Indiantelevision.com Team

(15 May 2007 6:00 pm)

New Delhi: Reebok has launched its 'Run Easy' campaign aimed to promote running as a sport, in India.

In a nation dominated by cricket, Reebok wants to create and evolve a sport which would involve the consumer directly and not just as viewers. It believes running is a sport best suited to India.

With its three collections of footwear - Premier Running, Versatec Running and Vision Running, the company promises to be equipped with the right technologies and price points to cater to the need of athletes as well newly introduced consumers who have just started running. The core message being highlighted is 'run at the speed of chat', thus trying to promote it as a fun sport and leisure.

In a bid to encourage participation for the same, ten thousand pairs of shoes will be given away in the first phase. Reebok 'Run Easy' Vans, with their expert trainers will move around popular jogger parks in select cities like Delhi, Mumbai and Bangalore demonstrating the spirit of 'Run Easy'. The trainers will start with warm ups followed by short runs where in critical aspects like breathing patterns, foot movements would be taught.

"This is a unique initiative aiming to redefine people's perception about running as a sport merely for the fittest. We want to enhance our association with consumers of all levels of athletic ability and want to promote running as every one's sport," commented Managing Director Reebok India Subhinder Singh Prem, flagging off the campaign at Leisure Valley, Gurgaon.

The TVC for the 'Run Easy' campaign includes basketball legend Allen Iverson, soccer stars Thierry Henry, Vince Young, Chad Johnson and DeAngelo Hall, track and field stars Carolina Kluft and Aries Merritt, tennis sensation Nicole Vaidisova, acclaimed actress Emmanuelle Chriqui, cricket stars Rahul Dravid and MS Dhoni and street skateboarder Stevie Williams.

Each celebrity depicted in the campaign participates in a non-linear conversation seamlessly intertwined to create one fun story. In order to demonstrate that consumers can 'Run Easy' anywhere around the world, the campaign was shot on beaches, city streets and parks in some of the world's top cities, including London and Los Angeles.