AP: Reebok International Ltd. said Thursday its second-quarter profit soared 71 percent on strong sales driven by the athletic shoe and apparel maker’s high-performance model shoes and “I am what I am” marketing campaign.
Paul Fireman, Reebok’s chairman and chief executive, said the “I am what I am” marketing campaign the company introduced in February is a success. The campaign features pitches from celebrity entertainers and athletes in an effort to draw younger buyers who regard sneakers as high fashion.
Fireman said the campaign “is beginning to positively impact our target consumers’ intent to purchase.”
One of the ads featuring the rapper 50 Cent was pulled in March amid complaints that it glorified gun violence.
This week, Reebok announced it had signed a long-term deal with three-time Grammy Award winning hip-hop artist Nelly, which includes a signature collection of athletic footwear, apparel and accessories. Nelly also will be featured in the “I am what I am” campaign, which also includes pro athletes Allen Iverson and Curt Schilling.
