Reebok Effort Tees Off: Kelley/Dexter Ads Reintroduce Golf Brand

BOSTON-Kelley/Dexter has fashioned a print campaign for Reebok golf shoes and apparel. The ads are the shop’s first work for the client since winning the assignment in February.
The campaign strives to reintroduce Reebok in the golf footwear and apparel market by positioning its products as good looking and on the cutting edge, said agency president Glenn Kelley. “They’ve been quiet for a while,” Kelley said. “Obviously, they’re a well-known company . . . [but now] we have to establish them as being serious in golf” against more entrenched competitors such as Etonic, Foot-Joy and Nike, he said.
Copy in one ad reads, “Our players match up to any competitor.