PHILADELPHIA -- Allen Iverson signed a lifetime endorsement and marketing contract with Reebok on Wednesday.

The deal is an extension of the 10-year, $50 million deal the Philadelphia star signed after being selected by the 76ers with the No. 1 overall pick in the 1996 NBA draft.

"Allen's love for the game is clearly demonstrated each time he takes the court," said Paul Fireman, chairman and chief executive officer of Reebok International Ltd.

"Anyone who watches Allen knows he plays for the love of the game, which provides today's youth with an example of how to live their lives as all of us want for our children."

Iverson, the league's reigning MVP, has had to overcome a bad-boy image to land one of the largest contracts signed by Reebok. Terms of the deal weren't disclosed, but Fireman said he'd never before signed a "lifetime" deal for Reebok.

"It shows a lot of commitment, and hopefully I can stand up to my part," Iverson said. "I didn't have the greatest past in the world, but they always stood by me and always stood up for me when times were bad. This is another time they stood by me and I'm just looking forward to doing the best I can for Reebok."

Fireman said the contract extends beyond Iverson's career on the court.

"We don't consider our relationship to end when his career does," Fireman said. "We believe we can continue to bring forth products and engage consumers on Allen's behalf and ours for years after his career is over."

Reebok will unveil a new advertising campaign featuring Iverson early next year. Iverson's signature shoe, "The Answer," has been among the top sellers in the industry since its inception five years ago.

Iverson had a simple message for children and others buying his products.

"I hope they see me as a human being, somebody just like them, not better or worse," Iverson said. "I'm just like everybody else. I'm trying to get better as a basketball player and as a person."

Iverson is scheduled to make $11.25 million from the Sixers this season, and is signed through 2004-05 for a total of an additional $40.5 million.