BWI: Reebok Energizes Viewers with the All New Zig Sonic Commercial Starring MS Dhoni & Yuvraj Singh

Press release from Business Wire India
Source: Reebok
Tuesday, March 08, 2011 03:51 PM IST (10:21 AM GMT)
Editors: General: Consumer interest, Entertainment, Fashion, Lifestyle, People, Sports; Business: Advertising, PR & marketing, Business services, Media & entertainment, Retailers, Sports; Technology
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Reebok Energizes Viewers with the All New Zig Sonic Commercial Starring MS Dhoni & Yuvraj Singh


New Delhi, Delhi, India, Tuesday, March 08, 2011 -- (Business Wire India) -- This ICC Cricket World Cup, Reebok brings the enormously admired faces of Indian cricket, MS Dhoni and Yuvraj Singh in the high decibel ZigTech commercial, part of a new global ZigTech TV campaign with eight different TV spots featuring some of the world's greatest athletes. The campaign, created by DDB Berlin, will run in more than 27 markets worldwide and also includes print, out-of-home, digital and in-store executions.

The campaign will feature eight different athletes from seven different sports in their own unique ZigTech TV spot. They include: star NBA rookie John Wall; NFL quarterback Peyton Manning; NHL superstar Alex Ovechkin; British boxing champion Amir Khan; British Formula One driver Lewis Hamilton; World Cup-winning Spanish goalkeeper Iker Casillas; and Indian cricketers Mahendra Singh Dhoni and Yuvraj Singh.

According to Mr. Sajid Shamim- Director Marketing & Sales- Reebok India, "Our ZigTech launch last year was a huge success. This year we plan to take it to a whole new level and thus we launched Zig Sonic as the official Reebok ICC World Cup Trainer. The new TV campaign centered on Zig Sonic combines the world of animation and reality while the print campaign focuses on showcasing different energy elements like lightening, electricity, windmills to make Zigtech equivalent to Energy. Our idea is to provide something authentic, credible and exciting to the consumer and give them a wholesome proposition to indulge in during the World Cup. "

The commercial focuses on new Zig Sonic shoes equipped with ZigTech technology which is proven to reduce wear and tear in key leg muscles thereby enabling athletes to train longer and harder. Zig Sonic has been introduced as the official trainer for ICC World Cup 2011 and all Reebok athletes trained in the same before the campaign. This Zig TVC will be visible during all live matches of ICC World Cup 2011.
The Commercial shows a caricature of Dhoni running through an animated world inspired by the Indian streets. The caricature then enters an indoor facility and transforms into the real Dhoni who picks up the bats and starts hitting power shots, being energized by Zigtech.

For the campaign, DDB Berlin merged traditional cell animation techniques with state-of-the-art motion-capturing technology to deliver an authentic sense of motion while maintaining the beauty of hand-drawn lines. Each athlete is portrayed in animation within his specific sports environment before transitioning into live action.

ZigTech footwear, launched in 2010, features special lightweight foam that is engineered into a dramatic, geometric, zig-zag shape to conserve and return energy to the athlete. In 2011 Reebok is also introducing apparel to the ZigTech product range. Both ZigTech apparel and ZigTech footwear are prominently featured in the campaign are currently available at leading Reebok stores.

About Reebok India

Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence and is the market leader with 1000 exclusive stores. The company's brand vision is fulfilling potential, its mission - Always challenge and lead through creativity. Reebok has a 1000 member strong instructor alliance in India. Reebok supports its fun with fitness philosophy through their global tie-up with Cirque De Soleil for Jukari - Fit to Fly fitness program. Reebok has an 8 year long partnership with ICC and is the official outfitter for 4 IPL teams. Reebok also supports athletes in tennis and is the official outfitter for top 3 soccer clubs and for Force India-India's F1 team. Reebok Juniors, Reebok Classics and Reebok women - exclusive concept stores are new ventures of Reebok in India. Reebok's brand values are authentic, individualistic, courageous, empowering, innovative and real.

To view the photographs,please click on the links given below:

Bret Lee & MS Dhoni

Yuvraj Singh
For picture(s)/data to illustrate this release click below:

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