Reebok will unveil its new $30-million "run easy" marketing campaign today intended to urge runners to have fun rather than take a "no pain, no gain" approach. One of the poster ads, for example,
takes direct aim at Nike's "Just Do It" mantra. Showing a runner near collapse, it asks: "What are you just doing? Run easy."
The new Reebok message doesn't make it a slacker brand,
says Reebok marketing chief Uli Becker. Rather, it reminds runners to enjoy the sport at a pace that's right for them--a comfortable pace Reebok calls "running at the speed of chat."
Another goal of the campaign is to re-establish Reebok's image with women, once a core market for the brand. Marketing based on aspiration to elite performance will be left to sister brand Adidas,
which bought Reebok two years ago, Becker says.
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