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| Reebok: Grassroots Marketing |
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Reebok was looking for a way to directly impact and reach their target market of "alpha males" and "trendsetters" among the Asia Pacific youth market.
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To create and execute a grassroots event where the Reebok brand is effectively communicated to participants, attendees, and community leaders utilizing the three core concepts of sports, music, and technology
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Helios Partners planned and executed the 2006 RBK Asia Cup Basketball Invitational where the top high school basketball teams
from several Asia Pacific countries were invited to participate. |
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The event created strong media exposure through print, television,
radio and web coverage. |
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The tournament built upon authentication of the brand in the local basketball scene, a target market for Reebok. |
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Reebok spokesperson, Alex Fong, provided star appeal, entertainment, and communicated Reebok brand attributes. |
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The championship game was played to a "sold out" stadium. |
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Grassroots Marketing
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Olympic Sponsorship Consulting
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2014 Winter Olympics Bid City
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Brand Assessment and Communications Consulting
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