Using advertising to improve Reebok's performance in the football market - or - from relegation zone to championship contention

Jon Howard

1994-5 campaign for Reebok. Brand was losing appeal, being seen as an expensive fashion accessory without the necessary sporting credibility (evidence quoted from various research sources).
Agency: Lowe Howard-SpinkAuthor: Jon Howard

Using Advertising to improve Reebok's performance in the football market

Or - from relegation zone to championship contention

BACKGROUND

The Reebok Brand

Reebok first came to prominence in the UK during the early 1980s, thriving on the back of four dynamics:

  • The increase in health awareness and affluence which drove both sports participation and the whole sports shoe market;
  • Its involvement at the birth of aerobics (initially ...

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