Retail Detail. New Reebok Ads to Reflect Gen-LaZ. Second City Style Fashion Blog

Fountain of 30

April 4, 2007 • Shopping

Reebokadx

Forget about "Just Doing It" or actually  having to go through something with a little gusto to achieve your goals. Reebok’s new campaign reflects what many are calling the new slacker generation with it’s "Run Easy" sales slogan. According to USATodayreporter Theresa Howard, "A campaign to motivate runners to have fun — rather than take a "no pain, no gain" approach — is the way new Reebok marketing chief Uli Becker plans to challenge rival Nike. One of the poster ads takes direct aim at Nike’s aggressive "Just Do It" marketing mantra with the image of a runner near collapse and the message: ‘What are you just doing? Run easy.’ " Freaking slackers.
By Theresa Howard, USA TODAY
NEW YORK — Reebok is setting a new pace in its race for more of the $9 billion global running shoe sales.
The message of the $30 million multimedia marketing campaign it unveils here Wednesday is "run easy."
A campaign to motivate runners to have fun — rather than take a "no pain, no gain" approach — is the way new Reebok marketing chief Uli Becker plans to challenge rival Nike. One of the poster ads takes direct aim at Nike’s aggressive "Just Do It" marketing mantra with the image of a runner near collapse and the message: "What are you just doing? Run easy."
"We didn’t want to put our brand where other competitors are," says Becker. "The marketing paradigm of the past where elite performance speaks to consumers is not the reality anymore."
Marketing based on aspiration to elite performance will be left to sister brand Adidas, which bought Reebok two years ago. Becker, a former chief marketer for Adidas, plans a coordinated attack on rivals.
For the full story go to USAToday.com
–Joanne Molina for Second City Style

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