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New Image Work Pours Scorn on the Cynicism of Professional Sport
NEW YORK–Reebok International’s new corporate image campaign from Berlin Cameron & Partners promises “a new movement in sports” and will highlight fans’ detachment from professional sports.
The work is among the first to get a green light from Carl Yankowski, who joined the company in September as chief executive of Reebok Brands Worldwide. Faced with sagging sales and a brand image eclipsed by Nike and Adidas, Yankowski restructured the client’s agency roster, giving corporate work to Berlin Cameron and its Reebok Classic brand to Bartle Bogle Hegarty here.
Outdoor advertising in major markets including New York and Los Angeles uses a fictional newspaper–“The Sports Observer”–to offer a sarcastic take on pro sports.
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