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. So do our shoes.” The execution features golf professional Stuart Appleby and promotes the Convertible, a spikeless golf shoe. A second ad poses the question, “Do you have the fabric of a serious golfer?” and positions Reebok golf shirts as being “cut for an unrestricted swing.” All ads include an 800 number for information.
Agency creative director Russell Dexter wrote the copy, teaming with art director Dick Gage. The campaign is breaking in Sports Illustrated and golf magazines. More executions are in the works, and the campaign will run well into next year, Kelley said.
The Boston shop won the estimated $3 million assignment after a review of undisclosed agencies [Adweek, March 3]. The business had been with Hill, Holliday, Connors, Cosmopulos in Boston since 1994 but had been mostly inactive for the past year. Hill, Holliday retains ad duties for Reebok’s Greg Norman brand of golf apparel.
The switch to Kelley/Dexter was precipitated by management changes at Reebok. Long-time marketing executive John Morgan was named vice president and general manager of Reebok Golf. He replaced Richie Woodworth, who now heads up marketing on the Greg Norman brand. Morgan wanted to bring his own agency on board to create a separate identity, sources said.
Kelley/Dexter was tapped by Reebok based on the shop’s work for clients such as Sunderland and Precision Golf Co.