Indian youth love Movies (Hindi Movies), Celebrities (Hindi Movie Stars and Cricketers) and Sports (Cricket). Indian Films are not merely a source of entertainment they define fashion and lifestyle trends for millions of Indians. First time ever in India an advertiser funded movie was conceptualized. Movie was around Football (an emerging sport in India). John Abraham and Bipasha Basu, regarded as contemporary youth icons were the lead stars. A barter deal was struck with a production house wherein Reebok sponsored the apparels of the lead star cast and their team in the movie. With this association, Reebok managed to:Associate itself with popular movie stars, Sustained and reinforced its association with sports; Benefited by the movie promotion done by the production house; Reebok launched a complete range of winter wear collection “Reebok Goal Collection” and it was an instant hit amongst target audience.

“Every piece of collection was sold out. We were not expecting such a phenomenal response" Reebok Director, Marketing, Sajid Shamim.Phenomenal success of Goal Movie association has made Branded Entertainment Content integral to Reebok strategy going forward.

Unaided awareness of Reebok increased from 25% to 40%.