Reebok International plans to relaunch its children's line of apparel and shoes with a new campaign from Heater Advertising.
The Boston agency, a Reebok roster shop for more than a year, is at work on two 30-second spots slated to break in the first quarter of next year. Billings were not disclosed.
The commercials will feature products geared toward 7-13-year-olds, the next age group up from the company's Weebok line of casualwear for toddlers. "I think there's a huge potential in [the children's] market," said agency president and creative director Bill Heater. "It's a chance to shape kids' preferences before they become stubborn teenagers."
Smaller versions of the Stoughton, Mass.-based company's adult shoe lines, including the trail running shoe, will be featured, said Heater.
Art director Jeremy Schwartz and copywriter Geoff Mullett are handling the assignment, said Heater.
Heater executives presented speculative television and print work to land the assignment, although only TV is being considered at this point.
Although Reebok's youth-oriented lines have received little or no advertising support recently (Competitive Media Reporting showed no spending at all this year), the company is making an effort to beef up sales of its children's products, according to Weebok licensing director Marty Blue.
"The children's market is relatively flat, but they're probably trying to go after the better end," observed Steven Richter, senior analyst at Tucker Anthony in Boston. It's a broad strategy to strengthen the company's overall numbers, by locking in the customer at a very young age, Richter said.
Heater and its spinoff shop, The Heat, have worked on basketball and overall branding efforts for Reebok since being brought into the client's fold in May 1997.
Gray Advertising in New York handles media chores for Reebok.