Reebok India's new global marketing campaign

NEW DELHI: Reebok India announced the launch of its new global marketing campaign "Wear the Vector. Outperform." The largest media blitzkrieg from Reebok ever, this campaign integrates the message of Outperformance through an aggressive and consolidated marketing plan, which includes TVC, cinema, press and in-store activities.




The highlight of this campaign which is the spectacular TV commercials, with both Indian and International Reebok endorsed sports icons, has been on air from 8 October, during the India-New Zealand-Australia cricket series.

Internationally, Reebok launched the "Wear the Vector. Outperform" campaign on 23 August at the 2003 World track and Field Championship in Paris. The launch included a riveting advertising spot with some of the worlds' leading athletes representing Reebok's strong heritage in sports, performance products and credentials.

The 60 second "Wear the Vector. Outperform" commercial produced by Ridley Scott Associates (RSA) (Gladiator movie fame) features American tennis phenomenon Andy Roddick, famed US football player Ray Lewis, Russian world renowned gymnast Alexei Nemov as well as Iverson, Giggs and Kluft. Each of these athletes is shown working their way upto the moment of outperformance in their individual capacities, wearing the Reebok Vector. The passion prowess and drive of these athletes defines the spirit behind this campaign.

Speaking on the launch of the "Wear the Vector. Outperform campaign" Reebok India Company Managing Director Subhinder Singh Prem said, "The campaign reinstates Reebok's most definite recognition of athletic performance. The company's symbol of sports authenticity and technology - the Vector, finds a stronger focus than ever before. And with this we establish an iconic connection of the Vector with the brand name."

The essence of outperformance is aptly captured in the Indian context, using some of the country's leading sports athlete. In India, Reebok owns the high ground in cricket with some top-of-the-line endorsements with cricketing sensations like Rahul Dravid, Yuvraj Singh, Mohammed Kaif and Dinesh Mongia, as well as with promising young athletes like Gautam Gambhir, Amit Misra and Ambati Thirupathi Rayadu.

Reiterating the spirit of outperformance in tennis, Reebok has entered into a three-year tie-up with the All India Tennis Association as the "Official Kit Sponsor" for the Davis Cup and the Federation Cup teams, both in the senior and junior levels. Reebok is also the "Official Kit Sponsor" for the East Bengal Football Club.

Capturing the company's belief in sports and outperformance, Reebok's newest marketing campaign pays tribute to the spirit of Outperformance at various levels.

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