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Reebok lines up Dhoni, Yuvraj & Bipasha for campaigns

In a bid to further expand its consumer base, Reebok has unveiled a new marketing and advertising campaign, ‘Your Move’, in India and abroad. This new positioning is a clear move away from the existing ‘I am what I am’ campaign of the sports company.

This new print campaign will feature Yuvraj Singh, Mahendra Singh Dhoni and Bipasha Basu. Globally, Your Move also aims to strongly position Reebok as the brand for individuals rather than just athletes. It is part of a larger effort to capture the sport lifestyle market.

According to the company, Reebok has a marketshare of 51% in the organised sportswear market in India. Your Move is an extension of Reebok’s earlier campaigns such as, I Am What I Am and Two People In Everyone. “Your Move is an inclusive campaign that encourages people to be themselves. It is our invitation to consumers to express themselves in sports and life.

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Our brand positioning is all about celebrating individuality in sports and life,” said Sajid Shamin, Director-Marketing, Reebok India. The company does not plan to unveil TV commercials for the Your Move campaign. Reebok has 650 exclusive brand outlets across 200 cities at present. It plans to achieve the target of 1,000 stores by 2010 across 500 cities in India.

Globally, India is the number one market for Reebok in the Asia-Pacific region. “Your Move campaign will also help us to achieve 60% market share in India soon. It is about revitalising our brand. We want to reach out to the consumers,” Mr Shamin said. In India the campaign has been designed by McCann Erickson.

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