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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).