Reebok launches marketing strategy to promote running

Reebok launches marketing strategy to promote running

Author | exchange4media Mumbai Bureau | Monday, May 21,2007 9:29 AM

Reebok launches marketing strategy to promote running

Shoe manufacturer Reebok has launched an international marketing campaign called ‘Run Easy’ in India. The campaign was flagged off by Subhinder Singh Prem, Managing Director, Reebok India, in Delhi. In a move to encourage consumers to join the global ‘Run Easy’ campaign, 10,000 pairs of shoes are going to be given away in the first phase.

Reebok ‘Run Easy’ vans, with their expert trainersv will move around to do demos at popular parks in metros like Delhi, Mumbai and Bangalore. The trainers will start with warm-ups, followed by short runs, wherein critical aspects like breathing patterns and foot movements will also be taught.

Reebok’s strategy behind this is to create and evolve a sport which involves the consumer directly, and not involve them merely as ‘viewers’. The Reebok ‘Run Easy’ movement aims to redefine people’s perceptions about running as a sport merely for the fittest. “We want to enhance our association with consumers of all levels of athletic ability and want to promote running as everyone’s sport,” said Prem at the launch in Delhi.

The objective of the campaign is to promote running as a fun sport and leisure, as it does not require athletic qualities for participation. The television commercial will feature celebrities from around the world including basketball legend Allen Iverson, soccer standout Thierry Henry, track and field stars Carolina Kluft and Aries Merritt, football icons Vince Young, Chad Johnson and DeAngelo Hall, tennis phenomenon Nicole Vaidisova, acclaimed actress Emmanuelle Chriqui, cricket stars Rahul Dravid and MS Dhoni, and street skateboarder Stevie Williams.

“It’s about time we bring the fun back into running and invite consumers of all athletic ability to participate. Through our campaign, Reebok is defying the way competitor brands position running as a ‘push-the-limits’ ideal,” Prem explained.

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