Word: reebok
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Dates: during 2000-2009
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...winning are celebrity associations that fashion companies are using them to craft their brand images and their products. Reebok has teamed up with 50 Cent, Shakira and Diane von Furstenberg; Birkenstock with Heidi Klum; and LeSportsac with Gwen Stefani. And designers like Marc Jacobs, in the absence of seismic shifts in fashion, are siphoning some adrenaline from Hollywood by putting celebrities in their ads: Cate Blanchett for Donna Karan, Adrien Brody for Ermenegildo Zegna, Christina Aguilera for Versace...
...such companies as Citibank, McDonald's and Motorola are hustling to tap India's burgeoning number of young big spenders. Brands like Reebok and Nokia are making deeper inroads than ever before. Modern malls and fast-food restaurants are proliferating among the crumbling British colonial buildings and ancient monuments that dot India's cities. "These guys are a huge consumer audience," says Raman Roy, managing director of Wipro Spectramind, one of India's largest call-center operators. "There is a fundamental economic change happening...
...Reebok markets sneakers with a similar strategy: taking international campaigns and tailoring them for the young Indian. For example, an ad campaign in the U.S. for Reebok Classics pictured typical figures of Americana, like a little boy with a baseball bat, clad in throwback simple sneakers. In India, Reebok replaced the lad with a grizzled, bearded snake charmer in a turban--with a flute and a woven, cobra-filled basket--and pristine white sneakers. Sales of Reebok footwear are growing at 30% a year. Rajeev Bakshi, chairman of Pepsico India, pushed the same idea a step further. "We took...
...such companies as Citibank, McDonald's and Motorola are hustling to tap India's burgeoning number of young big spenders. Brands like Reebok and Nokia are making deeper inroads than ever before. Modern malls and fast-food restaurants are proliferating among the crumbling British colonial buildings and ancient monuments that dot India's cities. "These guys are a huge consumer audience," says Raman Roy, managing director of Wipro Spectramind, one of India's largest call-center operators. "There is a fundamental economic change happening...
...Reebok markets sneakers with a similar strategy: taking international campaigns and tailoring them for the young Indian. For example, an ad campaign in the U.S. for Reebok Classics pictured typical figures of Americana, like a little boy with a baseball bat, clad in throwback simple sneakers. In India, Reebok replaced the lad with a grizzled, bearded snake charmer in a turban?with a flute and a woven, cobra-filled basket?and pristine white sneakers. Sales of Reebok footwear are growing at 30% a year. Rajeev Bakshi, chairman of Pepsico India, pushed the same idea a step further. "We took...