Sportswear brand Reebok has launched a new ad campaign that mixes its performance and fashion sides for the first time.
Its ‘Sport the Unexpected’ campaign kicked off in the U.S. a few days back, with a short film called ‘Storm the Court’. It was launched on the brand’s Instagram page.
The film shows a girl, an unexpected guest, who dances at an outdoor basketball game and seems to hypnotize the players. She’s wearing a pair of Aztrek Double sneakers, an update to Reebok’s all-terrain adventure shoe from 1993.
Reebok’s Vice President, Melanie Boulden said, it was Reebok’s ‘first fully-integrated campaign’ that promotes both fashion and sport.
Further, she added, “Consumers don’t see fashion and sport as separate and they don’t delineate brands like that. We are working on integrating. In 2019, we’ll do it in a much stronger way. In 2020, we want the brand to have one brand voice, one brand vision, one brand.
“With this campaign, we’re showing another side of Reebok,” continued Boulden. “The side, the consumer hasn’t seen in quite some time. These are young people who love to be active, love to be stylish. They want to mix it up and call their own shots. They want to do – and wear – what’s unexpected. And, most importantly, they want to be entertained – and this campaign certainly delivers on that.” (Source: CNBC)
While the campaign looks promising and grabs your attention, we are excited to see if the brand would really be able to straddle both the sport and fashion community. Also, not to forget, it competing against biggies like Nike, Under Armour and Adidas.
The brand has struggled somewhat since Adidas bought it in 2005 and the company is in the midst of a 2020 turnaround plan. CEO Kasper Rorsted said that he was confident Reebok would be “into black territory ” by 2020. “That’s been the primary target and it also means in certain regions we are willing to take a slower revenue growth or even a declining one.” (Source: CNBC)
Reebok’s “Storm the Court” is the first of three ads. The second is “Back Where We Started,” featuring classic Reebok sneaker the Club C, but Reebok did not provide details of the third ad which is due out later this year.