The brand has a history of appealing to women, a demographic historically ignored by the athletic shoe industry, Powell. The brand is also seeking to appeal to younger consumers, via moves like running campaigns featuring Cardi B and martial artist Conor McGregor.Īlthough the shoe industry as a whole was affected by supply chain issues and Reebok’s sales fell by 20% during the pandemic, according to reporting by The Guardian, Reebok’s trajectory is “very good,” said Powell, who named the brand one of this year’s hot brands. Powell said Reebok would do well to continue focusing on retro products that are trending in fashion today. The deal is expected to close in the first quarter of 2022. The sale was announced in August 2021 with a price tag of up to $2.5 billion, after Adidas announced at the end of 2020 that it was considering selling Adidas bought the brand in 2006 for $3.6 billion as it sought to grow in the U.S, according to the Wall Street Journal. Reebok was kept in a niche so as to not compete with Adidas shoe lines, said Powell, adding that “Reebok has a tremendous vault of classic shoes and weren’t allowed to market those products.” But since the sale announcement, Adidas “took those handcuffs off and wanted to see Reebok’s business grow” to create a better chance of sale. Machen called the campaign release a “rebirth” for the brand the campaign is a take on a 1980s Reebok campaign, “Because Life is Not a Spectator Sport.”Ī popular brand in the 1990s, Reebok “floundered” under Adidas, said Matt Powell, senior industry advisor for sports with market research company NPD Group. The campaign comes as Reebok finalizes a sale from Adidas to Authentic Brands Group, a brand management company that includes Aeropostale, Forever 21 and Izod in its portfolio. The only thing is, you gotta happen too,” says a voiceover by Brent Faiyaz, singer-songwriter featured in the campaign. Singer-songwriter Lolo Zouaï, who will be part of Dua Lipa’s tour this year, reclines in an expansive pink dress talking about how she feels most comfortable in chaos. The hero spot includes shots of each celebrity–ranging from artist Arca to Iverson–taken from individual ads that show each of them alone speaking about what it means to take part in life and live fully. Get your ticket for the April 5 Ad Age Next: Retail event at /NextRetail.
“It’s time to let ‘Reebok be Reebok’ and this campaign is really setting the stage for what that looks like and where we plan to go.” “It was important to us that while we continue to push forward, we also return to our roots and embrace our past,” said Caroline Machen, the brand’s VP of global marketing, in an email interview with Ad Age. The spots promote Reebok’s classic leather design, which is set to expand its selection of colors and styles this year.
The ads feature a range of celebrities who are asked to define what “classic” means to them-including basketball legend Allen Iverson, who has a lifetime deal with the brand that means he’ll be picking up $32 million when he turns 55.
0 kommentar(er)
