July 24, 2013: Reebok has signed the Bollywood star John Abraham who himself is an epitome and strong personification of fitness as the new brand ambassador in India. With this, Reebok has become the first Global Premium Fitness Brand to sign a male Bollywood super star. John Abraham is known for his fitness and actively participates in Marathon Running and CrossFit and as a brand ambassador of Reebok, the company feels that he would definitely exemplify the same values as the brand.
Speaking on the occasion of signing John as the brand ambassador, Erick Haskell, MD, Adidas Group India said, “Reebok has solid 
plans in the fitness sphere and we want to give our consumers a never before fitness experience at every touch point. John Abraham is the perfect embodiment of our fitness philosophy, we are very excited to partner with him and together take our commitment to fitness to the next level. He has inspired the youth of this country to inculcate fitness as a part of their lifestyle and we want to further accelerate the same through our association with him, our exceptional product offering, multiple retail touch points and innovative marketing.”
With John Abraham as the new brand ambassador of Reebok, the sports major would be launching a new festival season campaign for their running and training gear. The brand is looking forward to convey the core differentiators of brand and stress on its global fitness positioning. Adidas with this new move is trying to drive more people in India towards fitness and since John Abraham has a good acceptability among the youth of India, this move of theirs is definitely going to reap dividends in the future for the brand.
