Reebok: From fitness to fightness

Harshvardhan Sahni

Reebok, the sports apparel brand, increased sales to Indian women by focussing on the benefits of exercise for mental strength in a TV ad and social media campaign.

Campaign details

Brand: ReebokBrand owner: Reebok (India)Lead agency: McCann WorldgroupCountry: IndiaIndustries: SportswearMedia channels: Events & experiential, Online display, Outdoor, out-of-home, Print - general, unspecified, Radio, Social media, Television, Websites & microsites Budget: 500k - 1 million

Executive summary

Indian women have tough lives. They have daily battles to fight – at home, at work and on the street. To help them fight these battles, Reebok decided to make them mentally prepared, mentally fit and mentally tough. So, unlike other fitness brands that focused on the physical aspects of fitness...

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