Reebok has launched its global brand campaign, ‘Your Move’, in India. The campaign is an invitation for people to express themselves and to do things in their own unique way in sports and life. The ‘Your Move’ campaign builds on Reebok’s ‘I am What I am’ campaign, which celebrated individuality. The campaign would feature the brand’s key ambassadors like Thierry Henry, MS Dhoni, Yuvraj Singh and Bipasha Basu. McCann Erickson is the creative agency behind the campaign.
Shamim Sajid, Director-Marketing and Product, Reebok India, said, “Reebok appreciates where its consumers come from and believe in making them king of life. We believe in encouraging people to realise their potential and what the brand offers them as a choice. Consumers will surely see the ‘Your Move’ brand message through all Reebok campaigns in 2008. We want to define the line between sport and lifestyle rather than occupy the extremes on either side.”
The ‘Your Move’ campaign is supported by powerful icon specific thoughts like Yuvraj’s move to go for a six in the sixth over is captured through the line – ‘Every over has six opportunities’; Dhoni’s leadership qualities are captured through ‘Play without fear’; and Bipasha’s versatile personality, which is brought out through ‘Break stereotypes’.
The campaign will include a mix of conventional media like print and OOH. It aims to make Reebok the brand for individuals, rather than limiting itself to only hardcore and aspiring athletes and is part of a larger effort of Reebok to capture the sport and lifestyle market. With increased online and mobile penetration in the country and a rising engagement of consumers with the Internet and their mobile phones, Reebok is tapping into these medium through various innovations, engaging the consumer further and initiating a strong hold in the digital space.