Lacoste and Reebok

Profesor : Irina Olimpia Susanu

Masterand: Teodor Alupoaei

History
Ren Lacostewas a very known tennis player from
20-30s: he won a lot of famous trophees. Like Wimbledon,
US Open, Davis Cup. He was chosen like the best tennis
player in 1926 and 1927.
But whats the connection with the crock?
In 1925, before a very important game the young player
made a bet with his captain :if hell win, well receive a
briefcase with crock leather. And from here the nickname:
le crocodile or the alligator.

Slogans
1974 Hunt the croc.
1980 A shirt like a croc.
1990 Toutl'espritLacostedansunflacon.
1992 Parlez-vous Lacoste ?

2003 Style on skin

2004 Style in play
2006 Un peu dair sur terre
2010 Unconventional chic
2014 Life is a beautiful sport

Logo-uri

2014 Life is a beautiful sport

Reviews
He is about to risk it all to win the game of his life.It will take him
confidence and courage to make the leap, beautifully. (Lacoste)
Lacostes Big Leap as part of their Life is a beautiful sport campaign is a
great example of an advertisment that is not only brilliantly executed, but its
hitting the emotional nerve of a broad audience. It also shows how you can
open up your communications to be a bit more daring and surprising.
Usually, Lacoste is known for their beautifully shot, light and airy, elegantly
playfull ads, displaying an active, sporty lifestyle, using models that are mostly
idealized, skinny and well-groomed, certainly highlighting the product at hand
(either fashion or fragrance). Now this ad is fantastically REAL the location, their
styling, their emotions and this particular moment in time feel so real, you cant
help but hold your breath.

2014 Life is a beautiful sport

Reviews
We as consumers (and marketers) have become incredibly bored by the
same same approach many fashion brands are taking. Lacoste has hereby
shown that you can break out of a certain style especially with todays
digital
possibilities without actually breaking their overall strategy e.g. we still
see the central theme of floating in the air (but hes not only floating, but
catapulting himself into the air!) and both actors are still perfectly beautiful.
And ultimately, Lacoste has taken a big leap moving away from a product
centric approach, catapulting the brand into an incredibly powerful and
emotional territory.

Yes, Lacoste, life is indeed a beautiful sport. Thanks for making it even
more beautiful with this excellent ad.

2014 Life is a beatiful sport

Reviews
Themed Life is a Beautiful Sport, the new campaign grew out ofthe
brands heritage, a sporty 1930s elegance, authenticity and joie de
vivre, says Damien Bellon, creative director at BETC, the Paris-based
agency behind the effort. Ren Lacoste was a creative and competitive
man with an optimistic approach, qualities that still pervade the brand.
Lacoste is for playful people, people who enjoy challenges, both in
sports and daily life, he tellsMarketing Dailyvia email.

2014 Life is a beatiful sport

Reviews
Film is a strong tool to evoke emotions in a way where
prints often fall short, he says. The storytelling, the
moving picture and music remains powerful even in
this digital era. We have made a film that goes
beyond traditional fashion ads and together with the
Lacoste team weve tried to offer a universal and
timeless message without cultural boundaries.

2014 Life is a beautiful sport

Reviews
Womens Wear Dailyreports that the company is increasing its marketing budget
by up to 10% this year, with the print and outdoor ads accounting for 40%, and both
digital and film getting 30%.
Separately, the company will present this years Lacoste Spotlight Award to Amy
Adams at the Costume Designers Guild Awards next month in Hollywood.The
company, in its fourth year as a presenting sponsor at the event, says it is
honoring the five-time Academy Award-nominated actress for personifying an
enduring commitment to excellence, including a special awareness of the role and
importance of costume design.

2014 Life is a beautiful sport

The video

Reebok History
Reebok International Limited, a leading manufacturer of sports shoes,
apparel, andaccessories, is owned by the Germansportswearcompany
Adidas.The originof the company name Reebok comes from the
Afrikaansspelling of rhebok, a SouthAfrican antelopeor gazelle.

Reebok History
The founderJoseph William Fosterwas a manufacturer of regular
shoes who resided in Holcombe Brook, asmall villagenear Bolton,
England. He had the unique idea of making a spiked running shoe
which worked well and he established the company in 1895 with
the help of his sons and named it J.W. Foster and Sons

Reebok Sloganuri
1996 Its my planet
2000 Everyones a winner
2003 Escape the sofa
2004 Outperform

Reebok Slogans
2005 I am what I am
2007 Run easy
2007 Your move
2013 Live with fire

Reebok Istorie logo

1895 1986

1986- 1996

Reebok Istorie logo

1996 1998

1998 2000

Reebok Istorie logo

2000 2002

2002 2004

2004 2006

Reebok Istorie logo

2006 2008

2008 Prezent

Reebok Logos history

1895

The original Reebok logo depicts the Union Jack, portraying

the companys humble beginnings in Bolton, England.

1986 - Reebok unveiled a second emblem, often termed as the
vector. The emblem was introduced to symbolize a new era of
performance product. Its design was inspired by the cues on the
product, often called the side stripe cross check
1996 - the Reebok logo underwent only a few minor changes
1998 Reebok took away their logotype, while using only the cross
check which appeared on their products very aesthetic

Reebok Logos history

2000 - the company once again took out the logo and used only logotype

2002 The logo was further modified and made more modern

2004 - the logotype, too, was discarded, and the cross check was
reissued. To attain a bigger link to the youth market, the company
brought in a new tier of product called Rbkin 2001. The wide success
of this rebranding made Reebok to look at its overall branding scheme
and learn that the future of the brand would be
moreeffectivelydepicted by this new logo. The Rbk logo was created
by theArnell Group

Reebok Logos history

Celebrating the50thanniversary of the brand name in 2008, Reebok
brought back itsbrand identityfrom Rbk to Reebok. While Rbk worked
for theirbrand identity, the culture and the business, Reebok is
timeless and manifests the companys high values. The current
Reeboklogo design features a new font that is modern yet simple,
complementing thebrand identityand reflecting the brand values.

2013 Live with fire

The 2013 "Live With Fire" campaign celebrates people whose
lives have been transformed through their active lifestyle and in
doing so unifies the brands marketing of its fitness and lifestyle
business. In addition to featuring Reebok's core pillars of Training
and Running, the campaign reinforces Reebok's commitment to
women's fitness through the introduction of its Dance and Yoga
collections, as well as a renewed focus on Walking.

2013 Live with fire

The campaign builds off the brand's 2012 campaign, "The Sport of
Fitness Has Arrived," which featured CrossFit as a symbol of the
rapidly changing fitness landscape. The campaign illustrated how
CrossFit builds community and confidence and fosters a spirit of
competition and camaraderie. With "Live With Fire," Reebok is
broadening this message and issuing an invitation to people to pursue
their passions and to live life in a way that will inspire others to follow.

2013 Live with fire

"At Reebok, our mission is to empower people to be fit for life, but we don't
want people to move for the sake of movement; we believe movement is
the path to becoming physically, mentally and socially stronger.

"Since we've sharpened our focus on fitness, we've seen how reaching goals
and accomplishing new feats changes people and their lives. We find our
inspiration in these people, who live their lives with renewed passion and
intensity, and affect others with their attitude. Among our employees and
our consumers we're building a community that pushes people to do and
be more, and we want to inspire others to join this movement.
Matt O'Toole, Chief Marketing Officer, Reebok

2013 Live with fire

"We offer a different perspective on a healthy lifestyle and creative
expression. We're not featuring the aspirational actions of today's
superstar

millionaires

in

this

campaign;

we're

celebrating

individuals who find purpose by pursuing their passions. We believe

that everyone has the potential to transform their lives through
fitness and creativity, and want to encourage this discovery,
whether it's through CrossFit or group training workouts, running
clubs or Spartan races, high-energy Latin Dance classes or
physically-challenging Yoga classes, intense fitness walks or
another active pursuit.
Yan Martin, Vice President of Brand Marketing

2013 Live with fire

The video