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VY Electrifies... with New Signature Reebok Cleat.

Reebok Launches the VY Electrify, Vince Young's First Ever Signature Footwear Collection

CANTON, Mass. -- Reebok, the authentic outfitter of the NFL, today announces the launch of the VY Electrify football cleat and trainer. The shoes, appropriately named for one of the most explosive and dynamic young quarterbacks in the league, Titans QB Vince Young, are available nationwide at Dick's Sporting Goods stores and online through DicksSportingGoods.com.

The VY Electrify line consists of three styles of football cleats: The VY Electrify SD3, M3 and AT cleats, as well as the VY Preseason Trainer. The VY Electrify cleat is the ultimate in high performance footwear. Key features and benefits of the shoe include Reebok's The Pump Technology for customized fit and protection and an external heal counter, which provides outstanding heal lock and comfort. In addition, a new, two-piece detachable speed plate with Reebok's HardLink arch stability provides the ultimate in support and fit. The Reebok engineered two-piece plates are an innovative approach to reducing weight while providing superior torsion rigidity and flexibility. Finally, Reebok's MorTrac FGT aluminum-tipped cleats provide the athlete with significantly better traction on grass and field turf than regular cleats.

To support the launch of the VY Electrify, Reebok and Dick's Sporting Goods are teaming up on a full-fledged national marketing campaign that incorporates retail, direct mail and advertising. Young filmed a TV commercial for the new line at LP Field and the Tennessee Titans practice facility in Nashville, TN. The spot is a retrospective focusing on Young's football career from Pop Warner through the pro ranks.

"I'm happy to be working with Reebok and Dick's Sporting Goods to launch my new cleat. I know it takes a lot of faith in an athlete for a company to create a signature product and I will do my best to make Reebok and Dick's Sporting Goods proud," said Vince Young. "As I say in the commercial; 'I play in the greatest football league in the world. Experience, ability, and intuition got me here and I'm better equipped now than ever.' This cleat is awesome and I can't wait to wear it when it counts - in September."

In just two NFL seasons, Young has amassed more than 5,000 passing yards and nearly 1,000 rushing yards. He also led the Titans to their first playoff berth in four years during the 2007 season.

"It is always a pleasure to work with someone who is not only an exhilarating athlete but also a quality individual," said Jim Gabel, President, Reebok North America. "We believe this cleat will help electrify our brand, our consumers, and most importantly, Vince's game as the 2008 NFL season begins."

"We are pleased to be partnering with a brand like Reebok and an athlete like Vince Young, to bring the VY Electrify signature cleat to our customers across the country" said Jeffrey R. Hennion, Executive Vice President & Chief Marketing Officer of Dick's Sporting Goods. "The authenticity of this product will resonate well with our customers and give them yet another quality product to pick up at Dick's."

Reebok is the authentic on-field apparel provider for the National Football League. Every player in the NFL is outfitted with NFL Equipment apparel, designed and engineered by Reebok.

About DICK'S Sporting Goods

Dick's Sporting Goods, Inc. is an authentic full-line sporting goods retailer offering a broad assortment of brand name sporting goods equipment, apparel, and footwear in a specialty store environment. As of February 2, 2008, the Company operated 340 Dick's Sporting Goods stores in 36 states primarily throughout the eastern half of the U.S. The Company also owns Golf Galaxy, a multi-channel golf specialty retailer, with 79 stores in 29 states, ecommerce websites and catalog operations and Chick's Sporting Goods which operates 15 specialty sporting goods stores in Southern California. Dick's Sporting Goods, Inc. news releases are available at http://www.dickssportinggoods.com/ (click on the Investor Relations link at the top of page).

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.
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Publication:Business Wire
Date:Jul 16, 2008
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