Reebok puts on its dancing shoes

Quebec-based footwear giant Reebok Canada says that 2009 is the year it enters the lifestyle marketing arena in a 'big way.' To connect with its core audience of 18- to 30-year-old disciples of pop culture and urban music, it plans to kick things off at the grassroots promo level, so expect to see Reebok sponsoring dance and lifestyle events on a bigger scale in the new year.

Quebec-based footwear giant Reebok Canada says that 2009 is the year it enters the lifestyle marketing arena in a ‘big way.’ To connect with its core audience of 18- to 30-year-old disciples of pop culture and urban music, it plans to kick things off at the grassroots promo level, so expect to see Reebok sponsoring dance and lifestyle events on a bigger scale in the new year.

‘Dancing and underground dance are coming to the forefront,’ says Selma Filali, marketing director of Reebok Canada. ‘With shows such as So You Think You Can Dance and America’s Best Dance Crew, dance enthusiasts all over the world are discovering new ways to move and showcase their talent.’ On the apparel front, hoodies and trainers as regular daywear – not just for sports – is a trend that continues to grow, especially among the younger set, says Reebok Canada spokesperson Jessica Starkey.

The first of many efforts to portray Reebok as a cool brand began in October, when it sponsored the fourth annual Who’s Hungry Bboy dance competition at La Sala Rossa in Montreal, which was attended by 400 people. Reebok says it will increase its involvement in such competitions in 2009 to gain a greater presence in the underground dance movement and cement the lifestyle association.

The company also sponsored the 10-year anniversary of Night Life magazine, a popular Montreal entertainment publication, in October.

This direction is in step with its latest tagline, ‘Your move,’ introduced in late October, which suggests that Reebok celebrates everyone’s individuality, expressed through their clothes or footwear.

The Quebec-initiated grassroots approach will spread across the country next year, and to tie in with brand promotion, Reebok will also unveil a new line of clothing and accessories designed by Rolland Berry, an artist known for bold graphic prints. The company’s line of retro pumps and freestyles, originally launched in 1982 during the height of the aerobic movement, will also be advertised during these events. Campaign creative is helmed in-house, and the efforts will be supported by PR.