This summer, Reebok launched its "Above the Rim" basketball shoe nationwide. MediaCom built a plan to create brand awareness through appropriate associations in targeted media. In addition to national, local programmes were developed to drive awareness in key markets. We negotiated with media vendors, adding legs to the campaign, keeping within the targeted spirit of the brand. This submission demonstrated how understanding your target along with the power of the right media can accomplish brand objectives. The "Above the Rim" shoe had one of the most successful launches in recent Reebok history.