Reebok spends bt50m to update image

The company will spend Bt20 million on a campaign to refresh its brand under the slogan "Your Move". This follows a global marketing campaign focusing on customers aged 15-30, extending Reebok's existing target group downwards in age by about seven years.

The remaining Bt30 million will be spent on opening 15 new shops around the country this year.

General manager Pisut Bunnag said the shops would follow four concepts. One flagship store will be opened in Bangkok's central business district, two will be concept stores, one of which opened yesterday in The Esplanade on Ratchadaphisek Road, two more will be "trend stores", and 10 will be counters, or "shops within shops".

Reebok now has 160 shops within shops around the country.

"This is the first time in five years we'll refresh our brand," Vitcha said. "It's part of a drive to lift our share of the Thai market for international brands of sports footwear and sportswear from 10 per cent to 12-13 per cent this year."

Adidas is the present leader of the Bt2-billion market, with a 40-per-cent share, followed by Nike with nearly 30 per cent. Reebok ranks third.

Vitcha said the "Your Move" slogan was part of a global marketing theme with the objective of inspiring young people to express their potential and individuality.

The company will launch its brand-refreshing campaign with a competition entitled "Reebok: Search for Your Move", in which four young people will be chosen to be its presenters. Applications will close on July 15.

"We believe 'Your Move' will help drive our business growth up 25 per cent this year, which will boost sales to Bt250 million, from Bt200 million last year," he said.

Although the economy will likely grow only slightly this year, and purchasing power has fallen, the demand for sports footwear remains strong, Vitcha said. In the first five months of the year, the sports-footwear market grew 15-20 per cent year-on-year.

"Shoppers are continuing to buy sports footwear but have reduced their budgets. As a result, our marketing campaign will offer a variety of products that will challenge customers to buy," Vitcha said.