Adidas is repositioning Reebok to appeal to a broader market than urban youth and will re-emphasize its roots as an athletics performance brand.
The new strategy will maintain the "I
am what I am" theme that Reebok adopted four years ago by embracing hip-hop culture and youth-oriented entertainment in many of Reebok's ads. But it also will position Reebok as an American-inspired
global brand that celebrates individuality in sport and life.
The strategy will be launched with two campaigns this year. The first is a "Run Easy" campaign this spring that
emphasizes the fun and joy of running, rather than its blood, sweat and tears aspect.
Reebok is planning a broader campaign in August that targets a variety of athletes, as well as
lifestyle-apparel consumers, around the theme "Best On/Best Off." This idea suggests that Reebok products offer the best in apparel on and off the playing field.
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