What is Reebok up to?

If you are a subscriber of India Today or any of their publications, or have been kind enough to drop your email address or phone number in some random campaign by the company, chances are that you would have been receiving stunning offers on Reebok from Today Shop. Apparel, shoes, accessories; all are up for grabs at mind boggling prices.

Initially I was all praises for Reebok, how they would generate huge word-of-mouth and expand their customer base manifold by getting a lot of people to try their products at lower than market prices. But that opinion was to change very quickly. I discovered that the market, in both its physical and virtual manifestations was inundated with similar offers. Reebok sunglasses and watches have become the favourite freebie offering of almost half a dozen brands – from magazine subscriptions to mobile phone connections and credit cards. E-shopping websites like Rediff Shopping and others are all offering similar deals. All of this makes me wonder, what is going on at Reebok, why is the brand all over the place? Trying to expand the customer base is a fine idea, but there has to be a limit to which a brand can afford it. I understand that in that sports-wear trio of Nike, Adidas and Reebok; Reebok clearly is the brand for the “masses” of the segment. With the brand trying to add the fashionable attribute to its personality, a discount brand tag is obviously something it can ill-afford to do. Since my first (real) sports shoe was a Reebok, (and like all other guys who love their first sports shoe) I do have a special affinity for the brand. That despite the fact that I have moved on to Nike and Adidas! But with brands like Puma becoming increasingly aggressive, brand love clearly is not going to keep Reebok alive in my heart for a long time. It was probably never an aspirational brand to begin with, but definitely has been the entry level brand for a lot of people of my age-group into the firangi sports-wear segment, a brand I looked up to when I used to buy the Action shoes and other desi brands.

They say a brand is sacrosanct; so isn't it imperative that Reebok takes account of which direction the brand is going; and is it headed towards a discount brand tag?