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Industry: Email Alert RSS FeedREEBOK REFINES MARKETING FOCUS.(Reebok International Ltd.)(Brief article)
Footwear News, December, 2006 by Abel, Katie
Byline: KATIE ABEL
NEW YORK - Reebok's mantra heading into 2007: It's quality, not quantity, that counts when it comes to advertising.
The Canton, Mass.-based athletic firm said last week it plans to move forward with only two major advertising campaigns next year in a move to redefine its focus.
"We need to do fewer things better," said Uli Becker, Reebok's head of global marketing, who joined the brand in May from parent brand Adidas. "Our job is to make Reebok a talked-about brand again. And you do that by not having 10 messages, but only having two."
According to Becker, the spring campaign, called "Run Easy," is designed to capitalize on Reebok's recent success in the running category.
The goal, Becker said, is...
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