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Tom Kaulitz, guitarist of the band Tokio Hotel, at a bit different practice – posing for the camera. The 20-year-old is the new poster child for the sport- & lifestyle-article-producer “Reebok”. He already got many offers, but the product has to match him.

Tom: “I could never position myself somewhere and then, for example, advertise for dress shoes. I think that would be a little problem with me.”

Authenticity is important to him, the subjects show his relation to music, the clothes and shoes are his style. Tom makes the choice of the pics for the subsequent campaign together with the photographer, and the pic could look like this later…

Tom: “Here it’s really that you have to outspend yourself, but it really makes fun. It’s something different and above all, I’m doing this alone, that’s much more uncomplicated than if I would have these other three dudes with me. So, it’s really awesome.”

The next subject gets prepared – stage diving without stage and band colleagues. Short instruction and then – “Action!”
Tom is giving everything, it shouldn’t be just some campaign, it’s about the fans. A prize is luring – an exclusive prize. Together with Tom Kaulitz and the band on tour. It doesn’t get revealed by now, how this should be like, but the winner will be close to the action.

Tom: “I think that this what we made here is a very good thing, the whole contest and so on, that the people can accompany us, and for me… well for us, as a band, this contact to our fans is especially important. And.. uhm.. this is very good, definitely.”

The campaign of the sport- & lifestyle-article-producer starts in July. Then it will also be clear, what we’ll get to see on the pics.
As a model Tom is almost doing as well as a band member of Tokio Hotel.


Translation by Herzblut.