Reebok India launches new global marketing campaign

Company press release, October 16, 2003

New Delhi

Reebok India Company announced the launch of its new global marketing campaign Wear the Vector. Outperform . The largest media blitzkrieg from Reebok ever, this campaign integrates the message of Outperformance through an aggressive and consolidated marketing plan, which includes TVC, Cinema, Press and in-store activities. Watch out for the highlight of this campaign - the spectacular TV commercials, with both Indian and International Reebok endorsed sports icons, scheduled to be on air October 8 onwards, during the India/NZ/Australia cricket series.

Internationally, Reebok launched the Wear the Vector. Outperform campaign on August 23 2003 at the 2003 World track and Field Championship in Paris. The launch included a riveting advertising spot with some of the worlds leading athletes representing Reeboks strong heritage in sports, performance products and credentials.

The 60 second Wear the Vector. Outperform commercial produced by Ridley Scott Associates (RSA) (Gladiator movie fame) features American tennis phenomenon Andy Roddick., famed US football player Ray Lewis, Russian world renowned gymnast Alexei Nemov as well as Iverson, Giggs and Kluft. Each of these athletes is shown working their way upto the moment of Outperformance in their individual capacities, wearing the Reebok Vector. The passion prowess and drive of these athletes defines the spirit behind this campaign.

Speaking on the launch of the Wear the Vector. Outperform campaign Mr. Subhinder Singh Prem, Managing Director, Reebok India Company said, The campaign reinstates Reeboks most definite recognition of athletic performance. The companys symbol of sports authenticity and technology - the Vector, finds a stronger focus than ever before. And with this we establish an iconic connection of the Vector with the brand name.

The essence of Outperformance is aptly captured in the Indian context, using some of the countrys leading sports athlete. In India, Reebok owns the high ground in cricket with some top-of-the-line endorsements with cricketing sensations like Rahul Dravid, Yuvraj Singh, Mohammed Kaif and Dinesh Mongia, as well as with promising young athletes like Gautam Gambhir, Amit Misra and Ambati Thirupathi Rayadu. Reiterating the spirit of Outperformance in tennis, Reebok has entered into a three-year tie-up with the All India Tennis Association as the Official Kit Sponsor for the Davis Cup and the Federation Cup teams, both in the senior and junior levels. Reebok is also the Official Kit Sponsor for the East Bengal Football Club.

In fitness Reebok has truly outperformed as a corporate, committed to fitness. The company has been spearheading the fitness movement in India since its inception in 1995, under the banner of RIA (Reebok Instructor Alliance) and has trained over 500 instructors till date. RIA is dedicated not only to fitness enthusiasts but also to fitness instructors and health club owners, by means of updating them with the latest in the field and introducing its internationally acclaimed and scientifically researched fitness programs on a regular basis.

In India, Reebok has taken the fitness platform to the next level. The company frequently invites Global Master Trainers, to share global perspectives on fitness with the Indian fitness fraternity at large.

The most recent being Juanita Uribes visit from Columbia, received with unprecedented success. The forthcoming visits from other global master trainers would be in the last week of October with the launch of yet another fitness convention - Reebok Resolution, organised on a large - scale national platform.

Further, Reebok is enabling Outperformance through its patented Play Dry Technology and DMX technology. Widely known as the Reebok performance moisture management system, the Play Dry Technology wicks away moisture from the body and evaporates it to the surface of the apparel, keeping the athlete drier and more comfortable. The popular DMX technology in footwear provides moving cushions of air to deliver appropriate cushioning and stability precisely where and when the athlete needs it. Reeboks innovative technologies have always been targeted at meeting and exceeding the performance needs of athletes.

Capturing the companys belief in sports and outperformance, Reeboks newest marketing campaign pays tribute to the spirit of Outperformance at various levels.

For details contact:

Chanda

Mutual PR

C-196,3rd Floor

Greater Kailash-1

New Delhi-48

Tel:9811316394