Sportswear group Reebok is planning no let-up in its marketing expenditure in 2002, having allocated around £230 million – 11% of total sales – to promoting its products in the coming year, chairman/ceo Paul Fireman revealed.
Despite the considerably harsher economic environment to that of twelve months ago, the figure is roughly the same as last year, when Reebok forged a £140m ten-year clothing deal with the National Basketball Association and a lifetime sponsorship contract with Philadelphia 76ers star Allen Iverson [WAMN: 03-Aug-01; 03-Dec-01].
According to Fireman, the marketing bonanza includes heavy promotion of forthcoming “street inspired” men’s fashion range Rbk. In addition, it plans to pour its resources into advertising products targeted at women, a largely untapped market for sportswear firms.
“We intend to continue our focus on the young women's market,” he declared. “We are very pleased with the reception to our ‘It’s a woman’s world’ campaign, which we launched in October. Throughout 2002 we plan to intensify our focus on the critical women's market.”
News source: MediaGuardian.co.uk