Stressing Benefits, Not Just "Lifestyle Side"

Yesterday's N.Y. Times has an advertising column about Reebok's new campaign, starring NFL athletes like Peyton Manning. Reebok's vp-marketing for North America says that Adidas-Salomon, which now owns Reebok, wants "to re-emphasize [the brand's] performance heritage and capabilities" instead of the "lifestyle side of the business."

Because Reebok is the official supplier of NFL-licensed clothing, it makes sense to showcase Reebok's performance benefits, not just brand "sizzle." What a great idea--to actually suggest that the product can satisfy customers' needs! Music-dominated ads may entertain and convey a fashion image, but how well do they inform or build interest in the product itself?

The market for athletic apparel is huge; surely some of those customers must care about what the product offers to meet their needs? Let's see whether deemphasizing the "lifestyle side" in favor of product performance brings sales results.