Taking innovative marketing and product integration to the forefront, Reebok has associated itself with the movie ‘Goal’. A soccer-based movie, ‘Goal’ will have its lead stars play soccer in Reebok footwear apparel.
Sajid Shamim, Director-Marketing and Product, Reebok, said, “As a brand, Reebok is rooted in the ideology of sports. As far as soccer is concerned, Reebok internationally has soccer stars on board like Thierry Henry, Andriy Shevchenko and Iker Casillas, to name a few. In India we are among the first to promote soccer in a big way. Our association with ‘Goal’ is also a natural fit in the same domain. The movie starring John Abraham as a soccer player is based on the life and ambitions of a soccer player. In ‘Goal’, customers will get a view of Reebok’s new range of apparel and sports shoes sported by the starcast, which would be launched in October along with the movie.”
Shamim explained that highly premium, international soccer boots have been featured in the movie. Apart from the ‘Sprint Fit Collection’ boots that are worn by Abraham in the film, a special ‘Goal Line’ comprising apparel worn in the movie by leading stars has been developed. Television, outdoor, retail activation and merchandise are the routes of promotion for the ‘Goal Line’.
Talking about future movie tie-ups, Shamim said, “Our relationship with ‘Goal’ is more of a partnership than a sponsorship, and also aims at the same objective of promotion of soccer and generating interest towards other sports in a cricket crazy nation. This is another initiative by Reebok India at something meaningful, powerful and authentic just the way a sport is meant to be. We will thus partner with movies in the future if there is a similar natural and seamless fit.”