Hasta La Creative!

The ’90s are cool again, and Reebok is banking on that as it strives for revival. Under a new top marketer, the Adidas-owned sportswear brand has been making strides with re-issued product and digital improvements. Now, Reebok is breaking its largest campaign in five years with a message meant to make 20somethings halt in their tracks.

Melanie Boulden, a veteran marketer who joined Boston-based Reebok as global head of marketing and brand management from Crayola last year, notes that consumers have been primarily focused on larger competitors in the sportswear space. The new campaign, she says, “will give a jolt to maybe get people to consider taking another look” at Reebok. “We’re reclaiming our voice again,” she says.

Continue reading at AdAge.com