Reebok vs. Nike !!!

When Nike outbid Adidas and Reebok, to become the official kit supplier for Team India and used its famous ‘swoosh’ on the arms of the Indian players, every one thought it would be Nike all the way.
It spend 200 cr, to get best possible form of branding available in India, i.e. sponsoring Indian Cricket Team.

Reebok, answered they rivals in style, with the following steps,

1) Seven players of Indian Team, endorse Reebok which include, Rahul Dravid, MS Dhoni, Yuvraj Singh, Gautam Gambhir, Harbhajan Singh, Ishant Sharma and Irfan Pathan.

2) Reebok persuaded them to sport the Reebok logo on their bats, pads and gloves.

3) Around 50 domestic and international players sport the Reebok logo on their bats, compared to almost none by Nike.

Now compare the impact of "Swoosh" on the arms and "Logo" on the bats !

According to Subhinder Singh Prem, MD of Reebok India,

"A cricket lover perhaps wouldn’t remember the logo on Sachin Tendulkar’s jersey but ask him about his bat and pad would come the reply — is it MRF? It makes sense because according to industry estimates, a promising player who has just burst into the scene earns only a couple of lakh of rupees to sport a logo on his bat for 2-3 years. And with Rs 200 cr you can have a lot more players doing that with greater effect. The trick is to catch them young. "

For Reebok, its now, jingles all the way !!!



***In the Rs 800-crore Indian premium sportswear market, Reebok is the leader with a marketshare of 51%, followed by Adidas at around 25%. After Adidas acquired Reebok globally for $3.8 billion in September 2005, the combined share stands at 76%. The balance is accounted for by Nike and Puma, with Nike in the third spot.

Source : Economic Times