New face of Reebok

Reebok India will launch a media campaign with actor John Abraham, whose mother Firoza is a Parsi, featuring their running and training gear during the forthcoming festive season, reported The Economic Times (ET) on July 27, 2013. The sportswear brand is reviving its operations in the country a year after it shut down hundreds of outlets following a financial scam. Having Abraham as brand ambassador is part of its plan to reposition Reebok as a premium fitness brand in India, mentions ET.

John Abraham: fitness brand

In 2012 a financial scam amounting to Rs 870 crore was uncovered in Reebok India, part of German company Adidas, where its managing director and chief operating officer were accused of siphoning off merchandise by creating secret warehouses. The officials were sacked and several of the company’s stores shut down. Adopting a new model of business in India, the company has now launched Fit Hubs. Over 100 Reebok Fit Hubs will open by March next year, selling products like shoes at Rs 12,000 a pair. They will also offer fitness consultation to customers.
Joining Abraham in the print, outdoor and television campaign are other brand ambassadors including cricketers Mahindra Singh Dhoni and Gautam Gambhir, ET mentions.