... is now ‘I am more.’ Watch out rivals
With the spectacular triumph of Indian cricket
team at Twenty 20 World Cup, the world of international sports wear has turned turtle. If September 24, 2007 was a memorable day in the nation’s cricketing history, the triumph of Team India also came as no less a bonanza for leading sportswear brand, Reebok.
Time was when archrival Nike had roped in the biggest dad of Indian cricket, Sachin Tendulkar and other heavyweights like Zaheer Khan. Then Reebok was left with the then lesser knowns like Yuvraj Singh and R.P. Singh to endorse its brand. Now with the World Cup success at T20, the lesser knowns have turned into titans. The cricket success has come as a blessing in disguise for this sports accessories maker as nearly all the Twenty 20 heroes are brand ambassadors of Reebok.
In a cricket-crazy nation, the perfect way to establish yourself as a sports brand is by associating with this game and this way of branding was realised by Reebok, much before Nike, which associated itself with cricket as late as in 2006. Now Reebok’s stock has rocketed. It is the market leader with an exorbitant 40% market share, whereas Nike lags at a mere 15% of the total market share.
To strengthen its leadership position, Reebok is now aggressively eying one of the lucrative segments of the Rs.11 billion Indian sports footwear and prêt-a-porter market. Women’s sportswear segment too is brimming with double digit growth and to cash in on this sizzling hot market, Reebok is banking on the oomph of Sagarika Ghatge of ‘Chak De’ fame. In addition, Reebok has also rolled out a new brand campaign to beckon the eves titled ‘I am more’.
With the spectacular triumph of Indian cricket
team at Twenty 20 World Cup, the world of international sports wear has turned turtle. If September 24, 2007 was a memorable day in the nation’s cricketing history, the triumph of Team India also came as no less a bonanza for leading sportswear brand, Reebok.Time was when archrival Nike had roped in the biggest dad of Indian cricket, Sachin Tendulkar and other heavyweights like Zaheer Khan. Then Reebok was left with the then lesser knowns like Yuvraj Singh and R.P. Singh to endorse its brand. Now with the World Cup success at T20, the lesser knowns have turned into titans. The cricket success has come as a blessing in disguise for this sports accessories maker as nearly all the Twenty 20 heroes are brand ambassadors of Reebok.
In a cricket-crazy nation, the perfect way to establish yourself as a sports brand is by associating with this game and this way of branding was realised by Reebok, much before Nike, which associated itself with cricket as late as in 2006. Now Reebok’s stock has rocketed. It is the market leader with an exorbitant 40% market share, whereas Nike lags at a mere 15% of the total market share.
To strengthen its leadership position, Reebok is now aggressively eying one of the lucrative segments of the Rs.11 billion Indian sports footwear and prêt-a-porter market. Women’s sportswear segment too is brimming with double digit growth and to cash in on this sizzling hot market, Reebok is banking on the oomph of Sagarika Ghatge of ‘Chak De’ fame. In addition, Reebok has also rolled out a new brand campaign to beckon the eves titled ‘I am more’.
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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