Reebok: Girls Do(n't) Fight

Jitender Dabas, Harshvardhan Sahni

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 Worldgroup India Country: IndiaIndustries: SportswearMedia channels: Events & experiential, Magazines - consumer, Online video, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio & audio, Social media, Television, Websites & micrositesBudget: 500k - 1 million

Executive summary

This is the story of how Reebok India managed to dramatically close the distance with Nike on some key parameters – especially brand consideration scores – in a very short space of time. It did this by creating a new purpose for fitness in the...

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