ClickZ reports that Reebok is taking a shot at interactive TV advertising, in what the company says is a part of its biggest adspend in more than a decade. Designed to promote Reebok's urban-oriented brand, Rbk, the interactive effort launches April 11 and is part of Reebok's "I Am What I Am" integrated campaign.

The interactive effort will offer video on demand featuring interviews with the NBA's Allen Iverson and hip-hop musicians.

The video content will be available to Comcast subscribers in the Philadelphia market, where Iverson plays for the 76ers.

Previous Reebok coverage:
- CMO: Reebok's Web Use an Accident, Still Ho-Hum on Net