How Reebok stayed ahead of the game with product innovations & the right influencers

A look at how the fashion-forward sportswear brand sprinted ahead of the competition with its unique marketing mantra and influencers who align with the brand's voice

e4m by Noel Dsouza
Updated: Feb 17, 2020 4:39 PM



The fashion-forward sportswear brand Reebok India launched a new product called Zig Kinetica this February. The brand showcased the new product to its consumers at Lakme Fashion Week Summer/ Resort'20 on Friday.  To showcase the exclusivity of this collection, the brand had actor Aditya Roy Kapur gracing the ramp as the showstopper for the evening.

 Reebok has always kept its consumer’s preferences and its TG the youth in mind to stay ahead of the game. It aims to curate high-performance and tech-driven products. It provides the right solutions to fitness enthusiast consumers who want comfort whilst looking sleek. Last month Reebok launched the all new Reebok HIIT TR which targeted fitness consumers who focus on gear for specific workout routines.

At the end of the year 2019, Reebok had roped in two new brand ambassadors -- Katrina Kaif and Varun Dhawan.  JWT agency had conceptualized the ad film ‘She Got Ree’, presenting Kaif in collaboration with Reebok. The actress has a potent brand value with brands like Nykaa, Metro Shoes, Lino Perros handbags, Kalyan Jewelers, Tropicana, and L’Oreal Paris in her kitty. This makes Kaif the right fit to spread the brand message of Reebok.  The 360-degree campaign curated by JWT had focused on inspiring women consumers to start their fitness journey. The campaign was potent enough to stay ahead in the women’s sports consumer market.

 Watch the ad film here:

The brand partnered up with Varun Dhawan for ‘Sole Fury’ by Reebok. The campaign conceptualized for the same was directed by a young budding director from the UK, Courtney Phillips.

 Watch the uber-trendy ad film here:

Sunil Gupta, Brand Director, Reebok India sharing his marketing mantras and strategies to stay ahead of the game remarked, "Product is at the core of everything we do. And 2020 is lined up with some truly awesome product drops starting with HIIT TR and Zig Kinetica. We also have exciting collabs coming up like Tom and Jerry, Big Billionaire Boys Club and Victoria Beckham. At the end of the day, we have great products and we round that off with extremely strong and relevant storytelling."

 Sharing his insight on the new launch Zig Kinetica Gupta commented, "Reebok's ZigTech technology, originally introduced on 2010’s ZigPulse silhouette, set a new standard for innovation, function and disruptive design. Transcending its performance-based origin, Zig Kinetica fuses innovative sports tech with a sleek style that seamlessly transitions from the gym to street."

 Further talking about how the new launch will, in turn, bring about an impact and RoI for the brand, Gupta shared, "The Zig is our biggest launch in 2020. The Zig Kinetica is an extremely functional shoe that is super comfortable and looks great too. We have strong innovations across mediums going behind this launch that will help tell our stories to the relevant audiences."

 Reebok has some extremely impactful personalities in their Influencer kitty. Sharing how the Influencers brought on board for the new launch will help the brand leverage, Gupta said, "We want to inspire people on their journey to a fitter, better life. Varun, Katrina and also the likes of Aditya Roy Kapoor who are working with for Lakme Fashion Week, are fitness enthusiasts and they complement the brand brilliantly. They echo Reebok's enthusiasm and dedication to fitness"

 Gupta signed off by saying, "We have a jam-packed calendar for 2020 with product launches and new partnerships. So stay tuned and "Sport The Unexpected".

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