Under the aegis of Aditya Birla Fashion and Retail Limited (ABFRL) in India, Reebok is re-establishing itself as a sports and performance brand through its new campaign, “I am the New.”
The campaign features two inspirational figures, cricketer Suryakumar Yadav and actor Taapsee Pannu, whose unique and unconventional journeys embody the campaign’s central message: embrace your unorthodox spirit and forge your own path.
Encouraging consumers to adopt fitness as way of life, the campaign is an emotional call to action for everyone who has ever been held back by stereotypes or felt like they didn’t fit in. The brand further stated that the campaign is a rallying cry for the youth of India to break free from limitations and embrace their true potential.
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, 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.”
Commenting on the association, Taapsee Pannu, said, “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.”
Feedback: [email protected]
