Reebok Builds Perfect Service To Create High-End Image

October 15th, if one

In 1998, Reebok was still a new company, in the huge sportswear.

Reebok hopes to make a move beyond short-term fundraising.

Their goal is to make a statement about themselves as a company. The initial goal is not to generate sales.

Contact with the company is wise - people should be free to do what they want to do and wear clothes they want to wear.

Many of the powers contained in the Universal Declaration of human rights resonated with Reebok: from freedom of speech, freedom of assembly to the right to pcend personal status, there is a natural connection between human rights and areas of concern for young people all over the world.

Reebok's sponsorship of the plan is huge and extensive.

The company spent an unprecedented $10 million on planning and promoting this trip and Reebok's cooperation with it.

In that year, the cost was 90% of the total marketing budget.

Traveling to rock stars, such as Bruce Springsteen, Peter Gabriel, Tracy Chapman and other singers, they engage in such a goal: arousing the leading role of international organizations, focusing on the maintenance and enhancement of human rights consciousness, that is, amnesty.

In 1998, the tour developed into a global scale, especially in countries with prominent human rights issues.

Performances in different places such as Buenos Aires, Moscow, St Paul and Zimbabwe.

"For human rights, departure!" in every country, the United Nations Universal Declaration of human rights is plated into local languages to ensure that it is most likely to be understood and reported.

Amnesty International holds a press conference in every country to promote awareness and raise awareness among young people and to raise human rights in countries where human rights are unprotected.

In this way, this incident has surpassed the level of ordinary rock concerts, arousing people's consciousness and raising funds at the same time.

Until now, Reebok has continued to invest in human rights issues.

After the trip, the company set up its own human rights award, awarding four young people every year to innovate or bravely to expand this basic human needs, 100 thousand dollars.

Famous politicians and celebrities have participated in the prize committee. Through the cooperation with former president Jimmy Carter, Senator Edward Kennedy and Ted Turner, this campaign has increased valuable public relations reports.

The annual awards of about $1 million are paid annually by the Reebok Human Rights Fund. So far, there has been an income of $10 million from the initial investment of the tour.

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Since its trip in 1998, Reebok's commitment to that goal has proved itself in many ways.

For example, Peter Gabriel and the lawyers Committee set up a witness scheme for human rights cooperation, putting the camera into the hands of human rights activists with the aim of "making the truth come true."

Today, human rights issues have been written into Reebok's corporate culture.

They have strict corporate management regulations, manage their supplier relationships in morals, and benefit from their good relations with their employees. Their employees are proud of their work in making such declarations.

Reebok is still an important competitor in the global sportswear industry and still enjoys a real reputation among its main target audience, from the beginning of the bold brand and an important (and perhaps controversial) target.

It seems that Reebok has adopted a fully related "target" seriously, and Reebok has benefited greatly from this event, coupled with the wise sponsorship supported by massive investments.