As Reebok moves away from lifestyle they’ll be leaving hip hop behind with a focus on athletes. Paul Harrington, Reebok Prez and CEO, stated “that the ‘I am what I am’ campaign will continue, although it will subtly shift away from entertainers and focus more heavily on athletes.”
I guess the subtle part will be where they don’t lose the lifestyle folks in the process? Or where they don’t then become the lower priced, less serious athletic shoe brand?
This shift in focus would also seem to raise questions about the November announcement of “Reebok-branded TV programs for a new Comcast Corp. on-demand hip-hop channel.”
Sparks: April 27, 2006
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I’m confused by this. Didn’t the S.Carter and G-Unit lines do really well? Why move away from the focus on artists?
I am too. I guess keep an eye out for news about how those lines did most recently but I was always hearing good things.
what makes you think it was successful? i haven’t seen sales figures
I haven’t seen any figures broken out either and it doesn’t look like Reebok had an outstanding 2005. Maybe I was taken in more by the I Am What I Am campaign, which certainly got a lot of attention, than were actual shoppers. If that part of the business didn’t do so well, I can see why they’re not rushing to make any announcements.