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REEBOK LOOKS TO TAKE STRONGER FOOTHOLD IN ASIA
Published June 3, 1996
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).