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RSS FeedScarlett Johansson fleshes out new Reebok role
What do Scarlett Johansson, Allen Iverson and Donovan McNabb have in common?
Inexplicably, the four-time Golden Globe nominee (“Match Point,” “A Love Song for Bobby Long,” “Girl with a Pearl Earring,” “Lost in Translation”) will join the Philadelphia 76er and the Philly Eagles quarterback in endorsing Reebok.
Okay, guys. Who made this brilliant marketing call? And who was the runner-up, Patricia Arquette?
No question the talented buxom blonde actress oozes sex appeal onscreen. Just ask Scarlett's "Match Point" director Woody Allen. Their second film, “Scoop,” opens July 28 and he told reporters last year that the pillow-lipped starlet is so divinely sexy that she’s been “touched by God.”
But let’s face it. Johansson's voluptuous image is way more bedroom than weight room. She just doesn’t fly as a fitness role model. Certainly not when compared to buffer babes like "Charlie's Angels" Cameron Diaz, "X-Men"s Famke Janssen, "Fantastic Four" femme fatale Jessica Alba or even Tomb Raider Angelina Jolie.
Miss Scarlett won’t be appearing in Reebok's "When Did I Know" campaign or in the “I Am What I Am” campaign which has featured the equally uninspiring and unathletic-inclined actresses Maggie Gyllenhaal and Christina Ricci.
Wonder if Reebok knew that a few years ago Ricci's former Hollywood trainer - who shall go unnamed - fired her, making her the only actress client he's ever dumped, because she smoked cigarettes between workouts and missed her morning training sessions due to late night partying.
Come to think about it, the only Reebok poster actress who made sense was Lucy Liu. She'd at least been a believable kick-butt babe in films like “Charlie’s Angels” and “Kill Bill” and looks like she might wear Reebok sneaks and duds somewhere other than a photo shoot.
Anyway, Miss Scarlett's multi-year contract will have her posing for "Scarlett “hearts” Rbk," a "fashion-forward athletic-inspired footwear and apparel collection" aimed at the international sportswear company's young female customers. The line will debut in spring 2007 in high-end department stores and boutiques.
According to new prez/chief executive officer Paul Harrington, Reebok will make marketing changes after being gobbled up by Adidas earlier this year. So expect fewer music figures like Nelly, Jay-Z and 50 Cent and more pretty Hollywood faces like Johansson.
There is one consolation to their latest choice.
At least Reebok chose a healthy-looking actress with a body fat level over 10% and didn't sign up one of Team Anorexia's bony babes Nicole Richie, Kate Bosworth, Mary-Kate Olsen or Keira Knightley.
Photo Credits: Woody Allen admires Scarlett's astonishing athletic achievements at the LA "Match Point" premiere.
WireImage/Eric Charbonneau
Photo Credits: Wonder if Reebok saw Scarlett's graceful sprints on the set of "The Nanny Diaries" before they signed her to a multi-year contract?
WireImage/James Devaney
Hello. I think Scarlett Johansson is a beautiful actress, and a very good actress too. I love to watch her movies. this weekend I went and rented 3 movies she plays in and just had a Scarlett Johansson movie night. I wish I looked looked like her sometimes, but then again I am very happy to be who I am and look they way I look. So when it comes down to it I don't want to look like her but she is very very beautiful, I guess I wouldn't mind looking like her much at all. :) Well she is one of my Favorite actresses!!
t.kay
Posted by: T.kay | August 28, 2006 at 02:21 PM
Wow, your column is associated with the la times, huh? really, a respected newspaper? attached to a google search engine ( careful, peddling gossip dressed up as news is considered slanderous). I wonder if the good people at the times are aware of the very depth of your imagination. making up an imaginary trainer in the past who has 'fired' me. very salacious and very silly. i also would like to point out that i don't believe we have ever met and i don't believe you know anything about my athleticism of which i am sort of proud. i consider myself to be very athletic and i am sorry that you haven't noticed. i'm also sorry that the whole point of the reebok campaign that i was a part of (ie. you are who you are even if some bitter, misinformed, psuedo-journalist doesn't think so) escaped you. i thought the good people running the advertisements made the theme quite clear.
Posted by: christina ricci | July 28, 2006 at 06:30 PM
Seriously...lay off the Hatorade. Scarlett is a great choice for Reebok to woo the demographic that actually has money....working adults that don't have 8 hours a day to work out. And you know what, every single guy would take Scarlett for a girlfriend. You don't think women want to look like her? And another News Flash.....Not everyone lives in LA or has LA attitude regarding body fat and "ideal figures". 85% of America can't or won't wear Nike's little, tight, gym wear, because they don't fit in it. All Reebok is doing is catering to the masses, no pun intended. Grow up, take an economics class, and then you can criticize brilliant marketing schemes.
Posted by: Truth | July 26, 2006 at 10:17 AM
Could you *be* anyomre catty?! In an interview Scarlett Johansonn said that she was looking forward to designing sportswear that would actually fit her and her friends who have actually have, shock, horror, breasts and hips like most of the female population. Curvy can mean fit just as much as skinny and muscular. Not everyone who tries to stay healthy is a gym junkie. Good on Scarlett and reebok for realising that.
Posted by: ion | July 26, 2006 at 01:46 AM