Reebok: Girls (Don't) Fight

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Campaign details

Brand: ReebokBrand owner: ReebokLead agency: McCann WorldgroupCountry: IndiaIndustries: SportswearMedia channels: Events & experiential, Online video, Outdoor, out-of-home, Print - general, unspecified, Social media, Television, Websites & micrositesBudget: 500k - 1 million

Executive summary

For two decades, Nike has been the dominant fitness brand in India. Big endorsement deals, such as being the official kit sponsor of the Indian cricket team, and high-visibility campaigns with megastars, meant that, by 2017, it had a 13-point lead over Reebok in brand consideration scores.

The problem was particularly acute with...

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