Reebok Incorporates Yao's Foot Injury Into China Ad Campaign

Reebok Incorporating Yao's Injury Into Marketing Campaign In China

Reebok has incorporated Rockets C Yao Ming’s foot injury into its “Fuel Yao’s Unlimited Power” campaign, according to Donna Goodison of the BOSTON HERALD. The effort is Reebok's “first major Chinese marketing effort integrating TV, Web, billboard, text message and retail components, including the launch of two new Yao sneakers.” The company’s Chinese Web site, www.reebokyao.com, now allows fans to “offer well wishes to Yao during recovery.” The campaign "stems from consumer research that showed most young Chinese don't see Yao as simply a sports figure and are not just hoop fans.'' Reebok VP/Sports & Entertainment Marketing Todd Krinsky said the company “created a campaign where the consumers have a chance to be a part of who Yao is” (BOSTON HERALD, 3/19).