Scarlett Johansson represents many things – like 'style', 'class' and 'wearing a bit too much lipgloss on that L'oreal advert' – but Scarlett Johansson doesn't exactly scream 'relentless exercise', does she?
That's all about to change, though – forget the debonair glamourpuss Scarlett Johansson and start concentrating on the new tired and sweaty Scarlett Johansson, because she's been announced as the new face of Reebok. We can't really imagine how Scarlett Johansson will manage to model a pair of trainers on her face, but we're eager to see.
Scarlett Johansson is a girl who has it all – old-school Hollywood glamour, fearless courage that allows her to star in low-budget, intelligent, emotionally complicated movies and a cracking set of bazzers. And now she's got a multi-million dollar contract to be the face of Reebok, too. Perhaps Reebok has decided that it wants to move on from its traditional core market of sweaty exercisers and gun-loving rappers in order to try and break a new demographic that only Scarlett Johansson can speak to – like the top percentile of sexiest women in the world, maybe.
Actually that's not the reason why Scarlett Johansson is the new face of Reebok, as Reebok's chief executive Paul Harrington explains. Ready from some dreary marketing speak? Good:
"Reebok is thrilled to partner with Scarlett because she is a world-renowned style icon and truly an inspiration for today's young women. Scarlett embodies the pulse points of our brand – individuality, authenticity and a life lived to the fullest in perpetual motion. These characteristics make her the perfect fit for our new women's footwear and apparel collection and also for our exciting new women's campaign."
Part of the deal is that Scarlett Johansson gets to design and model her own range of 'Hearts' Reebok retro footwear and clothing, which seems to be something that she's pleased as punch about:
"I am very enthusiastic about working with Reebok to design this line."
See? The Scarlett Johansson/ Reebok team-up is bound to have several repercussions for the actress. The millions of dollars she'll get from the deal might mean she can afford not to lark about naked with Keira Knightley any more, but it might also mean she won't make any more cinematic dog turds like The Island any more. Swings and roundabouts, isn't it?
[story by Stuart Heritage]