J. WAL­TER THOMP­SON ISOBAR EDEL­MAN

Impact - - FEATURE -

coun­try. We are wit­ness­ing dy­namic changes in the con­sumer cat­e­gory. While met­ros and large cities con­tinue to garner strong de­mand, Tier II and III cities are not far be­hind. With the grow­ing pop­u­lar­ity of e-com­merce, the en­tire coun­try has ac­cess to the best the brand has to of­fer. Consumers are hun­gry for va­ri­ety and qual­ity, and as a brand, our aim is to iden­tify and build a strong foothold in the fit­ness space and drive the mo­men­tum.

Q] What does your brand­ing and mar­ket­ing ap­proach for the Dig­i­tal me­dia for the brand look like?

Dig­i­tal is no longer a sup­port mar­ket­ing func­tion for us, it is in fact at the core of our mar­ket­ing strat­egy. We un­der­stand that our consumers are young, tech and so­cial me­dia-savvy mil­len­ni­als and we love to reach them where they are. Ree­bok re­ceived awards for in­no­va­tion in Dig­i­tal for the Ree­bok ZPump fu­sion cam­paign, and our re­cent Flexweave shoe launch has also re­ceived great re­sponse on Dig­i­tal me­dia.

Q] What are the salient fea­tures of brand Ree­bok that dif­fer­en­ti­ates it from adi­das? How are you sharp­en­ing the po­si­tion­ing of each brand?

Though part of the same par­ent com­pany, Ree­bok and adi­das have some key dif­fer­ences. Ree­bok is rooted in fit­ness. Our po­si­tion­ing is tough fit­ness and we take on some of the most pop­u­lar new age forms of fit­ness like MMA, Cross­Fit and Ob­sta­cle Rac­ing. Glob­ally, we are as­so­ci­ated with Ul­ti­mate Fight­ing Cham­pi­onship (UFC), Cross­Fit Games, and Spar­tan race.

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