Reebok to give Indians a run for no money

By , agencyfaqs! | In Advertising | May 16, 2007
Reebok has brought its global 'Run Easy' campaign to India. It wants to redefine the common perception about running as a sport for merely the fittest

Cricket, soccer, tennis & #BANNER1 & # and basketball have all found their place on the advertising map, finding favour with clients thanks to their huge fan bases. But what about plain old running? Is it a sport that people admire?

In order to motivate runners and promote running races, Reebok has released in India a global campaign called 'Run Easy'. A TVC has also been unleashed, which is a part of Reebok's global 'Run Easy' campaign, created by the New York based agency, McGarry Bowen.

Says Subhinder Singh Prem, managing director, Reebok India, "With 'Run Easy', Reebok wants to redefine people's perception about running as a sport merely for the fittest. The idea is to enhance Reebok's association with consumers of all levels of athletic ability and promote running as everyone's sport."

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Clearly, Reebok is entering an arena well utilised by brands worldwide through marathons. Events such as marathons provide brands a lot of space. Under the first phase of this initiative, 10,000 pairs of shoes will be given away. Reebok 'Run Easy' vans, with their expert trainers, will move around popular joggers' parks in select cities such as Delhi, Mumbai and Bangalore, demonstrating the spirit of 'Run Easy'.

Adds Prem, "Running is a sport that is well suited to India. It's a common man's sport and the most economical one - all you need is a pair of running shoes and a running track. In a nation which is dominated by cricket, Reebok wants to create and evolve a sport which will involve the consumer directly and not just as viewers."

Reebok's 'Run Easy' TV spot celebrates the joy of social running "at the speed of chat". In the TVC, one can see sports celebrities such as Thierry Henry, Carolina Kluft, Aries Merritt, Vince Young and DeAngelo Hall, Rahul Dravid, MS Dhoni, Nicole Vaidisova and Chad Johnson running. Each celebrity depicted in the campaign participates in a non-linear conversation, seamlessly intertwined to create one fun story, demonstrating that consumers can 'Run Easy' anywhere in the world.

As a part of the campaign, Reebok has launched an interactive website, allows consumers to map out and share their favourite running routes and also post scenery snapshots of the coolest sights to take in while on the run. At, consumers can upload music playlists, join discussion groups with other runners and watch the TVCs.

2007 agencyfaqs!

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