Business Objective: Reebok's business objective was to grow its market share, and gain ground across all sports against its global competitors, particularly Nike, by further establishing its credentials as the brand of choice for serious sportsmen and women — professional and otherwise.
Brand Strategy: The strategy was to leverage the appeal of Reebok's world famous athletes and use them to promote Reebok's image as the brand for serious athletes. Athletes in key sports sectors were chosen and individual campaigns were developed to promote their skills under the main brand umbrella of "Planet Reebok."
Brand Campaign: To extend and reinforce, the " Planet Reebok" theme, we developed a campaign that allowed each famous Reebok athlete to demonstrate what made them tick, and articulate stories about life on his or her "planet". A campaign tagline of " This is my planet" was developed to underscore the main message strategy and further communicate that serious athletes were proud of their association with Reebok.
Media: TV, print and billboards.
Result: Reebok saw record growth in the year following the launch of the “This is my Planet” campaign. The company stole market share from Nike in all sports categories, including basketball.
