Nike, USATF Sign 23-Year Extension Illinois Athletics, Nike Unveil New Look Harper Stars In New Gatorade Ad Marketplace Roundup Foot Locker Ad Puts Lillard In Spotlight Blues Ink Four Postseason Presenting Sponsors Bubba Likely To See Sponsorships Grow Marketplace Roundup Adidas Signs Lillard To Massive Shoe Deal Ian Darke Featured In ESPN World Cup Spot
Upcoming Conferences and Events
SBD/January 16, 2013/Marketing and Sponsorship
Reebok Switches Ad Duties From McGarryBowen Back To DDB Worldwide
Published January 16, 2013
OFF-ROADING: FAST COMPANY’s Chuck Salter writes Reebok “hopes its polarizing all-terrain ATV 19+ will make up for recent stumbles.” The shoe, which Reebok bills as the “first all-terrain athletic shoe, evokes a wide-wheeled off-road vehicle -- but also a daredevil, an astronaut, even a clown.” Company execs are “not only prepared for extreme reactions when the shoe launches in February; they’re counting on them.” Launching a polarizing product is Reebok’s “answer to an increasingly crowded marketplace,” as the strategy “worked three years ago with ZigTech.” Reebok Head of Sport Merchandising & Marketing Paul Froio said of criticism toward the product, “Yes, it’s unnerving. However, we succeed when we do things radically different.” Salter writes Reebok “could certainly use a hit.” The company at one point in the ‘80s was the “top U.S. athletic shoemaker; it now ranks fifth, with 4% of the market” (FAST COMPANY, 2/ ’13 issue).