Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
BRAND STRATEGY
Reebok refocuses its strategy through tie-up with basketball legend
By our News Team | 2023
Shaquille O’Neal, former NBA superstar, becomes President of Reebok Basketball and will cultivate relations with athletes and organisations.
In the wake of a decision to refocus its brand strategy on basketball and on team sports, fitness footwear and clothing giant Reebok recently appointed retired NBA superstar Shaquille O’Neal to head up its basketball operations.
Carrying the title of President of Basketball, O’Neal will lead the brand’s basketball category strategy and cultivate partnerships with athletes and organisations in Reebok’s effort to return to its position as a dominant force in the sport.
Photo credit: Reebok
O’Neal has previously been involved with the company as a highly successful brand ambassador and is a shareholder in the Authentic Brands Group, the company that bought Reebok from Adidas in 2022. The basketball legend is said to have played an important role in sealing the business deal.
Authentic, which has around 50 brands in its portfolio, said at the time it would be charting a new path for Reebok.
Imprint on the culture of basketball
“We are thrilled to be expanding upon our partnership with Shaquille with this historic appointment. As an athlete, he made an incredible imprint on not only our brand, but the entire sport and culture of basketball,” says Todd Krinsky, Reebok CEO.
“With the combination of his deep-rooted history with Reebok and reigning influence he’s made on the game, there is no one better than this guy to take the helm and lead our brand back to reclaiming its rightful place and dominance in basketball.”
Adds Nick Woodhouse, President and Chief Marketing Officer of Authentic Brands Group, the owner of the Reebok and Shaquille O’Neal brands: “Since acquiring Reebok, we have been steadfast in restoring the brand’s position at the intersection of sports and fashion. This expanded partnership with Shaquille puts Reebok back in the game with a more active position than ever before.”
In addition to owning Shaquille O’Neal’s personal brand, Authentic also owns personal brands for the likes of Muhammad Ali (boxing), Greg Normal (golf), Elvis Presley (entertainer) and Marilyn Monroe (Hollywood actress).
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.