Three years back, Reebok India faced a financial fraud situation and most of its stores were shut down in the country. The brand faced a tough beating that time. In the past few years, Reebok has been scripting its revitalization. The sportswear brand based in Germany owned by Adidas got aggressive in retail and it launched many campaigns that feature MS Dhoni, Nargis Fakhri, and John Abraham. The brand also recalibrated its strategy of distribution and renewed the focus on fitness from running, yoga, pilates, mixed martal arts, and crossfit. Lately, the company revealed its new face, Kangana Ranaut in the latest campaign.
The managing director of Adidas India, Dave Thomas stated that Ranaut might not be the one who one would associate with a brand of kicks, but she is the perfect match. Those who mocked her had to shut with the theme of the campaign and her overcoming challenges and fighting adversity.
He stated that Reebok had faced twists and turns, but there is a positive story now. The FitHub retail concept was launched three years back, and now on third of the same across the globe is in India with 151 FitHubs in the country.
He stated that the secret of the brand’s renaissance will lie on the key city effect, speed and open source. The key city effect is nothing but the influence of the cities such as LA, Shanghai, Tokyo, Paris, London and New York on the trends. In India, the key city effect is strong has the presence in nine cities is a strength for the brand. Open source is all about allowing fans and consumers, especially celebrities play along with the brand. The speed for launching the products in the market faster is quite critical in the upgrade culture.
The brand has roped in Ranaut as they feel that she has the real sincerity towards the brand. The campaign shows her lifting weights, doing yoga, kick-boxing, dancing, etc. the brand invites women to share their own stories as the goal is to not be constrained by gender.
By targeting the women and encouraging them to become fitter, better and stronger, will Reebok be able to inspire both genders? Will this new campaign and move by the brand make it an inspirational one as believed by Reebok? Only time can answer these questions. One thing to say is Reebok has a good national presence in the country.
