Reebok Communication Strategy


Transcript of Reebok Communication Strategy

Page 1: Reebok Communication Strategy



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Company Background

Headquartered in the US, Reebok is worldwide designer, marketer and distributor of sports,

fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, Jofa,

Koho and Greg Norman brands. Reebok announced in August 2005 that it would be merging

with Adidas. Reebok is an American-inspired, global brand that creates and markets sports and

lifestyle products built upon a strong heritage and authenticity in sports, fitness and women’s

categories. The brand is committed to designing products and marketing programs that reflect

creativity and the desire to constantly challenge the status quo.

Reebok India

Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder

Singh Prem, Reebok India has a pan-India presence with branch offices in Mumbai, Kolkata and

Bangalore and ranks at the top amongst international footwear companies in India. The

Company's brand vision is fulfilling potential, its mission – Always challenge and lead through

creativity. Reeboks brand values are authentic, individualistic, courageous, empowering,

innovative and real. Reebok has introduced its internationally acclaimed fitness programs in

India, conducted under the banner of Reebok Instructor Alliance, which is dedicated to fitness

instructors, personal trainers and health club owners. Reebok has trained and certified more then

800 trainers till now.

Reebok India commands a 54% market share in the premium sportswear industry according to

the calendar year December 2008. Its revenue has touched 1400 Crores (at retail price) in 2008.

It plans to increase the store count from the existing 500 to over 600 before 2007. Reebok

reaches out to its target customers through its 500 exclusive Reebok Stores, 200 Shop in the shop

outlets & 2500 dealer outlets. Reebok has the single largest store in Hyderabad.

Reethink. Reesport. Reejoy. Reebok

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Corporate Goals

· Reebok’s Vision

Reebok is dedicated to providing each and every athlete - from professional athletes to

recreational runners to kids on the playground - with the opportunity, the products, and the

inspiration to achieve what they are capable of. We all have the potential to do great things. As a

brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and

employees fulfill their true potential and reach heights they may have thought un-reachable.

· Reebok’s Mission

At Reebok, we see the world a little differently and throughout our history have made our mark

when we’ve had the courage to challenge convention. Reebok creates products and marketing

programs that reflect the brand’s unlimited creative potential.

Corporate Responsibility

· Reebok’s Purpose

To Empower Global Youth to Fulfill their Potential

Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok

brand. For two decades, Human Rights, through the Reebok Human Rights program, were the

primary focus of this effort. Reebok has expanded on what had been built and created a Global

Corporate Citizenship platform with a purpose for the brand that will help underprivileged,

underserved youth around the world fulfill their potential and live healthy, active lives.


Having Fun Staying in Shape

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Having Fun Staying in Shape comes to life through a fun, bold, provocative manner expressed

through fresh, eye catching imagery signed off with a unique 'Reeword.' The tone and manner

allows the consumer to look at sport and lifestyle through our lens of 'Ree

Reebok Is for Real

Reebok 4 Real is our Corporate Citizenship platform and encompasses four key areas:

Ø Philanthropy: The Reebok Foundation focuses its philanthropy in communities where

Reebok’s offices are located. The Foundation strives to promote social and economic

equality by funding non-profit organizations delivering programs aimed at inner-city

youth and underserved groups to empower youth to fulfill their potential – programs that

provide youth with the tools they need to lead healthy, happy and actives lives.

Ø Programming: We offer a wide range of programming designed to inspire and engage

our employees including time off to volunteer, matching gift programs, and the REACH

product donation program and through the Reebok4Real Human Rights Student

Advocate Program.

Ø Partnerships: We seek partnerships which reflect our commitment to being responsible

and making a difference. These collaborations include working with our athletes and

assets and an active sponsorship of the Avon Walk for Breast Cancer.

Ø Sustainability: We take pride in our long standing efforts to set responsible workplace

standards and to reduce our impact on the environment. As part of the Adidas Group, we

continue to help ensure fair, safe and healthy factory conditions and believe that all

workers involved in the production process deserve to be treated with dignity and respect.

We also strive to reduce our environmental impacts through our design process, day-to-

day operations and in our supply chain.

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Reebok Product Mix

Reebok offers a wide range of Footwear, Clothing and Accessories for both Men and Women. In

the footwear product mix it offers in Athletic, Casual and Court in a color range like black,

brown, grey, white, blue and pink. The footwear mix is offered both in men and women. In the

clothing, Reebok offers like jackets, tops and bottoms for both men and women for activities like

yoga, tennis, walking, fitness and training. Accessories like bags, sippers, caps.

The Reebok brand focuses on three product lines: Rbk, Performance, and Classic. Rbk

product line features street footwear, apparel, and accessories. Performance line includes apparel

and footwear designed for basketball, running, fitness, football, soccer, tennis, and other sports.

Classic lifestyle product line includes footwear and apparel products, as well as classic


The company also offers hockey skates, sticks, helmets, and hockey-related apparel, as well as

recreational skates and the Roger Edwards line of lifestyle apparel. Its licensed and branded

active wear lines include fleece wear, pants, shirts, T-shirts, polo shirts, turtlenecks, and

outerwear and headwear embroidered with various teams' logos. The company distributes its

products to athletic specialty stores and other retail shops, as well as to sporting goods stores,

department stores, and shoe stores.

Reebok For Men


It constantly upgrades its shoes with new comfort levels and offers in

various designs, colors, sizes and prices.

The various footwear from Reebok are: Reebok swing, Reebok cover

point, Reebok sweep, Reebok Verona, Valde fg, Dhoni Trainer,

Smoothfit select ride, Hex ride radiate sf, Reebok supreme.

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Reebok offers singlet, T-shirts, Shirts, Sweatshirts, Leather Jackets in

Men’s Apparel.

Reebok offers in Tee: Graphic tee, Play tee, Race tee flash, Chase tee,

Revolution tee, Campus tee, Guitar tee, Class strip shirts, Short sleeves

tee, and Campus logo tee

Reebok for Women


Reebok offers: Premier kfg, Premier road plus, Verona, Hexride ready,

Jungle low, Rang de Basanti, Rangela, Swades, Black, Satyam Shivam

Sundaram, Cirque du soleil boot, Easytone flips, Easytone go outside,

Premier sf cushion II


College strip tank, Disney polo, Graphic tee, Retro tee, Jacquard waist

coat, Stripper

Reebok for Children

It offers cargo pants, tees, force shirt, jackets, polo t-shirts, sweat shirts,

pullovers and Shaimak Davar apparel.

Reebok Equipment

Portable: Reebok sunglasses, Soft dumbbell, Reebok fitness mat, Fitness

belt, Fitness gloves

Non-Portable: Reebok Treadmill, Reebok Cross Trainer

Reebok Shamik

Jazz tops, Hooded sweat shirts, Three fourth pants, Shiamak tees, skirts

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Reebok Mickey

Apparel Endorsed

by Yuvraj

Disney Mickey tees both for male and females.

Reebok Cricket


Bats endorsed by Dhoni and also providing cricket kit to IPL tems like

Kings XI Punjab, Chennai Super Kings, Knight Riders, Banglore Royal


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Promotion Strategy

The Reebok segment is comprised of the Reebok brand, Reebok-CCM Hockey and Rockport. In

2008, the Reebok brand has further refined its strategy considering the brand’s heritage and

values, consumer insights and positioning within the adidas Group port folio. Inspired by its

roots in sport and women’s fitness, Reebok developed a clear roadmap for its key businesses

going forward: Own Women’s Fitness, Challenge Men’s Sport and Revive Classics. Central to

Reebok’s brand heritage is the courage to challenge convention. Unlike many other brands,

Reebok is committed to make fitness fun again – challenging men and women to fulfill

their potential in sport and in life by providing them with the opportunity, the products and the

inspiration to have fun staying in shape Reebok provides great deals on quality footwear,

apparel, and fitness equipment for women, men, and kids. Reebok sports and lifestyle products

are built on a strong heritage, commitment to creativity, and the desire to constantly challenge

the status quo.

The company uses various promotional tools to bring awareness among its customers. It

offers discounts, vouchers, coupons and custom made sneakers on their products. Apart from

this, there are celebrity endorsements, road shows, sponsorship events, television commercials,

print ads, billboards, alliance events.

Rebook has hired currently DBB Worldwide as its advertising and creative agency.

Reebok, a multinational company, have separated 15% of its sales for its advertising and

promotion activities. It has different advertising strategy in different areas of the world.

Media Vehicles

Reebok uses various media tools to promote its brand and create awareness about the products.

Reebok uses television commercials, print ads, billboards, online advertising, sponsorship events

and various advertising campaigns for its promotion.

Ø Print Media Advertising

Print Media Advertising consists of newspapers and Magazines. It also includes outdoor

billboards, transit posters, the yellow pages, and direct mail.

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In India Reebok features its print ads on magazines like Flimfare Magzine, Cineblitz Magazine,

Stardust Magazine. The famous ad campaign of Mahindra Singh Dhoni and Bipasha Basu were

featured in these magazines.

· Newspaper: Reebok features its ad in supplement papers of national dailies like HT

City of Hindustan Times, Delhi Times of Times of India, Bombay Times of Times of


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Ø Electronic Media Advertising

· Television Media: In 2008, Reebok commercial of “Your Move” ad campaign

featured celebrities like Bipasha Basu and Mahindra Singh Dhoni. In 2007, global

campaign of “Two People in One”, television commercials include Rahul Dravid.

· In 2007, “Run Easy” campaign, Indian cricket captain Rahul Dravid and wicket

keeper M.S. Dhoni featured in the Run Easy television commercials.


The main objective in an infomercial is to create an impulse purchase, so that the consumer sees

the presentation and then immediately buys the product through the advertised toll-free telephone

number or website. Infomercials describe, display, and often demonstrate products and their

features, and commonly have testimonials from consumers and industry professionals. Reebok

arrange several infomercials in the sports based program.

Reebok first infomercial was on April 2001 for the Reebok Core Board, a stationary muscle

training program. It was a 28-minute infomercial which demonstrated the system, including the

workout regimens, user testimonials and the system functions.

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Ø Internet Advertising sells the same products on their web site as they do in the stores, providing the users

more ways of getting what they want. The prices of goods sold at are comparable to

those sold by their retail partners, so as not to take away sales and revenues from their traditional

channel partners. has not done much to promote its web site, but they do put their web site

address at the bottom of all their television commercials and print advertisements. With being international, the marketing message will have to be localized and "the choice

of offline media will be determined on a country-to-country basis

Ø Celebrity Endorsement

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain

recognition for their products and promote specific stores or products. Advertisers often

advertise their products, for example, when celebrities share their favorite products or wear

clothes by specific brands or designers. Celebrities are often involved in advertising campaigns

such as television or print adverts to advertise specific or general products. Reebok had used

various sportsmen and non-sportsmen as their brand ambassadors.

Reebok International took various international cricket stars like Mahela Jayawardene,

Sanath Jayasuriya, Habibul Bashar, etc. in the non sports arena, Reebok took Rapper Jay-Z, 50-

Cent, Nelly, Scarlett Johansson for the celebrity endorsements.

Reebok India took Indian cricket stars like Mahindra Singh Dhoni, Rahul Dravid, Yuvraj

singh. Bipasha Basu is also endorsed for the brand promotion.

Ø Sponsorship Advertising

Reebok had sponsored many sports both internationally and nationally. The company had tie-ups

with various sports for providing apparel, footwear, cricket equipments.

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Reebok sponsored sports kits for the great rich Indian Premier League teams, such as the and

Deccan Chargers in the first edition of the league held in 2008.

Reebok also became the official partner of Force India on February 2009. Force India - India’s

only Formula One Team - is all set to speed its way into the fast-paced lives of more and more

Indians by partnering with premier sports and lifestyle products giant Reebok as its official

apparel and footwear merchandising partner for the next 5 years.

After inking the association in 2008, the partnership between Force India F1 team and Reebok

has rolled out with the 2009 Force India Team wear collection.

Reebok Below the Line Promotion

In 2007, Reebok India had started with its Run Easy Campaign. In an attempt to encourage

consumers to participate in the campaign, Reebok will give away ten thousand pairs of shoes in

the first phase. The company has decided to explore the parks frequented by joggers to undertake

promotional activities for the campaign.

Reebok Easy Vans along with trainers will demonstrate the spirit of Reebok Run Easy at the

parks in cities like Delhi, Mumbai and Bangalore. The trainers will also teach fitness steps like

warm ups, breathing patterns and foot movements to the joggers. The campaign enables Reebok

to associate directly connect with the consumers, unlike cricket where they are involved as mere

viewers. Reebok has launched three new footwear collections to attract the consumers who have

just started running.

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Reebok Print Ads

The outdoor is a key part of Reebok’s brand communication in India. However, Reebok don’t

see the outdoor as an extension of what they do in the print. It is not taking 2,000 outdoor media

sites and replicating what appears in the print. Instead, they see the outdoor as an impactful

medium that can be both dramatic and entertaining. The outdoor could make the difference. So

when Reebok launched the campaign for Reezig, the 40 ft shoe display did make a big impact.

The Media solution

Reebok tie up with the movie GOAL last year gave an impetus to the brand image, we took the

learning from the last movie tie-up and went a step further.

This time we wanted to blend the twin religion in single platform

1.) Bollywood for a Lifestyle platform

2.) Cricket for a mass appeal


The concept of Advertisers Funded Movie was given a whole new meaning. VICTORY: a joint

venture of Reebok with Ajitpal production house. This was a seamless integration of the brand

into the movie’s storyline. The movie theme was cricket. First time ever in the history of Indian

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cinema 40 international cricket players were part of the movie. The perfect combination of the

brand requirement and the movie storyline made this association larger than life.

The scale of Execution

1.) Reebok is so crucial to the storyline of the movie that no movie promo could be created

without Reebok being part of these. Therefore, the brand got the additional benefit of

the 20000 plus spots run by the producer.

2.) Presence of 40 international cricketers meant high PR coverage for the movie . The

worth of the PR is more than 20 million INR.

3.) There was a 360 degree media approach given to the media plan including TV, radio,

cinema, activation, and internet and SMS activities.