Dive summary:

• Reebok will launch a new ad campaign in February to focus on fitness.
• The focus on fitness has a market of potentially 3 billion people worldwide.
• New marketing campaign comes after 26% sales drop in second quarter.

From the article:

“We know the reasons for why are sales were so down in Q2 and we’ve changed the business to address this. We’ve reorganised ourselves around different categories to drive growth. The ultimate goal of what we’re trying to do is become so much more focused on winning in one area as oppose to trying to be all things to all people in the sport world.”