Reebok's brand position -- celebrating individuality and authenticity -- is reflected in the brand's new global advertising campaign 'I Am What I Am.' The campaign is being rolled out in India integrating the message through an aggressive and consolidated marketing plan, which includes Cinema TVC, billboard advertising, strong retail presence, SMS & Internet Activation and PR
Encouraging young people to embrace their own individuality by celebrating their contemporary heroes is the underlying thought behind this campaign. Created by Prasoon Joshi, Regional Creative Director-South & South East Asia, McCann Erickson, the campaign features a line-up of diverse stars, which includes music icon 50 Cent, top athlete Allen Iverson, and stars of the Indian cricket team Rahul Dravid, Yuvraj Singh, Irfan Pathan and Harbhajan Singh.
Speaking at the launch of this global marketing campaign Subhinder Singh Prem, Managing Director, Reebok India Company, said, "As a global leader of sportswear technology marketing to young consumers in the country, we recognise the struggle of today's youth to both fit in and stand out as individuals in the society. Reebok, in its unique approach to speak to young consumers by enrolling and celebrating contemporary icons, athletes and entertainers into this campaign, provides these youngsters with a genuine forum and a voice for self-expression".
"The multi-faceted campaign links the brand's marketing and advertising efforts under the 'I Am What I Am' umbrella and supports the company's mission to enroll global youth through sports, music and technology," he added.
The creative interpretation of the Indian campaign, which engages Rahul Dravid, Irfan Pathan, Yuvraj Singh and Harbhjan Singh, follows the same look, feel and theme as the global campaign.
With a turnover of Rs 250 crore in the year 2004, Reebok commands a 47 per cent share in branded sports footwear and apparel segment. For the fiscal 2005, the company is targeting almost a 60 per cent growth to Rs 400 crore through increased retail presence from 132 to 184 outlets.