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...