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Scarlett Johansson designs for Reebok

By FashionUnited

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Golden girl Scarlett Johansson has signed on to design and market an athletic-inspired sportswear and footwear line for US athletic giant Reebok. The new line is called "Scarlett (Hearts) Rbk". The actress admits to not having an athletic bone in her body, and the partnership is also unprecedented for Reebok. "This is definitely new and different for us," said Reebok president and chief executive Paul Harrington. "This hits the sweet spot of our major women's initiative that I announced in April." Johansson has signed a contract for three years for an undisclosed amount and will be involved in every process of developing and selling the line. "I like to do yoga and stretch out, so we will probably do a bunch of stuff for that," Johansson told WWD. "I like the idea of exercise and aerobics being glamorous: Olivia Newton John and women exercising in false eyelashes." She wants the emphasis to be on the feminine cut. "There is so much pressure to look a certain way and be thin, and I think part of that comes from fitting into the clothing or not fitting into clothing," says the famously voluptuous star. "I am basically designing clothes for my friends, and a lot of my friends are also regular girls with lovely curves and feminine figures."

Reebok, now a subsidiary of athletic concern Adidas, has run campaigns with actresses and rappers, while Adidas has joined forces with rappers and international designers Stella McCartney and Yohji Yamamoto. Both companies have signed athletes to endorse their products. Together, they have total sales of $11 billion.

Harrington believes that Johansson is a good fit for the company, despite not being an athlete or regular gym-goer. He told WWD she is "relevant with our consumer - a multidimensional woman with a busy life, an independent spirit and an authentic persona." He did not reveal any volume projections. "I don't think it's a volume play. It's about how Scarlett attaches to the brand, which affects not just her line."

The company will distribute the line to high-end department stores and boutiques in the US , Europe and Asia . Although prices have not yet been determined, Harrington indicated they would be similar to other sportswear lines sold in such stores. The line targets women between the ages of 16 and 35 and Johansson prefers to keep the prices reasonable. "I want to buy things at affordable prices, especially if it's a T-shirt," she says. "What makes Reebok great is it is all going to be affordable."

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