Reebok Changes Up Its Image With More Unexpected Approach

STORMING REEBOK: Nearly a year into her role as Reebok’s lead marketing executive, Melanie Boulden is unveiling her first advertising effort with today’s release of “Sport the Unexpected.” The first of what will be three short films due out this year is “Storm the Court,” which opens with an intentionally peculiar girl in a pleated skirt interrupting an outdoor basketball game in the heat of competition. Faintly sci-fi, the intrusion starts a little trancelike dancing and is meant to draw attention to Aztrek Double. Aside from the perspiring players whose reactions quickly turn from confused to bemused, the spot is a sports-free zone. To try to appeal to “the Marvel generation,” which is inclined to watch the credits for one last scene, the Reebok spot has taken a similar track. “If you want to change brand perception, you need a jolt and that’s what this first one is. I say that because some people have seen this and have said, ‘Oh my God, what have you done?’ So it’s a jolt. It’s something to get people to focus and take a look at,” she said. “The second one is definitely entertaining, definitely in the same vein, but with a little different tempo,

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