Reebok’s New Slogan And Desperate Push

Reebok has divined a new slogan to encompass its entire brand. Thank heavens. Drumroll please… “Your Move.” Yup. That’s what they’re going to go with and for some reason, they’re going to stick it out with ad shop McGarry Bowen. They’re the ones who came up with that “Run Easy” tagline, which was a terrific failure. “Your Move” is just another murky message for consumers to be confused by.

“Don’t just do it because someone tells you to,” says one upcoming television spot, showcasing running product. “Dog eat dog or downward dog? Your Move” says another. Another, featuring actress Scarlett Johansson, asks “Grand entrance or great escape. Your Move.”

First of all, Scarlett has been shilling for the brand for over a year now and it hasn’t helped. In fact, RBK has used numerous celebs to no avail. Apparently, (gawd) the new creative is trying to make Reebok the brand of “individuals,” rather than the athletes that are the target of other athletic brands. Nike ID and the similar programs running out of Adidas have basically cornered the streetwear shoe market, as well as the trick of letting consumers create their own sneaks. Anyone remember Adicolor? Trust us. Millions of kids do. Check the YouTube stats. To take a piece of that pie is going to be tough.

“All of the big brands in the industry are healthy, except for Reebok,” said Uli Becker. “We’re happy with where we are now and launching campaigns that are going to be very meaningful with regard to consumer relevance. The only thing we need is a little bit more luck.”

Luck? Luck. What you need is a strong campaign, to actually identity a brand image and some better looking shoes.