Reebok Unveiling Marketing Effort Aimed At Runners

Reebok Targeting Runners In Latest Marketing Campaign

Reebok next week is unveiling its “most ambitious marketing campaign yet to win over runners,” according to Jenn Abelson of the BOSTON GLOBE. Reebok Head of Global Marketing Uli Becker indicated that the global “Run Easy” campaign will “celebrate the sport’s camaraderie and joy.” The company has “enlisted young athletes” such as runners Aries Merritt and Monique Henderson to endorse its running line. In addition to regaining its “running credibility,” Reebok “wants to improve its struggling overall brand, which saw U.S. sales drop last year.” Reebok is “attempting to carve a niche by focusing on comfort and fit that appeals to the general running population, not just hard-core marathoners.” The company has “reinvigorated its running division, rolling out a new line of high-tech sneakers and signing on more athletes as endorsers.” Reebok’s new Kinetic Fit System, which “focuses on the fit of the entire shoe,” has received a “coveted award” from Runner’s World magazine and sales of the $115 sneaker “have been strong.” Reebok’s newest sneakers using the same technology, Premier Ultra KFS, also sell for $115 and will debut during next month’s Boston Marathon Expo (BOSTON GLOBE, 3/25).