De­spite be­ing rocked by a scandal in 2012, Ree­bok has made a strong come­back, steadily re­build­ing its brand eq­uity. Over the last two years, it has sharp­ened its fo­cus on fit­ness and women consumers, and is build­ing on its brand salience. Hav­ing re­cently


Q] Since April 2016, Ree­bok has shifted its fo­cus to fit­ness and women consumers. Sub­se­quently, its brand am­bas­sadors, MS Dhoni and John Abra­ham were re­placed by Kan­gana Ra­naut. How has this strat­egy worked for the brand?

Fit­ness is core to Ree­bok and our aim is to con­tinue to evolve in that space. In the last few years, we have wit­nessed a spike in the women fit­ness cat­e­gory, with an in­creas­ing num­ber of women be­com­ing fit­ness-ori­ented. Ree­bok wanted to in­spire more women to adopt fit­ness as an in­te­gral part of their life­style and this was the rea­son be­hind the #FitToFight cam­paign with Kan­gana Ra­naut as the face of the ini­tia­tive. As our choice of brand am­bas­sador, Kan­gana res­onates with the Ree­bok ethos of be­ing fear­less, strong and pow­er­ful. She has de­fied chal­lenges and tri­umphed over ob­sta­cles to achieve suc­cess to­day. Her role as a men­tor and the in­ner voice of #FitToFight has en­cour­aged many women to share their per­sonal sto­ries of tri­als and tribu­la­tions, cre­at­ing an un­prece­dented move­ment among the women in In­dia. We are al­ways map­ping the ef­fec­tive­ness of our cam­paigns with ma­tri­ces such as NPS and QCS, and the women-first strat­egy has shown a strong pos­i­tive im­pact on these ma­tri­ces in the coun­try.

Q] What is the key learn­ing from the #FittoFight cam­paigns over the last cou­ple of years?

In our first phase of #FitToFight, we had wit­nessed over 100 en­tries from women, in­spir­ing each of us to con­tinue fight­ing and win­ning. With the launch of #Girl­sDon­tFight last year, Ree­bok ex­tended #FitToFight to deal­ing with

so­ci­etal evils like eve-teas­ing and in­equal­ity in pay, demon­strat­ing that women can strike back hard. This cam­paign has been an en­rich­ing ex­pe­ri­ence, help­ing us con­nect with so many real women fight­ers who scale higher each day and suc­ceed in their per­sonal jour­ney.

Q] Where does brand Ree­bok cur­rently stand? How has it been able to bring trust and value to its brand?

Be­ing a brand in the fit­ness arena, Ree­bok has de­vel­oped a ro­bust strat­egy that has helped bring about a change in the per­cep­tion of fit­ness, en­abling our tar­get group to har­ness their la­tent fit­ness power. Each of our cam­paigns like #FitToFight, #Girl­sDon’tFight, #Bruis­esCanBeGood, among oth­ers, rep­re­sent the Ree­bok ethos that tough fit­ness has the power to trans­form lives, sharpen the mind, strengthen hu­man bonds and lib­er­ate your hu­man po­ten­tial. Our game plan is to change the way peo­ple across all seg­ments, per­ceive and ex­pe­ri­ence fit­ness. With our con­tin­u­ous ef­forts we want to be a part of the grow­ing story of the health and fit­ness in­dus­try in In­dia.

Q] How is Ree­bok chang­ing the way peo­ple think about the brand? How do you plan to bring in as­pi­ra­tion and pre­mi­um­ness for brand Ree­bok?

In­no­va­tion in fit­ness is the fo­cus of Ree­bok in In­dia. Our aim through each of our new launches or cam­paigns is in line with our brand phi­los­o­phy of ‘Fit­ness is Life’. Since our po­si­tion­ing is in the fit­ness space, we con­tinue to build the brand and the busi­ness, cater­ing to the var­ied pref­er­ences of the

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