Ever since it was bought by Adidas, Reebok has been a ship without a brand identity. That became glaringly obvious after the shoe-maker’s most recent campaign debuted — Reetone, for the beautiful-butt-molding EasyTone line of kicks. As happens in this business, we overhear conversations and this is a direct quote from a Reebok employee, overheard in New York (it’s nothing you couldn’t have guessed):
“Reebok basically doesn’t have a brand anymore,” said the employee at a recent media event we attended. “The decision to go with ‘sexy’ for those EasyTone ads was because [Reebok] knew they’d go viral and that pretty much nothing else would work.”
As they say — when your brand has no other story to tell, use sex(y butts).
More: “Reebok Gets in on the Butt Game”