Reebok Ad Campaigns
REEBOK
Introduction:
Reebok is the oldest running shoe company, having been started by a cobbler in the UK in the 1890s. Capitalizing on American Paul Fireman’s foresight into the dance craze, aerobic craze, and later the rise of casual street basketball shoes, Reebok quickly became the number-one selling running shoe, easily beating and staying ahead of the then near-15-year-old Nike. In 1988, Reebok launched its first brand campaign, U.B.U. (ie, Reebok lets you be you). However, it went up against Nike’s “Just Do It” campaign. Whereas Nike successfully targeted the newly coined “athletic shoe market” and cornered the performance market, Reebok lost sales during this campaign. Reebok then began vacillating between messages to women, messages about performance, and messages about fashion, with the result being a lack of brand identity and a slow decline to second, third, and finally fourth position in sales, behind Nike, Adidas, and New Balance. Though Reebok launched the largest global campaign of all in the early 2000s, “I Am What I Am,” giving the brand a point of view as a brand for the individual, it has never recovered from a fourth selling position. In 2006, German sports giant Adidas Group purchased Reebok for $3.8 billion, in an attempt to gang up on Nike. According to its corporate statement, Adidas’ vision is to provide each and every athlete - from professional athletes, to recreational runners, to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of.
Advertising campaigns:
1890-1980
Reebok 's United Kingdom-based ancestor company was founded for one of the best reasons possible: athletes wanted to run faster. So Joseph William Foster made some of the first known running shoes with spikes in them. The family-owned business proudly made the running shoes worn in the 1924 Summer Olympics-Paris by the athletes celebrated in the film "Chariots of Fire." The movie is an inspirational
Introduction:
Reebok is the oldest running shoe company, having been started by a cobbler in the UK in the 1890s. Capitalizing on American Paul Fireman’s foresight into the dance craze, aerobic craze, and later the rise of casual street basketball shoes, Reebok quickly became the number-one selling running shoe, easily beating and staying ahead of the then near-15-year-old Nike. In 1988, Reebok launched its first brand campaign, U.B.U. (ie, Reebok lets you be you). However, it went up against Nike’s “Just Do It” campaign. Whereas Nike successfully targeted the newly coined “athletic shoe market” and cornered the performance market, Reebok lost sales during this campaign. Reebok then began vacillating between messages to women, messages about performance, and messages about fashion, with the result being a lack of brand identity and a slow decline to second, third, and finally fourth position in sales, behind Nike, Adidas, and New Balance. Though Reebok launched the largest global campaign of all in the early 2000s, “I Am What I Am,” giving the brand a point of view as a brand for the individual, it has never recovered from a fourth selling position. In 2006, German sports giant Adidas Group purchased Reebok for $3.8 billion, in an attempt to gang up on Nike. According to its corporate statement, Adidas’ vision is to provide each and every athlete - from professional athletes, to recreational runners, to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of.
Advertising campaigns:
1890-1980
Reebok 's United Kingdom-based ancestor company was founded for one of the best reasons possible: athletes wanted to run faster. So Joseph William Foster made some of the first known running shoes with spikes in them. The family-owned business proudly made the running shoes worn in the 1924 Summer Olympics-Paris by the athletes celebrated in the film "Chariots of Fire." The movie is an inspirational