Reebok repositions itself in India


Reebok repositions itself in India

2 Apr 2013

Still suffering from the alleged Rs 850 crores fraud by its ex-MD Subhinder Singh

Prem and COO Vishnu Bhagat, Reebok India has had a very difficult year even negatively affecting Adidas results globally. Now, the brand is taking various measures to make a comeback in the country. With a new positioning and a comprehensive advertising campaign, it would now work towards making the existing stores profitable instead of expanding its retail network.

The brand released ‘Live with Fire’ ad campaign recently addressing today’s fitness conscious generation indicating shift in focus towards fitness then sports. The special line of apparels and footwear for training, walking, running and in-studio activities like yoga, dance and aerobics, coupled with the appropriate accessories for each activity urges people to move and be active.

Rebook is considering the new year as a new beginning towards a positive future in India by directly appealing to the consumers through innovative products, clutter breaking marketing and retail environment. The new campaign is a start of the fresh era for the brand, which would roll out with a 360-degree launch plan covering TV, Out of Home, Digital, Print and Events and Activations. On the retail side, the company would unveil a new retail concept ‘Fit Hub’, wherein the stores take inspiration from CrossFit boxes and gyms and are staffed with fitness and product experts that will help in choosing the right gear for workout.