Katy Mullis Meredith Johnson

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Presentation transcript:

Katy Mullis Meredith Johnson Reebok: Run Easy Katy Mullis Meredith Johnson

Overview of Reebok Owned by Adidas since 2006 Affiliated with the NFL, the NHL, the MLB, and many international athletes Also sponsors non-athletes such as Jay-Z, Nelly, 50 cent “I am what I am”

Reebok Run Easy Campaign $30 Million Media Marketing Campaign Launched in Spring 2007 in 14 countries and in 11 languages Promotion Through Website, Posters, Billboards, and Television Ads

Run Easy Differentiates Reebok from other shoe companies Goals of Campaign: -Position Reebok so that it can fight side by side with Adidas -Re-establish company image with women

Reactions to the Campaign Not a Nike Clone Runners’ Reactions Campaign Results

Sources Adidas 2006 Annual Report Goruneasy.com Howard, Theresa. (2007, April 4). Reebok to ‘run easy’ in its new ads. USA Today. http://www.usatoday.com/money/ advertising/2007-04-04-reebok-usat_N.htm?csp=34 Janoff, Barry. (2007, April 30). Q + A: Reebok gives Nike (and Adidas) a run for their money. Brandweek. http://www.brandweek.com/bw/search/article_display.jsp?vnu_content_id=1003577887 Reebok.com Vinjamuri, David. (2007, June 6). Reebok run easy – Slow is beautiful. ThirdWay Advertising Blog. http://www.thirdwayblog.com/reebok/reebok-run-easy-advertising-campaign-is-a-smart-move-in-the-shoe-wars.html With user-drive site, Reebok keeps pace with everyday runners around the world. Molecular. http://www.molecular.com/clients/ case_studies/reebok.aspx Youtube.com