Something’s cooking at Reebok. From being a sportswear brand, it is now expanding the net with its ‘Fish Fry’ range and ‘Reebok Classic’ stores.

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Something’s cooking at Reebok. From being a sportswear brand, it is now expanding the net with its ‘Fish Fry’ range and ‘Reebok Classic’ stores. 4Ps B&M’s angsuman paul caught up with man at the helm of Reebok India

Just one day before global sportswear major Reebok was about to unveil its till-then hush hush new global branding initiative – ‘Your Move’ – 4Ps B&M broke the story and indicated how the revamped tagline (Reebok’s earlier tagline was ‘I am what I am’) would fit in with Reebok’s new focus on capturing market share even in the non-sports category in India. But that was the beginning of 2008 and now it’s nearing the end of the year. Over the last six months, Reebok has taken at least six such branding initiatives to grab every possible corner of India’s Rs.11 billion sports footwear & apparel market. And why not, when India is the only market where this British brand enjoys leadership, leaving brands like Nike, Adidas and Puma behind.

To complete its transition from a sportswear brand to an overall lifestyle brand, Reebok has rolled out ‘Reebok Classic’ stores - which on entering give none of the regular sporty look & feel (a la Reebok); instead the stores wear a more elite, fashionable look – a taste of things to come! Reebok aims to open 70 more such stores by the end of 2008. The vision is that by 2009, the company would mint over 10% of its total turnover from these stores.

In contrast, globally Reebok had moved beyond being a mere sportswear brand way back in 1986, when it acquired the Rs.500 million haute couture brand Rockport. But as part of a global strategic decision, the two hardly ever highlighted their association. It was only in 2006, after its $3.8 billion takeover by Adidas, that Reebok started deeply penetrating and promoting itself as a bon ton lifestyle brand globally.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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