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Another Corporation, Reebok (Adidas), Jumps Into Politics – Against President Trump…

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The Last Refuge
July 17, 2017

President Trump created a stir amid his political opposition when he was reported to have told French first-lady Brigitte Macron: “you’re in such great shape“.   Apparently, according to the ever-pliable rules of the virtue signaling political left, it is “sexist” to compliment a woman on her physical appearance.

Of course it didn’t take more than a news cycle for yet another corporate entity to jump head-first into the opportunity to attach their own brand-image to anti-Trumpism.  [Adidas is the parent company of Reebok]  The hypocrisy behind this opportunistic marketing endeavor/virtue-signaling is stunning.  Here’s the tweet from Reebok:

(link)

As you can see, Adidas/Reebok have made a political decision.  Virtue signaling your superiority in defining what is/isn’t appropriate is never a good look.

You would think the loss of brand value for companies who previously did this (Macys, Starbucks etc) would be enough to stop any reasonable corporate marketing head with a fiduciary responsibility. Alas, the allure of scoring cheap political points finds another victim.

However, when contrast against the actual marketing image of Reebok, the outcome is even worse.

  • A d v e r t i s e m e n t

Reebok is specifically stating that complimenting a woman based on her appearance is “sexist” and “inappropriate”.

Sexism?

Inappropriate?

OK, well let’s check out the latest Reebok commercial (WATCH):

Or how about the print advertising for Reebok:

Oh, these are only the PG-13 versions. There’s full naked female imagery within the European Reebok AD campaign.

Somehow using a woman’s physical shape to create a marketing brand is ok. But pointing out a woman’s physical shape, born out the success of applying that marketing brand approach as an outcome, is… well, “inappropriate”.

Tell a man he’s in great shape and it’s no big deal; no-one would even think twice of it.

Tell a woman she’s in great shape and it’s an immediate crisis.

Yeah. Gender equity. Huh?

Anticipate a diminished brand value to Adidas and Reebok as an outcome.  Financially position yourselves accordingly…

This article was posted: Monday, July 17, 2017 at 6:05 am





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