Celebrities Chat With Athletes, in Reebok Gear

Reebok is about to join a growing list of brand name companies that inject their products into the very TV shows they sponsor.

Reported in the New York Times, Reebok introduced a celebrity interview series, “Framed,” on the IFC cable channel at the end of last year. In addition to being produced by Reebok’s new entertainment arm, Reebok products and brands will be prominently embedded directly into the program.

The six 30-minute episodes of “Framed” each feature athletes who endorse Reebok footwear and apparel are interviewed by celebrities — Reebok-related and otherwise — in fields like music and movies. The celebrities will also direct the episodes in which they appear.