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REEBOK LAUNCHES WEB SITE FOR U.S. HISPANIC MARKET

REEBOK LAUNCHES WEB SITE FOR U.S. HISPANIC MARKET

Extends Promotional Relationship With Mexican Soccer Team Chivas
By Laurel Wentz, AD AGE

NEW YORK (AdAge.com) — Within a month of striking a deal last year with Mexican soccer team Chivas to launch an official product line in Mexico backed by an ad campaign there, Reebok started getting calls from U.S. Hispanics asking where they could buy the Chivas soccer jerseys.
The new BarrioRBK Web site emphasizes Spanglish and music as it aims at young Latinos.

Barrio_reebok"We said, ‘Let’s bring the products to the U.S. and do a campaign,’" said Jorge Dionne, Reebok’s marketing director for Latin America and, since the end of last year, U.S. Hispanic.

Chivas relationship
That happened last fall, and now Reebok is further targeting the U.S. Hispanic market with Barrio RBK, its first Web site for young Latinos (www.barriorbk.com). The site is in catchy Spanglish, and leverages the international relationship with Chivas and the already urban feel of the general market site, rbk.com. The heavy emphasis on music, through online Radio RBK, is channeled into reggaeton on the Hispanic site. And Reebok’s "I Am What I Am" general market RBK campaign from ad agency McGarry Bowen, New York, features a growing number of Latinos, from Chivas goalie Oswaldo Sanchez to actor John Leguizamo. All those ads appear on the site.

"We’ll keep looking for people who resonate with Hispanic consumers," Mr. Dionne said. And from now on, all ads relevant to Hispanics will be tagged with the Web site address, he said.

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