Reebok showcases an unique insight in a first-of-its-kind global integrated marketing & advertising campaign titled “Two People in Everyone.” The campaign, which brings to life Reebok’s brand mission of ‘Celebrating individuality in sport and life’., launches on September 15th and will be brought alive through a host of media -innovation in television, retail, out of home media, print, digital and various other integrations.
Starring some of today’s biggest sports icons from around the world including Cricket standouts Rahul Dravid and MS Dhoni, football stars Thierry Henry, Iker Casillas and Andriy Shevchenko, basketball all-stars Allen Iverson and Yao Ming, tennis rising star Nicole Vaidisova, , Korean pop sensation Ivy, top Japanese model Jessica Michibata, South American triathlete Oscar Galindez and accomplished martial artist Kid Yamamoto, “Two People in Everyone” showcases two distinctively different sides and emotions in each person.
Being seen for the first time digitally around the world, global assets will serve as the vehicle to communicate Reebok’s “Two People in Everyone” brand point of view in an impactful online video. The powerful, thought provoking manifesto reads “Some maintain sports is a faction of elites, that only the top 1% matter, that those who allocate every waking moment to the perfection of their game trump all others. That those who try to find a balance between sport and life are defeated before the opening buzzer. We respectfully disagree. Actually, we disrespectfully disagree. Actually, screw those guys.”
“Reebok is the only brand to embrace the contrast within today’s biggest sports icons and celebrate their authenticity, individuality and unique personas,” said Subhinder Singh Prem, Managing Director, Reebok India “The essence of the campaign is to capture the off field side of these stars rarely seen by the outside world and to recognize the fact that our consumers live dual lives. More importantly it shows our belief in the pursuit of a balanced life and our message for the consumer that its time to embrace the two sides in you.”
“‘The year 2007 has been a defining moment in the history of Reebok. We have opened 4 exclusive lifestyle stores and plan to take the number up to 40 by end of 2007. We already have a strong sports heritage with 51% market share and 500 stores across India. We hope to boost performance and enhance lifestyle with on field and off field products to cater to both needs. The Two in Everyone campaign is a step in the same direction.” added Subhinder.
The multi-faceted global campaign encourages young people to celebrate their individuality by depicting two different sides of some of their favorite contemporary sports and entertainment stars. For example, on the field, Rahul Dravid is a determined and dependable batsman while off the field he is a reserved person with a passion for reading. On the field, MS Dhoni is a power hitter while off the field he is fun loving computer games geek with a passion for motorcycles and dirt biking.
Bringing Reebok’s unique “Two People in Everyone” message to life, the ad tag lines reflect each icon’s “off court” persona rarely seen by the mainstream public. For example, Rahul Dravid execution states “Ever see a wall and wonder what’s behind it. There are two people in everyone.” Likewise, MS Dhoni’s execution takes inspiration from his life/work balance of pursuing his off field passions and a full time high pressure cricketing career. ‘We see the smiles. It’s the bat that feels the rage. There are two people in everyone.”
To strongly support the “Two People in Everyone” movement, Reebok will launch an aggressive digital marketing campaign promoting the interactive microsite www.2ineveryone.com. On the site, consumers can view exclusive Behind the Scenes footage of the “Two People in Everyone” campaign, and in addition they will be able to create their own “Two People in Everyone” alter ego by answering the important question “what 2 r u?” Consumers will choose “what 2” people they identify with, such as Rahul Dravid being “dependable batsman/avid reader” or MS Dhoni being “power hitter/motorcycle maniac.” The “what 2 r u” identities will be posted live onto a moving ticker on the microsite for people from all over the world to view.
Reebok’s “Two People in Everyone” campaign will also promote key footwear and apparel worn by the twelve icons both on and off the court. For example, MS Dhoni ad will showcase the best product he wears while competing and also while pursuing his private passions.
Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence with branch offices in Mumbai, Kolkata and Bangalore and ranks at the top amongst international footwear companies in India. The Company’s brand vision is fulfilling potential, its mission – Always challenge and lead through creativity. Reeboks brand values are authentic, individualistic, courageous, empowering, innovative and real. The positioning is celebration of individuality in sports and life. Reebok has introduced its internationally acclaimed fitness programs in India, conducted under the banner of Reebok Instructor Alliance, which is dedicated to fitness instructors, personal trainers and health club owners. Reebok has trained and certified more than 900 trainers till now.