Less Reebok in ProHipHop's Future
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."
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?
Posted by: eskay | April 28, 2006 at 03:54 PM
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.
Posted by: Clyde Smith | April 28, 2006 at 04:11 PM
what makes you think it was successful? i haven't seen sales figures
Posted by: gilson | April 28, 2006 at 05:56 PM
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.
Posted by: Clyde Smith | April 28, 2006 at 08:50 PM