Having built its global brand around the 14 to 18 year-old demographic, the new range is Reebok's latest attempt to hone its lifestyle and entertainment appeal.
According to Asia-Pacific marketing director Harry Singh, the concept arose from Reebok Japan's in-house design agency, Cell.
"This was a regional initiative, with learnings from Japan," said Singh. "Initially, we thought we'd do a limited (release), but demand has been so great it's become a mainstream initiative."
Cell worked with DJs to design the ideal shoe, which sports a pair of headphones on the heel, a vinyl record on the sole, and understated branding. To support the shoe launch -- taking place initially in 11 regional markets -- Reebok is eschewing above-the-line, opting for a more targeted underground 'buzz'.
"You can't have loud branding, because it will alienate these guys," said Singh. "There will be no above- the-line, because if you're speaking to kids who follow DJs and the music, they don't want advertising. We don't want to be a big brand that doesn't get it."
Point-of-sale activities will use the 'Play' tagline and spotlight the shoe, along with a DJ visual. In addition, a public relations campaign will see a CD -- mixed by Hong Kong DJs -- along with t-shirts and record bags seeded with key media and DJs.
After the regional launch, the shoe line is expected to hit Europe and the US in 2005. "It has now gone global from regional," said Singh. "Production design and development normally happens in the US, so this is not common for Asia."
Singh also noted that all initiatives have been handled in-house.
The youth-oriented initiative follows Reebok's efforts to position itself around such celebrity endorsers as hip-hop superstars 50 Cent and Jay-Z.
"That's how we're starting to differentiate ourselves from other brands, by being the confluence of lifestyle, entertainment and sports," said Singh.
"It's a complete cultural connection. What we're trying to do is be real to the whole sports culture and community."
Reebok fires up brand with DJ tie
Reebok is sharpening its youth appeal with its 'DJ Shoe' line, an Asia-Pacific initiative that is also set to roll out worldwide.