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Reebok looks for some ‘Chak De’ ruboff; opens its first exclusive Women’s World store

29-September-2007
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Reebok looks for some ‘Chak De’ ruboff; opens its first exclusive Women’s World store

In a further attempt to connect with women, Reebok India has signed Sagarika Ghatge, who starred in the movie ‘Chak De India’, as its new brand ambassador. The occasion was marked by Reebok’s launch of its first exclusive Women’s World store in Gurgaon. Ghatge launched the all-new women’s collection from Reebok. She joins the likes of MS Dhoni, Yuvraj Singh and Irfan Pathan, who have endorsed the brand.

Commenting on the association with Reebok, Ghatge said, “I have been a sportsperson myself throughout my schooling in Mayo College and my character in ‘Chak De India’ also stood for sportsmanship. Thus, it’s easy for me to identify with and truly believe in Reebok’s brand philosophy. Reebok appeals to me as a brand that stands for sportsmanship and it’s a great privilege for me to be associated with this brand. In fact, I am also very excited about joining the Reebok Instructor Alliance (RIA) and undergo the fitness training to become a Reebok Fitness Instructor.”

It may be recalled that recently Reebok had done a series of communication targeting women. It launched the ‘I am More’ campaign featuring Hollywood actress Scarlet Johansson. The campaign was carried forward with Indian celebrities such as Bani (MTV Roadie), Isha Talwar (dance instructor) and Tammy (fashion model). Now with Ghatge as the brand ambassador for the exclusive women’s wear line, Reebok has taken another step in the direction in extending their association with women and help them fulfill their potential, both on the field and off it.

Announcing the development, Subhinder Singh Prem, Managing Director, Reebok India Company, said, “We would aggressively be focusing on the women’s category and plan to create new product lines and launch women’s only stores to befriend our women consumer. There was a need for a brand ambassador who could make a sporty fashion statement and at the same time command a mass appeal. Sagarika is known for her strong sports legacy, she has been a state level champion in athletics and also a hockey player during her school days. She embodies the pulse points of our brand – individuality, authenticity and ideology.”

“The launch of an exclusive women’s collection from Reebok marks our foray into the burgeoning lifestyle space. Women today love a sporty causal look and Reebok is best poised to synergise fashion with sports and provide the customer the much-desired look and feel. We see a perfect synergy between the brand and Sagarika, and we believe that the relationship will go a long way in defining the new line as a perfect range for women on all occasions,” Prem further said.

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