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Scarlett Johansson is the New Face of Reebok
Reebok Forays into the Lifestyle Business Segment
New Delhi, Delhi, India, Wednesday, June 20, 2007 -- (BWI) -- Reebok, the world's leading sports brand, today announced a new face in its array of brand ambassadors, Hollywood actress, Scarlett Johansson. With this Reebok marks its foray into the burgeoning lifestyle business. On this occasion Reebok revealed the highly anticipated "Scarlett 'Hearts' Rbk" collection, a 'fashion-forward, athletic-inspired' footwear and apparel line in India.
Mr. Subhinder Singh Prem, Managing Director, Reebok India said, "Scarlett embodies the pulse points of our brand-individuality, authenticity and a life lived to the fullest in perpetual motion. These characteristics make her the perfect fit for our new women's footwear and apparel collection .The launch of "Scarlet Hearts Rbk" collection is a very exciting time for us and marks our foray into the lifestyle arena. While our core remains sports, we are looking at sports inspired lifestyle in a big way. Youngsters today love a sporty causal look and we are best poised to synergize fashion with sports and provide the customer the much desired look and feel."
"Scarlett 'Hearts' Rbk" features a retro sport-inspired apparel and footwear with sophisticated detailing and unexpected twists all influenced by the decade in which Johansson grew up. Scarlett has described the line as an ultra feminine and urbane lifestyle collection.
The collection is meant for the elite, brand conscious fashion lover who likes to project a sporty cum stylish look. It consists of bright, summer friendly colours of shoes, track pants, tees and tops in which one can exercise and wear to casual occasion like going out for coffee, movies etc. The collection has a soft appeal and is characteristic of Scarlett's beauty, charm and vitality.
Reebok has also launched its campaign 'I Am More' featuring Scarlett Johansson with a focus on celebration of individuality. The campaign portrays Scarlett Johansson as a woman who is more than the actress known to all and advocates that a woman is more than the way she looks or appears. It highlights the extension of one's personality beyond the stated personality and relates to every woman in an exciting way. Reebok is the only brand to acknowledge that any star has a life beyond his or her stardom and has taken this stance in this lifestyle campaign as well.
The collection will be available in select Reebok stores like; Vasant Vihar, South Extension Part I and Greater Kailash I store in Delhi, Linking Road in Mumbai and Residency Road in Bangalore.
About Reebok India
Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence with branch offices in Mumbai, Kolkata and Bangalore and ranks at the top amongst international footwear companies in India. The Company's brand vision is fulfilling potential and its mission is to always challenge and lead through creativity. Reebok's brand positioning is celebration of individuality in sports and life and the brand attitude of I am what I am adds to the stature of the brand. The company has more than 450 exclusive retail outlets with 200 outlets added in the last year alone and is poised for higher growth this year.
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