SBD/October 16, 2012/Marketing and Sponsorship

Reebok To Launch New Ad Campaign, Moving On From Crossfit Marketing Focus

Reebok's new TV, print, digital and outdoor campaign set to launch in February
Reebok is “readying a global marketing blitz featuring several fitness pursuits such as running and yoga as the sportswear giant steps up efforts to persuade people to view keeping fit with the same ‘passion’ as they do traditional sports,” according to Sebastian Joseph of MARKETING WEEK. Reebok's new TV, print, digital and outdoor campaign will "launch in February." The company also will "crowdsource product designs from fitness trainers through several grassroots initiatives." The new campaign moves Reebok’s brand strategy “on from its previous focus" around the Crossfit fitness program. Reebok said its immersion in fitness and Crossfit is "unprecedented." The company added the next stage of the strategy is to convey the “competitive nature of fitness as a sport.” Reebok VP/Fitness & Training Chris Froio said, “We’re striking an important duality in our advertising where we want to make sure that people understand that we stand for fitness as a lifestyle but also emphasise the innovation behind our products.” He added, “We know the reasons for why our sales were so down in Q2 and we've changed the business to address this. We've reorganised ourselves around different categories to drive growth” (, 10/15).
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