Reebok is to continue to use endorsements from sporting celebrities
in the UK, despite its decision to stop the strategy in the US.
Reebok UK managing director David Singleton told Marketing that because
of the differences between the US and UK markets for sports brands, it
makes sense to keep investing in expensive celebrity-led campaigns.
’This is not a wholesale pullout of sponsorship. We have a number of
endorsements and no changes will be made (in the UK),’ said
Singleton.
While it seems Reebok in the US is retreating in its head-to-head battle
with Nike to score the best sports personalities, Singleton sees it
simply as a shift in marketing priorities.
’There has been a shift in the basketball market in the US which doesn’t
affect the UK. Reebok UK is coming through with a new direction in its
advertising and marketing, using the theme of ’Anything is
possible’.
Reebok’s most recent use of a famous sportsperson was a cinema ad
featuring Ryan Giggs and a clone of the Manchester United player.
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