, IMC Licensing represents Valvoline, TABASCO and Wm. Wrigley Jr. Co. among others. For more information, please visit www.imclicensing.com.

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