Reebok has increased ad budgets and centralized its marketing functions to capture the global ‘20-something’ market, ditching its tough-sport focus for a more irreverent creative platform that unifies its fitness and lifestyle businesses.
The ‘Sport the Unexpected’ campaign is a stake placed firmly in the ground by Melanie Boulden, Reebok’s global head of marketing and brand management, who joined the company 10 months ago from Crayola. The platform launches in the US today (11 March) with a ‘convention-breaking’ teaser more akin to fashion house films than sports brand ‘gymspiration’ — a radical departure for Reebok, which has spent the past Read full story ›
Source: The Drum
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