| The highlight of this campaign which
is the spectacular TV commercials, with both Indian and International
Reebok endorsed sports icons, has been on air from 8 October, during
the India-New Zealand-Australia cricket series.
Internationally, Reebok launched the "Wear the Vector. Outperform"
campaign on 23 August at the 2003 World track and Field Championship
in Paris. The launch included a riveting advertising spot with some
of the worlds' leading athletes representing Reebok's strong heritage
in sports, performance products and credentials.
The 60 second "Wear the Vector. Outperform" commercial
produced by Ridley Scott Associates (RSA) (Gladiator movie fame)
features American tennis phenomenon Andy Roddick, famed US football
player Ray Lewis, Russian world renowned gymnast Alexei Nemov as
well as Iverson, Giggs and Kluft. Each of these athletes is shown
working their way upto the moment of outperformance in their individual
capacities, wearing the Reebok Vector. The passion prowess and drive
of these athletes defines the spirit behind this campaign.
Speaking on the launch of the "Wear the Vector. Outperform
campaign" Reebok India Company Managing Director Subhinder
Singh Prem said, "The campaign reinstates Reebok's most definite
recognition of athletic performance. The company's symbol of sports
authenticity and technology - the Vector, finds a stronger focus
than ever before. And with this we establish an iconic connection
of the Vector with the brand name."
The essence of outperformance is aptly captured in the Indian context,
using some of the country's leading sports athlete. In India, Reebok
owns the high ground in cricket with some top-of-the-line endorsements
with cricketing sensations like Rahul Dravid, Yuvraj Singh, Mohammed
Kaif and Dinesh Mongia, as well as with promising young athletes
like Gautam Gambhir, Amit Misra and Ambati Thirupathi Rayadu.
Reiterating the spirit of outperformance in tennis, Reebok has
entered into a three-year tie-up with the All India Tennis Association
as the "Official Kit Sponsor" for the Davis Cup and the
Federation Cup teams, both in the senior and junior levels. Reebok
is also the "Official Kit Sponsor" for the East Bengal
Football Club.
Capturing the company's belief in sports and outperformance, Reebok's
newest marketing campaign pays tribute to the spirit of Outperformance
at various levels.
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