SBD/3/Sponsorships Advertising Marketing

REEBOK LOOKS TO TAKE STRONGER FOOTHOLD IN ASIA

     In an effort to separate its brand name from other shoe-
makers, Reebok Int'l is looking to make Asian retailers conform
with a regionwide in-store strategy, according to the WALL STREET
JOURNAL.  Reebok is pushing for reserved designated spaces in
each retail outlet and launching an ad campaign under the "This
Is My Planet" motto.  Reebok Asian Dir of Marketing and Ops Bill
Bettencourt:  "We had to clean up our house.  Now we work from
the center on marketing and retailing to make certain the entire
region looks the same."  While "This Is My Planet" sticks more
closely with themes of the company's global goals, Bettencourt
says it is "critical" the brand maintain an Asian face with the
use of athletes such as Michael Chang, New Zealand rugby player
Jonah Lomu and Indian cricketer Mohammed Az Haruddin.  Another
element of Reebok's Asian strategy is outfitting the Chinese
Olympic track and field team.  Another campaign is also being
tested in Asia for possible worldwide use that employs veejays
wearing Reebok Classics on Star TV's Channel V music channel
(Fara Warner, WALL STREET JOURNAL, 6/3).
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