Sportswear manufacturer Reebok is focusing on the advertising campaign of its innovative and improved ZigTech and EasyTone sneakers. The decision to prepare two new global projects came to the retailer after the successful results of shoe advertising campaigns in 2010, writes sostav.ru
Last year, Reebok spent nearly $ 75,7 million on communications and advertising in the United States. Of these, $ 38 million was spent on ZigTech's advertising campaign, and $ 31 million on EasyTone.
“In the last 18-22 months, Reebok began to actively communicate through the development of an entire media communication system,” says Richard Prenderville, vice president of global marketing for the Reebok brand.
This month, together with the DDB agency (Berlin), the retailer plans to launch two new global campaigns. Reebok began working with the agency almost two years ago. “DDB creators share our point of view regarding sports. We are not like Nike, for example, ”said Prenderville.“ Many brands in their advertising campaigns focus on sweat, blood and tears, thereby showing that sport is work. But we believe that staying in shape is fun, and this is a strategic factor in our campaign. ”
So, seven women from different countries will take part in an EasyTone advertising campaign called Reetoners, which will be placed on television, in print, on the global network and through mobile devices. The EasyTone campaign also produced a special brand-style apparel line that was launched late last year and sold out in two weeks.
The second campaign promotes the development of the ZigTech brand and includes eight television spots, prints, and outdoor advertising. Advertising will take place in more than 27 countries around the world and demonstrate the characteristics of athletes of seven sports.
Herbert Heiner, CEO of the Adidas Group, which includes the Reebok brand, reports that in 2010, the company's sales grew by 12% to 2,6 billion. Also last year, the brand sold about 10 million pairs of EasyTone and 2 million pairs of ZigTech. According to SportsOneSource, sales of tonic shoes in 2010 year exceeded 1,1 billion dollars and amounted to 5,5% of all sports shoes on the market.