Reebok Launches Your Move Brand Campaign for 2008

Reebok, the sports brand today launches its global brand campaign ‘Your Move’. ‘Your Move’ is an invitation for people to express themselves and to do things in their own unique way in sports and life.

‘Your Move’ is a call for action. Reebok has always asked people to be comfortable in their own shoes. Be it through ‘I am what I am’ or through ‘There are 2 people in everyone’ campaign. It has never made suggestions for change, nor propelled them to increase efficiencies. ‘Your Move’ does the same. It suggests to lay the choices – both as reasons or ultimate objectives, that exist before any activity is pursued. Key ambassadors of this campaign include Thierry Henry, MS Dhoni, Yuvraj Singh and Bipasha Basu, who have challenged the status quo and invite consumers to do the same.

Commenting on this Mr.Shamim Sajid, Director Marketing and Product, Reebok India said “Reebok appreciates where its consumers come from and believe in making them king of life. We believe in encouraging people to realise their potential and what the brand offers them as a choice. Consumers will surely see the ‘Your Move’ brand message through all Reebok campaigns in 2008. We want to define the line between sport and lifestyle rather than occupy the extremes on either side.”

‘Your Move’ Campaign builds on Reebok’s ‘I am What I am’ campaign, which celebrated individuality. It featured such strong individual Reebok assets, such as Allen Iverson, Yao Ming, Nicole Vaidisova, and a host of Indian athletes like Rahul Dravid, MS Dhoni, Irfan, Harbhajan, Yuvraj and so on. The Your Move campaign is supported by powerful icon specific thoughts like Yuvraj’s move to go for a six in the sixth over is captured through the line – Every over has six opportunities, MS Dhoni’s leadership qualities are captured through Play without fear and Bipasha Basu’s versatile personality brought out through Break stereotypes.

The campaign will include a mix of conventional media –print and OOH featuring Bipasha Basu, Yuvraj Singh, Mahendra Singh Dhoni, legendary soccer player Thierry Henry, internationally acclaimed basketball player Allen Iverson and rising tennis star Nicole Vaidisova. The campaign aims to make Reebok the brand for “individuals,” rather than limiting itself to only hardcore and aspiring athletes and is part of a larger effort for Reebok to capture the sport and lifestyle market. With increased online and mobile penetration in the country and a rising engagement of consumers with the internet and their mobile, Reebok is tapping into these medium through various innovations, engaging the consumer further and initiating a strong hold in the digital space.

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