Saying Reebok has become too "lifestyle" focused, new parent company Adidas' says they will shift the brand away from hip-hop to more individual performance positioning.
Just a few months ago, I posted a story by the Boston Herald that theorized the record profits Reebok had been raking in 2003-2005 were due to its gangsta rap positioning. The Herald described one of the spots:
“A controversial television ad last year had 50 Cent, a former drug dealer who has rapped about being shot nine times, counting aloud the bullets that were fired at him. The rapper laughs and then looks into the camera as a voiceover asks, “Who do you plan to massacre next?”
What a difference a few months makes.
Link: MetroWestDailyNews.com
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