Reebok Invites Consumers To ‘Try On The Future’
Reebok International Ltd. said it will launch its second mobile U.S. marketing campaign called “Try on the Future” this year which will let consumers try on the sneaker-maker’s new shoes.
The campaign will showcase Reebok’s new products to consumers directly instead of relying on icon-driven advertisements that feature famous athletes. Reebok said in regulatory documents that the influence of sports icons is lessening as more consumers buy socalled “brown shoes,” or casual shoes.
Last year, Reebok’s mobile campaign introduced the DMX running shoes, which use an air-cushioning system to support an athlete’s foot. The second-largest U.S. athletic-shoe maker has often used interactive programs to promote its products. About 16 years ago, for example, the company visited women’s aerobics classes to test what would become its popular Freestyle shoes.