Reebok: From relegation zone to championship contention

In the early 90's the brand was losing popularity, seen as a fashion accessory rather than having any sporting credibility. In 1993 celebrity endorsement did not succeed. 'Dream Team' campaign, TV and some specialist press. Heavy launch in 1994, repeated in autumn 1995 on a smaller scale. Awareness and image improved, with an immediate effect on share and sales, with sales more than doubling in 1994. Bronze prize winner