The new campaign by Venables Bell & Partners is designed to get people to see Reebok as provocative and unconventional.
since then. In recent years, Reebok promoted itself as a fitness brand for sports team participants and the hardcore workout crowd. But its new campaign is aimed at a wider group of consumers who are wearing workout clothes outside the gym and want brands that have pop-culture significance.The first
Reebok has recently been using star athletes and personalities like Cardi B in its marketing and said the new campaign will continue in that vein. The third video will feature a surprise celebrity. "There are all these other brands that were never in athletic wear that are coming into the space, so it's making the space even more crowded," Boulden said."I'm struggling to think of another industry that's as competitive right now."
"We've done a lot of analysis to figure out what is the best way to not only reach them, but also frequency is part of our strategy. We know that they are still engaging in TV," Boulden said."So we're not doing maybe necessarily the nightly news; we're being very prescriptive on who we're trying to reach and the vehicles that were supporting."
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