Publications
Publications
- April 1994 (Revised March 1997)
- HBS Case Collection
Planet Reebok (A)
By: John A. Quelch
Abstract
Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The company conducted market research on the Planet Reebok concept in the three countries.
Keywords
Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom
Citation
Quelch, John A. "Planet Reebok (A)." Harvard Business School Case 594-074, April 1994. (Revised March 1997.)