Reebok International Ltd.: Dan And Dave campaign

Rebecca Stanfel

Reebok International Ltd., one of the world's largest athletic shoe companies, launched a daring advertising campaign in January 1992.

Reebok International Ltd.: Dan And Dave campaign

Rebecca Stanfel

Overview

Reebok International Ltd., one of the world's largest athletic shoe companies, launched a daring advertising campaign in January 1992. In an effort to reposition the Reebok brand, which had long been stereotyped as more of a fashion shoe than an athletic sneaker, the company signed on as an official sponsor of the 1992 Summer Olympic Games in Barcelona. Using the Olympics as a centerpiece, Reebok and its ad agency, Chiat/Day/Mojo, designed a massive television, print, and promotional drive. As part of this bold maneuver, Reebok selected two virtually unknown track-and-field...

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