Reebok, a well-known brand that has always been associated with sports and fitness, has recently announced a new phase in its journey. The brand is now re-establishing itself as a leading sports and performance brand under the guidance of Aditya Birla Fashion and Retail Limited (ABFRL) in India. To kick off this new chapter, Reebok has launched a powerful campaign titled ‘I am the New,’ which aims to connect with its audience at a deeper level.
The ‘I am the New’ campaign features two exceptional individuals who have defied stereotypes and created their own rules – World’s No. 1 T20 batter Suryakumar Yadav and leading actor Taapsee Pannu. Their inspiring stories of overcoming challenges and carving out their own paths embody the core message of the campaign – embracing your unique spirit and creating your own trail.
India has a deep-rooted love for sports and fitness, with millions of people actively participating in and following a variety of sports. Reebok, being a premier sports and performance brand, wants to reclaim its legacy and encourage everyone to adopt fitness as a way of life. The ‘I am the New’ campaign is a call to action for anyone who has ever been held back by stereotypes or felt like they didn’t fit in. It is a rallying cry for the youth of India to break free from limitations and embrace their true potential.
By featuring individuals who have defied the odds and succeeded on their own terms, Reebok hopes to inspire everyone to embrace their unorthodox spirit and create their own trail.
Commenting on the occasion, Manoj Juneja, chief operating officer, Reebok, India, said “Reebok has played a pivotal role in transforming the world’s perception of sports and fitness, and this campaign is all about cementing that reputation and reclaiming our position at the top. Our new brand ambassadors, both embody our message of empowerment and self-expression through sports. With their help, we’re excited to deepen our connection with the youth of India and drive growth for our brand. ‘I am the New’ is more than just a campaign; it’s a call to make sports an integral part of our lives and strive for greatness in everything we do.”
On his association with Reebok, cricketer Suryakumar Yadav said, “I’m excited to partner with Reebok, a brand that resonates with my outlook on sports and fitness. I believe an individual evolves best when faced with challenges. Reebok’s new campaign perfectly depicts my unconventional approach towards the game. I look forward to inspiring a wave of energy and igniting a spark of ‘I am the New’ philosophy amongst the youth of the country.”
Sharing her excitement about this association with Reebok, actor Taapsee Pannu commented, “It is so exciting to be associated with a brand like Reebok that enables you to push your boundaries, and most importantly, to be yourself. It might be easy to follow the crowd, but it takes an immense amount of courage to pave your own path, and Reebok’s new campaign truly encourages this ideology. The ‘I am the New’ campaign perfectly depicts our shared belief in breaking barriers and creating your own unique identity, be it in movies or real life. I’m proud to be a part of this movement and look forward to a thrilling journey with the brand.”
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