Indiantelevision.com Team

(15 March 2008 8:00 pm)

MUMBAI: Sports brand Reebok has launched its global brand campaign "Your Move," which invites people to express themselves and to do things in their own unique way in sports and life.

Key ambassadors of this campaign include Thierry Henry, MS Dhoni, Yuvraj Singh and Bipasha Basu, who "have challenged the status quo and invite consumers to do the same," says an official Reebok statement.

Commenting on this new initiative, Reebok India director of marketing and product Shamim Sajid said, "Reebok appreciates where its consumers come from and believe in making them king of life. We believe in encouraging people to realise their potential and what the brand offers them as a choice. Consumers will surely see the 'Your Move' brand message through all Reebok campaigns in 2008. We want to define the line between sport and lifestyle rather than occupy the extremes on either side."

The new campaign builds on Reebok's "I am what I am" campaign, which celebrated individuality. The earlier campaign featured such personalities as Allen Iverson, Yao Ming, Nicole Vaidisova, and a host of Indian athletes like Rahul Dravid, Dhoni, Irfan Pathan, Harbhajan Singh and Yuvraj Singh, among others.

The "Your Move" campaign is supported by icon-specific thoughts like Yuvraj Singh's move to go for a six in the sixth over; this is captured through the line – "Every over has six opportunities." Dhoni's leadership qualities are captured through "Play without fear," and Basu's versatile personality brought out through "Break stereotypes."

The campaign will include a mix of conventional media – print and OOH featuring Bipasha Basu, Singh, Dhoni, soccer star Thierry Henry, basketball player Allen Iverson and rising tennis star Nicole Vaidisova.

With increased online and mobile penetration in the country, Reebok is tapping into these media through various marketing innovations, engaging the consumer further and initiating a strong hold in the digital space, adds the statement.