Reebok, now under Adidas' wing, may not be one of the first names that comes to mind when buying athletic apparel or shoes, but with their marketing efforts over the past decade they are increasingly building their way up.
They have created multiple partnerships with many U.S. sport leagues; NFL, NHL, MLB, and NLL (National Lacrosse League). Along with this comes the sponsorship of many big name athletes. In doing so, the Reebok brand gets lots of exposure to the general public.
Similarly, in 2008 Reebok started the Your Move campaign. The videos featured amazing moves from sports starts and used the tagline "pick me, your move". It also encouraged consumers watching to get involved with Reebok a little more and post videos with their own moves. As of 2010, their new "Ree" marketing campaign redesigns the company and is the inspiration for the upcoming decade. With this new direction, Reebok seems to be trying to branch away from the hardcore athletes and focus on the everyday athlete who does it for the joy of playing.
I think this is a great campaign that consumers are more likely to get behind because of the fun attitude Reebok is bringing to the table. Their partnerships and sponsorships have helped bring awareness to the company and now it's all about what they do with that attention.
-Kelsey
Good review. I enjoyed watching the video. That's an interesting campaign.
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