J. WALTER THOMPSON ISOBAR EDELMAN
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.